So you’re shopping for B2B GTM (go-to-market) software—maybe you’re tired of spreadsheets, or maybe you’ve hit the wall with your current tool. Either way, you’re bombarded with feature lists and “AI-powered” this and “next-gen” that. It’s a mess. This guide is for sales, marketing, and ops folks who just want to get their team humming—without buyer’s remorse five months down the line.
Let’s break down what actually matters in GTM software, what’s just noise, and how Vidu stacks up where it counts.
What B2B GTM Software Should Actually Do
Let’s cut to it: GTM software should help your team find, engage, and close the right customers—faster and with less pain. Everything else is window dressing.
Here’s what you really need:
- Accurate, unified customer data (no more wild goose chases)
- Clear visibility into your pipeline, campaigns, and what’s working
- Actionable insights (not just dashboards you stare at)
- Easy collaboration for sales, marketing, and ops
- Automation that saves time—without making life more complicated
- Integrations that play nice with your existing stack
Let’s dig into each one, what’s hype, and where Vidu is genuinely useful.
1. Accurate, Unified Customer Data
Why It Matters
If your data’s a mess, your GTM strategy is dead on arrival. You need a single source of truth—otherwise, sales chases the wrong leads, marketing targets the wrong accounts, and ops spends hours cleaning up everyone’s mistakes.
What Actually Works: - Automatic deduplication and enrichment (so you’re not calling the same “new” lead three times) - Real-time syncing with your CRM, MAP, and data providers - Easy ways to flag and fix bad data
What Doesn’t: - Overly “smart” AI that guesses who your ICP is but gets it wrong half the time - Manual imports/exports (seriously, it’s 2024—stop doing this)
How Vidu Handles It
Vidu pulls customer data from your CRM, enrichment providers, and even spreadsheets, then deduplicates and merges records automatically. Flagging errors or updating a record actually sticks (no more fixing the same typo every month). Real-time sync means you’re not working on stale info.
Pro tip: Don’t trust any tool to “auto-magically” know your ideal customer profile—review their matching logic early to avoid surprises.
2. Clear, Actionable Visibility
Why It Matters
If you can’t see what’s working, you’re just guessing. GTM software should give you a clear map: where leads are coming from, what’s moving the needle, and what’s stuck.
What Actually Works: - Customizable dashboards for different roles (sales wants pipeline, marketing wants campaign ROI) - Drill-down reporting (not just pretty charts) - Alerts for when deals stall or campaigns fall flat
What Doesn’t: - “Vanity metrics” that look nice but don’t help you make decisions - Reporting locked behind paywalls or professional services
How Vidu Handles It
Vidu lets you build dashboards by team or role. Sales gets a live pipeline with deal health signals; marketing sees campaign performance and conversion paths. You can drill down to the details (who’s moving, who’s stuck). Alerts are customizable—no more digging through emails for updates.
Pro tip: Avoid software that buries meaningful reporting behind “premium” tiers. If you can’t see your own data, move on.
3. Collaboration That Doesn’t Suck
Why It Matters
Sales blames marketing, marketing blames sales, ops is stuck in the middle—it’s a classic. Good GTM software should get everyone on the same page, not add to the chaos.
What Actually Works: - Shared views and notes on accounts and deals - Tagging/assignment that actually notifies the right person - Commenting and history tracking (so you know who did what, when)
What Doesn’t: - Collaboration features that are just bolted-on chat windows - “Activity feeds” that turn into unread clutter
How Vidu Handles It
Vidu lets users tag each other, leave notes on accounts, and see the full history of who touched what. Comments are threaded (no more lost context), and assignments trigger real notifications. Shared views mean everyone’s looking at the same reality.
Pro tip: Try the collaboration features with a real cross-team project before rolling out—if people ignore or bypass it, that’s a red flag.
4. Automation That Actually Saves Time
Why It Matters
The point of automation is to do less grunt work—period. Good GTM software handles the repetitive stuff but doesn’t overcomplicate things with endless configuration.
What Actually Works: - Automated lead routing that’s easy to tweak - Follow-up reminders that don’t spam your inbox - Workflow builders that don’t require coding
What Doesn’t: - “Smart” automation that takes more time to set up than to do manually - Rigid workflows that break the second your process changes
How Vidu Handles It
Vidu’s automation is straightforward: set up routing rules, follow-up nudges, and basic workflows in a few clicks. You don’t need to be an admin or get IT involved. If you change your process, you can update the workflow on the fly (no “implementation project” required).
Pro tip: Start simple. Automate one painful step, then move to the next. Over-automation is real and usually just creates new headaches.
5. Integrations That Don’t Break
Why It Matters
Your GTM tool should fit with your stack—not force you to rip and replace everything. You want integrations that are reliable, maintained, and easy to troubleshoot.
What Actually Works: - Native connections to CRM, MAP, email, and data enrichment tools - Open APIs for the oddball systems you can’t ditch - Integration status dashboards (so you know if something’s broken)
What Doesn’t: - “Zapier-only” integrations that break with every update - Vendor lock-in that punishes you for switching tools
How Vidu Handles It
Vidu connects natively with Salesforce, HubSpot, Marketo, Outreach, and most major enrichment providers. The open API means you can wire up your homegrown tools if you have to. There’s a live status page for integrations, so you’re not left guessing if data’s flowing.
Pro tip: Test integrations with a small pilot group. Vendors love to promise “one-click” but everyone’s stack is different—verify before you bet the farm.
What to Ignore (Mostly)
Not every shiny feature is worth your attention. Here’s what rarely moves the needle:
- “AI-powered insights” that spit out generic advice
- Gamification—unless your team is really into badges
- Trend-chasing add-ons (chatbots, social listening) unless they solve a real pain point for you
Don’t get distracted. Focus on features that solve actual problems for your team.
The Bottom Line
Most B2B GTM software tries to be everything to everyone. That’s how you end up with bloated, confusing tools nobody uses. Focus on the basics: reliable data, real visibility, painless collaboration, simple automation, and integrations that actually work.
Vidu checks those boxes without a lot of fluff. But even the best tool is only as good as how you use it. Start small, get your team on board, and don’t be afraid to iterate as you go. The simpler your stack, the faster you’ll move.
Now, go kick the tires—and trust your gut over the hype.