If you’ve tried to buy B2B go to market software, you know the drill: glitzy demos, endless feature lists, and bold promises about “transforming your sales funnel.” But most of us don’t have time to wade through buzzwords or buy tools that just gather dust after onboarding.
This guide is for folks who want to cut to what actually matters. Whether you’re a founder, a sales leader, or the person everyone’s looking at to “figure out our stack,” here’s what you really need to look for—and what’s just noise—when choosing a B2B go to market platform.
What Is a B2B Go To Market Platform, Really?
Let’s not overcomplicate it. A B2B go to market (GTM) platform is software meant to help your business find, engage, and close deals with other businesses. That could mean anything from prospecting tools, to sales automation, to platforms like Myteamfluence that combine outreach, CRM, and analytics.
But don’t get hung up on the label. The key is whether it helps you actually get in front of customers, track what’s working, and close deals—without creating more headaches than it solves.
Core Features That Actually Matter
Don’t let endless feature grids distract you. Here’s what should really be on your radar:
1. Solid Data and Contact Management
- Accurate, up-to-date data: Bad data is worse than no data. If the platform’s contacts are out of date, you’ll waste hours chasing dead ends.
- Easy import/export: Don’t get locked in. You should be able to get your data in and out without jumping through hoops.
- Custom fields and segmentation: You need to slice your audience in ways that make sense for your business—not just how the software designer imagines it.
Pro Tip: Don’t take “millions of contacts” at face value. Ask for a sample export before you buy, or at least check how often the database is updated.
2. Seamless Workflow Automation (But Not Overkill)
- Automated sequences: The platform should let you set up multi-touch campaigns (email, LinkedIn, calls) without a computer science degree.
- Triggers and reminders: It should nudge you to follow up, not just dump tasks on a calendar you’ll ignore.
- Limit the bloat: More automation isn’t always better. Over-complicated workflows break, and you’ll end up manually fixing things anyway.
Watch out for: Platforms that promise “full automation” but require you to babysit campaigns or fix spammy messaging.
3. Built-In Analytics That Make Sense
- Clear reporting: Can you easily see what’s working and what’s not? If you need an analyst to decipher reports, that’s a red flag.
- Pipeline visibility: You should be able to track leads from first touch to closed deal without switching tools or exporting to a spreadsheet.
- Customizable dashboards: Every team tracks different KPIs. If you can’t tailor reports to your workflow, you’ll just ignore them.
Pro Tip: Ignore predictive AI scoring unless you have a mountain of clean, historical data. Most “AI” insights are just guesswork dressed up with charts.
4. Real Integrations (Not Just Logos)
- Two-way sync with your CRM: Don’t settle for “exports to CSV.” Look for true integrations with Salesforce, HubSpot, or whatever you use.
- Calendar and email integration: If it can’t pull in your meetings or track replies, you’ll miss crucial context.
- Open API: If your business grows or changes tools, you want the option to build your own connections.
What doesn’t matter? A laundry list of integrations you’ll never use. Focus on the two or three your team actually needs.
5. User Experience: Fast, Intuitive, and Not Annoying
- Simple onboarding: If you can’t get a new rep using the basics in a day, it’s too complicated.
- Speed: Slow-loading dashboards will kill adoption. Test it with your real data, not a demo account.
- Mobile access: More important if your team is remote or on the road, less so if everyone’s at a desk.
Pro Tip: Get a trial and have someone non-technical try it. If they get lost or frustrated, assume your team will too.
6. Reliable Support (Especially When Things Break)
- Live chat or phone support: Email-only support doesn’t cut it if something breaks mid-campaign.
- Useful documentation: Not just sales PDFs—actual how-tos and troubleshooting guides.
- Active user community: Sometimes peer advice is more useful than official support. Check if there’s a user forum or active Slack group.
Red flag: If you can’t get a straight answer from support during your trial, don’t expect things to improve later.
7. Reasonable Pricing and Transparent Contracts
- Transparent pricing: If you have to book a demo to get a price, expect sticker shock.
- Flexible plans: Avoid long-term contracts unless you’re absolutely sure. Month-to-month is best when you’re starting out.
- No hidden fees: Watch for “platform fees,” “mandatory onboarding,” or per-seat charges that add up quickly.
Pro Tip: If a vendor won’t let you test with your real data or run a short pilot, walk away.
Nice-to-Haves (But Not Dealbreakers)
- AI-powered suggestions: Sometimes helpful for subject lines or follow-ups, but don’t expect magic.
- Built-in content library: Handy if you have a lot of collateral, but not essential.
- Partner and channel management: Only matters if you actually use partners. Otherwise, just more clutter.
Don’t pay extra for things you’ll never use. Focus on features you’ll actually turn on.
What to Ignore
Here’s what often gets hyped up, but rarely moves the needle:
- Endless customizations: You’ll spend more time tweaking than selling.
- Gamification: Leaderboards and badges won’t fix a broken sales process.
- “Next-gen” AI: Most platforms just repackage basic automation and call it artificial intelligence.
Stay focused. Most teams need the basics, done well.
How to Actually Choose: A Simple Process
- List your must-haves. What’s truly essential for your team? Be ruthless.
- Shortlist 3–5 platforms. Request demos, but also ask for a real trial account.
- Test with real data and a real workflow. Don’t just click around—run a campaign or two.
- Get buy-in from actual users. If your team hates it, adoption will tank.
- Push for clear pricing and support terms. If it’s vague now, it’ll be a nightmare later.
Wrapping Up: Keep It Simple, Iterate Fast
Most B2B go to market platforms can sound impressive if you read the marketing copy. But at the end of the day, the right tool is the one your team will actually use to close more deals—without needing a project manager to keep it running.
Start with the basics: clean data, sane automation, clear analytics, and real support. Ignore the shiny extras unless you’ll actually use them. And remember, it’s better to start small and iterate than get stuck in “implementation hell.”
Pick something that works for you now, not what you hope to need three years from now. Good luck—keep it simple, and don’t be afraid to switch if your first choice isn’t a fit.