If you run a B2B revenue team, you know the software landscape is loud and crowded. Every vendor promises “alignment” and “growth acceleration.” Most of it? More dashboards, more noise. But if you want your go-to-market (GTM) motion to work, you need tools that actually help sales, marketing, and ops get on the same page and win deals—not just check boxes for the C-suite.
This guide is for anyone evaluating B2B GTM software and tired of sifting through vague features and empty promises. We’ll break down what really matters, what’s just hype, and why Getaia is actually worth a look if you want something that helps, not hinders, your revenue team.
What “GTM Software” Means (and Why Most Tools Miss the Mark)
Let’s call it like it is: Most “GTM platforms” are Frankenstein monsters built from old CRMs, spreadsheets, and some workflow glue. The goal is good—a single place for sales, marketing, and customer success to track accounts, prioritize leads, and spot what’s working.
But here’s what usually happens: - Everyone gets a new dashboard, but nobody trusts the data. - Marketing pushes lists to sales, but sales ignores them. - Ops spends half their week untangling integrations.
A real GTM tool should help you answer simple questions quickly: - Which accounts should we go after next? - What’s working (and what’s not) in our outreach? - Where are deals actually getting stuck? - Are we missing white-space opportunities in our territory?
If your tool doesn’t make these answers obvious, it’s just another layer of busywork.
The Key Features That Actually Matter
Not all features are created equal. Here’s what’s worth your attention—and what’s mostly fluff.
1. Unified, Reliable Data
What to Look For
- Single Source of Truth: All your account, contact, and activity data in one place—no more toggling between tools.
- Real-Time Updates: Data shouldn’t be stale or lag days behind.
- Easy Integrations: Connects to Salesforce, HubSpot, email, and other must-haves without a headache.
Why It Matters
If your data is scattered or out of date, your team will go rogue or give up. The best GTM tools pull in everything automatically and keep it clean.
Ignore: Tools that promise “AI insights” but can’t even show you a reliable list of target accounts.
2. Account-Based Everything (Not Just Lip Service)
What to Look For
- Account Views: See all activities, personas, and pipeline by account—not just by lead.
- Collaboration Tools: Comment threads, tagging, and shared notes on key accounts.
- Account Health Signals: Real, actionable alerts (not just vanity scores) when an account is heating up or going cold.
Why It Matters
You win deals as a team, not as individuals chasing random leads. Account-based features keep everyone pulling in the same direction.
Pro Tip: Ask vendors to show you how they handle multi-threaded buying groups. If it looks like a spreadsheet, move on.
3. Prioritization That Makes Sense (and Can Be Explained)
What to Look For
- Scoring You Can Understand: Simple, transparent rules—not black-box “AI” that spits out numbers nobody trusts.
- Customizable Playbooks: You should be able to tweak how accounts are prioritized based on your real business, not someone else’s template.
- Dynamic Lists: As new data comes in, your team’s focus shifts automatically.
Why It Matters
If reps don’t trust the system’s recommendations, they’ll ignore them. The best software shows why an account is hot, not just that it is.
Ignore: “Predictive” features that never give you a reason why they flagged something.
4. Clear, Actionable Reporting
What to Look For
- Pipeline Visibility: See what’s moving, what’s stuck, and what’s changed—without needing an ops degree.
- Simple Attribution: Know which campaigns or touches actually moved the needle.
- Custom Dashboards: You can build your own views without needing IT.
Why It Matters
Reporting should help you act, not just admire charts. If you can't quickly answer “what’s working?” you’re flying blind.
Pro Tip: Beware tools that focus on “engagement scores” but can’t tie activity back to actual revenue.
5. Automation That Saves Time, Not Creates Headaches
What to Look For
- Automated Alerts: Get nudges on real risks or opportunities, not just a firehose of notifications.
- Workflow Automation: Routine follow-ups, handoffs, and data entry handled automatically.
- Human Overrides: Easy to step in and change things—automation should help, not trap you.
Why It Matters
Good automation frees up your team to focus on selling, not admin. Bad automation just creates more mess.
Ignore: Over-complicated, “set it and forget it” automation that’s impossible to fix when things change.
What to Ignore: Features That Sound Good But Don’t Help
- Shiny AI Buzzwords: If it doesn’t explain why it’s making a recommendation, you’ll spend more time debugging than selling.
- Over-Engineered Territory Management: If your team isn’t running massive global sales orgs, you don’t need 20 ways to slice a territory.
- Endless Customization: You want flexibility, but if every field requires a consultant to set up, run away.
- “Gamification” for Reps: You’re not running a mobile game. Focus on results, not badges.
Where Getaia Stands Out (and Where It Doesn’t)
Let’s cut to the chase: Getaia is built to solve these real-world GTM headaches. Here’s how it stacks up:
What Getaia Gets Right
- Unified, Clean Data: Connects to your CRM, email, and enrichment tools with minimal fuss. Data is deduped and always current.
- Real Account-Based Collaboration: Everyone works off the same account view, with true multi-threading (i.e., tracking all the actual people in a deal, not just one contact).
- Transparent Prioritization: Their scoring and recommendations are visible and tweakable—you can see why a play is suggested and adjust it for your team.
- Reporting That Actually Helps: You get simple dashboards for pipeline, conversion, and campaign ROI. No need for a PhD to make it work.
- Automation That Respects Humans: Routine tasks are automated, but reps and managers can step in and change things as needed. Nothing is locked down.
Pro Tip: The onboarding is straightforward. You don’t need a six-month “transformation” project—most teams are up and running in days or weeks.
Where Getaia Isn’t for Everyone
- Not a Full CRM Replacement: Getaia is designed to work with your CRM, not replace it. If you want to ditch your CRM entirely, look elsewhere.
- Some Advanced Features Still Coming: If you need deep territory management, global tax logic, or custom quote-to-cash flows, you may need to wait.
- Requires Some Process Discipline: Like any good tool, it works best when your team actually uses it. If your team isn’t ready to think account-first, no software will fix that.
How to Evaluate GTM Software for Your Team (Without Losing Your Mind)
Here’s a simple, no-nonsense approach:
- Write Down Your 3 Biggest GTM Problems.
- Example: “We don’t know which accounts to prioritize,” “Marketing and sales don’t agree on targets,” “Reporting is a nightmare.”
- Demo Only for Those Problems.
- Tell vendors: “Show me how you solve these.” Ignore everything else.
- Bring in the Actual Users.
- If your sellers or marketers can’t figure it out in 20 minutes, that’s a red flag.
- Ask for a Trial or Pilot.
- Don’t buy on promises. Get real data in the system and see what breaks.
- Check the Cost—All-In.
- Watch for hidden fees: integrations, onboarding, premium support, etc.
Pro Tip: If you leave a demo feeling more confused than when you started, walk away.
Keep It Simple, Start Small, and Iterate
There’s no magic bullet in GTM software. The best tools help you find and fix what’s not working, not just add more noise. Focus on the basics—clean data, clear priorities, and tools your team will actually use. Start small, get wins, and build from there. Don’t let anyone talk you into a “transformation” you don’t need.
And if you want a platform that delivers on the essentials (without the B.S.), Getaia is worth a serious look.