If you work in B2B sales or revenue ops, you know the “go to market” (GTM) tool landscape is a confusing mess. There are shiny dashboards, AI promises, and integrations for days. But most teams just want something that helps them hit their number—without drowning in complexity or vaporware.
This guide is for anyone tired of demo fatigue and endless sales tech bloat. We’ll break down the features that actually matter in a B2B GTM tool, what to skip, and how Getcabal tries to solve the real, modern problems sales teams face.
What Really Matters in Go To Market Tools (And What Doesn’t)
Let’s be honest: most “key features” lists are a mix of buzzwords and wishlist items. You don’t need 100 integrations or analytics you’ll never look at. Here’s what actually moves the needle:
1. Does It Help You Find and Influence Real Buyers?
The old playbook—blast emails, build sequences, hope for the best—is barely working. Modern B2B deals have multiple stakeholders, and you need to know who’s actually involved.
Look for: - Stakeholder mapping: Can you see who’s involved in a deal, who the blockers are, and who your champions are? - Network intelligence: Does it help you tap into warm connections, not just cold lists? - Account visibility: Can you track engagement across the whole buying committee, or just your main contact?
Pro tip: If a tool claims “AI-powered buyer insights” but can’t show you the actual humans you should talk to, move on.
2. Will It Help You Coordinate Internally—Not Just Spam Externally?
A lot of GTM software is built for “activity”—sending more emails, making more calls. But the best teams win by working together: looping in execs, product, and customer success at the right time.
Look for: - Internal collaboration: Can you bring in the right people (execs, advisors, etc.) for key deals without a million Slack threads? - Deal rooms or shared spaces: Is there one place to see deal progress, notes, and strategy—without living in Salesforce? - Actionable notifications: Do you get updates that matter, or just noise?
Ignore: Any tool that only helps individual reps “crush quota” but ignores the team effort behind big deals.
3. Does It Play Nice With Your Workflow?
If you have to rebuild your process for a tool, it’ll just become shelfware. The best tools fit in quietly and make things easier, not harder.
Look for: - Easy setup: Can you get value in days, not months? - Minimal admin: Do you need a full-time ops person to keep it running? - Integrations that matter: Does it plug into your CRM, email, and Slack—without breaking every release?
Pro tip: Ask to see a live demo with your data or process, not a sandbox. If it can’t handle your real-world mess, skip it.
4. Does It Give You Honest, Usable Data?
Everyone promises “actionable insights.” Most deliver dashboards you’ll never open. What you actually need is clear, honest data—who’s engaged, who’s stalling, and where you’re stuck.
Look for: - Deal health at a glance: Can you quickly see which deals are alive and which are dying? - Engagement signals: Are buyers actually opening, clicking, and replying—or just ghosting you? - No vanity metrics: Skip the “email open rates” and look for movement that predicts real outcomes.
Features That Sound Good (But Rarely Matter)
Let’s cut through some common hype:
- “AI-generated sales copy.” Feels impressive, but buyers can spot generic outreach from a mile away.
- Hyper-granular reporting. Most teams glance at a few dashboards. Don’t pay extra for reports you’ll never use.
- Endless customization. If you need to build your own tool on top of their tool, ask why you’re paying them.
- Too many integrations. More isn’t always better—focus on the two or three systems you actually use.
How Getcabal Tackles Modern B2B Sales Challenges
Most GTM tools are built for a sales world that doesn’t exist anymore. Here’s how Getcabal (usually just called “Cabal”) is taking a different approach—and where it stands out.
1. Mapping and Activating the Real Buying Committee
Deals don’t happen with one champion—they happen with a committee. Cabal’s core is a “stakeholder map” that actually shows you the people involved in each opportunity. Not just job titles, but real names, roles, and how they connect to your team. You can:
- See who’s on the buying side (champions, blockers, legal, finance, etc.)
- Map your own execs, investors, and advisors to those buyers
- Track introductions, nudges, and influence in one place
Why it matters: No more guesswork about who’s holding up a deal or who your next internal ask should be. You see the politics and connections, not just the pipeline stage.
2. Quick, No-Nonsense Collaboration (Without Overwhelm)
Cabal doesn’t try to replace your CRM or Slack—it just adds a simple “deal room” for each account. You can:
- Share updates, notes, and asks with your team (and external supporters)
- Loop in execs for “champion” intros or deal reviews—without endless emails
- Get notified when something actually changes (not just every activity)
Honest take: Some teams don’t want another app, period. But if you’re tired of tracking deals in spreadsheets or pinging the same execs for help, a focused deal room saves a lot of headaches.
3. Warm Intros and Network Requests That Don’t Get Ignored
One of Cabal’s bets is that warm intros and social capital are what actually move deals forward. So, it makes requesting an intro from your network dead simple:
- Find the right person in your team’s extended network (investors, advisors, etc.)
- Send a templated intro request—no awkward “can you forward this?” emails
- Track who’s made intros, who’s followed up, and which intros actually drove results
Reality check: Not every intro will land you a deal, but Cabal at least makes it easy to ask and follow up. Much better than hoping someone remembers to send that intro after the Monday all-hands.
4. Real Signal, Not Just Activity Metrics
Instead of endless activity logs, Cabal focuses on signals that indicate real progress:
- Which stakeholders are engaged (not just CC’d)
- Which deals are moving, stalled, or need exec attention
- Where you’ve got gaps in coverage (e.g., no champion in legal or finance)
What’s missing: If you want mega-detailed forecasting or territory management, Cabal might not replace your CRM. But for actually moving deals to close—especially big, multi-threaded deals—it nails the basics.
What to Ignore: Where Even the Best Tools Fall Short
No tool solves “people problems” or magically makes your team care about process. A few things to keep in mind:
- Adoption is everything. The best tool is the one your team will actually use. If reps hate it, or it feels like extra work, it goes in the trash.
- Don’t chase trends. AI, social selling, gamification—these come and go. Focus on tools that solve your real, daily headaches.
- Keep your stack tight. Fewer tools, better adopted, always beats a bloated, half-used stack.
Final Thoughts: Keep It Simple, Iterate, and Don’t Buy Hype
At the end of the day, B2B sales is about relationships, coordination, and moving real humans through a messy buying process. Fancy features are fine, but if your GTM tool doesn’t help you identify, influence, and close real buyers—skip it.
Start simple. Pick the one or two features your team will actually use, and see if they move the needle. If a tool like Cabal helps you map deals, activate your network, and cut down on chaos, great. If not, don’t be afraid to move on.
You’re busy. Don’t overcomplicate it. Iterate, pay attention to what works, and leave the rest for the next sales tech hype cycle.