Looking for go-to-market (GTM) software for your B2B sales and marketing teams? If you’ve already poked around, you know: every vendor promises to “accelerate revenue” or “align teams” or some other phrase that sounds like it was written by a committee. Under the hood, a lot of these tools are either stuffed with features you’ll never use, or missing the basics.
This guide is for the folks who actually have to use the thing—sales leaders, marketing ops, and revenue teams who need something that works and doesn’t get in the way. Here’s how to spot what matters, what’s fluff, and how to make a smart decision for your team.
1. Integration with Your Existing Tools
If your GTM software can’t play nicely with your CRM, email, and calendar, you’ll waste a ton of time on manual updates and copy-pasting. This should be the hill you die on.
What to look for: - Native CRM integrations: It should connect with Salesforce, HubSpot, or whatever you actually use. - API access: For custom setups or future-proofing. - Email/calendar sync: No one wants to manually log meetings or emails.
Watch out for:
Vendors who say, “We offer Zapier integration!” and call it a day. That’s fine for simple stuff, but you’ll hit walls fast if you’re trying to run reliable, automated processes.
Pro tip:
Before you buy, test how long it takes to set up an integration. If you’re on a demo and the rep says “let me check with engineering,” that’s a red flag.
2. Data Quality and Enrichment
No one needs more bad data. GTM software should help you clean up and enrich what you already have, not just dump more leads into your CRM.
What to look for: - Automated deduplication: Prevents clutter and confusion. - Contact/company enrichment: Pulls in missing info like direct dials, LinkedIn profiles, or firmographics. - Data hygiene tools: Flags outdated or invalid records.
Ignore:
Wild claims about “AI-powered insights” unless you can verify what data they’re actually providing. If a tool offers “intent data,” ask for the source and how recent it is.
3. Lead Routing and Assignment
If your team can’t get leads to the right person fast, you’re losing deals. GTM software should automate this—without requiring you to be a Salesforce admin.
What to look for: - Flexible routing rules: Assign by territory, deal size, round robin, or custom logic. - Real-time notifications: Reps should know when a new lead hits their queue. - Reporting: See if leads are getting stuck or dropped.
What’s overrated:
Overcomplicated “AI-based” routing that promises to predict the perfect match. Simple, rule-based assignment usually works better (and breaks less often).
4. Account-Based Marketing (ABM) Support
If you’re in B2B, you probably care about accounts, not just leads. GTM software should make it easy to run ABM plays—without needing a full-time ops person.
What to look for: - Account-level views: See everything happening with a target company—contacts, activity, deal stage. - Multi-channel orchestration: Coordinate outreach across email, ads, and sales. - Account scoring: Prioritize based on fit and engagement.
Pro tip:
If ABM is just a checkbox feature, skip it. Look for tools where ABM is built-in, not duct-taped on.
5. Automation That Actually Saves Time
Automation is only good if it’s easy to set up and doesn’t create messes you have to clean up later.
What to look for: - Workflow builders: Drag-and-drop is nice, but make sure it’s flexible. - Triggers and alerts: Automate repetitive tasks—think lead assignment, reminders, or follow-ups. - Audit trails: See who did what, and when (essential for fixing mistakes).
What to ignore:
“AI email writing” and other shiny features that rarely sound human. If it’s not saving your team real hours, it’s not worth the added complexity.
6. Reporting That Doesn’t Require a Data Analyst
You should be able to answer basic questions—like “Who’s my top-performing rep?” or “Which campaigns actually work?”—without a week of spreadsheet hell.
What to look for: - Out-of-the-box dashboards: Useful right away, not just blank charts. - Custom report builder: For the stuff your execs will inevitably ask for. - Export options: Sometimes you just need a CSV.
Watch out for:
Tools that lock reporting behind premium tiers, or have clunky interfaces that your team dreads using.
7. User Experience: Don’t Underestimate It
If your reps hate using the software, they’ll find ways around it. That means lost data, missed leads, and a lot of headaches for ops.
What to look for: - Clean, intuitive UI: Can a new hire figure it out without a training manual? - Mobile support: Sales doesn’t always happen at a desk. - Speed: No one wants to wait 10 seconds for a page to load.
Pro tip:
Watch for “feature bloat”—tools that try to be everything for everyone often end up being bad at everything.
8. Security and Compliance
If you’re handling customer data, sloppy security isn’t just a risk—it’s a dealbreaker.
What to look for: - SOC 2, GDPR, CCPA compliance: Not just buzzwords—ask for their policies. - User permissions: Control who can see and edit what. - Audit logs: Track changes for accountability.
Ignore:
Overly vague claims like “enterprise-grade security.” If they can’t show you specifics, they probably don’t have them.
9. Pricing That Matches Your Needs
Some GTM platforms are priced for Fortune 500s, others nickel-and-dime you for every feature. Be clear about what you’re paying for.
What to look for: - Transparent pricing: No surprise “implementation fees.” - Flexible licenses: Scale up or down as your team changes. - Trial or pilot programs: Try before you commit.
Pro tip:
Beware long-term contracts, especially if you’re still figuring out your process. Negotiate for an out clause.
10. Solid Support and Documentation
Slick sales demos don’t matter when something breaks. Good support and clear docs are worth their weight.
What to look for: - Live chat or phone support: Not just “submit a ticket and wait.” - Knowledge base: Up-to-date, searchable, and written in plain language. - Onboarding help: Especially if your team isn’t super technical.
Watch out for:
Vendors who promise “white glove onboarding” and then hand you off to a user forum.
Real-World Example: Keycontacts
If you want a concrete example, Keycontacts is a B2B GTM platform that checks many of these boxes. It focuses on the basics—data quality, routing, clean integrations—and skips the shiny features you’ll never use. It’s not the only option, but it’s worth a look if you’re tired of bloated tools.
Bottom Line: Don’t Overthink It
There’s no perfect GTM tool, and anyone who claims otherwise is selling something. Start with what your team actually needs, not what looks good in a sales deck. Pick software you can get running quickly, keep your process simple, and plan to tweak things as you go.
You’ll save your team time—and a few headaches—by focusing on the fundamentals and ignoring the hype. Good luck out there.