If you’ve ever tried to roll out new software across a B2B sales or marketing team, you know the pain: clunky integrations, unclear ROI, and tools that promise everything but deliver headaches. This guide is for anyone who’s picking a Go-To-Market (GTM) tool—or trying to make sense of the one you’ve already got. We’ll get into what features actually matter, what’s just window dressing, and take a hard look at how Pandadoc fits into all this, especially on workflow and integration. No buzzwords, just the real stuff.
Why B2B GTM Software Is So Frustrating (and How to Spot the Good Stuff)
Let’s be honest: Most B2B GTM software pitches sound the same. “Transform your workflow!” “End-to-end automation!” Half the time, what you really get is a bloated dashboard and a support chatbot that ghosts you. Here’s what actually matters when you’re evaluating these tools:
1. Integration That’s More Than a Checkbox
What to look for: - Native integrations with your CRM (Salesforce, HubSpot, etc.), email, and other core tools - API access for the inevitable “weird workflow” your team has - Webhooks for sending data out, not just pulling it in
Why it matters:
If a tool can’t talk to your existing systems, you’ll just add more manual copy-paste work. “Integrates with everything!” is easy to say, but test-drive the actual connections—some are just basic data dumps.
Pro tip:
Ask for a demo of the exact integration you need. Don’t settle for “Yes, we support Zapier.” That’s not the same as a proper, seamless sync.
2. Workflow Automation That’s Not Just a Buzzword
What to look for: - Conditional logic: Can you set up “if X, then Y” steps for your docs or deals? - Template management: Easy to update, organize, and lock down templates so people can’t go rogue - Automated reminders and approvals: Saves you (and your team) from chasing signatures or deals
Why it matters:
You’re buying GTM software to cut down on busywork. If your tool can’t automate the stuff you hate, it’s just a fancier spreadsheet.
Watch out for:
Tools that make workflow “customization” so complex you need a consultant to change a field. You want software your team can actually use, not just your IT department.
3. User Experience: If It’s Not Simple, It Won’t Get Used
What to look for: - Clean, intuitive UI — not just pretty, but actually makes sense - Roles and permissions that match your org (not just “admin” vs. “user”) - Mobile support for those “sign it now” moments on the go
Why it matters:
The best features in the world don’t help if nobody can figure out where they are. If adoption lags, you end up with two systems: the one you’re paying for, and the spreadsheet everyone still uses.
Deep Dive: Pandadoc’s Workflow Integrations—Honest Pros and Cons
Okay, so what about Pandadoc? It’s one of the big names in document automation, especially for sales teams. Here’s what stands out (and what doesn’t):
Where Pandadoc Shines
- Solid CRM integrations: Native, two-way sync with Salesforce, HubSpot, Pipedrive, and more. You can pull contact data right into your docs, and push updates back. It’s not just Zapier glue—these are actually useful.
- Flexible API: If you have a developer handy, you can push/pull almost anything—docs, contacts, status. Not every team will use it, but for those with custom needs, it’s there.
- Template and workflow automation: Easy to build templates with variables, set up approval chains, and automate reminders. More “set it and forget it” than a lot of competitors.
- E-signature compliance: Legally binding signatures out of the box. No need to bolt on another e-sign tool.
Where Pandadoc Falls Short
- Integration depth varies: The Salesforce connector is excellent. Others (like Zoho CRM or some ERPs) are more limited—sometimes just basic contact sync.
- API is powerful, but not beginner-friendly: If you want deep custom integration, someone needs to know what they’re doing.
- Some workflow features locked behind pricier plans: Approval workflows and advanced automation cost extra. Make sure you’re not nickel-and-dimed for “premium” features you actually need.
- Mobile app is just okay: You can sign and view docs, but don’t expect to build templates or do heavy editing on your phone.
The Bottom Line:
Pandadoc does what it says on the tin, especially for sales-driven orgs. Just make sure the integrations you care about are robust, and budget for the plan that includes the automation you want.
How to Actually Evaluate GTM Software (Instead of Falling for the Demo)
Most teams get burned by buying on a slick demo and realizing too late that the product doesn’t fit. Here’s a no-nonsense checklist:
1. Map Your Real-World Workflow
- List every step from first contact to closed deal.
- Note every tool you use (CRM, email, document storage, e-signature, etc.).
- Write down the pain points—where do things get stuck, delayed, or lost?
If you can’t see how a new tool fits into this map, it’s not worth it.
2. Demand a Test Drive—With Your Data
- Set up a sandbox or trial account.
- Run a real deal or document through the full cycle.
- Test integrations with your actual CRM, not just sample data.
Red flag: If you can’t get a real-life test, the vendor is hiding something.
3. Check for Hidden Costs and “Premium” Features
- Are automation, analytics, or integrations only in expensive tiers?
- What’s the cost per seat, and do you need “power user” licenses?
- Are there onboarding or “professional services” fees?
Don’t get nickeled and dimed for basic features.
4. Ask for User Feedback, Not Just Case Studies
- Talk to a real customer in a similar industry or company size.
- Ask what broke, what support was like, and what they wish they knew up front.
Pro tip:
Ignore the five-star reviews on G2 or Capterra. Look for the three-star ones—they’re usually more honest.
Measuring ROI: The Only Numbers That Matter
Forget the fancy dashboards showing “engagement” or “workflow efficiency.” ROI on GTM tools boils down to:
- Time saved per deal or process: Are you actually closing faster, or just moving the same work around?
- Error reduction: Fewer manual mistakes, lost docs, or “who forgot to send this?” moments.
- Adoption rate: Are people using it, or is it shelfware?
- Deal velocity and win rates: If you’re not seeing a bump here within a couple months, it’s probably not moving the needle.
How Pandadoc Stacks Up
- Time savings: Most teams report cutting doc prep time by 50% or more. That’s real, especially with lots of repetitive proposals or contracts.
- Error reduction: Templates and auto-fill cut down on “oops, wrong company name” moments.
- Adoption: If you’re already using a modern CRM, adoption is decent. If your team is old-school or hates change, expect some pushback.
- Deal velocity: Hard to pin down, but faster turnaround on docs and signatures usually speeds things up—just don’t expect a magic bullet.
Caution:
If you’re not using templates or integrations, you won’t see much value. Pandadoc is best when you automate, not when you do everything manually.
What to Ignore: The Bloat and the Hype
Here’s what you can skip:
- AI-powered “insights” that just regurgitate pipeline data
- “Gamification” features (badges, streaks, etc.)—they’re a distraction, not a motivator
- Marketplace “add-ons” that sound cool but don’t solve real problems for your team
Stick to the basics that actually move the needle.
Keep It Simple and Iterate
There’s no perfect GTM tool—just the one that fits your workflow, your budget, and your (actual) needs. Start small, automate the worst parts, and only add stuff that really saves time or money. Don’t let the sales pitch get in the way of common sense.
If you can get your team to use it, and it cuts busywork, you’re already ahead of the game. Everything else is just noise.