If you run go-to-market (GTM) at a B2B company, you’ve probably seen a dozen software vendors promising to “revolutionize” your sales and marketing. Most of them sound the same. Some might even deliver. But picking the wrong tool can waste months and blow your budget before you see a single result.
This guide is for people who have to live with the software after the fancy demo: sales leaders, revenue ops, marketers, and anyone else who wants to cut through the hype. Here’s what actually matters in B2B GTM software—and a real look at how Getsignals stacks up.
What “GTM Software” Really Means
Before we get into features, let’s clear something up. “GTM software” is a fuzzy label. For most B2B teams, it’s any tool that helps you find, engage, and close customers—think sales intelligence, intent data, lead scoring, and pipeline management.
The best GTM software does three things:
- Surfaces the right prospects at the right time
- Makes it easier to reach them
- Helps you prioritize what actually works
If a product can’t make your team faster or smarter, it’s just adding noise.
The Features That Actually Matter
Here’s the stuff you should care about. Some of it sounds basic, but don’t skip over it—these are the places where most tools fall down.
1. Real, Actionable Data (Not Just More Data)
What to look for: - Data that’s current and accurate - Signals you can actually use in your workflow (not just dumped in a dashboard) - Context around each signal so reps know why it matters
Why it matters:
Lots of tools claim to have “rich data.” What they don’t mention is that much of it is stale, scraped from unreliable sources, or impossible to act on. If your team has to guess what to do with the data, it’s useless.
Getsignals approach:
Getsignals focuses on surfacing live “intent signals”—actions and behaviors that show a company is in-market. The platform gives you context (like which pages they visited, or what tech they just bought) so your team knows exactly why a prospect surfaced. No more chasing dead ends.
What to ignore:
Vendors who talk up the size of their database but can’t show you recency or source of their signals. Volume without quality just wastes your time.
2. Native Integrations With Your Existing Stack
What to look for: - Simple, robust connections to your CRM (Salesforce, HubSpot, etc.) - Syncs with sales engagement tools (Outreach, Salesloft, etc.) - Easy setup—no need to call IT every time you want to change something
Why it matters:
If your team has to copy-paste data or log in to yet another tool, adoption will tank. The best GTM tools fit into your existing workflow without a fuss.
Getsignals approach: Getsignals offers direct integrations with major CRMs and sales tools. Signals show up where your reps already work, so there’s no extra tab-hopping or manual entry. Setup is usually measured in minutes, not days.
What to ignore:
Tools that promise “open APIs” but don’t have pre-built integrations. Unless you have a dev team on call, those APIs rarely get used.
3. Customizable Scoring and Prioritization
What to look for: - The ability to set your own rules for scoring leads or accounts - Clear logic (not a “black box” algorithm) - Filters for account size, territory, or ICP (ideal customer profile)
Why it matters:
Every company’s ideal customer looks different. If you can’t tell a tool what matters to you—or worse, if it won’t tell you why it’s surfacing a lead—you’ll end up chasing the wrong accounts.
Getsignals approach: You can define your own criteria for what makes a signal “hot.” Want to prioritize only companies over 500 employees who visited your pricing page in the last 7 days? Easy. You get transparency into how scores are calculated, so there are no surprises.
What to ignore:
“AI-powered” scoring with no explanation. If you can’t see why an account is getting flagged, you can’t trust it.
4. Real-Time Alerts and Routing
What to look for: - Instant notifications when new signals pop up - Routing to the right rep or team (based on territory, vertical, etc.) - Options for email, Slack, or in-app alerts (not just in the dashboard)
Why it matters:
Speed matters. If you’re not the first to reach out when a buyer starts looking, you’re already behind. But alerts only work if they reach the right person, fast.
Getsignals approach: Getsignals pushes alerts in real time to Slack, email, or your CRM. You can set routing rules so they go straight to the right owner. No more “hot leads” sitting untouched because nobody saw them in a dashboard.
What to ignore:
Batch reports delivered once a week. By the time you see those, the window’s closed.
5. Clear ROI Tracking (Not Just Vanity Metrics)
What to look for: - Ability to track which signals/activities actually turn into pipeline or revenue - Simple reports that show impact, not just activity - Attribution that doesn’t require a PhD to understand
Why it matters:
GTM tools are supposed to help you win more deals—not just log more activity. If you can’t tie signals to actual outcomes, you might as well be guessing.
Getsignals approach: Getsignals tracks which signals get worked, which turn into meetings, and which ultimately close. You get straightforward reports that show what’s driving results.
What to ignore:
Dashboards full of “engagement” stats with no tie to pipeline. If you can’t answer “did this help us close more deals?”, keep looking.
6. User Experience That Doesn’t Suck
What to look for: - Clean, simple interface (your reps should not need a training manual) - Fast performance—no delays or clunky refreshes - Mobile access if your team is on the go
Why it matters:
No matter how powerful the features, if the tool is slow or confusing, your team won’t use it. Adoption is everything.
Getsignals approach: The interface is straightforward—most users are up and running in under an hour. No endless configuration, and no waiting for pages to load.
What to ignore:
Over-designed “portals” that look flashy but slow your team down. Stick to tools your reps actually want to use.
What About AI and Machine Learning?
You’ll hear a lot about “AI-driven insights” and “machine learning” in GTM software these days. Some of it’s real, but most of it is marketing fluff.
Here’s the straight scoop:
AI can help spot patterns and surface signals you might have missed. But if you can’t explain how the AI works—or if it just spits out recommendations with no context—take it with a grain of salt. The best tools use AI to enhance your workflow, not replace your judgment.
Getsignals uses AI for things like intent detection, but keeps you in control. You can always see what triggered a signal and adjust your criteria.
Watch Out for Hidden Costs
A quick word of warning: Some vendors love to nickel-and-dime you for “premium” features, integrations, or extra seats. Make sure you get clear pricing up front and know what’s included.
Getsignals is pretty transparent about costs, with no surprise add-ons for core features. Still, always ask for a full pricing breakdown before you sign anything.
Should You Build or Buy?
Some teams try to cobble together their own solution—maybe a few data feeds, a reporting tool, and some Zapier zaps. If you have the time, budget, and in-house expertise, this can work for a while.
But in most cases, purpose-built GTM software pays for itself in saved hours and missed opportunities. Just make sure you’re not paying for bells and whistles you don’t need.
Final Thoughts: Keep It Simple, Iterate Fast
Picking GTM software isn’t about chasing the hottest trends or the biggest data set. Focus on what moves the needle for your team: actionable signals, easy integrations, and transparency.
Try before you buy, talk to real users, and start with the basics. If a tool (like Getsignals) checks the boxes above, you’re off to a good start. And remember—no tool will fix a broken process. Start simple, get feedback from your team, and iterate as you go. That’s how you actually get results.