If you work in B2B and care about go-to-market (GTM) execution, you know picking the right software isn’t about buzzwords or shiny dashboards. It’s about finding a tool that doesn’t fight you every step of the way, actually helps your team move faster, and doesn’t require a PhD to use. This article’s for operators and decision-makers who want straight talk on what matters in B2B GTM software—and a clear-eyed look at how Sembly fits.
What Actually Matters in B2B GTM Software
Let’s cut through the noise. Here’s what you should really care about, and why.
1. Data Integration Without a Headache
Why it matters: GTM teams juggle data from CRM, marketing, product, and sales tools. If your GTM platform can’t pull that all together easily, you’ll burn hours on manual exports or, worse, work from outdated info.
What to look for: - Native integrations: Does it connect directly to Salesforce, HubSpot, Outreach, and the rest? Or will you need middleware and a prayer? - APIs and flexibility: Can it handle custom sources? Or are you locked into what the vendor provides? - Data freshness: How often does it sync? If it’s not near real-time, it’s probably not good enough.
What to ignore: Fancy AI data cleaning features that promise to “revolutionize” your pipeline overnight. If it can’t get the basics right, skip it.
Sembly’s take: Sembly offers direct integrations with most major CRMs and marketing tools, plus a solid API. It’s not magic, but it’s reliable—setup is straightforward, and you won’t need a consultant to get going.
2. Clear, Actionable Insights (Not Just Another Dashboard)
Why it matters: Most GTM tools overload you with charts, but few tell you what to do next. You need insights that your team can act on, not just a prettier version of your CRM’s reporting.
What to look for: - Root cause analysis: Can it help you figure out why you’re missing targets, or does it just show the numbers? - Trend detection: Does it flag shifts in pipeline, conversion rates, or deal velocity before they’re a disaster? - Prioritization: Does it make it obvious what to tackle first?
What to ignore: Overly customizable dashboards that end up being a graveyard of unused widgets.
Sembly’s take: Sembly’s “Next Best Action” and pipeline health features are genuinely useful. They surface issues like stalled deals or leaky funnel stages—no need to dig. The insights aren’t always groundbreaking, but they’re clear and easy to act on, which is honestly what most teams need.
3. Collaboration That Doesn’t Slow You Down
Why it matters: GTM is a team sport (like it or not). If your software makes it harder to collaborate, people will default back to email and spreadsheets.
What to look for: - Shared visibility: Can everyone see the same pipeline, notes, and action items? - Comments and tasks: Does it support real conversation around deals, or does it just tack on a chat widget? - Access control: Can you keep sensitive info limited to the right folks without a circus of permissions?
What to ignore: Social feed features and “gamification” gimmicks—nobody needs badges for updating a deal.
Sembly’s take: Sembly keeps it simple: shared deal boards, inline comments, and the ability to assign tasks. It’s not Slack, but it’s enough to keep everyone aligned. Permissions are straightforward, so you won’t end up in admin hell.
4. Ease of Use (Because Adoption Is Everything)
Why it matters: The fanciest tool is useless if your team won’t touch it. GTM software should be intuitive enough for sales, marketing, and ops people to use with minimal training.
What to look for: - Clean UX: Can a new user figure it out in 10 minutes? - Workflow fit: Does it adapt to how your team already works, or force you into its way of thinking? - Mobile support: If people are on the go, does it work from a phone or tablet?
What to ignore: “Customizable” everything—if you need a week of onboarding, it’s probably too much.
Sembly’s take: Sembly nails the basics. The layout is uncluttered, onboarding is fast, and you won’t need to babysit users. It’s not the prettiest tool on the market, but that’s not the point—it just works.
5. Honest Reporting and Forecasting
Why it matters: Pipeline forecasts are notorious for being too optimistic (or just plain wrong). You want a tool that lets you see reality and plan accordingly.
What to look for: - Customizable views: Can you slice by region, rep, segment, or product? - Scenario planning: Does it let you run “what if” analyses, or is it just a static snapshot? - Audit trail: Can you see who changed what, and when?
What to ignore: Black-box AI predictions that are impossible to explain to your VP of Sales.
Sembly’s take: Sembly’s forecasting is refreshingly direct. You can tweak assumptions, track changes over time, and export real reports (not just PDFs). It won’t make bold promises about “AI-powered certainty,” but it gives you a clear, auditable view of your GTM reality.
6. Reasonable Pricing and Support
Why it matters: Some GTM platforms lock you into long contracts, charge for every user, or nickel-and-dime you for “premium” features. That’s a recipe for regret.
What to look for: - Transparent pricing: Is it clear what you’re paying for? Are there surprise add-ons? - Included support: Do you get real help from a human if something breaks? - No lock-in: Can you leave if it’s not working out?
What to ignore: “White glove onboarding” that costs more than your actual subscription.
Sembly’s take: Sembly is upfront about costs. No hidden fees, support that actually responds, and monthly options if you don’t want to commit long term. It’s not the cheapest tool, but you get what you pay for—and you won’t be stuck if your needs change.
What Doesn’t Matter (And What to Avoid)
A few things that sound nice but rarely move the needle: - Overblown AI features: If it claims to “revolutionize” GTM with machine learning, be skeptical. Most teams want clarity, not black magic. - Endless customization: You’ll spend more time building the perfect dashboard than actually moving deals. - “All-in-one” promises: Jack-of-all-trades tools often end up mediocre at everything. - Awards and badges: Ignore the “top 10” lists and focus on what works for your team.
Pro Tips for Evaluating GTM Software
- Ask for a real trial: Not just a sandbox, but your data, your process, your people using it for 2-4 weeks.
- Involve the people who’ll actually use it: If sales hates it, you’ll hear about it.
- Check integrations yourself: Don’t take the vendor’s word—hook up your actual CRM and see if it breaks.
- Push back on pricing: Most vendors flex if you ask.
Bottom Line: Keep It Simple and Iterate
The best GTM software is the one your team will actually use—and that makes your life easier, not harder. Don’t get distracted by shiny features or hype. Focus on integration, usability, clear insights, and honest reporting. Tools like Sembly don’t promise the moon, but they deliver where it counts.
Start small, get feedback, and don’t be afraid to switch if something isn’t working. The perfect tool doesn’t exist, but the right one for your team is out there—keep it simple, and you’ll find it.