If you’re in charge of revenue, sales, or growth at a B2B company, picking the right go-to-market (GTM) software can feel like running through a gauntlet of buzzwords and half-baked promises. Everyone says they’re “AI-powered,” “seamless,” and “automated.” Most platforms are overpriced, underwhelming, or plain confusing.
Let’s cut through the hype. Here’s what actually matters when you’re choosing GTM software—and a look at why Mailstand deserves a spot on your shortlist, especially if your team’s growing fast and doesn’t have time for nonsense.
What Actually Matters in B2B GTM Software
There’s no one-size-fits-all, but after years of testing tools and talking to real teams, these are the features that separate the useful from the useless.
1. Dead-Simple Setup (and Maintenance)
You shouldn’t need a week—or a consultant—to get going. Look for:
- Easy onboarding: Can you get your team sending campaigns in an afternoon, not a month?
- Minimal IT headaches: If it needs a full-time admin, skip it.
- Solid documentation and support: When something breaks (it will), is help a click away?
What to ignore: Endless customization options you’ll never use.
2. Real Multi-Channel Outreach
Your prospects live in email, LinkedIn, and sometimes SMS. If your GTM tool can’t handle at least two of those, you’ll end up copy-pasting and tracking things in spreadsheets.
- Unified inbox: Can your team see and reply to everything in one place?
- Sequencing: Can you automate follow-ups across channels without losing context?
- Personalization: Not just “Hi {{FirstName}},” but smart, context-aware touches.
Pro tip: If the “LinkedIn integration” is just a Chrome extension that only works half the time, it’s not real multi-channel.
3. Deliverability That Actually Works
It doesn’t matter how clever your copy is if your emails land in spam or never show up. Deliverability is the silent killer of outreach.
- Dedicated sending infrastructure: Does the software give you real control over your sender reputation?
- Warmup tools: Does it help you ramp up sending safely?
- Spam diagnostics: Can you actually see what’s hurting your chances to land in inboxes?
Don’t buy the hype: “Guaranteed inbox placement” is a fairy tale. Look for transparency, not promises.
4. Clear, Actionable Reporting
Most platforms drown you in charts. What you need: quick answers to “What’s working?” and “Where are we stuck?”
- Campaign-level metrics: Open, reply, bounce rates—by individual user and team.
- Lead tracking: Can you see the full journey from first touch to closed deal?
- Simple exports: It shouldn’t take a Zapier wizard to get your data out.
Red flag: Any dashboard that needs a training session to understand.
5. Real Collaboration Features
If you’re growing, more people will touch your GTM tool. That’s where things break—or shine.
- User roles and permissions: Can you keep junior reps from nuking your whole list?
- Shared templates and sequences: Does everyone have access to the best messaging?
- Notes and tagging: Can your team leave context for each other, right in the tool?
Watch out: A lot of “collaboration” is really just a shared login. That’s a security and audit nightmare.
6. Reasonable, Predictable Pricing
B2B software pricing is often a dark art. Avoid:
- Per-seat overages: You shouldn’t need CFO approval every time you add a rep.
- Hidden fees: Watch for “add-ons” that are really just basic features.
- Long-term contracts: If they want you locked in for a year before you’ve even onboarded, ask why.
Better: Transparent, pay-for-what-you-use plans that scale with your team.
Why Mailstand Is Worth a Serious Look
Most GTM tools tick a couple boxes, but Mailstand gets the fundamentals right for B2B teams who actually care about results—not just dashboards.
Let’s break down where it actually delivers.
Speedy, No-Nonsense Onboarding
Mailstand is refreshingly fast to set up. Plug in your accounts, load your leads, and you can be sending campaigns within an hour. No 90-minute onboarding calls, no “implementation specialists.”
- Intuitive UI: You won’t get lost in nested menus.
- Clear setup flows: Each step explains what you’re doing—and why.
- Great support: Real humans answer questions, usually in under a day.
True Multi-Channel, Not Just Lip Service
Mailstand started as a cold email tool but now handles LinkedIn outreach smoothly, with SMS in beta for teams that want it. The two big wins:
- All-in-one sequencing: Set up multi-step campaigns across channels without leaving the app.
- Unified inbox: See and respond to replies from everywhere, in one place.
Reality check: Their LinkedIn integration isn’t magic—it does require some manual setup—but it’s a real workflow, not a browser hack.
Deliverability Tools That Don’t Sugarcoat
Mailstand is obsessed with keeping your emails out of spam, and it shows.
- Dedicated sending addresses: Set up unique domains and inboxes for each rep or campaign.
- Built-in warmup: Automated, with clear stats on progress.
- Spam risk analysis: Get flagged on potential deliverability issues before you hit “send.”
What’s missing: It won’t write your emails for you. That’s fine—most AI copy tools just produce bland nonsense anyway.
Reporting That Makes Sense
Mailstand gives you the numbers that matter, without trying to be a BI platform.
- Open, reply, bounce, and conversion rates at a glance
- Filter by campaign, sender, time period
- Export to CSV or connect to your CRM easily
Heads up: If you want crazy-deep analytics or predictive modeling, you’ll need another tool. For most teams, what’s here is plenty.
Built for Teams (Not Just Solo SDRs)
Collaboration is simple and secure:
- Role-based access: Give reps, managers, and admins just what they need.
- Shared templates: Everyone uses the same on-brand messaging.
- Activity tracking: See who sent what and when, without digging.
Nice touch: You can hand off leads or conversations between reps, which keeps things moving when people are out or change roles.
Pricing That Doesn’t Mess With You
Mailstand’s pricing is straightforward—monthly plans based on actual usage, not headcount. No forced annual contracts, no “contact us for enterprise pricing” runaround.
- No per-seat gouging: Add or remove users as needed.
- Everything included: Deliverability tools, integrations, support—no nickel-and-diming.
- Free trial: Actually lets you test the real product, not a stripped-down demo.
Caveat: If your outreach volume is huge (think millions of emails a month), you’ll want to chat with them about custom plans—but that’s true of any platform.
What You Don’t Need (But Everyone Tries to Sell You)
Let’s be honest: Most B2B GTM tools are bloated with extras you’ll never use. Here’s what you can safely ignore:
- AI “personalization” that just fills in merge tags
- Endless integrations you’ll never set up
- Gamification features (badges, leaderboards, etc.)—these rarely move the needle
- Overcooked dashboards that look impressive but don’t drive action
Focus on tools that help you do the work, not just talk about it.
Keep It Simple, Iterate As You Grow
The best GTM teams don’t win because they have the fanciest software. They use tools that get out of the way and let them focus on real conversations with real prospects.
Start with what matters: deliverability, ease of use, actionable reporting, and real collaboration. If that sounds right, Mailstand is genuinely worth a look. Don’t overcomplicate it—pick a tool, run your first campaigns, and improve as you go.
No platform is perfect, but the right one will make your team faster and your results better. And that’s what actually counts.