B2B go-to-market (GTM) software should make your sales operations smoother, not just add another dashboard for your team to ignore. This guide’s for people who don’t have time for buzzwords and want to know what features in GTM software actually make a difference—and whether a tool like Performio is worth a look.
Whether you’re evaluating commission platforms, sales performance tools, or a full-on GTM suite, let’s break down what’s worth paying for, what’s just shiny packaging, and how you can avoid buyer’s remorse.
What Is B2B GTM Software—And Why Do You Need It?
Let’s get this out of the way: “Go-to-market” software is just a fancy way of saying tools that help you get your product in front of customers, track what’s happening, and (hopefully) get paid. For B2B companies, this usually means:
- Managing sales teams and their targets
- Handling complex compensation plans (commissions, bonuses, SPIFs, etc.)
- Tracking deals, pipeline, and performance
- Surfacing insights that actually help you sell better
If you’re running any kind of sales organization with more than a handful of reps, you need software that takes the admin off your plate and helps you focus on customers, not spreadsheets.
The Must-Have Features in B2B GTM Software
Here’s what actually matters when you’re choosing GTM software:
1. Flexible Compensation Management
Let’s be honest: most sales orgs have Frankenstein comp plans. Tiers, accelerators, clawbacks, the works. Your software needs to handle all that without needing a full-time admin.
Look for: - Support for multiple commission structures (not just the basics) - Easy plan changes—mid-year tweaks shouldn’t require consultants - Real-time visibility for reps (no more “how am I tracking?” emails)
What to avoid: Tools that force you into rigid templates or need hours of IT work for every plan update.
How Performio stacks up: Performio is built for complex comp plans. You can set up multi-level rules, import sales data from different sources, and tweak plans on the fly. Reps get dashboards that actually make sense, so you field fewer questions about payouts.
2. Data Integration That Doesn’t Suck
Sales data is everywhere—CRM, finance, spreadsheets, you name it. If your GTM software can’t bring it all together (and keep it synced), you’re in for a world of manual work.
Look for: - Pre-built integrations with major CRMs (Salesforce, HubSpot, etc.) - Easy import/export with spreadsheets (because let’s be real, you’ll need it) - Automated data sync, not just nightly batch jobs
What to avoid: Tools that need custom development just to connect to your data, or make you jump through hoops for a simple CSV upload.
How Performio stacks up: Performio offers connectors for Salesforce and other popular systems. You can automate data pulls, but if you need to, you can always upload your data manually—without a PhD in Excel.
3. Auditability and Compliance
If you’re in SaaS, healthcare, finance, or any regulated industry, you know the pain of audits. Your GTM software should make it easy to prove how commissions are calculated, not create a black box.
Look for: - Detailed audit logs (who changed what, and when) - Transparent calculation breakdowns - Exportable reports for finance and compliance teams
What to avoid: Systems that bury calculations behind the scenes or don’t give you a trail for payouts.
How Performio stacks up: Every calculation in Performio can be traced, and you can run reports to show exactly how a payout was determined. This means fewer headaches during audits and less back-and-forth with finance.
4. Configurable Dashboards and Reporting
Everyone wants “actionable insights,” but half the time, you just need a report you can trust and dashboards reps will actually use.
Look for: - Dashboards you can tweak for sales, ops, and finance—without IT - Real-time or near-real-time updates - Easy-to-schedule reports (weekly, monthly, etc.)
What to avoid: Pretty dashboards that don’t link back to real data, or reporting modules that require custom code for anything useful.
How Performio stacks up: You get configurable dashboards out of the box. Managers can see their teams’ progress, reps see their own numbers, and finance can pull what they need—without waiting for someone else to “build a report.”
5. User Experience That Doesn’t Make People Rage-quit
Let’s not sugarcoat it—if your reps and admins hate using the tool, they’ll just work around it (or ignore it). UX isn’t just about looking nice—it’s about getting stuff done fast.
Look for: - Clean, modern interface with minimal clicks - Mobile access (if your reps live on their phones) - Simple onboarding for new users
What to avoid: Clunky, outdated UIs or “power user” features that just create confusion.
How Performio stacks up: Performio has a straightforward interface. There’s a learning curve (as with any serious tool), but most admins and reps can get up to speed in a day or two. Mobile access is there if you need it, and the help docs are actually written for humans.
6. Scalability and Performance
Your GTM software should grow with you, not slow you down as you add more reps, territories, or product lines.
Look for: - No slowdowns as data grows - Easy to add new users, teams, or plans - Cloud-based deployment (so IT isn’t buried in server maintenance)
What to avoid: Systems that choke on large data sets, or make you buy a bunch of “enterprise” add-ons for basic features.
How Performio stacks up: Performio is cloud-based and handles big data sets without grinding to a halt. Adding new users or tweaking plans is straightforward. You don’t get nickel-and-dimed for every extra feature.
7. Customer Support That’s Actually Helpful
You will run into snags—plan on it. When you do, you want to talk to someone who knows the product, not just read a generic FAQ.
Look for: - Responsive support (email, chat, or—gasp—real phone support) - Knowledgeable staff who can actually solve your problem - Useful documentation, not just marketing fluff
What to avoid: Endless support ticket loops, or “premium support” paywalls for basic help.
How Performio stacks up: The support team at Performio gets decent marks from most users. You get real people, helpful documentation, and a community forum. No support is perfect, but you won’t be left shouting into the void.
What Features Are Overhyped (and Usually Not Worth It)?
Not every shiny feature is worth your attention. Here’s what you can ignore unless you have a very specific need:
- “AI-powered insights”: If the tool’s not showing you simple, actionable trends, AI probably won’t fix that.
- Gamification: Most reps don’t need badges. They want clarity on where they stand and how they get paid.
- Built-in call/email tracking: Your CRM should handle this. Don’t pay extra for duplicate features.
- Too many integrations: More isn’t always better. Prioritize the systems you actually use.
Pro Tips for Evaluating GTM Software
- Try before you buy: Always get a demo, but also ask for a sandbox or pilot if possible. Real data beats sales slides.
- Talk to your sales reps: If they hate the tool, adoption will tank. Get their feedback early.
- Check the roadmap: Make sure the vendor is actually improving the product—not just resting on their logo wall.
- Ask about migration: Getting your current data in (and out) should be easy, not a hostage negotiation.
Bottom Line: Keep It Simple, Stay Flexible
Don’t let a parade of features distract you from what matters: clear comp plans, reliable data, and tools your team will actually use. Find a GTM platform that solves your problems, not just whatever’s trending in SaaS marketing.
Start with the basics, get feedback from your team, and only add complexity when you need to. Software like Performio ticks the boxes for most B2B orgs, especially if you need robust comp management without a five-person admin team. But whatever you pick, remember—no tool will fix a broken process, so keep things simple and iterate as you go.