So you’re in the market for a B2B go-to-market (GTM) software solution—but you’re not interested in wading through vague sales promises or endless feature lists. You just want to know what matters and how to avoid buying into hype you’ll regret later. This guide is for sales leaders, marketers, and founders who want clarity, not a pitch.
If you’ve heard of tools like Lavender, you know the landscape is crowded and everyone claims to “supercharge” your pipeline. Here’s how to cut through the noise and choose a GTM platform that’ll actually help your team hit their targets.
Why Your GTM Stack Really Matters
Let’s get this out of the way: most B2B teams use about 10% of what their sales software promises. The rest is bloat, distractions, or features built for someone else’s workflow. The right GTM tool should make your team’s lives easier—not just add another dashboard to ignore.
A good GTM platform can help you: - Reach more of the right prospects faster - Personalize outreach without burning out your team - Track what’s working (and what’s not) - Cut manual busywork so your reps can actually sell
But only if you get your pick right. Here’s how to do that.
1. Focus on Core Features (Not Shiny Extras)
A lot of vendors lead with “AI-powered insights,” “deep analytics,” or “revenue acceleration.” Honestly, most of that is just lipstick on a spreadsheet. Here’s what you should actually care about:
a. Email and Messaging Coaching
This is where tools like Lavender stand out. Real-time feedback on your emails—readability, tone, subject lines, spam triggers—can help reps sound like humans, not robots. Look for: - Practical, actionable suggestions: Does the feedback help a real person, or just chase an arbitrary score? - Customization: Can you tailor the coaching to your team’s style, product, or audience? - Speed: If feedback lags, reps will ignore it.
b. Data Enrichment & Validation
Garbage in, garbage out. Your GTM software should pull in accurate, up-to-date data about your prospects—company size, job titles, LinkedIn profiles, etc. Beware: - Outdated or generic data: You’ll waste time chasing dead leads. - Hidden upcharges for enrichment: Some tools nickel-and-dime you on this.
c. Workflow Integration
If your GTM tool doesn’t play nicely with your CRM (Salesforce, HubSpot, etc.), calendar, or email, it’s a time sink. You want: - One-click syncs: No more CSV exports or copy-paste marathons. - Minimal tab-switching: The more your reps have to context-switch, the less selling they’ll do.
d. Deliverability & Compliance
You can write the world’s best emails, but if they land in spam, it’s game over. Make sure your platform helps you: - Monitor deliverability: Are your emails actually getting through? - Stay compliant: GDPR, CAN-SPAM, and other alphabet soup regulations matter—especially for B2B.
Pro tip: Ignore “AI” unless it’s actually saving you time or money. If you can’t explain how a feature helps you close more deals, it’s probably a distraction.
2. Look for Real Personalization—Not Mail Merge 2.0
Personalization is the new table stakes. But there’s a difference between “Hi {{first_name}}” and something that actually feels like a human sent it.
- Contextual suggestions: Does the tool help reps mention recent news, shared connections, or relevant pain points?
- Multi-channel support: Can you personalize LinkedIn messages, not just emails?
- Scalability: Can you keep quality up when sending more volume?
Most platforms will say they do personalization. Dig deeper—ask for demos, and try it yourself. If it feels canned, your prospects will spot it a mile away.
3. Reporting That Tells You What Matters
You don’t need another dashboard with vanity metrics. What you want: - Clear, actionable insights: What messaging works? Who’s responding? Where do deals stall? - Customizable reports: Can you see data by segment, rep, or campaign? - Easy exports: Can you actually use the data outside the tool?
Watch out: If reporting is buried behind three menus or takes a degree to interpret, your team won’t use it. Ask, “What decisions can I make with this data tomorrow?”
4. User Experience—Because Adoption Trumps Potential
The best GTM software is the one your team actually uses. Sounds obvious, but most platforms are built for feature lists, not humans.
- Simple, clean interface: Can a new rep figure it out in 10 minutes?
- Fast onboarding: Is there a learning curve or a brick wall?
- Responsive support: When something breaks, do you get help or a ticket number?
Ask for a sandbox or trial. Watch how your team interacts with it. If they roll their eyes, keep looking.
5. Pricing That Makes Sense (And No Surprise Fees)
B2B software pricing is infamous for being opaque. Here’s what to nail down: - Transparent pricing: Are all features included, or is “premium” code for “pay more for basics”? - Seat minimums and add-ons: Will you pay for more users than you need? - Annual lock-ins: Month-to-month might cost a bit more, but it’s safer if you’re experimenting.
Pro tip: Ask about “implementation fees” and “integration costs.” Sometimes the sticker price is just the start.
6. Security and Privacy—Don’t Get Burned
You’re handling customer data, sometimes sensitive stuff. Your GTM solution should: - Meet basic security standards: SOC 2, GDPR, SSO, etc. - Make privacy options clear: Who owns your data? How is it stored? - Offer user-level permissions: Not everyone needs access to everything.
Ignore security at your own risk—especially if you’re in a regulated industry.
7. What to Skip (Seriously)
There’s a lot of noise out there. Here’s what you can safely ignore: - “Gamification” for the sake of it: Your reps want to close deals, not collect badges. - Endless integrations: If you’re not using Slack or Zoom in your workflow, don’t pay extra to integrate them. - Buzzword features: If a tool can’t demo a feature in five minutes, it’s probably not ready for prime time.
How to Actually Choose: A Simple Process
Here’s how to keep yourself honest—and avoid buyer’s remorse: 1. List your real problems: Don’t let salespeople tell you what you need. What slows your team down today? 2. Demo with your data: Ask vendors to show their product using your typical prospect list or messaging. 3. Trial with your team: Give the people who’ll use it a say. Watch how they actually use the tool—not just what they say in a meeting. 4. Compare apples to apples: Price, support, integrations, contract terms—lay it all out in a simple spreadsheet. 5. Start small: If possible, roll out to a pilot group first. Iterate, then expand.
Wrapping Up: Don’t Overthink It
The best B2B GTM software is the one your team uses, not the one with the most slides in the pitch deck. Pick a platform that solves your biggest workflow headaches, makes your reps’ lives easier, and doesn’t nickel-and-dime you on every click.
Start simple. Iterate. If you’re not sure, test more than one tool in parallel—just don’t get paralyzed by all the noise. Most importantly: don’t buy what you won’t use. Good luck out there.