If you’re reading this, you’re probably tired of sifting through endless sales pitches about “transformative” B2B software. You want to scale, but not at the cost of paying for useless bells and whistles. You just want to know: What features do you actually need in your go-to-market (GTM) software to help your business grow—without making things more complicated than they need to be?
This guide’s for founders, sales leads, and ops folks who want to make a smart call—and skip the hype.
Why “Go To Market” Software Exists (And What Most Get Wrong)
First, a reality check: Most B2B GTM tools claim they’ll automate, optimize, or “revolutionize” your marketing and sales. In truth, they usually add another layer of dashboards and busywork.
The best software helps you do three things: - Find and reach the right buyers. - Track what’s working (and what isn’t). - Stay out of your team’s way.
Sounds simple, but you’d be surprised how many tools miss the mark.
1. Must-Have Features (And Why They Matter)
Here’s what you shouldn’t compromise on. These core features actually move the needle when you’re trying to scale.
Unified Customer Data
You need all your key sales and marketing info—contacts, activity, deals, touchpoints—in one place. If your team is toggling between five tools and spreadsheets, you’re losing deals to chaos, not competition.
- Look for: Customizable fields, easy imports, and flexible segmentation.
- What to ignore: Fancy “AI-powered insights” that just regurgitate basic stats.
Pro tip: If a vendor can’t show you a live demo with real (not cherry-picked) data, that’s a red flag.
Seamless Integrations
Your GTM software should play nice with your CRM, marketing automation, email, and even legacy tools. If it doesn’t, you’ll be stuck copying and pasting, or worse—relying on someone’s cousin to build a zap that breaks every week.
- Look for: Out-of-the-box integrations with the tools you already use (Salesforce, HubSpot, Slack, etc.).
- What to ignore: Vague claims about “open APIs” unless you’ve got developers on hand.
Clear Pipeline and Deal Tracking
If your sales team can’t see where deals stand at a glance, you’re just guessing. Clarity beats complexity every time.
- Look for: Drag-and-drop pipelines, customizable stages, and visual dashboards.
- What to ignore: Overcomplicated forecasting models that only a spreadsheet wizard can explain.
Automated, But Not Annoying Outreach
Automation is great—until it starts spamming your prospects. You want tools that help you reach out at the right time, to the right person, with the right message. Not “spray and pray” email blasters.
- Look for: Sequencing and scheduling, but with controls to pause or tweak based on real engagement.
- What to ignore: One-size-fits-all templates or “set it and forget it” campaigns.
Real Analytics (Not Vanity Metrics)
You need to know what’s working. Not just clicks and opens, but real pipeline impact.
- Look for: Conversion rates, deal velocity, and source attribution you can trust.
- What to ignore: Fancy charts with no actionable takeaways.
2. Nice-to-Have Features (If You’re Actually Going to Use Them)
Some extras can help, but only if they fit your real workflow.
Collaboration Tools
Commenting, tagging, or sharing notes can help teams move faster—unless it just turns into another inbox.
- Useful if your team is remote or you do a lot of handoffs.
- Not worth paying extra for if your team already lives in Slack or Teams.
Playbooks and Templates
If you’re onboarding new hires or standardizing processes, built-in playbooks can save time.
- Handy for fast-growing teams.
- Skip if your process changes every month (you’ll just ignore the templates anyway).
Mobile Access
If your team is on the go, a solid mobile app is a plus. But most actual sales happen at a desk, so don’t let a slick app outweigh core features.
3. Features to Ignore (Or Approach With Skepticism)
Don’t let a shiny demo sway you. Here are a few features that sound better than they really are.
“AI-Powered” Everything
Unless you’ve got serious data volume and dedicated staff, most “AI” is just rebranded automation or basic analytics. If you hear “predictive” but can’t see how it works, move on.
Social Selling Widgets
Posting LinkedIn updates from your GTM platform sounds nice, until you realize it’s just duplicating what you can already do natively.
Gimmicky Gamification
Leaderboards and badges rarely change real behavior. Focus on features that drive actual results, not short-term dopamine hits.
4. How to Evaluate GTM Software Before You Commit
You’ve got a shortlist. Now, make them prove it.
- Demand a true trial or sandbox. Not a guided demo—get your hands dirty with your own data.
- Test integrations with your real stack. Don’t assume “we integrate with Salesforce” means it’ll work for your setup.
- Ask for references—ideally customers who scaled from your stage. If they only offer massive enterprises or tiny startups, be wary.
- Check the support. Submit a ticket or call the help line. See how fast they respond.
- Do the math. Look for hidden fees (per-user, per-integration, etc.). Some platforms are cheap upfront and expensive later.
5. A Real-World Example: Theroishop
Let’s put this in context. Theroishop is a B2B GTM platform that’s actually built for scaling companies—not just enterprises with an army of admins. It focuses on clean data, straightforward automation, and real integrations with CRMs and marketing tools you probably already use.
What stands out? You get customizable pipelines and reporting without getting lost in configuration hell. What’s missing? Gimmicky AI “deal scoring,” which, honestly, most teams don’t need until they’re much bigger.
Bottom line: It’s not trying to be everything. And that’s a good thing.
6. Don’t Overcomplicate It: Keep It Simple, Iterate Fast
Here’s the truth: No tool will magically solve your go-to-market challenges. The best software is the one your team actually uses, that doesn’t create new headaches, and that gives you real data you trust.
- Start with the basics—clean data, clear tracking, good integrations.
- Add features as you grow, not all at once.
- Revisit your tools every 6-12 months.
If you keep your stack simple and focus on what actually moves the needle, you’ll scale faster—and with fewer headaches. Don’t let the hype convince you otherwise.