So you’re hunting for B2B go-to-market (GTM) software. Maybe your sales team’s processes are a mess, or you’re tired of juggling spreadsheets and hoping for the best. You want something that actually helps your team win more deals—not just another dashboard you’ll ignore after the first week.
This guide is for sales leaders, revenue ops folks, and anyone tired of sorting through vague promises and “AI-powered” vaporware. Let’s talk about what actually matters in GTM software, what’s just fluff, and how Balto stacks up.
What “GTM Software” Really Means (And What It Doesn’t)
First, a reality check: “GTM software” is a squishy term. Some tools focus on sales enablement, others on pipeline management, and plenty claim to do it all. The good ones help you:
- Find and prioritize the right prospects
- Equip reps with what they need to sell
- Track what’s working (and what’s not) in real time
- Actually move the revenue needle
The rest? More noise than help.
Core Features That Actually Matter
1. Real-Time Guidance, Not Just Reporting
A lot of GTM tools promise “insights” but just spit out reports after the fact. That’s not helpful when your reps are live with a prospect. The best software gives actionable nudges in the moment—think of it as a coach in your rep’s ear, not a Monday-morning quarterback.
What to look for: - On-call prompts, recommended next steps, objection handling - Instant feedback, not tomorrow’s analytics
Balto’s take:
Balto’s main thing is real-time call guidance. It analyzes conversations as they happen and serves up suggestions based on what the customer’s saying. This is genuinely useful—especially if you have lots of new reps or a complex pitch. Is it perfect? No, but it’s a big step up from hoping your training sticks.
2. Easy Integration With Your Stack
No one wants to rip and replace their CRM or dialer. Good GTM software plays nice with what you already use. Integrations shouldn’t take an army of consultants or three months of “implementation.”
What to look for: - Out-of-the-box integrations with Salesforce, HubSpot, major dialers, etc. - Simple setup (ideally self-serve), not a science project - Minimal impact on rep workflow
Balto’s take:
Balto integrates with most major phone systems and CRMs. Setup is usually straightforward, but double-check they support your exact stack—some edge-case dialers may need extra work. The key: if a vendor’s demo can’t show your workflow in action, move on.
3. Usable Analytics (Not Just Pretty Dashboards)
It’s easy to get dazzled by charts. But you want analytics that answer real questions: What messaging lands? Who’s off-script? Where are deals getting stuck?
What to look for: - Clear reporting on rep performance, script adherence, and call outcomes - Ability to drill down without a PhD in data science - Actionable takeaways, not just info dumps
Balto’s take:
Balto’s analytics are focused on conversation data—think script usage, objection handling, and talk ratios. The reports are geared toward coaching and process improvement, not just C-suite slide decks. There’s room for deeper pipeline or forecasting analytics, but for improving calls, it’s solid.
4. Scalability and Performance
If your team grows, or you want to roll out to a new region, will the tool keep up? Some GTM tools break down once you go beyond a few dozen seats.
What to look for: - Proven support for teams your size (ask for real customer references) - No noticeable lag or outages when several reps are on at once - Reasonable pricing as you scale—watch out for per-user sticker shock
Balto’s take:
Balto is used by both mid-sized teams and larger call centers. It’s cloud-based, so scaling is usually a non-issue. Watch for costs—real-time AI isn’t cheap, and pricing can add up if you have hundreds of seats.
5. Customization Without Headaches
Your process isn’t the same as everyone else’s. Can you tweak prompts, scripts, and playbooks yourself, or do you need to submit a ticket and wait a week?
What to look for: - Easy-to-edit scripts, prompts, and playbooks - User roles and permissions that make sense - The ability to test changes quickly
Balto’s take:
Balto lets you customize scripts and prompts through a self-serve interface. You don’t need to code or call support. Still, if you want to get fancy (complex branching, lots of conditional logic), expect a learning curve.
6. Change Management and Adoption
Let’s be real: fancy features don’t matter if your reps won’t use them. The best GTM software fits into workflow with minimal fuss. Training should be fast, and the value should be obvious.
What to look for: - Intuitive UI—reps shouldn’t need a manual - Short onboarding (think hours, not days) - Support resources that aren’t just PDFs
Balto’s take:
Most teams report their reps get up to speed quickly with Balto. The interface is simple, and the real-time prompts are visible but not distracting. Still, as with any new tool, expect some pushback from old-school reps. Leadership buy-in helps here.
7. Data Security and Compliance
This is table stakes, but it’s amazing how many vendors get sloppy with call recordings and PII. If you’re in a regulated industry or handle sensitive data, grill your vendor.
What to look for: - Clear documentation on security practices (encryption, access controls) - Compliance with standards like GDPR, HIPAA, or your local equivalents - Transparent data retention policies
Balto’s take:
Balto hits the major compliance marks (SOC 2, GDPR, etc.), but always ask for updated documentation and see if they’ve handled customers in your industry. Don’t just take their word for it—ask real questions.
Features That Sound Good But Usually Don’t Matter
Let’s save you some time. Here are a few things vendors love to hype, but rarely move the needle:
- “AI-powered insights” that are just keyword alerts. If it can’t surface something you’d miss on your own, skip it.
- Gamification for the sake of it. Unless your team already likes leaderboards, this is just window dressing.
- Infinite customization. More knobs and dials mean more ways to break stuff. You want flexibility, not paralysis.
- Fancy mobile apps. For most B2B sales, desktop is where the action happens.
How Balto Compares: The Bottom Line
Balto does one thing really well: real-time conversation guidance for sales and support teams. If your biggest GTM headache is getting reps to say the right thing, it’s worth a hard look. Here’s the quick breakdown:
Where Balto shines: - Real-time, in-the-moment coaching - Fast setup for most standard stacks - Solid analytics on rep conversations - Simple customization for scripts and prompts
Where you might want more: - Broader pipeline or deal management features (it’s not a CRM) - Deeper forecasting or opportunity analytics - Advanced workflow automation
If you’re looking for a full GTM suite (lead routing, prospecting, marketing automation), Balto’s not it. But if you want to make your sales calls better, it’s one of the stronger options.
Pro Tips for Picking GTM Software (Beyond the Features List)
- Demand a real trial. Don’t settle for slick demos. Get your own reps on it, in your real environment.
- Talk to actual users. Ask the vendor for references in your industry or company size. Listen for what’s hard about using it.
- Calculate the total cost. Beware “starting at” pricing. Factor in seats, integrations, and any onboarding fees.
- Plan for change management. Even the best tool flops if you don’t drive adoption. Assign an owner, set clear goals, and get quick wins.
Keep It Simple, Iterate Fast
Don’t let a checklist or a shiny feature demo distract you from what matters: does this software help your team close more deals, with less hassle? Start small, focus on your biggest pain points, and be ready to change course if something isn’t working.
You don’t need a Swiss Army knife. You need a tool that actually gets used. Good luck out there.