Looking for B2B go-to-market (GTM) software can feel like walking through a trade show with a hundred people yelling buzzwords at you. If you’re in sales, marketing, or revenue ops, you know most tools overpromise and underdeliver. The goal isn’t to find the shiniest platform—it’s to pick something that actually helps your team close more deals, with less friction, and fewer headaches.
This guide cuts through the fluff. We’ll cover what really matters in B2B GTM software, what you can safely ignore, and how Crisp stacks up if you want a tool that actually solves problems instead of creating new ones.
Why GTM Software Matters (and Where Most Tools Fall Short)
Let’s be real: most “GTM” platforms are just old-school CRMs with some lipstick—lots of dashboards, not a lot of real help. B2B teams want to:
- Find and reach the right prospects, without endless data entry.
- Get a clear view of pipeline and key deals, minus the spreadsheet hell.
- Actually work together (not just share a login).
- Scale what works, and ditch what doesn’t.
The right GTM software should make these things easier, not harder. If your tool needs its own training course or creates more work for reps, it’s failing you.
1. Data That Doesn’t Suck
What matters:
Your team needs accurate, up-to-date company and contact info. Bad data wastes time, kills morale, and tanks your outreach. GTM software should bring in clean data and update it automatically.
What to ignore:
Fancy AI “insights” are worthless if the core data is out of date. Skip tools that brag about predictive magic but can’t even get the right contact info.
Crisp’s approach:
Crisp focuses on sourcing quality B2B data and keeping it fresh. It pulls in company profiles, decision-maker contacts, and account signals from reputable sources—so reps aren’t guessing or Googling for emails. The platform’s deduplication is simple and automatic, so you’re not chasing ghosts in your CRM.
Watch out for:
- Data enrichment fees that sneak up fast
- Tools that force you to “clean” data manually
- Vendors who dodge questions about data sources
2. Sales and Marketing Alignment: Not Just a Checkbox
What matters:
You want sales and marketing looking at the same data, working the same accounts, and not fighting over lead ownership. GTM software should make it easy to share lists, track progress, and see who’s doing what.
What to ignore:
“Collaboration features” that just mean you can tag a coworker. Real alignment means everyone has the same view of the funnel and can actually act on it.
Crisp’s approach:
Crisp offers shared workspaces where both sales and marketing can build, segment, and prioritize account lists together. It’s not about more notifications—it’s about everyone seeing what’s working, what’s stuck, and what needs attention. No more “whose lead is this?” debates.
Pro tip:
If a tool makes you pay extra for each department or user, you’re going to have silos—period.
3. Automation That Doesn’t Annoy Everyone
What matters:
Automation should cut down on busywork, not force you into rigid processes. Look for GTM software that handles repetitive tasks (like list building, outreach sequences, or follow-ups) but still lets reps personalize where it counts.
What to ignore:
Endless “workflow builders” that take a PhD to set up, or bots that spam prospects with generic messages. Automation should help humans, not replace them.
Crisp’s approach:
Crisp automates the basics—like data enrichment, contact sourcing, and task reminders—without boxing you in. You can set up simple triggers (e.g., alert sales when an account hits a certain score) and customize without a ton of setup. The goal: less admin, more selling.
Reality check:
No tool can automate relationship-building. If a vendor claims otherwise, walk away.
4. Real Visibility Into What’s Working
What matters:
At the end of the day, you need to know: Is what we’re doing actually moving the needle? Good GTM software shows you which campaigns, reps, and segments are performing, and which aren’t—without a week of report-building.
What to ignore:
Endless vanity metrics (like “engagement scores” with no clear meaning) or dashboards designed to wow execs, not help you make decisions.
Crisp’s approach:
Crisp gives you simple, actionable reporting. You see pipeline by segment, rep, or campaign, and you can dig into what’s stuck without a BI tool. You get clarity, not just charts.
Ask yourself:
Can you tell, in under two minutes, what’s working and what’s not? If not, keep shopping.
5. Integrations That Don’t Make You Want to Scream
What matters:
Your GTM software should play nice with the rest of your stack—especially CRM, email, and whatever data tools you already use. Integrations should just work, with minimal IT heroics.
What to ignore:
A huge “integration marketplace” is useless if nothing works reliably. Focus on the 2-3 connections you really need.
Crisp’s approach:
Crisp connects directly with Salesforce, HubSpot, Outreach, and email calendars, with setup that takes minutes (not months). If you need something custom, the API is documented and doesn’t require a call with “Customer Success.”
Pro tip:
Before you buy, ask for a live demo of any critical integration. Don’t trust screenshots.
6. Pricing That Doesn’t Punish You For Growing
What matters:
You should be able to add users and scale up lists without blowing up your budget. Look for simple, transparent pricing—ideally without per-seat or per-record surprises.
What to ignore:
Intro offers that balloon after three months, or “enterprise” pricing that requires a sales call just to get a number.
Crisp’s approach:
Crisp offers flat-rate pricing with no per-seat fees. You know what you’ll pay every month, and you don’t have to argue to get a real quote. If you hate haggling, this is a relief.
Reality check:
Any tool that hides its pricing is probably expensive. Don’t waste time chasing quotes.
7. Actual Support, Not Just a Chatbot
What matters:
When something breaks (and it will), you want help from a human who knows the product, not a script reader. Good GTM software vendors offer fast, real support—ideally from people who understand B2B sales.
What to ignore:
24/7 chatbots that can’t actually fix anything, or knowledge bases stuffed with outdated articles.
Crisp’s approach:
Crisp has a support team of real people (yes, you’ll get a name and a direct email) who respond fast and know their stuff. You’re not just another ticket in a queue.
What You Don’t Need (But Vendors Will Try to Sell You)
Let’s be blunt: a lot of GTM software is loaded with features you’ll never use. Here’s what you can safely ignore:
- Social selling add-ons: If your buyers aren’t on Twitter or LinkedIn all day, skip it.
- “AI-powered” content writers: They churn out generic nonsense. If you care about your message, write it yourself.
- Gamification: Salespeople don’t need digital badges; they need clear goals and good data.
Focus on the basics: clean data, easy collaboration, useful automation, clear reporting, and solid support. The rest is fluff.
Wrap-Up: Keep It Simple, Iterate Fast
Picking B2B GTM software is about making your team’s day easier—not chasing the latest hype. Figure out what actually moves the needle for your business, test a few tools, and don’t be afraid to say no to bells and whistles you won’t use. Start simple, get feedback, and adjust as you go. At the end of the day, the best software is the one your team actually wants to use.
If you’re curious whether Crisp is worth a try, start with a demo and see if it fits your real-world needs. Don’t get distracted by noise—focus on what actually helps you win.