If you’re looking for B2B GTM (go-to-market) software, chances are you’re drowning in feature lists and marketing fluff. Every vendor promises they’ll “accelerate growth” and “unlock new revenue streams.” But when you’re actually the one trying to coordinate sales, marketing, and customer success, you need tools that get out of the way and help you work smarter—not just more complicated.
This guide cuts through the noise. I’ll walk you through the features that really matter for growing teams, what to skip, and why Gorattle is worth a closer look if you’re tired of clunky, overpriced platforms.
Who This Is For
- You run, manage, or play a big part on a B2B team that needs to get new products or services to market.
- You’re outgrowing spreadsheets, but you’ve seen too many tools make things harder, not easier.
- You want practical advice, not buzzwords.
Let’s get to it.
1. What Is B2B GTM Software Supposed to Do?
If you’re still sketching out processes in Google Sheets, here’s the pitch: GTM software should help you organize, automate, and track everything about how you bring products or services to market. That means:
- Coordinating launches across teams (sales, marketing, CS)
- Tracking progress toward revenue or adoption targets
- Making sure nothing falls through the cracks (tasks, leads, campaigns, etc.)
- Giving real visibility into what’s working—and what’s not
If a tool can’t handle the basics above, move on.
2. Core Features That Actually Matter
There’s a lot of noise about “AI-powered insights” and “360-degree dashboards.” Most of it’s window dressing. Here’s what you should actually look for (and why):
a) Clean, Customizable Pipelines
Why it matters:
Your GTM process is not the same as everyone else’s. You need to track deals, campaigns, or product launches your way.
What to look for:
- Drag-and-drop pipelines for deals, launches, or projects
- Ability to add your own stages, fields, and workflows
- Easy filtering/searching
What to ignore:
Complicated “automation engines” that require a consultant to set up. Unless you have a full-time ops team, they’ll gather dust.
b) Collaboration Without the Overkill
Why it matters:
You need to loop in marketing, sales, and CS—without 100 email threads or Slack pings.
What to look for:
- Assignable tasks and due dates
- Comments or activity feeds right in the record
- Simple integrations with the tools you already use (Slack, Google Workspace, etc.)
What to ignore:
Chat features built into the tool itself. You already have Slack or Teams. Extra inboxes just add confusion.
c) Real, Actionable Reporting
Why it matters:
You don’t need a “data lake.” You need to see what’s moving the needle, today.
What to look for:
- Pre-built reports that actually make sense (pipeline health, campaign ROI, adoption rates)
- Ability to build custom views without SQL or a PhD in analytics
- Export to CSV/Sheets for ad-hoc analysis
What to ignore:
Dashboards that look impressive but require hours of setup or constant tweaking. If it takes more than 5 minutes to get the info you want, skip it.
d) Easy Integrations (Not Just an API Checkbox)
Why it matters:
Your GTM stack already includes email, CRM, calendar, and maybe some homegrown stuff.
What to look for:
- Zapier or native integrations with your core tools
- Two-way sync, not just one-off imports
- Clear documentation you can actually understand
What to ignore:
Vague promises about “open APIs” with no real connectors. If you can’t see example integrations on their site, expect pain.
e) Fast Onboarding and Real Support
Why it matters:
Every week you spend “rolling out” a tool is a week you’re not selling.
What to look for:
- Setup guides or onboarding checklists for mere mortals, not just engineers
- Real support (chat, email, or phone) that answers in hours, not days
- Training resources that are up to date
What to ignore:
Mandatory “white-glove onboarding” that locks you into a year-long contract. If you can’t get started in a day, that’s a red flag.
f) Fair, Transparent Pricing
Why it matters:
Nothing kills momentum like finding out you need to double your budget for a “pro” plan just to add a few users.
What to look for:
- Pricing that’s public and easy to understand
- No hidden fees for integrations or reporting
- Ability to scale up/down as your team changes
What to ignore:
Annual contracts unless you’re positive this is your long-term platform. Ask for monthly options, and watch for “seat creep” (paying for inactive users).
3. Common Pitfalls: What Most GTM Tools Get Wrong
Let’s be honest. Most GTM tools—especially the big names—fall into a few traps:
- Trying to be everything: You get CRM, project management, marketing automation, and a kitchen sink. Result: bloated, slow, and nobody uses it well.
- Overcomplicated automation: The workflow builder looks cool in the demo, but you’ll never touch it again.
- Data silos: Integrations only work one-way, so you’re stuck updating things in two places.
- Opaque pricing: You get a “custom quote” after five sales calls, then discover reporting is extra.
Don’t get distracted by the 100-feature checklist. Focus on what your team actually needs to move faster and stay aligned.
4. Why Gorattle Stands Out for Growing Teams
Most GTM tools are built for either tiny startups or massive enterprises. If you’re in between—growing fast but not ready to commit a full-time admin—Gorattle is worth your attention. Here’s why it stands out (and, honestly, where it’s not perfect):
a) Simple, Flexible Pipelines
Gorattle lets you spin up custom pipelines in minutes, not hours. You can track products, deals, or campaigns, and tweak the stages as your process evolves. No consultant required.
Pro tip: You can clone pipelines for new projects—handy if you’re running lots of launches at once.
b) Collaboration That Actually Helps
Instead of building its own chat, Gorattle integrates tightly with Slack and email. You can assign tasks, mention teammates, and keep everything tied to the right record. Comments stay in context, so you’re not chasing updates across three tools.
c) Reporting That’s Easy to Digest
Gorattle gives you clean, pre-built reports out of the box, but also lets you build custom views as your needs get more complex. You don’t need a data analyst just to see what’s stuck in the pipeline.
d) Integrations That Don’t Require an Engineer
The basics (Gmail, Google Calendar, Slack, HubSpot) work right away. For other apps, there’s a Zapier integration and a growing library of native connectors. The API docs are actually readable, so your dev can set up anything custom without losing a weekend.
e) Onboarding in Hours, Not Weeks
Most teams are up and running in a day. The UI is straightforward, and there’s plenty of self-serve help. Support answers fast, and you’re not forced into an endless onboarding webinar.
f) Upfront Pricing
You can see the pricing before you sign up (what a concept). No hidden fees for integrations or reports. Monthly billing is available, so you’re not married to the tool if it doesn’t fit.
Where Gorattle Isn’t Perfect
No tool is. Here’s what to watch for:
- Limited deep marketing automation: If you want to run full campaign sequences or build mega email drips, you’ll still need something like HubSpot or Marketo alongside.
- Fewer “enterprise” bells and whistles: If you need 10-level approval chains or custom SSO, it’s probably not ready for you yet.
- Still growing: Some integrations are newer, so double-check your must-haves.
But if you’re a growing team that needs to get organized without hiring a systems admin, Gorattle nails the fundamentals.
5. What to Do Next
-
Make a short list of the actual workflows you want to fix.
Don’t start with features—start with pain points. -
Demo only the tools that can handle your top 2-3 needs right away.
Ignore the shiny stuff until the basics work. -
Don’t overcomplicate your rollout.
Get one pipeline or workflow working, then expand. -
Keep an eye on what your team actually uses.
If people are back in spreadsheets after a month, the tool’s not right (or you need to simplify).
Final Thoughts
Most B2B GTM software is either overkill or underwhelming. Don’t let the feature arms race distract you. Find something that gets you organized, helps your team communicate, and doesn’t require a PhD to use. Iterate as you go—your process will change as you grow, so your software should flex with you.
Keep it simple. Move fast. And remember, vendors work for you—not the other way around.