Looking for B2B go-to-market (GTM) software? Odds are, you’re drowning in buzzwords and big promises. Here’s the deal: most of that is noise. If you’re leading revenue, sales, ops, or marketing at a B2B company, you need your software to actually help you find, win, and keep customers. Not just give you another dashboard to ignore.
This guide breaks down what really matters when you’re sizing up GTM platforms like Revenoid: what features move the needle, what’s just window dressing, and how to spot the difference. If you’re tired of demos that all sound the same, this is for you.
Why B2B GTM Software Exists in the First Place
Let’s cut through it: GTM software (go-to-market) is supposed to help B2B teams figure out who to sell to, how to reach them, and how to close deals faster. The problem? Most tools either bury you in data or try to do everything and end up doing nothing well.
Your job isn’t to babysit software—it’s to drive revenue. The right GTM platform should automate grunt work, surface real opportunities, and make your life easier. If it’s not doing that, it’s just another line item in your budget.
The Key Features That Actually Matter
Here’s what you want to see before you even think about signing a contract.
1. Clear, Reliable Data Integrations
It doesn’t matter how shiny the UI is—if your GTM platform can’t pull in accurate data from the systems you already use, it’s dead on arrival.
Look for: - Native integrations with your CRM (Salesforce, HubSpot, etc.), marketing tools, and product usage data. - Two-way sync so updates flow both ways. - Deduplication and data hygiene—automatic cleanup, not just reporting on “bad” records. - Real-world test: Try syncing a handful of accounts. If you hit snags, expect more of the same.
Watch out for:
Zapier workarounds or “coming soon” integrations—these almost never live up to the hype.
2. Account and Lead Scoring That Makes Sense
Most platforms promise “AI-powered scoring.” Reality? Many just rank leads by job title or website visits. That’s not enough.
What works: - Customizable scoring based on what actually predicts a sale for your business, not a generic model. - Transparency: You should see why certain accounts are scored higher—no black boxes. - Signals beyond intent: Product usage, support tickets, contract renewal dates—whatever moves your customers.
Ignore:
Any scoring that can’t be explained in plain English, or that never seems to actually match your closed deals.
3. Flexible Segmentation and Targeting
Can you slice and dice your market the way you actually run campaigns? Or do you have to live with whatever filters are built in?
Must-haves: - Unlimited custom fields for account and contact data. - Segment builder that lets you combine criteria (firmographics, behavior, lifecycle stage). - Easy export/activation—get your lists where you need them, not just in the tool.
Pro tip:
Try building your most complex campaign segment during the trial. If it feels like pulling teeth, move on.
4. Orchestration, Not Just Reporting
A lot of GTM platforms are glorified dashboards: pretty charts, but no way to actually do anything with the data.
What you want: - Automated workflows (e.g., trigger outreach when certain signals fire). - Playbooks that guide reps and marketers through next steps, not just “insights.” - Bulk actions: Assign leads, trigger campaigns, update statuses—without manual busywork.
Warning:
If “automation” means just sending you another Slack alert, keep looking.
5. Actionable Analytics—Not Just Vanity Metrics
You don’t need another heatmap of your funnel. You need to know where deals stall, why, and what to do about it.
Helpful analytics: - Funnel breakdowns by segment: See which industries, company sizes, or personas convert. - Attribution that makes sense: Where did that deal really come from? - Forecasting: If it’s “AI-powered,” ask to see the math. Otherwise, old-school pipeline math works just fine.
Ignore:
Anything that feels like a “wow” chart for board meetings but doesn’t change your next action.
6. User Experience That Gets Out of Your Way
If your team hates using it, they’ll go back to spreadsheets. Adoption is non-negotiable.
Non-negotiables: - Fast load times. - Intuitive navigation: You shouldn’t need a manual. - Role-based views: Reps, managers, execs all see what’s relevant to them.
Red flag:
If it takes more than an hour to get your team up and running, or if you’re lost after the demo, that’s a problem.
7. Security and Compliance—Handled By Default
No one wants to be the company that exposes customer data. Your GTM platform should meet or beat your IT requirements.
What to check: - SOC 2, GDPR, CCPA—the basics, not just “we take security seriously.” - Granular permissions: Control who can see and edit what. - Audit logs: Who did what and when.
Don’t get distracted by:
A fancy security page without actual certifications or clear answers to your IT team’s questions.
8. Transparent Pricing—No Nasty Surprises
Some GTM vendors make pricing as clear as mud. You don’t want to waste cycles on a tool that costs double what you planned.
Best case: - Published pricing or at least clear ranges. - No hidden fees for integrations, seats, or extra data. - Simple contract terms.
Ask directly:
How does your pricing scale if we double (or halve) our team? If they can’t answer, move on.
What’s Nice to Have (But Not Essential)
Some features are cool but don’t drive results for most B2B teams. Here’s what you can safely ignore at first:
- AI chatbots that promise to qualify every lead (most just annoy buyers).
- “Social selling” integrations unless your market actually lives on LinkedIn or X.
- Custom-branded dashboards (execs care about the numbers, not your logo).
- Marketplace “app stores”—unless you have an army of developers, you won’t use these.
If you have extra budget or a very specific workflow, revisit these later. But don’t let them distract you from the basics.
Honest Takes: What Usually Goes Wrong
After seeing dozens of B2B teams try new GTM platforms, here’s where things typically unravel:
- Over-complication: Teams buy a “platform” but only use 10% of it. The rest collects dust.
- Integration headaches: Data never syncs right, so teams don’t trust the tool.
- Poor fit for sales process: The software assumes you sell like a SaaS unicorn, not the way your team actually works.
- Change management ignored: No one trains the team, so usage drops off after launch.
The fix? Start small. Get the basics right, then expand.
How to Actually Evaluate a GTM Platform
Don’t just listen to sales pitches. Here’s a quick process:
- Make a list of must-have features (from the sections above).
- Set up a real trial or sandbox.
- Test core workflows with your own data. Don’t just click around—run a mini campaign or update records.
- Get direct input from end users. If your reps, CSMs, or marketers hate it, believe them.
- Ask hard questions: How do you handle [insert your weirdest workflow]? What’s the real cost over a year?
- Check vendor support. Submit a ticket or ask a technical question. Fast, helpful response? Good sign.
If it passes these, you’re probably onto something worth your time.
Keep It Simple, Iterate Fast
There’s no perfect GTM platform—only the one your team actually uses. Focus on a tool that nails the basics, grows with you, and doesn’t drown you in features you’ll never need. Start with what solves your biggest pain today, and add the fancy stuff later if you need it.
Most importantly—don’t let the hunt for “the best” slow you down. Pick something that works, get moving, and adjust as you go. That’s how real revenue teams win.