If you’re in B2B sales or marketing and tired of sifting through endless “game-changing platforms,” you’re not alone. There’s a flood of go-to-market (GTM) software out there, each promising the world. But what actually matters? What features should you really care about, and what’s just fluff? This guide is for anyone who wants the signal, not the noise—especially if you’re sizing up platforms like Reveal and wondering if it’s worth your time.
Let’s break down the key features you should look for, what to skip, and how Reveal stacks up in the real world.
Why Picking the Right GTM Software Matters (and Why So Much is Overkill)
Here’s the truth: Most B2B teams don’t need a platform that does everything. You need a tool that helps you find the right accounts, collaborate with partners, and actually close deals—without making your life harder.
If your GTM software is clunky, you’ll spend more time wrangling data than talking to customers. If it’s too basic, you’ll hit walls fast. The trick is to get the features that move the needle, not the ones that look nice in a demo.
The Key Features That Actually Matter
Let’s get practical. Here’s what you should look for in B2B GTM software, and how Reveal does (or doesn’t) deliver.
1. Account Mapping That’s Actually Useful
What to look for:
You want to see where your target accounts overlap with your ecosystem—partners, customers, prospects—and do it fast. Bonus points if you can slice and dice by territory, segment, or vertical.
Why it matters:
Good account mapping means you’re not cold-calling into the void. You know exactly who has relationships, who can introduce you, and where to focus.
How Reveal does:
Reveal’s bread and butter is account mapping. Connect your CRM, invite partners, and see overlaps in a format that doesn’t require a PhD in Excel. Filters for territory, industry, or deal stage actually work. Is it perfect? No platform is. If your partners’ data is messy, you’ll still have to clean things up. But it’s a big upgrade from spreadsheets or most “partner portals.”
What to ignore:
Fancy visuals that don’t let you actually act on the data. If you can’t export, filter, or click through to details, it’s just eye candy.
2. Automated Warm Introduction Requests
What to look for:
It should be dead simple to ask a partner for an intro—ideally, right from the platform. Track requests, see status, and avoid awkward back-and-forth.
Why it matters:
The whole point of GTM partnerships is to get you in the door faster. If you’re stuck emailing or pinging people on Slack, the software isn’t doing its job.
How Reveal does:
Reveal lets you request introductions directly from the account map. You can track outstanding requests and see when a partner has responded. There’s also some automation to nudge partners, which helps avoid things falling through the cracks.
What to ignore:
Platforms that force you to leave for email or don’t track requests are missing the point. You want to keep everything in one place, with clear accountability.
3. Secure, Granular Data Sharing
What to look for:
You need control over what data you share—down to the field or account level. No one wants to hand over their entire CRM.
Why it matters:
Data paranoia is real, and for good reason. If your team doesn’t trust the platform, adoption will tank. You need sharing controls that are actually easy to set and audit.
How Reveal does:
Reveal lets you pick exactly what you share with whom. Want to share only named accounts, or just certain fields? No problem. Permissions are clear, and you don’t have to be an admin to figure it out. They also don’t store your actual CRM data—just the overlap info—which means less risk.
Pro tip:
Check with your legal and ops teams before rolling out any GTM tool. If security and privacy controls aren’t tight, you’ll run into roadblocks.
4. Native CRM Integrations That Don’t Break
What to look for:
Direct integrations with Salesforce, HubSpot, or whatever CRM you use. Syncing should be reliable and (mostly) painless, with minimal manual work.
Why it matters:
If you’re exporting CSVs or copy-pasting data, you’re wasting everyone’s time and introducing errors.
How Reveal does:
Reveal has solid integrations with major CRMs. Set-up is straightforward, and updates happen automatically. Still, don’t expect magic—if your CRM is a mess, Reveal won’t fix that for you. But if you’re already using Salesforce or HubSpot well, you’ll see value quickly.
What to ignore:
“Integrations” that just mean you can upload a spreadsheet. If you’re doing manual work every week, it’s not a real integration.
5. Collaboration Features That People Actually Use
What to look for:
There should be practical ways to share notes, tag team members, and keep a record of what’s happening with each account.
Why it matters:
Selling into accounts—especially big ones—takes a team. If your GTM platform is just a database, people will default to side emails and Slack messages. You want all the context in one place.
How Reveal does:
Reveal lets you collaborate on accounts, tag colleagues, and leave notes that don’t get buried. It’s not a full-fledged project management tool, but it covers the basics well. Just don’t expect it to replace your CRM or Slack channels for all communication.
Pro tip:
The best collaboration feature is the one your team actually uses. Fancy chat widgets are useless if everyone ignores them.
6. Reporting That’s Clear (Not Just Pretty)
What to look for:
Dashboards should tell you what’s working—things like how many intros led to meetings, which partners are pulling their weight, and which accounts are moving.
Why it matters:
If you can’t measure it, you can’t improve it. You want reporting that helps you double down on what’s effective, not just look good at QBRs.
How Reveal does:
Reveal’s reporting is straightforward. You get visibility into partner-sourced pipeline, intro success rates, and overlap trends. It’s not the most customizable reporting out there, but it covers the basics and doesn’t drown you in options.
What to ignore:
Overly complex dashboards that require a data analyst to interpret. If you’re spending more time building reports than running meetings, something’s off.
7. A Simple, Transparent Pricing Model
What to look for:
No one likes surprise fees or endless “contact us for a quote” forms. Look for platforms with clear, tiered pricing and honest limits.
Why it matters:
It’s easier to get budget approval and forecast ROI when you know what you’re paying for. Plus, you avoid the bait-and-switch of “introductory pricing” that goes up after a year.
How Reveal does:
Reveal has a free tier with basic features and paid plans for more advanced needs. Pricing is transparent, and you can start with the free version to see if it’s worth scaling up. There’s no hard sell, just a clear path from free to paid.
What to ignore:
Vague “custom” pricing that only shows up after several sales calls. If you can’t get a ballpark number up front, expect pain down the line.
What’s Overhyped? (And What You Can Skip)
Some “features” get hyped up but rarely deliver real value:
-
AI recommendations:
Unless it’s saving you hours a week, most AI is just glorified sorting. -
Endless integrations:
If you connect to tools you never use, you’re just adding surface area for bugs. -
Embedded chatbots:
These rarely help close deals or improve partner collaboration meaningfully.
Focus on the features above. If a platform’s main selling point is a buzzword, it’s probably not that useful.
Bottom Line: Keep it Simple, Iterate Fast
Don’t get distracted by bells and whistles. Start with a tool that does the basics really well—account mapping, intro requests, secure data sharing, and CRM integration. If Reveal (or any platform) nails those, you’re in good shape. If not, keep looking.
Try the free version first, see if your team actually uses it, and only upgrade when it’s a clear win. The best GTM stack is one your team uses without complaining—and that helps you close more deals, not just look busy.
Cut through the noise, focus on what moves the needle, and don’t be afraid to keep things simple. That’s how you actually win.