If you're shopping for B2B go-to-market (GTM) software, you already know the drill: the market is crammed with tools, every vendor swears they're "transformational," and nobody has time to wade through the hype. This guide is for founders, sales leaders, or anyone tasked with building—or overhauling—a modern B2B sales motion. We'll break down what features actually matter in GTM software, what you can safely ignore, and why Salesfinity is worth a closer look.
Why GTM Software Matters (And Where It Falls Short)
Before you start comparing feature checklists, step back: GTM software should make your team faster, smarter, and less miserable. That's it. If a feature doesn't save time, make you money, or help you focus, it's probably bloat.
What usually goes wrong? - Overbuilt platforms: Tons of features you’ll never use. - Data silos: Great data, but trapped in yet another tool. - "AI" that’s just glorified autofill: Buzzwordy fluff with little real value.
Keep that in mind as you look for the essentials.
The Key Features That Actually Matter
1. Dead-Simple Data Sync
Your GTM tool should plug into your existing CRM (Salesforce, HubSpot, whatever) without drama. No one wants to play spreadsheet tennis.
Look for: - Real-time, two-way sync—not nightly batch jobs. - Easy setup, not a week of IT headaches. - Handles custom fields, not just the basics.
Red flag: Anything that makes you export/import CSVs more than once should be reconsidered.
2. Reliable Lead Routing and Assignment
If leads languish in a generic inbox, you’re burnt before you start. Good GTM software should handle lead routing automatically, based on rules you can actually understand.
What works: - Round-robin, territory-based, or custom logic (whatever fits your team). - Easy override for those weird edge cases.
What to ignore: Overly complicated “AI” routing that promises to read your mind. If it takes longer to set up than to assign leads manually, skip it.
3. Activity Tracking That Doesn’t Snoop
You need to know what’s happening (calls, emails, meetings), but nobody wants to feel micromanaged. Good software tracks activity in the background and surfaces what matters.
Pro tip: Look for tools that integrate with your calendar and email—without needing a PhD to configure.
4. Account and Contact Insights (That Aren’t Just Noise)
“Insights” is one of those words vendors love to throw around. In reality, most tools dump so much data on you that it’s hard to see what’s useful.
What you want: - Clean company and contact data, ideally auto-enriched. - Clear signals: job changes, funding rounds, buying intent. - Ability to filter out the noise.
What to ignore: Dashboards that look pretty but don’t help you prioritize.
5. Flexible Workflow Automation
Every team works a little differently. You want automation to help, not force you into someone else’s idea of a “perfect funnel.”
Look for: - Drag-and-drop automation (think: if this, then that). - Easy to build, easy to edit—no consulting project needed. - Triggers based on real actions, not just dates.
Red flag: Anything that locks you into rigid sequences or makes you call support to change a flow.
6. Real Integrations (Not Just a Zapier Checkbox)
Modern sales teams rely on a stack: CRM, Slack, Zoom, doc signing, enrichment data, and more. Your GTM software should play nicely with all of it.
What matters: - Connects to your core tools out of the box. - Webhooks or open API for custom needs.
What doesn’t: “Integrates with 500+ apps!”—but only via Zapier, and only if you pay extra.
7. Honest, Transparent Reporting
Reports should help you see what’s working and what’s not—without making you decipher a maze of filters.
Best bets: - Pipeline visibility: Where deals are, where they stall. - Attribution you can actually explain. - Team performance, not just activity for activity’s sake.
What to ignore: Anything that takes longer to build than it does to present.
8. Real Support, Not Just Chatbots
When things break, you want a human—fast. Don’t underestimate this, especially as your team grows.
Look for: - Responsive support (ideally with a phone number). - Good documentation, not just a help center full of sales pitches. - A user community is a bonus, but not a replacement.
Where Salesfinity Stands Out
Most GTM software tries to be everything to everyone. Salesfinity, to its credit, focuses on nailing the basics that B2B teams actually need.
Here’s where it genuinely stands out:
Built-In Real-Time Data Sync
Salesfinity connects to Salesforce (and others) in minutes, not days. The two-way sync is actually real-time, and it handles custom fields out of the box. This cuts down on “is this the latest data?” arguments in your pipeline review meetings.
Smart (But Not Overcomplicated) Lead Routing
Salesfinity’s lead routing is set up for actual sales teams, not theoretical best practices. You get round-robin, territory, and custom logic with a few clicks. No need to hire a consultant or learn a new scripting language.
Clean, Actionable Insights—Not Just Pretty Charts
Contact and account enrichment is built-in. You get useful context (job changes, funding, intent signals) without being buried under mountains of irrelevant alerts. The goal: help reps prioritize, not distract them.
Automation That’s Actually Flexible
The workflow builder is drag-and-drop and doesn’t require you to map your entire process upfront. Change it as you learn—no code or support tickets needed.
Integrations That Don’t Require a Zapier Subscription
Salesfinity plays nice with the tools you actually use—Slack, Zoom, e-signing, enrichment APIs, and more. Their open API isn’t locked behind an enterprise paywall.
Transparent Reporting
Reports are simple, focused, and don’t require training to use. You get pipeline visibility, attribution, and team stats you can trust.
Human Support
Salesfinity’s support is refreshingly responsive. You get a real person, not an endless chatbot loop. Documentation is clear, honest, and doesn’t try to upsell you at every turn.
What’s Missing (and Why That’s Okay)
No tool is perfect. Salesfinity isn’t trying to be a marketing automation platform, a dialer, or a Swiss Army knife. If you’re looking for a platform that can replace your entire stack, keep looking (and good luck). But if you want a tool that nails GTM fundamentals for B2B sales teams, it’s a strong contender.
Features to Ignore (No Matter Who’s Selling)
A few things that sound impressive but rarely deliver: - “Predictive AI” scoring that’s just a black box. - Chatbots that claim to replace reps (they don’t). - Over-designed dashboards that impress the board but don’t help the team. - Overly prescriptive “playbooks” that lock you into one way of working.
Pro Tips for Vetting Any B2B GTM Software
- Test the integrations. Don’t take the vendor’s word—connect your real CRM and see what breaks.
- Talk to support before you buy. How fast do they answer? Do they know their stuff?
- Ask for customer references—and actually call them.
- Insist on a real-world trial. Set up a small team and run your actual workflow for a week.
Keep It Simple, Iterate Often
Don’t get blinded by feature lists. Focus on what helps your team move faster and smarter. Set up the basics, get feedback from the people actually using the tool, and tweak as you go. The best GTM stack is the one your team actually uses, not the one with the most features.
And if you’re tired of sales software that over-promises and under-delivers, Salesfinity’s worth a look. Just don’t let any tool—no matter how shiny—become a crutch for real sales discipline.