If you’ve ever been stuck comparing B2B go-to-market software, you know how much fluff is out there. “AI-powered!” “Single pane of glass!” The buzzwords never stop. But when you strip away the hype, what actually matters? This guide is for sales, marketing, and revenue leaders who want a practical checklist—and a no-nonsense look at how Xfactor stacks up.
Why Your Go-to-Market Stack Matters
Your go-to-market (GTM) platform is where sales, marketing, and revenue teams live. If it’s clunky, you’re wasting hours. If it doesn’t play nicely with your other tools, you’re double-entering data. And if it promises to “revolutionize alignment” but can’t even do basic reporting? Forget it.
The right software doesn’t just make life easier—it helps you hit pipeline and revenue targets. But picking the right one means knowing what counts, what’s just noise, and what’s an expensive distraction.
What to Look For (and What to Ignore)
Here’s a breakdown of the key features to look for. I’ll call out what’s genuinely useful, what usually falls flat, and how Xfactor handles each.
1. Real, Actionable Data (Not Just Dashboards)
What to look for: - Up-to-date, trustworthy data about accounts, contacts, and deals - Easy segmentation and filtering—so you can actually act on insights - Simple pipeline visibility for both sales and marketing
Why it matters:
A dashboard is only as good as the data underneath it. Too many tools look pretty but pull from stale or incomplete datasets. If your reps don’t trust the numbers, they’ll work from their inbox instead.
How Xfactor does it:
Xfactor pulls from your CRM, marketing automation, and other core systems, so you’re not stuck with manual uploads or “sync sometimes” integrations. It gives you filters you’ll actually use (industry, stage, persona), and the data is easy to check and update—no more “where did this lead come from?” mystery.
What to ignore:
Overdesigned dashboards that aren’t customizable, or “AI insights” that just restate what’s already in your CRM.
2. Seamless Integrations (Not Just a Long Logo List)
What to look for: - Native connections to your CRM, email, calendar, and key sales/marketing apps - Bi-directional sync (so changes flow both ways) - API access for custom needs
Why it matters:
You shouldn’t have to hire a consultant just to get your tools to talk. If you’re copying/pasting from spreadsheets, the software is failing you.
How Xfactor does it:
Xfactor connects directly to Salesforce, HubSpot, Outreach, Salesloft, and Google/Microsoft calendars. Syncs happen in real time, and it won’t break if you use custom fields. There’s also a solid API if you want to automate more.
What to ignore:
Long integration lists where half the “integrations” are just data dumps or require Zapier workarounds.
3. Flexible, No-B.S. Reporting
What to look for: - Customizable reports you can actually build yourself - Role-based access—so people only see what’s relevant - Export options for when you need to slice/dice in Excel
Why it matters:
Most teams spend too much time massaging reports for leadership. Good software lets you get answers fast, without waiting for IT or a “reporting champion.”
How Xfactor does it:
Xfactor’s reporting is drag-and-drop simple. You can build by rep, region, segment—whatever matters to you. Sharing is straightforward (link or export), and it’s easy to set permissions so the right people see the right numbers.
What to ignore:
Fancy “storytelling” dashboards that look great in a demo, but take hours to customize or are locked down by the vendor.
4. Collaboration That Doesn’t Feel Forced
What to look for: - Notes, tagging, and @mentions—so teams actually use it - Alerts for deal changes, but not so many you tune them out - Shared views for marketing, sales, and success teams
Why it matters:
You want people to collaborate, not just check a box. If the tool is clunky, teams go back to Slack or email, and you’re right back where you started.
How Xfactor does it:
Xfactor lets you tag teammates on deals, add notes, and set up alerts for big changes (like a deal moving stages or going dark). It’s not trying to replace Slack, but it’s good for updates that shouldn’t get lost in chat. Shared views mean marketing can see what sales is working, and vice versa.
What to ignore:
“Collaboration” features that are just chat boxes bolted onto every record, or require you to use a vendor’s own messaging app.
5. Smart Automation (But Still in Your Control)
What to look for: - Automated reminders, follow-ups, and basic workflows - Clear settings—so you can turn off what you don’t want - Templates you can actually tweak
Why it matters:
Automation saves time, but only if it’s not overbearing. Nobody wants to be nagged by a robot, or have emails sent on their behalf that sound like a bot wrote them.
How Xfactor does it:
Xfactor offers simple automation—think: follow-up reminders, task assignments, and lead handoffs. You decide what runs automatically, and you can edit all templates. No “set it and forget it” nonsense; you’re always in control.
What to ignore:
Anything that promises “fully automated pipeline management.” If it sounds like it’ll replace your team, it’s probably oversold.
6. Real Security and Compliance (Not Just a Badge in the Footer)
What to look for: - SOC 2, GDPR, and other real certifications - User-level permissions, audit logs, and data encryption - Clear privacy settings for customer data
Why it matters:
If you’re in B2B, your customers care about security. So should you. If your GTM software is a weak link, it’s a risk for everyone.
How Xfactor does it:
Xfactor is SOC 2 certified, GDPR-ready, and lets you set granular permissions for every user. There are audit logs for compliance, and support can actually answer your security questions. No black box.
What to ignore:
Badges that aren’t real certifications, or vague claims like “enterprise-grade security” with no details.
7. Pricing That’s Predictable (and Doesn’t Punish Growth)
What to look for: - Transparent pricing—no gotchas as you add seats or features - Clear contract terms, easy to scale up or down - Honest support, included in the base price
Why it matters:
Hidden fees or forced “upgrades” can quickly turn a good tool into a budget nightmare. You want to know what you’ll pay, now and later.
How Xfactor does it:
Xfactor’s pricing is posted publicly, with no surprise fees for integrations or reports. Support is included, and you can add/remove seats as your team changes. If you need custom stuff, it’s clear what costs extra.
What to ignore:
“Custom pricing for every customer” (unless you’re a Fortune 100), or vendors who won’t give you a ballpark number before a demo.
Signs You’re Looking at the Wrong Tool
Even with all the checklists, some red flags are easy to spot:
- The demo is all sizzle, no substance. If they can’t show your use case, walk.
- The vendor promises “AI” or “revenue orchestration” but can’t explain how it helps you, specifically.
- You can’t get a straight answer on integrations, reporting, or pricing.
- Everything funnels you into a sales call just to see the basics.
If you spot these, move on. The market is crowded; you have options.
Pro Tips for Picking (and Rolling Out) GTM Software
- Start small. Run a pilot with one team or region. Don’t try to boil the ocean.
- Focus on must-haves, not nice-to-haves. The best tools nail the basics—data, integrations, reporting—before piling on extras.
- Get buy-in from the front lines. If your reps don’t want to use it, you’ll be paying for shelfware.
- Check support. Ask a real question and see how fast and helpful the response is.
- Expect to tweak. No tool is perfect out of the box. Plan for a few rounds of feedback and changes.
The Bottom Line
Don’t get blinded by buzzwords or endless feature lists. Focus on what your team actually needs day-to-day: clean data, easy integrations, clear reporting, and tools people will actually use. Xfactor covers the basics well and doesn’t hide behind vague promises. Start simple, iterate, and remember—if it feels too good to be true, it probably is. Pick software that helps your teams work, not just tick boxes.