If you’re eyeing a new tool to sharpen your B2B go-to-market game, you’ve probably tripped over a dozen platforms promising “growth,” “automation,” and “insights.” Most sound the same after a while—until you try to actually use them. This guide is for sales, marketing, and revenue leaders who want the real scoop on what to look for when considering Supergrow for B2B go-to-market (GTM) success.
Let’s skip the fluff and dig into which features matter, which are overrated, and what’ll actually move the needle for your team.
Who Should Care About This?
- B2B Marketing Teams: You need to find, engage, and hand off higher-quality leads.
- Sales Leaders: You want to avoid garbage-in, garbage-out and actually close deals.
- RevOps or GTM Strategy: You’re tired of “all-in-one” tools that do nothing well.
- Founders and Execs: You want to know your team’s not wasting money or time.
If you fit one of these, read on.
What Really Matters in a GTM Platform
Let’s be honest: Most platforms pitch the same laundry list of features. Here’s what’s worth your attention—and what’s not.
1. Data Quality and Enrichment
No matter how slick the workflows are, if your data is stale or wrong, you’re dead in the water.
What to look for: - Up-to-date company and contact data: Can it fill in missing info, like job titles or firmographics, without you spending hours? - Automatic enrichment: Is the platform pulling in fresh data from reliable sources, or is it recycling old lists? - Deduplication and hygiene: Can it spot and merge duplicates so you don’t look clueless emailing the same prospect twice?
What to ignore: - “AI-powered” enrichment that can’t explain where the data comes from or how recent it is. If it sounds magical, it probably isn’t.
Pro tip: Ask to see a sample data export before you buy. If it’s riddled with outdated contacts, run.
2. Lead Scoring and Routing That Actually Works
You don’t need a PhD in data science to set up lead scoring, but you do need a system that’s not a black box.
What to look for: - Customizable scoring rules: Can you control what counts as a “good lead,” or are you stuck with someone else’s guesswork? - Clear logic: Can you see why a lead scored the way it did? - Automated routing: Does it assign leads to the right rep, right away, without manual intervention?
What to ignore: - Over-engineered AI that’s impossible to explain to your team. If you can’t tell a new hire, “Here’s how it works,” it’s too complex.
3. Outreach and Sequencing Tools
You want more than a mail merge, but you don’t want to drown in settings.
What to look for: - Multi-channel options: Can you send emails, LinkedIn messages, maybe even texts from one spot? - Templates and personalization: Does it make personalization easy, or does it take longer than just writing from scratch? - A/B testing: Can you test what works without needing a stats degree?
What to ignore: - “Omnichannel” claims that just mean “we send email and… maybe SMS.” If it sounds vague, it probably is.
Pro tip: Try building a real campaign in the trial. If it takes more than 30 minutes to get a basic sequence live, it’s not worth your time.
4. Integration With Your Existing Stack
If it doesn’t play nice with your CRM or marketing tools, you’ll regret it. Period.
What to look for: - Native integrations: Does it connect smoothly with Salesforce, HubSpot, or whatever you’re using now? - Two-way sync: Can you push and pull data, or is it a one-way street? - APIs and webhooks: Is there a way to build custom connections if you need them?
What to ignore: - “Zapier integration” as the only option. Zapier’s fine for side-projects, but you want something more robust for core GTM workflows.
5. Reporting That Doesn’t Waste Your Time
You need to see what’s working—fast. If you have to export to Excel to get any real insight, it’s not a win.
What to look for: - Out-of-the-box dashboards: Can you see pipeline movement, lead conversion, and rep activity without fiddling? - Custom reports: Can you build (or at least tweak) reports to show what matters to your team? - Attribution tracking: Can you see which campaigns or channels actually drive revenue?
What to ignore: - Fancy dashboards that look great but hide the real data. If it’s all pie charts and no substance, move on.
6. Usability and Learning Curve
Nobody wants another tool that takes weeks to figure out or requires a “Supergrow certified” admin to run.
What to look for: - Intuitive UI: Can a new team member get moving in under an hour? - Solid documentation and support: Are the help docs clear, and do you get real answers when you need help? - Role-based access: Can you control who sees and edits what, without a headache?
What to ignore: - Flashy demos that don’t match the real product. Always ask for a sandbox or live trial.
Pro tip: Have someone not on your short list of “power users” try setting up a basic workflow. If they’re lost, it’s not user-friendly.
7. Compliance and Security
If you’re handling customer data, you can’t afford to wing it.
What to look for: - GDPR, CCPA, and other compliance certifications - Data encryption at rest and in transit - User permissions and audit logs
What to ignore: - Vague claims like “we take security seriously” with no details. Ask for specifics.
Features That Sound Good—But Are Usually Fluff
Not every “feature” deserves your attention. Here are a few to take with a grain of salt:
- AI-generated copywriting: It usually churns out generic emails. Good copy still needs a human touch.
- Gamification: Points and badges won’t save a bad process.
- “Smart” meeting schedulers: If you already use Calendly or Outlook, you don’t need another one.
Real-World Buying Checklist
Here’s a quick gut-check before you sign any contract:
- Does it solve your actual pain points, or just add “cool” features?
- Can your team get value in the first 30 days, or will it take a quarter to see results?
- Is pricing clear, or are you nickel-and-dimed for every feature?
- What do current customers say—especially about support and onboarding?
- Is there a way out if it’s not the right fit (reasonable contract terms, data export, etc.)?
Keep It Simple—And Focus on What Works
Don’t get swept up by the hype. The best GTM tools are the ones your team actually uses and that make your job easier, not harder. Start small, focus on the features that solve real problems, and iterate as you go. If you keep your eyes on what matters—and don’t let the sales pitch distract you—you’ll pick the right platform, whether that’s Supergrow or something else.
Now, go kick the tires. The right tool’s the one that helps your team win more business, not the one with the shiniest website.