If you’re in B2B sales, marketing, or product, you’ve probably noticed that “go to market” (GTM) software is everywhere these days. Some of it promises the world; most of it just adds another tab to your browser. This guide is for anyone who actually has to get products out the door and into customers’ hands—without getting lost in a sea of dashboards and hype.
Let’s get clear on what features actually matter when picking B2B GTM software and take a no-nonsense look at how Provarity addresses the stuff that trips up most teams.
Why GTM Software Matters (But Only if It Actually Solves Problems)
Here’s the honest truth: Most B2B teams don’t need another tool—they need better alignment, clearer priorities, and more visibility into what’s working (and what isn’t). GTM software can help, but only if it fits into how your team actually works. The right platform should make your life easier, not just give you another thing to update.
Let’s break down what to look for, and what’s just marketing fluff.
1. Unified Source of Truth (Not Just Another Spreadsheet Graveyard)
What’s worth caring about: - One place for all your GTM plans, launch timelines, and team responsibilities. - Real-time updates so no one’s working off last week’s roadmap. - Easy integrations with the tools you already use (Slack, CRM, project trackers).
What to ignore: - Platforms that claim to “replace email” or “kill spreadsheets forever.” Spoiler: you’ll still use both. The goal is to reduce chaos, not pretend it’s gone.
How Provarity does it:
Provarity keeps everything in one workspace—plans, launch checklists, feedback, and live status. No more searching Slack threads or digging through Notion docs for the latest update. It plays nicely with your existing tools, so you don’t have to reinvent your workflows.
2. Clear Visibility and Accountability (So Stuff Actually Gets Done)
What’s worth caring about: - Assign owners to every task, milestone, or decision. - Automatic reminders and notifications—without turning your inbox into a dumpster fire. - At-a-glance dashboards that show progress, blockers, and next steps.
What to ignore: - “AI-powered insights” that just regurgitate your own data in a different color. If it’s not actionable, it’s noise.
How Provarity does it:
You’ll see who’s doing what, what’s overdue, and where things are stuck. Provarity makes it painfully clear where the bottlenecks are so you can fix them before your launch goes off the rails. No more guessing who dropped the ball.
3. Real Collaboration (Not Just Comment Threads)
What’s worth caring about: - A place for real cross-functional input—sales, marketing, product, and execs in one spot. - Version history and change tracking, so you don’t lose context. - Quick, in-context discussions (not endless meetings or email chains).
What to ignore: - Comment sections that become graveyards. If collaboration isn’t built into the workflow, no one will use it.
How Provarity does it:
Collaboration happens right alongside the work. You can tag teammates, add feedback, and see context for every change—without switching apps. It’s not perfect, but it’s a big step up from “hop on a call and talk it out.”
4. Go-To-Market Playbooks and Templates (But Not Cookie-Cutter Junk)
What’s worth caring about: - Templates you can actually tweak, not rigid processes that force you into someone else’s way of working. - Playbooks for launches, messaging, sales enablement, and competitive reviews.
What to ignore: - “One size fits all” processes. Every company is different; your GTM plan should be too.
How Provarity does it:
You get proven templates, but you can customize them for your team and market. It’s helpful for getting started, but flexible enough that experienced teams don’t feel handcuffed. Use what works, ditch what doesn’t.
5. Feedback Loops and Continuous Learning (Not Just Reporting for the Sake of Reporting)
What’s worth caring about: - Ways to collect feedback from sales, customers, and other teams—in one place. - Built-in retrospectives, so you actually learn from each launch (and don’t repeat the same mistakes). - Insights that help you spot patterns, not just numbers for a slide deck.
What to ignore: - Endless charts that look impressive but tell you nothing new. You want fewer reports, but better ones.
How Provarity does it:
You can run post-mortems, gather feedback, and track learnings directly in the platform. The goal isn’t to check a box—it’s to actually improve how you go to market next time. You’ll still need to act on the feedback, but at least it’s all in one place.
6. Data Security and Permissions (Because “Oops, Wrong Person” Is Not Fun)
What’s worth caring about: - Granular permissions—so sensitive info doesn’t go where it shouldn’t. - Audit trails, so you can see who changed what and when. - Compliance with the basics (GDPR, SOC2, etc.), especially if you’re in regulated industries.
What to ignore: - Overly complex permission systems that slow your team down. Security matters, but so does speed.
How Provarity does it:
Provarity gives you control over who sees what, without drowning you in settings. Permissions are simple to set up, but robust enough for most teams. They’re not winning any awards for innovation here, but that’s actually a good thing.
7. Honest Scalability (Will This Actually Grow With You?)
What’s worth caring about: - Can you start small and add more teams or products later, without a huge migration headache? - Fair pricing—not “contact sales for a quote” just to know what you’re signing up for. - Responsive support that actually helps, not just sends you to a help center article.
What to ignore: - “Enterprise-grade” features you’ll never use. If it’s overkill today, it’s probably still overkill tomorrow.
How Provarity does it:
You can spin up new projects or teams without a hassle. Pricing is transparent and the support is…well, actually helpful, which is rare. It’s not the cheapest tool out there, but you’re paying for sanity, not just features.
Pro Tips for Evaluating Any GTM Platform
- Demo with your own use cases. Don’t let a slick sales rep pick the scenario. Bring your messiest launch plan and see how the tool handles it.
- Ask about real integrations. “Coming soon” usually means “never.” Get specifics.
- Check how fast you can get to value. If your team can’t use it within a week, it’s probably too complex.
- Talk to actual users, not just reference customers. Look for honest feedback, not just glowing reviews.
The Bottom Line: Keep It Simple, Iterate, and Don’t Chase Hype
Most B2B GTM software promises more than it delivers. The good news? You don’t need perfection—you need clarity, accountability, and a single place to keep your launches on track. Whether you go with Provarity or something else, focus on tools that fit your team’s real habits and workflows.
Start with the basics. Get everyone on the same page. Iterate as you go. And remember: the best GTM process is the one your team will actually use.