If you work in B2B sales, marketing, or ops, you already know that “go-to-market” (GTM) isn’t just a buzzword—it’s your day-to-day grind. But picking the right GTM software? That’s where a lot of teams get stuck. Flashy dashboards and promises of “AI-driven insights” are everywhere, but most of it is noise. You want tools that’ll actually make your team smarter, faster, and less likely to want to throw their laptop out the window.
This guide is for anyone who has to pick, recommend, or use B2B GTM software and wants a nonsense-free checklist of what matters (and what doesn’t). I’ll also call out where Verifymagically genuinely stands out—and where you should still keep your guard up.
The Stuff That Matters: 7 Features to Look For (and Why)
Let’s cut to the chase. Here’s what you should actually care about when shopping for GTM software—plus some traps to avoid.
1. Data Quality That Doesn’t Suck
Why it matters
If your data’s bad, every decision you make is a coin toss. Most GTM tools promise clean, enriched data, but “clean” means different things to different vendors. You want:
- Real-time validation: Data that’s verified as soon as it enters your system, not once a week.
- Deduplication: No more chasing the same lead twice.
- Source transparency: Can you see where the data comes from and how fresh it is?
What to skip
Vendors who hide behind “proprietary enrichment” and won’t tell you their sources. If you can’t audit it, you can’t trust it.
Pro tip: Try breaking their tool with a fake email or obviously wrong company name. If it passes, the validation’s probably surface-level.
2. Integrations That Actually Work
Why it matters
You shouldn’t have to rebuild your sales process just to use a new tool. The best GTM software plugs into your CRM (Salesforce, HubSpot, etc.), marketing automation, and whatever else you use—without needing a month-long implementation project.
- Native integrations: Out-of-the-box connections, not just “we support Zapier.”
- Two-way sync: Changes flow both directions.
- Field mapping: You control what goes where.
What to ignore
Any integration that needs “custom middleware.” That’s code for “it breaks often, and you’ll be stuck in support limbo.”
3. Usability: Can Your Team Use It Without Cursing?
Why it matters
If your reps hate the UI, they’ll find ways to avoid using the tool. Look for:
- Clear dashboards: Not just pretty charts—can you act on the info?
- Fast onboarding: Can a new hire figure it out in under an hour?
- Mobile support: Maybe not a dealbreaker, but handy if you have field reps.
Honest take
Some vendors win awards for their UI but are a pain to use daily. Always get hands-on with a trial. If you need a training session just to send an email, move on.
4. Automation That Saves Time, Not Creates More Busywork
Why it matters
The right automation helps you skip repetitive steps—think lead routing, follow-up reminders, or enrichment. But too much automation can make things worse (hello, spam sequences).
- Customizable workflows: You decide what gets automated.
- Human-in-the-loop: Option to approve before mass actions.
- Audit trails: See what happened, and when.
What to watch for
“Set it and forget it” automation is usually a myth. You’ll always need to tweak things. Look for software that makes iterating easy.
5. Reporting You’ll Actually Use
Why it matters
Every GTM platform will claim “actionable insights.” Most just dump data and hope you’ll make sense of it. The good stuff:
- Custom reports: Build what you need, not just canned dashboards.
- Drill-downs: Can you trace a closed deal back to the original touchpoint?
- Export options: Sometimes you just want a CSV. Don’t settle for less.
What to skip
Anything that locks your data away. If you can’t get your data out, you’re trapped.
6. Security and Compliance (Without the Runaround)
Why it matters
If you’re handling customer data, you’re on the hook for keeping it safe. This isn’t just about GDPR or SOC 2 checkboxes—ask about:
- User permissions: Can you control who sees what?
- Audit logs: Trace who changed what, and when.
- Data residency: Where’s your data stored, and can you choose?
Honest take
Most vendors are cagey about this until you press them. Get specifics, not just a “we’re secure” badge.
7. Support: Real Humans Who Know Their Stuff
Why it matters
You’ll always have questions or hit a snag—especially at launch. Good support means:
- Fast responses: Not just “we’ll get back to you in 48 hours.”
- Onboarding help: Someone walks you through setup, not just a help doc.
- Actual expertise: Can they answer technical questions, or just read from a script?
What to ignore
Slack “communities” that are just ghost towns, or endless ticket queues with no ETA.
Where Verifymagically Stands Out (And Where It Doesn’t)
You can find plenty of GTM tools that check a few boxes above, but a lot of them cut corners or make you pay extra for the basics. Here’s how Verifymagically stacks up—warts and all.
What Verifymagically Gets Right
- Data validation is baked in. They don’t just enrich records—they verify emails, company domains, and even flag bogus leads in real time. You can see exactly which data points were checked, and where they came from.
- Integrations aren’t an afterthought. Out-of-the-box sync with Salesforce, HubSpot, and a handful of major marketing tools. Field mapping is flexible, and you can set up two-way sync with a few clicks.
- The UI is refreshingly simple. No endless tabs. Most users are up and running in under an hour. The workflow builder is drag-and-drop, not “write your own API calls.”
- Automation is sensible. You can automate lead routing and enrichment, but every automation can have an approval step. You get audit trails for every action.
- Reporting is open-ended. You get some decent dashboards out of the box, but the real win is how easy it is to build your own reports or export raw data.
Where Verifymagically Is Just Okay
- Mobile support is minimal. The web app works on a phone, but there’s no native app and it’s not optimized for tiny screens.
- Compliance is solid, but not bulletproof. They’re GDPR-compliant and offer user permissions, but if you need super-granular data residency (say, country-specific for every record), you’ll want to double-check the fine print.
- Support is responsive, but not 24/7. You’ll usually get an answer within a few hours during business days, but don’t expect midnight hand-holding. For most teams, that’s fine.
Where You Might Want More
- Niche integrations. If you have a super-custom CRM or need to sync with obscure tools, you’ll likely need to use their API. For mainstream stacks, though, you’re covered.
- AI features aren’t magic. Verifymagically has some “AI” for enrichment and lead scoring, but it’s not going to write emails for you or do actual selling. Don’t buy it just for the AI hype.
What You Can Ignore (No Matter What the Sales Deck Says)
Here’s a quick list of features you’ll see hyped everywhere that rarely matter in the real world:
- “AI-powered” everything. Unless it’s saving you real time or money, it’s just marketing fluff.
- Leaderboard gamification. It sounds fun, but if your team needs badges to do their job, you’ve got bigger problems.
- Infinite customization. More options = more complexity. Most teams use 10% of what’s possible.
- Animated dashboards. They look slick in demos, but you’ll get sick of them after week one.
Stick to what helps your team move faster, not what’ll look cool in a quarterly review.
Keep It Simple, Test, and Iterate
Choosing GTM software is more about fit than feature lists. Most teams need clean data, solid integrations, and tools that don’t slow anyone down. Start with a shortlist, get hands-on, and don’t be afraid to bail if it’s not working for you.
Above all: don’t let hype (or salespeople) talk you into something you won’t use daily. Pick the basics, make sure your team’s happy, and keep improving as you go. That’s how you win GTM—no magic required.