If you’re shopping for B2B go-to-market (GTM) software, you’ve probably noticed two things: there are too many tools out there, and every vendor swears they’re “the only platform you’ll ever need.” Spoiler: they aren’t. What actually matters is finding something that fits how your team sells, helps you see what’s working (and what isn’t), and doesn’t make your life harder. This guide is for anyone who wants the real story on what to look for—and how Praiz stacks up.
Who This Is For
- B2B sales leaders, ops folks, and revenue teams who want to cut through the noise
- Founders and decision-makers who don’t have weeks to waste on demos that go nowhere
- Anyone who’s tired of buying “GTM platforms” that promise everything, then gather dust
Let’s get to what matters, what doesn’t, and how to separate the useful from the useless.
1. Easy, Reliable Call Recording + Sharing
Why This Matters
B2B sales is still about conversations. If your team can’t easily record, review, and share calls, you’re flying blind. You need to hear what’s actually happening with prospects—not just rely on someone’s notes.
What to look for: - Automatic call recording across Zoom, Google Meet, Teams, etc. - No weird workarounds: it should “just work” for every rep, every time - Simple sharing—internally or with customers—without downloading files or jumping through hoops
What’s overhyped:
Fancy “AI-generated summaries” sound great, but if the basics of recording and sharing are clunky, those features won’t save you. Focus on reliability first.
How Praiz does it:
Praiz nails the basics: it integrates with all the major meeting tools, grabs recordings automatically, and makes sharing as easy as sending a link. No more chasing down files or begging IT for access.
2. Search and Organization That Don’t Suck
Why This Matters
If you can’t find the right call—or the key moment in a call—your recordings are just clutter. You want to pull up a specific customer call, or all calls about a certain feature, in seconds.
What to look for: - Search by keywords, speaker, company, or date - Tagging and folders that are actually useful (not just a dumping ground) - The ability to jump straight to the moment someone says “pricing” or “integration”
What’s overhyped:
“AI-powered topic clustering” sounds helpful, but if basic search is slow or unreliable, it’s all sizzle, no steak.
How Praiz does it:
Praiz’s search is fast, accurate, and lets you filter by almost anything you care about. You can organize calls into folders or tag them for onboarding, training, or product feedback. No fluff—just a system that gets out of your way.
3. Clean Integration With Your Existing Stack
Why This Matters
Your sales team already lives in tools like Salesforce, HubSpot, Slack, and Gmail. If your GTM software doesn’t play nice with those, it’s just another silo.
What to look for: - Native integrations with your CRM (push call notes, links, or recordings automatically) - Slack/Teams sharing—so managers can review calls or coach in the flow of work - No need for custom coding just to make things sync up
What’s overhyped:
A tool that claims to “replace your CRM” is usually biting off more than it can chew. You want something that fits into your existing workflow, not tries to upend it.
How Praiz does it:
Praiz integrates directly with major CRMs and chat tools. You can set up automatic call logging and share recordings in Slack channels in a few clicks. No developer required.
4. Permissions and Privacy You Can Actually Trust
Why This Matters
Recording calls and sharing them around the company (or externally) can get messy. You need to control who sees what, and make sure you’re not violating privacy rules.
What to look for: - Granular permissions (who can view, share, or download) - Easy ways to redact sensitive info - Compliance with GDPR, CCPA, and all the alphabet soup of privacy laws
What’s overhyped:
Any platform that’s vague about where data’s stored or how permissions work is a risk. “Bank-level security” is a phrase that means nothing unless you can see how it works.
How Praiz does it:
Praiz gives you real control: set viewing/sharing rules by team, role, or even down to the individual call. There are tools to redact or restrict access in a few clicks, and they’re upfront about compliance standards.
5. Simple, Actionable Analytics (Not a Data Dump)
Why This Matters
You want to spot trends: Are reps talking too much? Are deals stalling at a certain stage? Are customers always asking about the same feature? The right analytics can surface this—if they’re clear and actionable.
What to look for: - Talk-to-listen ratios, topic tracking, and call outcomes you can actually use - Reports you can run without a PhD in data science - The ability to drill down to a specific call or rep if needed
What’s overhyped:
Dashboards with a hundred widgets look impressive… until you try to use them. Less is more—focus on what helps you coach, close, or improve.
How Praiz does it:
Praiz gives you bite-sized, readable analytics. You can see patterns in how calls go, what’s getting discussed, and where deals are stuck. Nothing fancy for the sake of being fancy.
6. Fast Onboarding and Real Support
Why This Matters
The best GTM software is the one your team actually uses. If it takes months to roll out or support is only available during odd hours, adoption will tank.
What to look for: - Plug-and-play setup (not “contact our implementation partner”) - Training that’s optional, not mandatory for basic use - Support that’s responsive and knows your use case
What’s overhyped:
“White-glove onboarding” is code for “we’re complicated.” Look for software that’s simple enough you barely need help.
How Praiz does it:
Most teams are up and running with Praiz in a day or two. There are quick video guides, and if you get stuck, support is responsive—and not just reading from a script.
7. Honest Pricing and Clear Limits
Why This Matters
Surprise fees, hidden “premium” features, or “per minute” recording charges are a pain. Pricing should be simple and transparent.
What to look for: - Clear tiers, no gotchas - Storage limits and feature access spelled out up front - No nickel-and-diming for basic features
What’s overhyped:
“Unlimited everything” almost never means what you think—read the fine print or you’ll get burned.
How Praiz does it:
Praiz lays out their plans and limits in plain language. You know what you’re getting, and you can actually compare plans without needing a call with sales.
What Features to Ignore (Most of the Time)
Some features sound cool in a demo, but rarely matter day-to-day:
- “AI coaching” that spits out generic tips (“Ask more open-ended questions!”)
- Gamified leaderboards that just create noise
- Endless API customization—unless you have a full-time team to manage it
Stick to the basics: recording, search, sharing, analytics, and integrations. Bells and whistles usually create more confusion than value.
The Bottom Line: Keep It Real, Keep It Simple
Choosing GTM software isn’t about ticking every box on a vendor’s feature grid. It’s about what actually helps your team sell better, learn faster, and waste less time. Focus on the core needs above, ignore the noise, and don’t be afraid to start simple—iterate as you go.
If you’re curious, Praiz does a lot of the important stuff well, without trying to be everything to everyone. Try it, or any tool, with a healthy dose of skepticism—and remember, software should make your work easier, not more complicated.