So you’re thinking about using Proof as your go-to-market platform for B2B. Good call—there’s a ton of buzz around these tools, but also a lot of noise. If you’re tired of vague promises and just want to know what features really matter (and which ones are just window dressing), you’re in the right place. This is for anyone tasked with picking a platform that’s supposed to make sales and marketing work together, not just look flashy in a demo.
Let’s focus on what to look for, what to skip, and how to keep your sanity along the way.
What Even Is Proof?
Let’s get on the same page. Proof bills itself as a B2B go-to-market platform—meaning it’s supposed to help align your sales, marketing, and customer teams so you can actually sell, track, and learn from what’s happening across the funnel. In theory, it should replace the half-dozen spreadsheets and “just one more tool” you’re currently juggling.
But theory and reality are two different things. So let’s break down the features that actually matter, what’s hype, and what you’ll regret not checking before you sign a contract.
1. Data Integration: The Bedrock You Can’t Skip
It doesn’t matter how slick the UI is if you can’t get your data in and out. Proof lives and dies by its ability to pull from your CRM, marketing automation, and maybe even your billing system.
What to look for: - Native integrations: Does Proof connect directly to Salesforce, HubSpot, Marketo, etc.? Or are you stuck using third-party connectors that break every quarter? - API access: Can your devs hook up custom systems if they need to? Is there decent documentation, or are you left guessing? - Data freshness: How often does it sync? Near-real-time is great, but some platforms only update nightly—which might be too slow for your use case. - Export options: Can you get your data out just as easily as you put it in? Lock-in is real, and you want to avoid it.
What’s less important:
“AI-powered enrichment” that promises to fill in missing data. Sounds great, but usually means more noise than signal. Focus on the basics first.
Pro tip:
Ask for a live demo where they connect to your systems—not just a sandbox. If they balk, that’s a red flag.
2. Account-Based Everything: Real or Just Buzzwords?
Proof talks a big game about ABM—account-based marketing and sales. But not all ABM features are created equal.
Must-haves: - Account mapping: Can you see all the stakeholders and activities tied to a single account? This view is non-negotiable if your deals involve more than one person (which, let’s be honest, is every B2B deal). - Engagement tracking: Can you track who’s opening emails, attending webinars, or ghosting you? Bonus points if you can see this by account and by contact. - Custom segments: Can you slice and dice your target list easily—by industry, deal stage, whatever matters to you?
Things to ignore: - “Intent data” from mystery sources: Some platforms claim to know who’s ready to buy based on web browsing. Some of it’s useful, most is just guesswork.
Pro tip:
If you can’t get a clear, account-centric dashboard in three clicks or less, you’ll end up back in spreadsheets.
3. Workflow Automation: Help Your Team, Don’t Annoy Them
You want automation that actually saves time—not just more rules to manage. Proof advertises workflows, but dig into what that really means.
What to look for: - Sales and marketing triggers: Can you set up alerts for key actions (e.g., “Send a Slack when a target account visits the pricing page”)? - Task automation: Can the platform automatically assign follow-ups or reminders to the right person? - Flexible logic: Are the workflows customizable, or are you stuck with canned templates?
What’s overrated: - Overly complex sequences: If setting up a workflow feels like programming a Mars rover, you’re going to abandon it. Simple wins.
Pro tip:
Ask the vendor for real-life examples—not just toy demos. “Show me how you’d automate a webinar follow-up for my industry” is a good test.
4. Analytics and Reporting: Clarity Over Candy
It’s easy to get distracted by dashboards with endless charts. What you really need is actionable reporting.
What matters: - Pipeline visibility: Can you see where deals get stuck, and what’s actually moving? - Attribution you can trust: Can you figure out which campaigns are driving revenue, not just clicks? - Custom reports: Can you build the views you need, or are you stuck with generic templates?
What to ignore: - “Predictive analytics” that’s a black box: If it can’t explain its predictions, it’s just guessing.
Pro tip:
If you can’t export reports to Excel or Google Sheets, get ready for pain later.
5. Collaboration & User Experience: Will People Actually Use It?
The best feature is the one your team actually uses. If Proof isn’t intuitive, you’re wasting money.
What to check: - Onboarding: How long does it really take to get a new rep up and running? - Permissions: Can you control who sees what (sales vs. marketing vs. execs)? - Mobile access: Is there a mobile app, or at least a site that works on your phone? - In-app guidance: Are there tooltips, walkthroughs, or do you need to read a manual every time?
What’s not a deal-breaker: - Over-designed interfaces: Pretty is nice, but “can I find what I need in 30 seconds” is nicer.
Pro tip:
Hand it to the least tech-savvy person on your team. If they can’t figure it out, expect headaches.
6. Security and Compliance: The Boring Stuff That Matters
Yawn, but you’ll care if you ever get audited or have a data breach.
Must-haves: - SOC 2 or equivalent: Proof should have basic security certifications. - GDPR/CCPA compliance: If you handle EU or California data, check this carefully. - User audit trails: Can you see who did what, and when? - Data retention controls: Can you delete or anonymize data when you need to?
What’s often oversold: - Fancy encryption claims: Everyone says they encrypt data at rest and in transit. Focus on the certifications and the processes behind them.
Pro tip:
Ask to see actual compliance documents—not just a checkbox on a sales deck.
7. Pricing: Transparency Beats “Call Us”
Let’s be real: B2B platform pricing is almost never straightforward. Proof is no exception.
What to push for: - Clear user and usage limits: How many seats, contacts, and accounts are you actually paying for? - Implementation fees: Are there hidden onboarding or support costs? - Contract terms: Are you locked in for a year, or can you start with a pilot?
What to ignore: - “ROI calculators” on their site: These always show massive returns. Treat them as fiction.
Pro tip:
Get everything in writing, and ask about price increases after year one.
8. Support and Community: When Things Break (Because They Will)
Even the best platform will glitch. How fast do you get help?
What to look for: - Live support: Is there real-time chat or just email tickets? - Response times: What’s the SLA for your plan? - User community: Is there an active forum or Slack group where you can get real advice?
What’s less useful: - Long lists of “knowledge base articles.” Nice to have, but not a substitute for actual support.
Pro tip:
Submit a support ticket during your trial. How they handle it tells you everything you need to know.
What You Don’t Need (But Will Be Pitched Anyway)
Platforms like Proof love to add bells and whistles. Here’s what you can usually skip:
- Gamification: You’re not running a middle school sales contest.
- “AI assistants” that rewrite your emails: Usually generic, often more embarrassing than helpful.
- Overly broad integrations: If you don’t use it, you don’t need it—don’t pay extra for “Zapier to everything.”
Keep It Simple and Iterate
You don’t need every feature under the sun. Start with the basics—clean data, clear dashboards, and workflows your team will actually use. Avoid shiny object syndrome. Get Proof working for your real-world process, then expand as you learn what helps (and what just adds more clicks).
Most teams overthink this. Don’t be that team. Make a shortlist, run a trial, and see how Proof fits your actual day-to-day. Adjust as you go. The right platform is the one your team uses, not just the one that ticks the most boxes.