If you run a revenue team—BDRs, AEs, partnerships, even growth marketers—you already know most “GTM platforms” sound the same. They all promise to automate, personalize, and “transform your pipeline.” But when you actually try to use them, you end up with a mess of disconnected tools, clunky integrations, and a lot of noise you don’t need.
This guide is for people who want to cut through the hype and actually get stuff done. We’ll break down what features really matter in B2B go-to-market (GTM) software, what’s mostly fluff, and how a newer platform like Supersend stacks up in the real world.
Who should keep reading?
- Sales and marketing leaders fed up with tool sprawl.
- Revenue teams looking for practical, not “transformational,” improvements.
- Anyone who’s wasted a weekend wrestling with a “robust” CRM workflow.
If that’s you, let’s get into it.
What Actually Matters in B2B GTM Software
Let’s be blunt: the average GTM stack is a Frankenstein’s monster of tools, many of which barely talk to each other. Your time is too valuable for this. Here’s what you should actually look for:
1. Multi-Channel Outreach (Without the Pain)
What you want: Email, LinkedIn, phone, and maybe SMS—all working together. You should be able to build, send, and measure campaigns across these channels without needing a PhD in Zapier.
What to ignore: Fancy “AI-powered” engagement scoring that’s impossible to validate. If it can’t show you who got what and when, skip it.
Supersend’s take: Supersend puts email, LinkedIn, and phone all in one workflow builder. You can actually see the sequence, drag-and-drop steps, and tweak messaging for each channel. No code, no crazy setup. Does it do SMS? Not yet, but for most B2B teams, that’s not a dealbreaker.
2. Personalization That Doesn’t Bog You Down
What you want: The basics—mail merges, custom fields, first names, company names. Maybe a quick way to drop in custom images or lines for higher-value prospects.
What to ignore: Overhyped “hyper-personalization” that takes hours per prospect. The juice isn’t worth the squeeze for most campaigns.
Supersend’s take: You get standard personalization tokens plus easy columns for custom fields. There’s also a “personal note” option per prospect, so you can go deeper when it makes sense—without cluttering up the workflow.
3. Reliable Deliverability
What you want: Emails that actually reach inboxes. Built-in throttling, email warmup, and sending from multiple inboxes to avoid spam filters.
What to ignore: “Smart” send times or AI subject lines that don’t move the needle if your emails are landing in spam anyway.
Supersend’s take: Supersend has sensible sending limits, built-in warmup, and supports rotating between multiple sender accounts. It doesn’t promise “100% inbox rate”—nobody can—but it gives you the basics to stay out of trouble. If you’re looking for deep deliverability analytics, you might want to pair it with a dedicated tool, but for most, this is more than enough.
4. Easy List Management and Segmentation
What you want: Upload a CSV, tag prospects, create custom segments, and keep track of who’s in what campaign. No headaches. No manual deduping.
What to ignore: Overcomplicated lead scoring or “intent signals” unless you’re a big enterprise with the data to back it up.
Supersend’s take: Supersend lets you upload, tag, and segment prospects easily. It auto-dedupes by email, so you don’t have to worry about hitting the same person twice. No fancy behavioral scoring, but you get what most teams actually use.
5. Clean, Actionable Reporting
What you want: Who opened, clicked, replied, bounced. Which steps work, which don’t. Simple charts, exportable data.
What to ignore: Vanity metrics or “engagement dashboards” with no clear action items.
Supersend’s take: You get open, click, reply, and bounce rates per campaign and sequence step. Nothing flashy, but you can see what’s working and adjust. If you want to track revenue attribution, you’ll need to connect with your CRM—but for outreach, the basics are here.
6. Integrations That Don’t Require a Consultant
What you want: Connect to your CRM (Salesforce, HubSpot, Pipedrive, etc.) without a week of setup. Sync campaigns and activity back and forth.
What to ignore: “Open API” claims that still require custom dev work to actually use.
Supersend’s take: Supersend connects with HubSpot and Pipedrive natively. Salesforce support is in beta. There’s a Zapier integration for everything else. Not perfect if you’re a huge org with custom workflows, but for 90% of teams, it’s plug-and-play.
7. Affordable and Transparent Pricing
What you want: Know what you’ll pay each month. No surprise “platform fees” or usage-based nonsense that spikes when your team grows.
What to ignore: Free plans with tight limits that force you to upgrade the minute you’re actually using the tool.
Supersend’s take: Pricing is simple: you pay per user, and you get all the core features. No “premium” add-ons just for basic integrations. There are team and agency plans if you scale up, but you won’t get nickel-and-dimed for every feature.
What’s Mostly Hype (And What to Ignore for Now)
A lot of “GTM platforms” will pitch you on these. Here’s why you can safely skip them, at least to start:
- AI everything: Most AI writing tools spit out bland, generic copy. It’s fine for first drafts, but you’ll still need to tweak.
- Predictive analytics: Unless you’re feeding in a lot of clean, historical data, these are guesses at best.
- Account-based orchestration: Fine if you’ve got a dedicated ops team and huge target lists. Overkill for most.
- Built-in dialers and call recording: Handy for call-heavy teams, but often clunky. Many teams stick to their own phone systems or use a separate power dialer.
- Intent data integration: Useful if you’re a big enterprise with the budget, but for most, focus on getting your basics right first.
Pro Tips for Getting the Most Out of GTM Software
- Keep workflows simple at first. Don’t try to automate everything. Manual steps are fine, especially for high-value targets.
- Stay on top of deliverability. Rotate inboxes, warm up new accounts, and watch bounce rates.
- Test one thing at a time. Change one variable (subject line, send time, channel) per campaign. Otherwise, you’ll never know what’s working.
- Regularly clean your lists. Outdated or messy data tanks results and wastes time.
- Talk to support early. If you hit a wall, ask for help. Some platforms (Supersend included) actually care about onboarding.
How Supersend Fits in the Real World
Here’s the bottom line: Supersend isn’t trying to be everything to everyone. It covers the features most B2B revenue teams need without overcomplicating things. If you want a platform that just works—without a week of onboarding, a maze of settings, or a sales rep pitching “strategic alignment”—it’s worth a look.
Is it perfect? No platform is. If you’re a huge enterprise with tons of custom processes, you’ll probably need more bells and whistles. But for most growth teams, agencies, and even mature sales orgs tired of clunky legacy tools, it’s a breath of fresh air.
Keep It Simple, Start Small, and Iterate
The best GTM stack is the one your team actually uses. Don’t get caught up chasing every new feature or “revolutionary” integration. Nail the basics: get your data right, personalize where it matters, and keep an eye on results. Iterate as you go.
You can always add tools later, but you can’t buy your way out of a messy process. Start with what matters, and keep moving forward.