If you’re running sales, marketing, or partnerships at a B2B company, you know how crowded the go-to-market software scene has gotten. Every tool promises to “accelerate revenue” or “align teams,” but most just add noise. So, what features actually matter—and which are window dressing? This guide is for folks who want to cut through the fluff and pick software that’ll help their teams work smarter, not just add another tab to their browser.
Below, I’ll spell out the features that genuinely move the needle for B2B go-to-market teams, what to watch out for, and why Gradual is worth a closer look.
Why Choosing the Right Go To Market Software Matters
Most B2B companies wrestle with the same things:
- Siloed data—everyone’s working from their own spreadsheets
- Endless Slack threads and meetings just to stay in sync
- Clunky handoffs between marketing, sales, and CS
The right software won’t magically fix your process, but it can help you:
- Get a real view of who’s in your pipeline (and what’s working)
- Cut down on manual updates and busywork
- Spot what’s slowing teams down, fast
But only if you pick the right tool—and ignore the shiny features that sound clever but rarely get used.
The Features That Actually Matter (and the Ones That Don’t)
Let’s get straight to the point. Here’s what to look for, and what to ignore, when shopping for B2B go-to-market tools.
1. Unified Customer and Account Data
Why it matters: If your marketing, sales, and CS teams all have different versions of the truth, you’ll never know what’s really happening with your customers. Look for tools that pull in data from your CRM, marketing automation, and support platforms—and actually keep it in sync.
What works:
- Real-time syncing with Salesforce, HubSpot, or whatever CRM you use
- A clear, central view of each account and contact—no digging required
- The ability to see marketing touchpoints, sales activities, and product usage in one spot
What’s usually overhyped:
- Fancy dashboards that look impressive but are a pain to customize
- “AI-powered insights” that basically regurgitate what’s in your CRM
Pro tip: Ask for a live demo using your data (or at least a realistic sample set). It’s easy for vendors to make demo data look perfect.
2. Clear, Actionable Workflows for Sales and Marketing
Why it matters: Go-to-market teams don’t need more notifications—they need simple, repeatable processes. The best software makes it obvious what needs to happen next, and by whom.
What works:
- Playbooks or automated workflows for things like lead follow-up, onboarding, or renewals
- Task assignments that don’t disappear into a black hole
- The ability to customize stages and triggers without an admin degree
What’s usually overhyped:
- Overly rigid workflow builders that break if you look at them funny
- “Collaboration” features that just mean another chat window
Pro tip: Don’t let a vendor tell you “it’s customizable” without showing you how. If you need a consultant to make a simple change, walk away.
3. Flexible Reporting That’s Actually Useful
Why it matters: You need to quickly answer questions like, “Which channel is bringing in the best leads?” or “Where are deals stalling?” Reporting should help you spot problems and opportunities—not just fill up slide decks.
What works:
- Out-of-the-box reports for basic stuff, plus the option to dig deeper when needed
- The ability to filter and segment by any field (industry, deal size, campaign, etc.)
- Export to CSV—because sometimes you just want the data in a spreadsheet
What’s usually overhyped:
- Endless chart types you’ll never use
- “Predictive analytics” that are just guesses dressed up as insights
Pro tip: If you can’t find a real customer who uses the reporting daily, assume it’s just for show.
4. Integration With Your Existing Stack
Why it matters: Most teams already have a CRM, marketing automation, chat, and analytics. Your go-to-market software should fit in—not try to replace everything.
What works:
- Native integrations with your core tools (Salesforce, Slack, Zoom, marketing platforms)
- An open API for anything custom
- Minimal setup headaches
What’s usually overhyped:
- “Works with 1,000+ apps!”—but only through a third-party connector like Zapier, which can get brittle fast
Pro tip: Make a list of your “must-connect” tools before you shop. Don’t assume integration means two-way sync, either—ask for specifics.
5. Real Collaboration, Not Just More Chat
Why it matters: You want sales, marketing, and CS in the loop—but most “collaboration” features just mean more notifications. Look for tools that help teams share context and work together on accounts, not just ping each other.
What works:
- Shared notes or timelines on accounts
- Comment threads tied to specific deals or tasks (not just a global chat)
- Permissions that keep sensitive info private when needed
What’s usually overhyped:
- Built-in chat that nobody uses (because you already have Slack)
- “Social” features like badges or wall posts—save it for Facebook
Pro tip: The best collaboration is invisible. If it takes more than one click to add context, nobody will do it.
6. Simple, Transparent Pricing
Why it matters: Budgeting for software shouldn’t require a PhD. Too many vendors hide real costs behind “custom quotes” or tack on fees for integrations and support.
What works:
- Clear, public pricing tiers
- No surprises for adding users or basic integrations
- Free trial or at least a real demo
What’s usually overhyped:
- “All-inclusive” plans that quietly exclude the features you actually want
Pro tip: Ask upfront about implementation fees, minimum contracts, and what happens if you need to scale up (or down).
How Gradual Stands Out From the Pack
Most go-to-market tools over-promise and under-deliver. Gradual is one of the few that gets the basics right—without trying to be everything to everyone.
Here’s what makes Gradual different:
- Unified view of your buyers and accounts: Gradual pulls in data from your CRM, events, and community touchpoints—so you see the real journey, not just a sales snapshot.
- Customizable, no-nonsense workflows: You can actually tailor Gradual’s playbooks to your process—no code, no hidden fees, and no “call your rep.”
- Reporting that’s built for practitioners: Instead of endless dashboards, Gradual focuses on a handful of reports that answer questions sales and marketing teams actually ask.
- Integrations that work out of the box: Gradual connects natively with major CRMs, Slack, and common event/community tools. No duct tape required.
- Collaboration that fits your workflow: Account timelines, shared notes, and permission controls—without reinventing chat.
- Upfront pricing: No games. You know what you’ll pay before you talk to a salesperson.
Where Gradual doesn’t try to impress: - No AI hype for the sake of it. Gradual focuses on surfacing the data you actually have, not pretending to predict the future. - No “one size fits all” approach. If you need a Swiss army knife, look elsewhere. Gradual is built for B2B teams who care about execution, not just reporting.
Stuff you won’t get (and probably don’t need): - A built-in chat client (just use Slack) - Gimmicky gamification or badges - “Magic” integrations that break as soon as your process changes
What to Ignore (Unless You Have Unlimited Time and Budget)
Let’s be honest: plenty of features sound great on a slide but rarely get used. Here’s what you can skip unless you’re running a 1000-person org:
- Overly complex automation builders (unless you have a full-time ops team)
- “Predictive” scoring that’s really just glorified lead grading
- Endless customization—if you need to pay a consultant, it’s not worth it
- Built-in email or chat—your team already has these tools
Focus on software that does a few things well, integrates with your stack, and doesn’t make you jump through hoops to use it.
Keep It Simple, Iterate, and Ignore the Hype
Picking go-to-market software shouldn’t feel like assembling IKEA furniture with missing instructions. Look for tools that give you a clear view of your customers, help your team work together, and don’t bury you in configuration hell. Start with the basics, see what actually works, and tweak as you go. If you keep things simple (and ignore the buzzwords), you’ll end up with software that helps your team sell—not just one more thing to manage.