If you’re shopping for B2B go-to-market (GTM) software, you know the feeling: endless feature lists, vague promises, and a lot of words that don’t mean much. This guide is for folks who actually have to pick, buy, and live with these tools—revenue teams, ops leads, founders, and anyone tired of sifting through the fluff.
Let’s cut to the chase. Here’s what really matters in B2B GTM software, what you can safely ignore, and how Aisdr stacks up against the stuff that counts.
The Non-Negotiables: What Actually Matters
Before you get dazzled by dashboards or wooed by AI, these are the core features that separate useful B2B GTM software from shelfware.
1. Data Quality and Enrichment
Why it matters: Garbage in, garbage out. No amount of fancy automation will fix bad prospect data.
What to look for: - Reliable, up-to-date company and contact info - Enrichment (firmographic, technographic, intent data) - Deduplication and merge features - Clear data sources and update frequency
What’s often oversold: Some tools claim “AI-powered enrichment,” but skip the details. If you can’t verify the source or freshness, be skeptical.
Aisdr’s reality check: Aisdr pulls from reputable sources, keeps refresh cycles transparent, and has solid deduplication. It’s not magic, but it’s reliable—more important than wild claims.
2. Segmentation and Targeting
Why it matters: The best GTM teams don’t treat every account the same. Granular filters mean you can actually execute an ABM (account-based marketing) playbook.
What to look for: - Flexible filters (industry, size, tech stack, intent signals) - Saved segments and easy re-use - Support for custom fields and tags
What’s often oversold: Overly complex segmentation that sounds good in a demo but is a pain to maintain. If it takes an ops person to run a campaign, that’s a red flag.
Aisdr’s reality check: Aisdr nails the basics—filter by what you need, save segments, and tag accounts for easy recall. It’s not the most customizable thing on earth, but it’s easy for normal people to use.
3. Workflow Automation (But Not Too Much)
Why it matters: You want to automate the grunt work, not replace judgment calls.
What to look for: - Automated lead routing and assignment - Simple triggers for notifications and tasks - Integration with your CRM and email
What’s often oversold: Endless “if-this-then-that” logic and clunky visual workflow builders. These look impressive, but most teams only use a few core automations anyway.
Aisdr’s reality check: Aisdr focuses on the basics—automated lead handoff, simple Slack/email notifications, and CRM sync. It doesn’t try to be Zapier, and that’s a good thing.
4. Integration With Your Existing Stack
Why it matters: No tool is an island. If your GTM software doesn’t play nice with Salesforce, HubSpot, Outreach, and the rest, you’re in for a world of CSV uploads.
What to look for: - Native integrations with major CRMs and sales engagement tools - API access for custom connections - Reliable two-way sync
What’s often oversold: “Integrates with hundreds of apps!” Sure, but if the sync breaks or only works one-way, it’s useless.
Aisdr’s reality check: Aisdr has solid, battle-tested Salesforce and HubSpot integrations, plus a Zapier connector for the weird edge cases. Not the flashiest app directory, but what’s there works.
5. Usability for Normal Humans
Why it matters: If your team hates using the tool, they’ll find ways to work around it. Adoption is everything.
What to look for: - Clean, intuitive UI (you shouldn’t need a certification to run a campaign) - Fast load times, responsive support - Clear documentation and onboarding
What’s often oversold: “Beautiful design” that’s all sizzle, no steak. Or “power user” features that just add clutter.
Aisdr’s reality check: Aisdr is straightforward. You can figure it out in an afternoon, and the help docs are written by humans. No “certified consultant” required.
6. Reporting That Doesn’t Require a Data Science Degree
Why it matters: You need to see what’s working—fast. Overcomplicated reporting slows you down.
What to look for: - Out-of-the-box dashboards for pipeline, conversion, and activity - Customizable filters (but not endless options) - Export options for the spreadsheet crowd
What’s often oversold: Wild claims about “AI insights” or “predictive analytics.” In reality, most teams just want to see which campaigns worked and who’s engaging.
Aisdr’s reality check: Aisdr covers the basics: clear pipeline views, easy filtering, and exports. Nothing fancy, but you can actually make decisions with the data.
What You Can (Usually) Ignore
There’s a lot of stuff vendors love to hype, but most B2B teams just don’t need:
- “AI-powered” everything: If it doesn’t save you real time or money, skip it.
- Endless customization: 80% of teams use the same 20% of features.
- Built-in dialers and sequencers: If you already have Outreach or Salesloft, don’t pay double.
- Marketplace “apps”: If you have a solid Zapier integration, you’re covered for most use cases.
Pro tip: Ask vendors to show you how your team would do a typical workflow, not a canned demo. You’ll spot the fluff fast.
How to Evaluate GTM Software (Without Losing Your Mind)
Here’s a simple approach:
- List your must-haves. (Be ruthless. Anything you haven’t used in the last 6 months doesn’t count.)
- Request a real trial. Not just a guided demo—use your own data, run your own process.
- Test integrations early. Broken syncs are the #1 reason for churn.
- Get buy-in from the people who’ll actually use it. If they groan, move on.
- Ignore the roadmap. Buy the tool for what it does today.
Where Aisdr Fits In
Is Aisdr perfect? No. But it nails the fundamentals: good data, sensible workflows, simple reporting, and integrations that work. It skips the shiny distractions and focuses on helping real teams get real results.
If you want a tool you can actually roll out (without a six-month change management project), Aisdr’s a solid pick worth trying.
Keep It Simple, Ship It Fast
You don’t need the “most advanced” GTM platform—you need something your team will actually use. Start with the basics, get value, and iterate as you go. The best GTM software is the one that lets you move quickly, adjust, and—most importantly—get back to selling.