If you’re running sales or marketing at a B2B company, you know picking the right go-to-market (GTM) software is brutal. Everyone claims to be “AI-powered,” “end-to-end,” or some other buzzword salad. But when your team’s chasing real pipeline, you need software that actually helps—not just another dashboard you ignore.
This guide’s for anyone sick of demos that promise the moon and deliver a clunky UI. I’ll break down what really matters in B2B GTM tools, where most products drop the ball, and how Regie stacks up. No fluff—just what works, what doesn’t, and what to skip.
What Actually Matters in B2B GTM Software
There are a million features out there, but only a handful truly move the needle for B2B go-to-market teams. Here’s what to zero in on (and why):
1. Workflow Automation That Actually Saves Time
What matters:
Software should cut down on busywork. If your team still spends hours copy-pasting, hunting for data, or manually updating CRM records, the “automation” isn’t doing its job.
What you want: - Auto-logging of activities (emails, calls, LinkedIn touches) - Automated sequencing (multi-step outreach that runs itself) - One-click personalization—no more wrestling with mail merges
What to ignore:
Overly complex “custom workflows” that nobody on your team ever sets up.
How Regie does:
Regie’s automation focuses on content—think sequencing outreach, generating follow-ups, and pushing updates to your CRM. It doesn’t try to automate everything (you won’t find workflow builders for niche edge cases), but for sales teams who want to stop writing the same email 50 times, it’s a time-saver.
2. Content Personalization That Doesn’t Suck
What matters:
Personalization is the difference between getting a reply and getting ignored. But most “personalization” tools just slap a {First Name} in your email.
What you want: - AI that can pull in relevant data (not just company names) - Suggestions that sound like a human, not a robot - Easy editing—so reps can tweak messages without fighting the UI
What to ignore:
Any tool that claims “hyper-personalization at scale” but can’t show you how it works.
How Regie does:
Regie’s main pitch is AI-powered content. The tech can scrape LinkedIn, news, or company info and suggest messaging tailored to each prospect. In practice, it’s not magic—but it does save time on research and avoids cringe-worthy filler lines. Editing is straightforward, and you can set guidelines so reps don’t go rogue.
3. Integrations That Don’t Break
What matters:
If your GTM tool doesn’t talk to your CRM, inbox, and other sales stack, it’s useless. Period.
What you want: - Plug-and-play connections to Salesforce, HubSpot, Outreach, Salesloft, Gmail, Outlook, Slack, etc. - Reliable sync—data should flow both ways, no manual exports - Simple setup (ideally, no IT required)
What to ignore:
Integrations that only work “with a little help from support,” or that break every time you update a password.
How Regie does:
Regie covers the basics: Salesforce, HubSpot, Outreach, the usual email platforms. Setup is reasonably painless and doesn’t require a PhD in Zapier. Not as deep as some legacy platforms, but good enough for most mid-market and SMB teams. If you have a super-custom sales stack, check the integration list before you buy.
4. Reporting That’s Actually Useful
What matters:
You need to know what’s working—without spending hours slicing and dicing data.
What you want: - Clear dashboards (open rates, replies, meetings booked) - Message-level insights (which templates actually get responses) - Team-level tracking (who’s crushing it, who needs help)
What to ignore:
Nonsense “engagement scores” or opaque metrics that don’t map to real outcomes.
How Regie does:
Regie’s reporting is simple and focused. You get basic stats on opens, clicks, replies, and meeting conversions, broken down by template and user. It won’t replace your BI tool, but it gives frontline managers what they need to coach reps and iterate fast.
5. Collaboration Features That Don’t Get in the Way
What matters:
B2B sales isn’t a solo sport. You want to share best-performing templates, campaign ideas, and feedback—without another Slack channel to babysit.
What you want: - Easy sharing of messaging, sequences, and playbooks - Commenting or approval flows (if you care about brand standards) - Version control, so you can roll back changes
What to ignore:
“Collaboration spaces” that are just glorified file dumps.
How Regie does:
Regie makes sharing messaging and sequences straightforward. You can lock down templates if you want, or let reps riff and share their own. There’s basic commenting, but nothing fancy—no real-time chat or “virtual whiteboards,” which is probably fine for most teams.
6. Real Support—When You Need It
What matters:
When something breaks, you want a human who can fix it. Fancy chatbots don’t help when your sequence goes haywire.
What you want: - Fast, knowledgeable support (email, chat, or phone) - Clear documentation and onboarding - Responsive to feature requests or bug reports
What to ignore:
Support that just sends you to the FAQ or blames your browser.
How Regie does:
Regie’s support is better than most. Real people answer tickets, and onboarding is hands-on. Docs are decent, but you’ll probably still ping support the first week. Don’t expect 24/7 phone support, but you won’t be left in the cold.
What You Don’t Need (But Everyone Tries to Sell You)
Let’s be blunt: most B2B GTM tools are stuffed with features you’ll never use. Here’s what you can skip:
- Predictive AI Scoring: Unless you have a massive, clean dataset (and most don’t), these models are just guessing.
- “End-to-end” Marketing Automation: If you’re a sales-driven team, you don’t need landing page builders or social media auto-posters in your sales tool.
- Gamification: Fancy leaderboards sound fun but rarely drive real results. Good reps don’t need badges.
- Overly Complex Permissions: Unless you have 500+ reps or strict compliance needs, simple “admin/user” roles are enough.
Pro Tips for Evaluating GTM Software (and Regie in Particular)
- Run a real-world pilot: Don’t trust the demo. Have a rep use it for a week with your actual prospects.
- Check integrations first: Make sure it works with your CRM and email before you fall in love with the UI.
- Ask about content guardrails: Especially with AI tools, make sure you can set compliance or brand guidelines.
- Look for honest reporting: If the metrics don’t map to pipeline and meetings, they’re just noise.
- Push for real support: Ask how fast support responds. Slow support kills momentum.
The Bottom Line: Keep It Simple, Iterate Fast
No GTM tool will close deals for you. The best software gets out of your team’s way and helps you do more of what works. Regie covers the basics well—especially if you care about speeding up content and outreach. It’s not trying to be everything to everyone, and that’s a good thing.
Don’t overthink it: Pick the tool that covers your real needs today, not every possible scenario. Get your team using it, learn what works, and tweak as you go. The best GTM stack is the one your reps actually use—not the one with the most buttons.