If you’ve ever sat through a demo of B2B go-to-market (GTM) software, you know the drill: big promises, flash, and—too often—a bunch of features you’ll never use. But, if you’re actually trying to pick a platform that helps your sales, marketing, and ops teams work together (and actually close deals), you need more than a buzzword checklist.
This guide is for folks who want to cut through the noise and get real about what matters in B2B GTM software. We’ll dig into the features you should care about, the stuff that’s mostly fluff, and how Fiber fits into the picture if you want something built for modern teams.
What Really Matters in B2B GTM Software
A lot of products try to be everything to everyone. That’s usually a recipe for bloat, confusion, and a big bill. Here’s what actually deserves your attention.
1. Unified Customer Data That’s Actually Usable
Why it matters: Every GTM team claims they want a “360-degree view” of the customer, but most end up with data stuck in silos: CRM, marketing automation, spreadsheets, and random Slack threads. If your software doesn’t bring all of that together—and make it easy to use—you’ll keep missing opportunities.
What works: - Centralized profiles that update in real-time - Easy integrations with the tools you already use (Salesforce, HubSpot, email, calendar, etc.) - Search and filtering that doesn’t require a PhD
What to ignore: Claims about “AI-powered insights” if the basics (clean, unified data) aren’t there. No software can fix garbage inputs.
Pro tip: If it takes more than a couple of clicks to see an account’s history, pipeline status, and recent marketing touches, you’ll lose adoption.
2. Collaboration Across Teams (Without the Chaos)
Why it matters: GTM is a team sport. Sales, marketing, and customer success all touch the same accounts. But most software still acts like it’s 2010—everyone’s in their own lane, and handoffs get messy.
Look for: - Shared workspaces where teams can comment, tag, and assign tasks - Notifications that aren’t overwhelming or buried - The ability to @mention teammates and share context (not just forward an email chain)
What works: Tools that make it easy to see who’s working on what, without drowning you in updates.
What to ignore: “Social” features that just add noise (like emoji reactions to every single activity).
3. Smart, Flexible Automation (That You Control)
Why it matters: You want software that saves time, not one that requires a full-time admin just to change a workflow. Automation should handle repetitive stuff—lead routing, follow-up reminders, data enrichment—without getting in your way.
What to look for: - Out-of-the-box templates for common GTM processes - Custom workflows that you can set up yourself (no code, minimal training) - Clear logs so you can see what happened and why
What works: Automation that’s visible and tweakable by the people who use it every day.
What to ignore: Overblown promises about “AI” replacing your playbooks. Most teams just need solid, flexible rules—not magic.
Pro tip: Test a software’s automation by making a simple change (add a new routing rule, tweak a sequence). If you get stuck or need to call support, it’s probably not for you.
4. Real Reporting (Not Just Pretty Dashboards)
Why it matters: If you can’t measure what’s working, you’re flying blind. But a lot of “analytics” modules just repackage basic charts or bog you down in setup.
What to look for: - Easy-to-build reports on pipeline, conversion rates, and campaign performance - The ability to slice data by segment, owner, or source - Export options (CSV, PDF) for sharing with management or board
What works: Reports you can tweak yourself, without waiting for IT.
What to ignore: Endless customization if it means setup takes weeks. You want just enough flexibility to see what matters, fast.
5. Seamless Integrations (With the Stack You Already Have)
Why it matters: No GTM tool is an island. If it doesn’t plug into your CRM, email, calendar, and whatever else your team lives in, you’ll end up with shadow processes and lost data.
What to look for: - Pre-built integrations with major CRM and marketing tools - Solid APIs for custom needs - Two-way sync (not just one-way data dumps)
What works: Integrations that don’t break every time an upstream app updates.
What to ignore: “Integration marketplaces” with hundreds of connectors, most of which don’t actually work well.
How Fiber Stacks Up for Modern Teams
Now, you’re probably wondering: Does any platform actually deliver on these basics without drowning you in features you’ll never use? Here’s where Fiber comes in.
1. Clean, Unified Account Views
Fiber builds its core around a single, up-to-date account view. You get contacts, activity, deal status, and marketing history all in one place—no more toggling between tabs or syncing spreadsheets.
- Integrates directly with Salesforce, HubSpot, Gmail, and Slack
- Updates in real-time as reps, marketers, or CSMs take action
- Quick filters so you can focus on your priority accounts
Reality check: It won’t magically fix messy source data, but it does make it a lot easier to spot duplicates or missing info.
2. Collaboration Built for GTM, Not Just Chat
Fiber’s shared workspaces let teams tag each other, leave notes, assign tasks, and track progress—all linked to the account or deal.
- @mentions and threaded comments keep context clear
- Customizable task lists for handoffs and follow-ups
- Notification controls (so you don’t dread your inbox)
What Fiber doesn’t do: It’s not a project management tool or a Slack replacement. It just keeps GTM collaboration where it belongs: tied to the work.
3. Automation That’s Actually Manageable
Fiber comes with prebuilt templates for lead routing, follow-ups, and alerts. You can tweak them right in the UI—no code, no consultants needed.
- Visual workflow builder (drag-and-drop, not a maze of settings)
- Clear audit trails for every automation
- Easy rollbacks if you mess something up
Limitations: Fiber isn’t trying to replace your entire marketing automation stack. It covers the basics—lead flow, reminders, notifications—and leaves the heavy lifting to specialized tools.
4. Reporting That Doesn’t Suck
Fiber’s reporting is refreshingly simple. You can slice pipeline, campaign, and activity data by rep, segment, or source in a few clicks. No endless setup.
- Prebuilt dashboards for execs, ops, and reps
- Simple report customization (pick fields, add filters, done)
- Exports that actually work
Tradeoff: You won’t get every possible chart or deep-dive analysis, but most teams don’t need that. If you want full-blown BI, you can export to your favorite tool.
5. Integrations That Don’t Require a PhD
Fiber focuses on deep, not wide, integrations. It covers the basics—CRM, email, calendar, Slack—and keeps them working.
- Two-way sync with Salesforce and HubSpot
- Native Gmail/Outlook plug-ins for tracking email engagement
- Webhook and API support for edge cases
What Fiber skips: Hundreds of “check-the-box” connectors that sound good in demos but break in real life.
What to Ignore (And What to Watch Out For)
A few more things to keep in mind, whether you’re looking at Fiber or any other GTM platform:
- Ignore: AI hype unless you see a clear, real-world use case. Most teams just want software that works.
- Ignore: “All-in-one” promises that try to replace every tool you have. You’ll end up with a bloated mess.
- Watch out for: Platforms that require a six-month implementation and a $10k onboarding bill.
- Watch out for: Features that sound cool but don’t map to your actual process (like “gamification” or “social selling” widgets).
Pro tip: Before you buy, have your team do a trial run with real accounts. If people are still using spreadsheets or Slack to get work done, the platform probably isn’t a fit.
Keep It Simple, Iterate, and Stay Sane
Picking B2B GTM software shouldn’t feel like buying a house. Focus on what your team actually needs: clean data, smart collaboration, simple automation, real reporting, and integrations that work.
Don’t get distracted by shiny features or wild promises. Start simple, get your hands dirty, and keep improving as you go. That’s how you’ll actually win more deals—and not lose your mind in the process.