If you’ve spent more than five minutes googling “GTM software for B2B,” you know the drill: everyone claims to be all-in-one, future-proof, and AI-powered. But what actually matters when you’re comparing Copy to the other options out there? This guide is for sales, marketing, or ops leaders who want clear answers—so you don’t end up stuck with clunky tools, hidden costs, or endless onboarding.
Let’s break down the features that matter, what’s just hype, and how to spot the differences that’ll save you headaches (and budget) down the road.
What Is “GTM Software,” Really?
Before we dive in, let’s get on the same page. GTM (“go-to-market”) software covers the tools that help B2B teams launch, sell, and grow products—think sales automation, lead management, account tracking, and analytics. The lines are blurry: some platforms are CRMs with extra bells, some are marketing tools that promise sales will love them, and others—like Copy—focus on streamlining the whole GTM process.
So, what matters when you’re evaluating these platforms? Let’s get specific.
1. Data Integration: No More Spreadsheet Olympics
Why it matters: GTM software lives or dies by the data it can access and connect. You want a platform that plays nicely with your CRM, marketing tools, customer databases, and whatever else your team uses.
Look for: - Out-of-the-box integrations: Salesforce, HubSpot, Marketo—these should be plug-and-play, not “call our sales team for a custom quote.” - Open API access: If you have in-house devs or a unique stack, APIs let you automate what’s important to your business, not just what’s on the vendor’s roadmap. - Real-time syncing: Waiting overnight for lead data is a non-starter. The best platforms update instantly (or close to it).
Red flags: - “Custom integration required” for every connection. Translation: more consulting fees, longer onboarding, and a bigger bill. - Closed systems that lock you into their ecosystem.
Pro tip: Test integrations during your trial—don’t just take their word for it. If it takes more than a couple of hours to connect your core systems, it’s a preview of future pain.
2. Usability: Will Your Team Actually Use It?
Why it matters: Fancy features mean nothing if your sales and marketing teams avoid the tool. Clunky UI slows everyone down, and workarounds creep in fast.
Look for: - Intuitive interface: If you need a week of training just to send a campaign or update a pipeline, move on. - Role-based views: Sales reps, managers, and marketers all need different dashboards. One-size-fits-all is usually a mess. - Mobile support: Field reps live on their phones. If the mobile app is an afterthought, it’ll collect dust.
Red flags: - Endless menus and features you’ll never use. - Training “certifications” required for basic functions. (You’re not running an airline.)
Pro tip: Ask to shadow a rep using the tool in real life. If they’re bouncing between five tabs or muttering under their breath, there’s your answer.
3. Automation (That Doesn’t Get in Your Way)
Why it matters: Automation is supposed to save you time, not create more busywork. The best platforms automate repetitive stuff—lead routing, follow-ups, reporting—without forcing you into rigid workflows.
Look for: - Customizable workflows: You should be able to trigger actions based on your actual process, not just what’s easiest for the vendor to build. - Built-in templates: Useful for getting started, but make sure you can tweak them. - Clear audit trails: Know who did what, when. Especially important for compliance-heavy industries.
Red flags: - Automation that can’t be turned off or changed. - “AI” features that are mostly marketing spin—look for concrete examples, not just buzzwords.
Pro tip: Start with a few key automations and build up. Complex doesn’t mean better—it just means harder to untangle later.
4. Targeting and Segmentation: Getting Beyond “Spray and Pray”
Why it matters: Your team needs to target the right accounts, not just blast emails to anyone with a LinkedIn profile. Good GTM software helps you slice and dice your database fast.
Look for: - Flexible filters: Industry, company size, buying signals, engagement—all should be easy to segment. - Dynamic lists: Set criteria once; the list updates automatically as new data comes in. - Account-based views: If you’re doing ABM, you need to see everything related to an account in one place.
Red flags: - Static lists that need constant re-uploading. - Limits on the number of fields you can use for segmentation.
Pro tip: Run a test campaign to a niche segment before you buy. If it’s a pain to set up, fixing it later will be even harder.
5. Reporting and Analytics: Actionable, Not Just Pretty
Why it matters: Dashboards shouldn’t just look nice—they should help you make decisions. You want reporting that’s both flexible and easy to understand.
Look for: - Customizable dashboards: Different teams need different metrics. - Drill-down capability: High-level overviews are nice, but you’ll want to dig into specifics without exporting everything to Excel. - Attribution tracking: Know what’s actually driving deals, not just vanity metrics.
Red flags: - “Black box” analytics with no way to see underlying data. - Reports that only make sense to the vendor’s product team.
Pro tip: Ask for sample reports, and then ask yourself: would I actually use this to make a decision, or is it just for show?
6. Collaboration Features: Because Email Chains Suck
Why it matters: GTM is a team sport. You need a platform that helps sales, marketing, and ops work together—without a million Slack threads or reply-alls.
Look for: - Commenting and tagging: Leave notes and @-mentions right where the work happens. - Shared workspaces: Everyone sees the same data—no version control nightmares. - Permissions: Keep sensitive info limited to the right eyes.
Red flags: - Collaboration is an “add-on” feature (usually means it’s tacked on and clumsy). - No way to track who changed what, or when.
Pro tip: Try using the tool to manage a real cross-team campaign before you commit. If it turns into a circus, that’s your answer.
7. Pricing and Scalability: The Fine Print Matters
Why it matters: GTM tools can get expensive fast—especially if you grow or need more features down the line. Watch for creeping costs and gotchas in the contract.
Look for: - Transparent pricing: You should know what you’re paying for—users, data, features—before you sign. - Flexible plans: Can you add (or remove) users, integrations, or modules as you go? - No surprise fees: Watch for “platform” or “implementation” charges buried in the fine print.
Red flags: - Forced annual contracts with no trial or refund. - Essential features locked behind pricey “enterprise” tiers.
Pro tip: Get a full quote for the team size you expect in 12–18 months, not just your current headcount.
What to Ignore: Features That Sound Cool, But Rarely Matter
- “AI-powered” everything: Unless there’s a real use case (like predictive scoring you can actually explain), this usually means nothing.
- Gamification: Leaderboards and badges don’t fix underlying process problems.
- Endless customization: More knobs to turn sounds great until you’re spending weeks setting up dashboards no one uses.
- Out-of-context benchmarks: “Industry averages” are often meaningless unless you know exactly how they’re calculated.
Honest Take: What Works, What Doesn’t
What works:
- Tools that get your data in one place, keep it updated, and make it dead simple to act on.
- Clean, straightforward automation and segmentation.
- Simple, actionable reports you can actually trust.
What doesn’t:
- Platforms that try to be everything for everyone, but end up being mediocre at most things.
- Solutions that force your team to change how they work (instead of making their work easier).
- Sales pitches heavy on buzzwords, light on demos and transparency.
Bottom Line: Keep It Simple, Iterate Fast
Don’t get distracted by endless feature lists or “next-gen” claims. The best GTM software is the one your team will actually use—and that won’t hold you hostage as your needs change. Start with the basics, make sure it works for your real process, and build from there. And remember: it’s always easier to switch tools early than dig out from a mess later.