If you're in charge of getting a B2B product out the door and into customers’ hands, you know there’s no shortage of “game-changing” software promising to make your life easier. But here’s the thing: most of it is heavy on buzzwords and light on actual help. This guide is for founders, sales leaders, and marketers who need practical answers—what features matter, what’s just noise, and how does Airship actually stack up?
Let’s cut through the fluff and get into what really matters.
Why B2B Go-To-Market Software Is a Mess (and How to Navigate It)
There are hundreds of tools out there promising to automate, optimize, and “accelerate” your B2B go-to-market (GTM) strategy. But honestly, most of them are just new takes on old ideas—CRMs with a dash of AI, or dashboards that look pretty but don’t move the needle.
Here’s what you want from real GTM software:
- It actually helps you find, reach, and close customers faster.
- It doesn’t bury you in configuration hell.
- It plays nicely with your existing tools.
- It’s not so expensive or complex that you need a six-month onboarding plan.
If a tool can’t do those things, it’s just another SaaS subscription eating your budget.
The Key Features That Actually Matter
You’ll see vendors brag about every bell and whistle, but these are the features that make a real difference for B2B teams:
1. Unified Customer Data
You need a single place to see what’s happening with leads and accounts—no more toggling between spreadsheets, CRM, and random inboxes.
Look for: - Real-time syncing with your CRM (Salesforce, HubSpot, etc.) - Clear account and contact views (not just a list of names) - Activity timelines showing emails, calls, meetings, and notes
What to ignore: Fancy “360-degree views” that just mash up data without making it actionable.
How Airship measures up: Airship pulls in your CRM data and creates easy-to-navigate account pages, so you actually see the story of each deal—no detective work required.
2. Playbooks and Guided Workflows
Most GTM tools claim to help you “standardize” your process, but many just give you checklists. You want actual guidance—step-by-step playbooks that your team will actually use.
Look for: - Playbooks that adapt based on deal stage or segment - Templates you can tweak (not just pre-canned scripts) - Prompts for next steps, not just “mark as done” buttons
What to ignore: Rigid workflows that force everyone to work the same way, or endless configuration screens.
How Airship measures up: Airship lets you build playbooks that trigger based on real account activity. You can adjust steps, add notes, and actually see what’s working (and what’s not).
3. Collaboration That Doesn’t Suck
Selling in B2B is a team sport—sales, marketing, customer success, sometimes even legal. You don’t want to be stuck in a maze of Slack threads or email chains.
Look for: - Shared notes and activity feeds on accounts - @mentions and notifications for the right people (not everyone) - Ability to assign tasks or handoff ownership
What to ignore: Half-baked “chat features” that nobody uses, or permission models that lock you out of what you need.
How Airship measures up: Airship puts shared notes, tasks, and updates right where you need them—on the account page. No more “who’s following up on this?” moments.
4. Real Analytics, Not Vanity Metrics
Dashboards are everywhere, but most just show you busywork—email opens, call counts, etc. What you actually need is insight: which activities drive deals forward, and where things get stuck.
Look for: - Conversion rates by stage and segment - Activity-to-outcome reporting (e.g., “X demos = Y closed deals”) - Easy export for real analysis
What to ignore: Overdesigned dashboards with zero context or reports that just count things for the sake of it.
How Airship measures up: Airship tracks what actions actually move deals, so you know what’s working. You don’t have to dig through endless filters to get answers.
5. Integrations That Actually Work
You probably already have a CRM, email, maybe a marketing automation tool. Your GTM software should connect with these without endless setup or fragile “connectors.”
Look for: - Direct integrations with your core tools (not just Zapier workarounds) - Quick setup—minutes, not weeks - Two-way data sync (so updates don’t get lost)
What to ignore: Promises of “open APIs” if you don’t have an in-house dev team, or integrations that only work one way.
How Airship measures up: Airship connects directly to Salesforce, HubSpot, and Google Workspace, with two-way sync and minimal setup. No IT ticket needed.
6. Fast, Focused Onboarding
GTM software is supposed to make your life easier, not start with a training course. If you can’t get value in the first week, something’s wrong.
Look for: - Guided setup and pre-built templates - Contextual help (not just a 100-page manual) - Responsive support—real humans, not bots
What to ignore: “Custom onboarding packages” that cost extra, or tools that take months to roll out.
How Airship measures up: Airship’s onboarding is straightforward. Most teams get up and running in a week, and their support folks actually answer your emails.
The Features That Sound Good but Don’t Really Matter
You’ll hear a lot about “AI-driven insights” or “omnichannel orchestration.” Here’s a quick list of things to take with a grain of salt:
- AI for the sake of AI: If the “AI” just summarizes emails or suggests obvious next steps, it’s not magic—it’s autocomplete.
- Over-the-top customization: You probably don’t need 20 pipeline stages or custom fields for everything. Simple beats complex.
- Gamification: Badges and leaderboards sound fun, but rarely move the needle for results-driven teams.
If you’re not sure about a feature, ask: “Will my team actually use this, or is it just a demo-day gimmick?”
How to Actually Choose (and Roll Out) a GTM Tool
Here’s a practical approach that works, no matter what software you’re considering:
- List your real problems. What’s slowing you down? (Too many tools? No clear process? Lost deals?)
- Try before you buy. Insist on a real trial with your data—not a hand-holding demo account.
- Get the team’s feedback—early. If sales hates it, they’ll find ways around it.
- Start simple. Roll out one or two workflows, not everything at once.
- Track what changes. If you’re not closing more deals or saving time, don’t be afraid to move on.
Pro tip: Ignore FOMO. Just because a competitor bought the hot new tool doesn’t mean it’ll work for you.
Where Airship Fits In
Let’s be real: Airship isn’t the only game in town, but it does the basics well—clear account data, flexible playbooks, actual collaboration, and quick setup. No wild claims of “AI sales magic,” just a tool that helps you focus on the work that matters.
If you’re buried in spreadsheets and scattered notes, Airship’s worth a look. If you already have a process that works, don’t fix what isn’t broken.
Keep It Simple, Stay Flexible
The best GTM software is the one your team actually uses—and that helps you win more deals with less hassle. Don’t get distracted by hype, and don’t drown in features you’ll never touch. Start with what you need, test it in the real world, and tweak as you go. Iterate, don’t overthink it. You’ll move faster, and your team will thank you.