Every B2B team wants a go-to-market (GTM) platform that just works: something that helps sales and marketing actually hit their numbers, not just check another box on the tech stack spreadsheet. If you're considering a tool like Letterfriend, you already know the basics. But when you get past the demo and the feature matrix, what do you really need in a GTM platform? And what’s just noise?
This guide is for sales, marketing, and ops folks who have to make the call, live with it, and—let’s be honest—defend it at QBRs. We'll break down the features that matter, the ones that don’t, and how to cut through the sales pitch.
1. Real Integration—Not Just “Connectors”
Every GTM platform claims it “integrates” with your CRM, MAP, and whatever else you use. But there’s a huge difference between a real integration and a half-baked connector that dumps data into a spreadsheet you’ll never look at.
What actually matters:
- Native, two-way sync with your core systems (Salesforce, HubSpot, Outreach, etc.). If you can’t push AND pull data easily, you’ll spend more time fixing errors than selling.
- Field mapping you control. No one’s CRM is “standard.” If you can’t map your custom fields, expect headaches.
- Near real-time updates. Hourly or daily syncs are fine for reporting, but not for triggering actions or keeping sales in the loop.
What’s overrated:
Zapier zaps and CSV uploads. Those are stopgaps, not real solutions.
Pro tip:
Ask to see how the platform handles failed syncs and error reports. If support can’t show you, that’s a red flag.
2. Usable Data, Not Just Dashboards
GTM platforms love to show off flashy dashboards, but most end up as screens you show in meetings and ignore the rest of the week. What you really need is data you can act on.
Look for:
- Customizable reporting. Can you build reports the way you want, or are you stuck with canned charts?
- Segmentation and filters. You should be able to slice and dice your data by anything—industry, persona, deal stage, last activity.
- Export options. Sometimes you just need a CSV. Don’t let vendors lock up your data.
What doesn’t matter:
Animated charts, “AI insights” that just restate the obvious, or “executive summaries” with no detail.
3. Workflow Automation That Saves Real Time
The whole point of a GTM platform is to automate the repetitive stuff so your team can focus on, you know, selling and marketing. But automation should help, not add more work.
Prioritize platforms that:
- Automate routine tasks like lead routing, follow-ups, and reminders—without a six-week setup.
- Trigger actions based on real behaviors (not just time-based rules). For example: “If a lead downloads a whitepaper AND books a meeting, then…”
- Let you tweak workflows without a consultant. If it takes a developer to make a change, forget it.
Don’t get distracted by:
“AI-powered” recommendations that don’t fit your process, or bots that spam prospects.
4. Personalization at Scale (But Not Spam)
Everyone says they do personalization, but most GTM platforms just mail-merge a name and call it a day. Real personalization means tailoring outreach and content in ways that don’t make you cringe.
Good platforms will:
- Pull in data from multiple sources (not just your CRM) so you can segment and target with context.
- Give reps control over messaging, with guardrails to prevent off-brand disasters.
- Support multi-channel campaigns (email, LinkedIn, direct mail, etc.) from one place.
Watch out for:
“Personalization” that’s just a template with a first name. Prospects spot that a mile away.
5. Reliable Deliverability and Compliance
This one’s not sexy, but nothing kills a GTM campaign like emails stuck in spam or running afoul of GDPR. Most platforms gloss over this—don’t let them.
Key features:
- Built-in deliverability tools (DKIM, SPF, monitoring, etc.). You shouldn’t need a separate deliverability consultant.
- Consent management for GDPR, CCPA, and whatever comes next.
- Audit trails for every action—because someone will ask.
Ignore:
Vague promises like “best-in-class deliverability.” Ask for proof: bounce rates, spam complaints, customer references.
6. Flexibility for Your (Messy) Process
No GTM process survives first contact with reality. You need a platform that bends, not one that breaks when things get complicated.
Check for:
- Custom objects and fields. If you can’t model your process, you’ll end up with workarounds (and grumpy users).
- Role-based permissions. Sales, marketing, ops—they all need different views and controls.
- Open APIs for when you do need something custom.
Don’t stress about:
“Best practice” templates. They’re fine as a starting point, but your process is probably different.
7. Support That Actually Supports
When things break (and they will), you want a vendor who picks up the phone—or at least answers your emails with something other than a ticket number.
What to look for:
- Real-time chat or phone support included—no “enterprise plan” upsell just to get help.
- Knowledge base with real answers, not just marketing fluff.
- User community or forums can help, but shouldn’t replace actual support.
Red flag:
If you can’t find a way to talk to a human before you buy, don’t expect much after.
8. Pricing That Makes Sense
Most B2B platforms hide their pricing behind a “contact sales” button. That’s a pain, but what matters is whether the pricing fits your usage and doesn’t hit you with surprise overages.
Look for:
- Clear user and usage tiers.
- All-in pricing for must-have features.
- Short-term contracts or trials so you don’t get trapped.
Don’t get distracted by:
“Unlimited” plans with asterisks, or “special pricing” that only lasts a year.
9. The Little Things (That Add Up)
Sometimes it’s the small stuff that makes or breaks adoption.
Examples:
- Mobile access—maybe not for everyone, but it’s handy on the road.
- Decent search across contacts, companies, and notes.
- Bulk editing—because fixing 100 records one by one is nobody’s idea of a good time.
What to Ignore (Mostly)
It’s easy to get distracted by new buzzwords and “coming soon” features. Here’s what you can skip on the first go-around:
- “AI” everything. Unless you see it working in your workflow, don’t pay extra for it.
- Gamification. Your team is motivated by commission and results, not badges.
- Predictive scoring. Sometimes useful, but often just noise unless you have loads of clean data.
Wrapping Up: Keep It Simple, Iterate Fast
Choosing a GTM platform like Letterfriend isn’t about ticking boxes—it’s about making your team’s job easier, not harder. Focus on integrations, usable data, and real automation. Ignore the shiny stuff (unless it actually solves a real pain). Start simple, get it working, and tweak as you go. Most of all, pick something your team will actually use—because the best platform is the one that helps you close deals, not just fill out another dashboard.