11 Best Go-To-Market Software in 2024

Go-to-market is a lot of things.

‍But with the way that software providers are hyping it up these days? You’d think it was the Force from Star Wars – vague, mysterious, and everywhere all at once. 

A solid GTM process is essential for making sure your business model is profitable – we’re the first ones to admit that.

But that doesn’t mean that anything under marketing or sales can be labeled as GTM and that any other marketing or sales tool can be called Go-To-Market software.

When you’re looking for tools to make the GTM process easier, more efficient, and ultimately more successful, you need a list of specialized software that helps you with the nitty-gritty of what GTM is all about (instead of trying to do everything at once).

That’s what this article is going to equip you with. Unlike most articles on this topic, we’re going to stick to software that fits under the traditional definition of GTM, and we have segmented our list of recommended tools based on different phases of the GTM process. We’ll also be showing you 3 GTM tools that you can start using today for free.

• Okay…but what counts as Go-To-Market software?
• Best tool for managing the entire GTM process and strategy
• Best GTM tools for research
• Best GTM tools for building
• Best GTM tools for launching
• Best GTM tools for analysis
• Free tools to speed up the GTM process
• 3 tips to keep in mind while choosing GTM software 
• Frequently asked questions about Go-To-Market Software

Okay…but what even counts as Go-To-Market software?

Go-to-market is the process of bringing your product to market through 4 distinct phases: 

1. Researching to ensure product-market fit.
2. Building products and features prioritizing revenue opportunity and customer-centricity. 
3. Launching to your ideal customer profile.
4. Analyzing what went right, what went wrong, and business impact. 

It’s traditionally a term that’s been used by product marketers. But it’s been co-opted in recent years to serve as a catch-all phrase for improving the sales and marketability of a product.

Considering this original definition of the Go-To-Market process, GTM software are only those tools that can help users build a personalized Go-To-Market strategy, or manage any of the tasks associated with the four phases of the GTM process.

Best for managing the entire GTM process & strategy: Ignition

Call us biased – but if you’re looking for ONE software that can help you:

• Create a data-driven GTM strategy,
• Manage and optimize your GTM process and 
• Automate a large chunk of your GTM tasks.

… Ignition is your best bet.

As experienced product marketers ourselves, we built Ignition to (finally!) give PMs, PMMs, and GTM teams the specialized tools they need to manage their task lists and hit their KPIs – with the added efficiency of automation and AI.

(In fact, we estimate that Ignition can help you automate about 50% of your product launch checklist.)

The result is a platform that brings product research, development, and launches under one roof – eliminating the need to bounce between a bunch of tools and lose things between the cracks.

Here’s how it all works:

1. RESEARCH: First, Ignition connects with your CRM and conversational intel tools (Gong, Intercom, Zendesk, and Salesforce) to:‍
   • Gather all of your customer feedback in one place.
   • Extract key insights from your customer data using AI.‍
   • Automatically monitor competitors with sales battlecards (that push to your CRM for easy access)

2. BUILDING: Then Ignition uses your CRM data, customer research, and competitive intel to:‍
   • Identify product and feature ideas that are blocking potential deals.
   • Automatically generate dynamic product roadmaps for your dev team and stakeholders.‍
   • Prioritize roadmap items based on potential revenue impact, user needs, and internal value.
   • Send automatic internal updates to team members.
   • Instantly generate external release comms.

3. LAUNCH: Using your roadmap, Ignition goes on to: ‍
   • Instantly generate a launch plan personalized on the basis of launch tier, budget, and GTM motion.
   • Create a product launch checklist based on what channels should be used, what assets need to be created, and what tasks need to be done.
   • Use AI trained by your very own customer data and brand messaging for content creation. 

By covering most of the GTM tools you’ll need – from customer research analysis to road mapping and launch planning, Ignition helps you avoid big software bills that come with using a range of tools at once. 

The best part? With standardized processes and guardrails built in, you’ll finally be able to have a repeatable and scalable GTM process that stakeholders can easily check in on.

If, for some reason, you still prefer using a bunch of tools or are only looking to fill in some gaps in your GTM process, we’ll give you alternatives you can use below.

But otherwise, we’d recommend trying one use-case at a time by signing up for a free Ignition account. 

(You’ll still get access to our other tools and be able to automate loads of other product marketing and product management tasks.)

Pros

• Built by product marketing experts to bring all of GTM under one roof
• Much less expensive than using a bunch of tools at once (compared to competitive intel tools alone, Ignition is about 1/10th of the cost).
• AI-powered analysis and automated workflows reduce stress, boost efficiency, and give you a competitive advantage.

Cons

• It comes with a lot of features to learn (Pro tip: Start with one use-case at a time)
• Getting your company to adopt Ignition fully comes with change 
• It may not be the best fit for small teams that can get by with free tools

Features

AI Competitive Intelligence  - To monitor competitors automatically:

• Instantly create and share sales battlecards that automatically push to your CRM for easy access
• Automatically gather and analyze crucial competitive data in one place 
• Assess competitive deal performance with Win/Loss data,

‍

AI Customer Research - To understand customer feedback at scale:

• Gather all of your customer data in one place by integrating with conversational intel tools, CRM data, and support ticketing systems (Gong, Intercom, Zendesk, Salesforce) 
• Use AI to instantly summarize and analyze large amounts of customer feedback into consistent themes and product insights.
• Translate insights into actionable product and marketing ideas that are aligned with revenue opportunities, and see how an idea may affect your current deal.

‍

AI Roadmapping - To align roadmap prioritization and revenue opportunity: 

• Automatically identify and categorize feature gaps blocking deals in your CRM, add them to your idea backlog, and create a roadmap aligned with CRM opportunities & revenue (plus automate release notes for each new feature)
• Use AI user insight analysis to instantly surface critical themes from live customer conversations, common feature requests, areas for improvement, and overall sentiment analysis.
• Easily collect and prioritize new feature ideas (based on the KPIs that matter most to you) on a public feature voting board.
• Share roadmaps across teams or generate a public URL to stay aligned with all key stakeholders.

‍

AI-Powered Launches

• Use roadmaps to generate personalized GTM plans in seconds with embedded recommendations.
• Tailor your launch plan using AI, adjusting dynamically based on launch tier, budget, GTM motion, and more.
• On-brand AI copywriting tools trained by your own customer data, messaging, brand, and personas for your marketing team
• Automatically enable your sales team with targeted notifications identifying accounts to upsell, when features ship, and more. 

Pricing

Ignition offers 3 pricing tiers:

• Freemium
• Liftoff - $79/editor/month (billed annually)
• Moonshot - Book a demo for enterprise-grade customization

Check out our pricing page for more details.

Customer reviews

Here’s what Aurora, the Senior Product Marketing Manager at Kajabi, has to say about using Ignition:

Tools for research

Best for competitive intel: Crayon

While it doesn’t come cheap, as an AI-powered competitive intelligence tool, Crayon does its job well.

The platform automates a range of competitive intel tasks by providing a detailed competitive overview through the monitoring of social media activity, website updates, and more. 

Crayon also simplifies sales enablement by summarizing articles into key takeaways, which can be shared internally with team members using battlecards and email newsletters. Conducting win/loss analysis and battlecard-influenced revenue is also easy using Crayon’s analytics features.

Pros

• Automated insights powered by AI
• Multiple integrations with other tools like Slack, Salesforce, HubSpot, and Teams
• Reputed as a leader in competitive intelligence

Cons

• Expensive as a standalone competitive intel platform, 
• Limited search functionality – lack of customization options makes it difficult to refine searches
• The user interface may be challenging to navigate and has been considered unintuitive by some users.

Features

• Competitive Listening - Automatically monitor website changes, pricing updates, job postings, support documents, customer reviews, SEC filings, and press releases. Receive summarized insights daily in your inbox.
• Share insights - Create battlecards, newsletters, and announcements using templates.
• Measure analytics - Track battle card usage, conduct win/loss analysis, and calculate battle card-influenced revenue.
• Integrations - Integrate with CRMs, Communication Platforms, Sales Enablement Tools, Conversational Intel Tools, and Single Sign-On Systems.

Pricing

Crayon doesn’t have a freemium version available, but it offers tailored pricing.

You’ll need to contact their sales team to make an inquiry. 

Customer reviews

Here’s what Beth W., a Senior Product Marketing Manager at Airbrake has to say about using Crayon:

“What do you like best about Crayon?

I love the new AI features and the basic premise of Crayon - to get all your competititive intelligence in one place, easily accessibly to sales, where you can make sure they have access to the latest intelligence. No more worrying that sales is using an outdated version of the battlecard - with Crayon, everything is automatically pushed to the sales reps as soon as we update the battlecards on the back end!

What do you dislike about Crayon?

There are still stakeholders who request a pdf/printable version. We need to figure out how to give access to partners, who we don't want to share ALL the information with.

What problems is Crayon solving and how is that benefiting you?

Crayon makes it easy to see the latest news and pricing or website changes across all our competitiors, automating what was once a very manual process.”

Best for sales insights: Gong

‍

As a voice of customer tool, Gong stands out with its ability to easily extract insights from recorded sales calls. The tool is a great option for anyone looking to easily prioritize customer-centriticity in their product decisions without spending hours hunting down important insights.

Ultimately Gong’s AI helps product teams get a holistic picture of customer feedback by capturing and summarizing customer interactions from a range of different feedback points including live video calls, phone calls, emails, and more, to help teams make more data-driven decisions.

Pros

• Multiple integrations with other software like Salesforce, Hubspot, Slack, and Ignition at no added cost
• Automatic recording, transcription, and summarization of a large number of customer interactions
• Personalized AI-driven guidance on coaching opportunities for sales reps, forecasting accuracy, and which deals to prioritize 

Cons

• Some users have reported a tough onboarding process
• Expensive as a standalone software
• Mobile experience and search functionality are reported to be confusing

Features

• Capture customer interactions from a wide variety of touchpoints
• AI conversational analysis that processes key topics, top questions, action items, and relationship dynamics
• Personalized guidance on deal execution, rep performance, and coaching opportunities

Pricing

Gong is priced per recorded user and also has a platform fee.

You can get an accurate pricing estimate here.

Customer reviews

Here’s what Jen L., a VP of Client Success & Sales Ops, has to say about using Gong:

“What do you like best about Gong?

Amazing tool that helps an entire org, not just the sales team. Product teams, marketing teams, sales teams, sales leaders, sales operations, delivery teams, etc. Everyone can use this tool to better align on client needs, deliverables, timelines, wish lists, etc. Implementation was quick and easy, its highly intuitive, the product team is extremely responsive and creates new features quickly. Its quickly becoming a go to tool!

What do you dislike about Gong?

Wish the reporting functionality was a bit more robust, with in platform report building capabilities. Its solid, but I find I always need a bit more.

What problems is Gong solving and how is that benefiting you?

Company wide learning, client product needs, client briefings, sales tool.”

Best for developing customer personas: Dovetail

Dovetail is a dedicated AI-driven user research tool that turns customer feedback into actionable insights. In reference to GTM, Dovetail can be a handy way to create customer personas that are driven by your own data.

First, the platform centralizes all of your customer data in one searchable location. Then it uses AI to highlight themes and cluster large amounts of customer data. 

Dovetail lets you import data from a wide range of other software, including Zoom interviews and recordings, feedback and surveys from SurveyMonkey, CSV files, documents, and usability tests. 

There are also loads of integrations available with communication platforms like Slack, knowledge management platforms like Confluence and Notion, project management software like Jira and Trello, and Zapier. This allows users to easily share their insights in the systems that their stakeholders already use. 

Pros 

• Uses AI to speed up the process of finding themes within customer feedback
• Connects with loads of other general-purpose software to easily share insights with stakeholders
• Centralizes customer data in one place of truth

Cons 

• It can be difficult to balance customer-centricity with revenue goals
• Updating roadmaps with all types of insights is still a manual process on the platform
• Spreading other research (such as competitive intel) over multiple platforms can lead to more opportunities for siloed data

Features 

• AI-driven summaries, highlights, and theme identification from customer feedback 
• Integrate with multiple sources for customer data – including videos, support tickets, and documents. 
• Transcribe conversations in 41 languages
• For paid users:some text
  • Search by meaning across data
  • Visualize highlights with different chart types
  • Segment highlights by fields
  • Knowledge management through folders

Pricing

Along with its limited free plan (with only one project and channel available), Dovetail offers two pricing plans:

• Professional – $29 per user/month (billed yearly)
• Enterprise – contact sales for pricing

Check out Dovetail’s pricing page for more information.

Customer reviews 

Here’s what Kai F., a product designer, has to say about using Dovetail:

"Overall: 

Improved efficiency with our user research and customer interview projects

Pros: 

It's really easy to import raw user research notes from customer interviews and contextual inquiries. Dovetail lets you synthesis your research and identify themes by highlighting and creating tags. You can then visualise your tags in charts or in the board view. A neat feature is the automatic sentiment analysis that can identify whether comments from your notes are positive or negative. We use this feature to categorise customer feedback we collect our products. Before Dovetail we would use Microsoft Excel to identify themes but this was cumbersome and was hard to share with the team.

Cons: 

Dovetail could do a better job at storing insights and being a shared knowledgebase or library for research in our team. We've passed on this feedback and the Dovetail tell seem to understand this desire and shared that they have ambitions to move into this area in the future. At the moment Dovetail seems focused on building the best features for research analysis and synthesis."

Tools for building

Best for product planning & roadmaps: Aha!

A crucial part of the product development process is creating a roadmap. Aha! Roadmaps is one of the better roadmapping tools out there due to its emphasis on strategic product planning. One feature that stands out is, in the platform the capability to transform customer feedback into a tangible product roadmap.

Aha’s roadmapping tools are highly visual, resulting in beautiful, detailed plans that can be shown to stakeholders. The platform also offers options to develop strategy, prioritize features, and plan releases.

One point to keep in mind however, while making a roadmap in Aha, is the emphasis on customer feedback, vs. other important GTM factors like competitive intel and revenue goals. While Aha excels in customer-centricity, PMs will have to connect to other tools and manually change roadmaps based on these GTM factors.

Pros 

• Beautiful, visual roadmap templates
• Customer feedback can be incorporated easily into roadmaps
• Strategy-first approach to roadmapping

Cons

• Roadmaps don’t focus on the marketability of products
• Prioritization of customer feedback doesn’t happen with revenue goals in mind
• Roadmaps have to be manually updated in case of changes to competitive data, KPI prioritization, and other GTM factors.

Features 

• Roadmapping tools allow for detailed, strategic, visual plans
• Idea management to collect ideas, organize feedback, and prioritize what to build next using customer feedback
• Strategy development section to help teams define their product vision and strategic goals
• A features prioritization scoring system to decide what to build first based on customer requests 
• Release planning features to provide detailed timelines for product releases
• Task management tools to link daily tasks to larger plans
• Analytics and reporting tools to turn product data into actionable insights
• Integration with dev tools like JIRA and Azure DevOps

Pricing 

Aha! Roadmaps offers a free trial and 3 different pricing models:

• Premium – $59/user/month (billed annually)
• Enterprise – $99/user/month (billed annually)
• Enterprise+ – $149/user/month (billed annually) 

Check out Aha!’s pricing page for more details.

Customer reviews

Here’s what Jill S., who works at a small business, has to say about using Aha!:

“What do you like best about Aha!?

Overall, Aha! provides a comprehensive suite of tools and is a powerful ally for product managers looking to deliver streamlined and well-coordinated product strategies. As a configurable platform, Aha! provides a robust environment where users can tailor features to match their specific workflow requirements. Additionally, they have a top-notch customer support team who responds in a timely manner.

What do you dislike about Aha!?

Its potential for impact within organizations could be significantly amplified if the platform could offer more flexibility in alignment across workspaces. Although, the level of configuration, while beneficial, introduces a notable complexity in the initial setup phase, which can be time-consuming. Users may find the process somewhat daunting as they attempt to configure the software to align perfectly with their operational dynamics.

What problems is Aha! solving and how is that benefiting you?

As a prior user, Aha!enhanced our team's efficiency and collaboration by providing a unified operational picture and customizable views. This comprehensive platform allowed every team member, regardless of their role, to access a centralized source of truth, ensuring that everyone was aligned on goals, timelines, and responsibilities.”

Best for engineering tasks: Jira

Jira is well-known as a project management and issue tracking tool. But it also works as a popular solution for managing the entire product development process and the engineering of a product.

Jira allows product managers to manage complex product development cycles using:

1. Customizable workflows for collaboration across multiple teams
2. Project planning capabilities like sprints, milestones, product roadmaps, and backlog tracking
3. Scrum boards with custom columns and statuses
4. Bug and issues tracking and prioritization 

And more.

There are also loads of integrations available, including with Ignition. Ignition’s integration with Jira lets you import and track your engineering team's development progress or export roadmap items to your dev tracker for easier collaboration. An example of a use case would be to pull product roadmaps from Jira and let anyone query your strategic documentation via Slack.

Pros

• Powerful issue and bug-tracking features
• Designed for agile and scrum management
• It can be integrated with a wide variety of other tools

Cons 

• More of a project management tool than a product management tool (even with Jira Product Discovery added on)
• Roadmaps are based on templates and aren’t aligned with revenue and GTM
• Slow loading times

Features 

• Issue Management and Bug Tracking – Jira was originally developed as a bug tracker for the software development process. Dedicated templates exist to track, record, and fix bugs and issues that arise during product development.
• Agile Development – Scrum, Kanban, and bug-tracking boards help teams manage sprints and fix issues.
• Roadmaps – High-level visual summaries of a project’s goals, timelines, and priorities are available.
• Reporting – Reports can be created at every stage of development, from planning to tracking issues to final delivery.
• Integrations  – More than 3,000 integrations are available with other applications

Pricing

Jira offers 4 pricing plans (for teams with 10 users – the pricing changes according to team size).

• Free – for up to 10 users
• Standard – $8.15 per user/month
• Premium – $16 per user/month
• Enterprise – contact sales for pricing

Check out Jira’s pricing page for more details.

Tools for launching

Best for mapping out a launch strategy: Figma

When creating a launch plan, it can be helpful to visualize the entire process – especially when presenting ideas and milestones to key stakeholders. In this way Figma, an industry leader and household name, can definitely come in handy. 

GTM teams can use Figma to communicate their product vision and milestones visually, source ideas and collaborate in FigJam, create wireframes and prototypes, and gather contextual feedback from stakeholders. 

As more than a design tool, Figma can help product managers, product teams, and any other collaborators easily see how customers will experience products before launching. 

Pros 

• High-fidelity wireframes created in Figma can help with buy-in.
• Collaboration tools can help get specific feedback from stakeholders.
• Figma integrates easily with tools like Asana, JIRA, Zoom, and Microsoft Teams.

Cons 

• There is a steep learning curve for non-designers.
• Pricing plans may be too expensive for leaner teams.
• The GTM templates may be too simplistic for strategy-driven PMs

Features 

• AI-generated templates for product management-specific designs such as product reviews, retros, and roadmap brainstorms.
• Audio chat and commenting features can help team members collaboratively edit designs and get contextual feedback.
• Integrations with popular communication and product management tools are available.

Pricing 

Along with Figma’s limited free version, they offer three pricing plans:

• Professional Team: $15/full seat/month (billed annually)
• Organization: $45/full seat/month (billed annually)
• Enterprise: $75/full seat/month (billed annually)

Check out Figma’s pricing page for more information.

Customer reviews

Here’s what Naufil S., a product designer at a small business, has to say about using Figma:

“What do you like best about Figma?

Figma shines in collaboration with real-time editing and commenting. Plus, it builds prototypes directly in the design file, streamlining user testing. Libraries and components save time and ensure consistency. Figma's friendly interface makes it great for beginners and pros alike.

What do you dislike about Figma?

Complex projects can slow it down, and true offline work remains limited. The free plan restricts features, while paid plans can be costly for smaller teams. Finally, the extensive plugin library, while powerful, can be overwhelming to navigate and manage.

What problems is Figma solving and how is that benefiting you?

Figma streamlines design with real-time collaboration, eliminating email ping-pong. Built-in prototyping lets me iterate on user flows quickly. Libraries and components ensure design consistency across projects, saving time. Plus, Figma's intuitive interface is beginner-friendly, making it easy for new designers to jump in.”

Best for creating assets: ChatGPT

Everybody’s heard of ChatGPT – and if you’ve spent even 5 minutes playing around with it, you know that it isn’t the best at copywriting on its own. 

But that doesn’t mean that it can't help with content generation at all – especially for leaner teams. In fact, if you can’t afford anything else and have an urgent pile of launch copy that needs to be created, an updated way of using ChatGPT might be your best bet. 

The best way to get ChatGPT to work for you is to train the AI using your customer data (Ignition’s Copilot AI does this automatically). This means taking some extra time to input key information like your brand details, positioning, personas, and customer feedback. 

While GPT may not be the best at actually writing all of the copy, it can be very helpful with brainstorming ideas, creating outlines, and even basic proofreading.

Pros

• Free version available 
• Can act as an editor 
• Can be used to generate lists of ideas, title options, outlines, and more to kickstart content processes 

Cons

• Users need to be skilled at writing prompts to get the best results 
• Information isn’t always up to date and needs to be fact-checked 
• Struggles with humor, nuance, sarcasm, and other muddier aspects of human communication and language 

Features

• Multimodal capabilities allow the model to understand and respond to both text and image inputs.
• System messages guide the AI on how to behave – creating a more personalized experience.
• GPT-4 displaces enhanced creativity over GPT-3.5

Pricing

ChatGPT has a free plan for unlimited access to GPT-3.5 and limited access to GPT-4o.

ChatGPT’s paid plans include:

• Plus - $20/month
• Team - $30/user/month (billed annually)
• Enterprise - Contact sales for pricing

Customer reviews

Here’s what Miriam B., a Senior Marketing Specialist at a mid-market company, has to say about using ChatGPT for marketing:

“What do you like best about ChatGPT?

Chatgpt's ability to contribute to different activities within my department( marketing ) , is what I like best about it. It is able to generate marketing content for us, edit existing marketing materials, translate our marketing materials from one language to another flawlessly and even act as a Chatbot to respond to customer queries.

What do you dislike about ChatGPT?

Why Chatgpt's knowledge is very vast, it can sometimes provide outrightly misleading information, and this has led us to spend extra time verifying all information provided by Chatgpt on its generated contents.

Also, Chatgpt still struggles occasionally to respond accurately to complex queries.

What problems is ChatGPT solving and how is that benefiting you?

Chatgpt acts as a faster way to get a lot of manuals tasks done, within my department. By using Chatgpt, we are creating marketing contents faster with improved quality and in terms of using it as a chatbot, we are responding faster to customer queries without compromising on the quality of automated responses.”

Best for managing assets: Bynder

PMs are all too familiar with the chaos of launch season, especially when it comes to managing launch collateral. If you’re tired of trying to hunt down relevant files on a tight deadline while managing complex approval processes, consider shifting over to a dedicated asset management platform like Bynder. 

As a Digital Asset Management (DAM) software, Bynder simplifies and organizes the process of managing content across its lifecycle, and simplifies cross-team collaboration.  But unlike other asset management tools, Bynder excels when it comes to its integrated AI and automation tools, and its emphasis on scalability. Features like Bynder’s flexible architecture, video management capabilities, analytics and insights, brand management tools, and digital transformation, can help businesses accommodate growing volumes of assets, save time, and stay organized at the same time. 

Pros

• User-friendly interface 
• Robust search functionality and multiple views (such as in the form of thumbnails)
• Customizable search filters

Cons

• Lacks asset tracking and reporting features
• Difficult to share links
• Limited personalization options for the dashboard

Features

• Automatically find duplicate assets at upload 
• Source visually similar assets in your DAM instantly with similarity based searches  
• Use image search features to find assets based on reference pictures or a URL 
• Conveniently take out and tag portions of texts within images for more precise search results using OCR search features 
• Use speech to text search when metadata isn’t available for video or audio files

Pricing

Bynder offers customized pricing. You’ll have to contact sales for an accurate pricing estimate.

Customer reviews

Here’s what Ron G., an ecommerce manager, has to say about using Bynder:

“We are using Bynder as a digital assets manager to share images, campaign tools, and videos to our internal teams, dealers, distributors, and media associates. So far our outside visitors who use Bynder have found very few issues with the tool. However, others have found the interface daunting and difficult. We have had made huge concessions to our homepage to funnel visitors to our Bynder site forgoing many of the features.

Pros: 

I have grown to like Bynder's filter system and understand its power in finding assets quickly.

Cons: 

1. There are always issues with load time and responsiveness. 
2. Setting up permission levels and functionality is a real chore. Maybe it is our needs, but the initial setup was not well-explained.”

Best for managing tasks: Monday

As a well-known project management tool, Monday does many things right – and can be a great way to stay on top of tasks during launch season.

The software is extremely easy to use, boasts a clean interface, and even has some automation features built in. 

We recommend Monday as a general task management system for smaller teams that need to coordinate their task lists, add basic integrations, and review overdue items.

But larger GTM teams coordinating complex projects, might find themselves wasting time switching between tools. This is because Monday wasn’t made specifically for GTM (i.e., managing strategic documentation, marketing assets, performance data, research, product roadmaps, etc.).

Pros

• Lots of integrations available 
• Desktop and mobile app 
• Very intuitive for first-time project management software users

Cons

• Automations can be difficult to set up and maintain
• The free version is limited
• Difficult to see the “hierarchy” of different projects

Features

• Customizable templates for multiple use cases
• Various big-picture overviews, including timelines, calendars, Kanban boards, and files
• Simple onboarding processes allow easy collaboration with multiple team members.
• Available on mobile and desktop
• Multiple integrations with other tools such as Google Suite, Dropbox, Zapier, and Slack
• Basic customer relations management and product management can also be performed using Monday CRM and Monday dev.

Pricing

Monday offers 5 pricing plans:

• Free (for up to 2 seats)
• Basic - $9/seat/month (billed annually)
• Standard - $12/seat/month (billed annually)
• Pro - $19/seat/month (billed annually)
• Enterprise - Contact sales for pricing

Customer reviews

Here’s what David B., who works at a small business, has to say about using Monday:

“What do you like best about monday.com?

Monday.com helps our team to automate repetitive tasks like order processing and ot helps in inventory replenishment and freeing up our team time for more critical activities.this tool helps our comapny to manage various task and projects like new product launches, marketing compaigns and ensure our team members to stay informed and on track.

What do you dislike about monday.com?

We had nothing to dislike in this platform. Untill we use this tool we had not face any problem.

What problems is monday.com solving and how is that benefiting you?

Monday.com solves our problem of time. Workflow of this tool is very good which helps our team to save more time. This tool is very heplful for collaboratfor our team.”

Tools for analysis

Best for OKRs: Quantive

If you’re looking for a dedicated tool to plan, manage, and track your OKRs, Quantive is a great option to consider.

By linking KPIs with OKRs, regularly checking in on team members, and optimizing strategy, goals and key results with AI, Quantive integrates OKRs into your organization every step of the way. 

Quantive also offers on-demand training, OKR consulting, and support services for teams looking to become better OKR practitioners and learn more about the methodology and strategies they need to succeed.

Pros 

• Promotes fast and effective decision-making
• Plug and play reporting capabilities
• Multiple integrations available

Cons

• No custom order
• Limited external automation capabilities
• Isn’t available in multiple languages

Features 

• Create and manage OKRS with collaborative whiteboards, an alignment view, AI tools, and integrations with project management software
• Drive engagement and collaboration through comments and reactions, and goal confidence scores, in the mobile app or within communication tools like Teams or Slack 
• Report on OKR progress using team check-ins, plug and play reporting, and KPI dashboards and linking

Pricing 

Quantive offers a freemium version and two pricing plans:

• Gold – for mid-sized organizations
• Platinum – for large enterprises

You’ll have to contact sales for a custom quote.

Customer Reviews

Here’s what Davide S., a web developer working at a small business, has to say about using Quantive:

“What do you like best about Quantive Results?

I knew Quantive Resultls since 2019 (Gtmhub first name) but only this year I started use it to view if it was better than my older tool. I love maps (very useful) automations and integrations. Very important, for me, the integration with Jira.

Review collected by and hosted on G2.com.

What do you dislike about Quantive Results?

It's not in italian, yet. And sometimes i've noticed some issues in the interface but soon technicians resolve them after my request. I think something better can be done with the app.”

Best for measuring business impact: Amplitude

For measuring the business impact of launches,  leaner teams might get away with Google Analytics. But there’s definitely a case to be made for dedicated product analytics platforms. These specialized tools can help you gain a deeper perspective into user insights, automatically create reports, and also protect your data privacy. 

For GTM teams looking for a dedicated, scalable product analytics tool, Amplitude is a great option. The platform combines web and product analytics, allows you to use data points that Google Analytics 4 has rendered redundant on its platform, and has more secure data privacy options. 

Amplitude can be particularly useful to product teams for its focus on user behavior and can help you answer questions like:

• What feature on my mobile app is most popular?
• What percentage of users are doing X activity within their first 7 days of downloading the app?
• What steps are free trial users taking before becoming paying customers?
• What sort of traits does this type of customer have? 

Amplitude works primarily on the “server” side and focuses more deeply on individual users. Google Analytics, on the other hand works more on the “front-end” to analyze higher-level stats. Product teams may find Amplitude more useful in studying the customer experience and improving retention. 

Amplitude is currently attempting to bridge the gap between its product analytics and marketing analytics by adding the most requested marketing features to its product. However, for PMs looking for a more marketing-focused analytics tool, Amplitude may not be the best fit in its current iteration.

Pros 

• Deeper insights into customer behavior and product usage
• Robust 3rd party integrations with business applications, TikTok, and Facebook
• Presents advanced reports and charts that can be easily shared with stakeholders

Cons 

• It isn’t as intuitive as other analytics platforms and has a long learning curve.
• Transferring data in and out of the platform is a difficult process.
• Setting up events to track can take a lot of time due to a high level of customizability.

Features 

1. Customer journey visualization – Analyze user journeys at different levels and look at different paths customers take.
2. Dynamic audience segmentation – Group customers and make predictions about which segments to target next.
3. Event segmentation – Analyze user behavior based on specific events and examine the most commonly performed events.
4. Retention analysis – Understand the frequency of users returning to your product after completing a specific action.
5. Behavioral cohort analysis –  Segment users based on specific behaviors and analyze patterns and trends in their behavior.

Pricing 

Amplitude has a free plan as well as two pricing plans for paid users: 

• Plus – From $49/month
• Growth – Contact sales for pricing

Customer reviews

Here’s what Adam B., a product manager at a mid-market company, has to say about using Amplitude:

“What do you like best about Amplitude Analytics?

Measure anything. I work for a medium-sized org with a broad range of intersecting products and teams. I like that any team can implement whatever they need to answer their question, and that anyone in the company can use that data to glean insights.

What do you dislike about Amplitude Analytics?

It can be hard to get started with Amplitude. It's very flexible,but that also means there aren't many standardization controls across events and projects. It would be nice if there were some stock templates to start from that could be customized once you know what you want.

We have apps on multiple platforms that have similar, but not identical, interfaces. The "same" event in multiple projects must be named exactly the same (case sensitive), or else it won't collate correctly in cross-project views.

What problems is Amplitude Analytics solving and how is that benefiting you?

It helps us understand the most used tools in our product.”

Best for retros: EasyRetro 

Effectively delivering feedback as the leader of a remote GTM team can be challenging. Retrospectives can be an insightful way to understand team workflows better…but they’re not always the best at engaging team members.

EasyRetro is a tool that changes this. By making retrospectives easy to organize and fun to attend, the platform helps maintain team morale while discussing what went well and what didn’t.  With over 270 beautiful, and visual retro templates,and robust customization features, teams can use a range of tools such as sticky notes, scrum boards, icebreakers, and more to turn boring meetings into fun, and inspiring virtual events.  

Pros 

• Highly customizable
• Loads of beautiful, visual templates for multiple use cases
• No sign up required

Cons

• Lack of automation features
• Paid version may be too expensive for leaner teams
• May be too simple for complex workflows

Features

• Easily run surveys on boards
• Get Slack notifications when new boards are created
• Use more than 100 pre-defined templates 
• Customize board name and context, create unlimited columns, rename them and change their color
• Create teams and collaborate using comments and voting
• Export action items as Jira issues

Pricing

EasyRetro offers a freemium version along with 3 pricing plans:

• Team – $21/month (billed annually)
• Business – $50/month (billed annually)
• Large Business – $75/month (billed annually)

Visit EasyRetro’s pricing page for more information.

Customer Reviews

Here's what Quinn H., a product manager in the hospitality industry, has to say about using EasyRetro:

"Overall: 

Overall, I really like this tool. It has helped our team run and organize our Friday retros, and anyone in our company can go back and see them. That transparency is important for any organization.

Pros: 

I am a Product Manager. We are a mostly remote team so I love that I can share this out with my team the day before our Friday retros so they can add what went well / didn't go well on their own time. I like how you can customize some things, namely the number of votes a participant gets and the option for anonymous posts.

Cons: 

Some things are more manual than they need to be. E.g. I wish I could create a schedule to automatically make a new board every Friday and have it automatically post to a Slack channel. That would save my team a lot of time.”

Free tools to speed up the GTM process

• Free AI Sales Battlecard Generator - Instantly generate a sales battlecard with the key competitor info you need (only your competitor and your own web domains are required!)
• Free AI Persona Generator - Create detailed user personas in seconds, customized with demographic data, goals, pain points, and buying processes — and even use custom illustrations and images.
• Free AI Release Notes Generator - Give us a tiny bit of context about the latest features you shipped – and let AI automatically write the release notes for you.

Ignition offers a bunch more free product marketing tools that you can check out here.

3 tips to keep in mind while choosing GTM software 

Tip 1: Create one source of truth for GTM

Product launches are notoriously chaotic. In order to make sure things don’t get any more stressful than they already are, the GTM process that powers your product launches should be as organized, and standardized as possible.

The number one way to get better at this is to create one source of truth for GTM – one platform where all of your tasks, documentation, plans and assets live. That way all of the different teams collaborating on GTM tasks know exactly where to find the data or document they need at any given moment of time. 

This doesn’t just reduce stress – in practice, it makes tasks actionable. If sales teams don’t have access to updated competitive intel, they won’t have the data they need to upsell to a prospect. If product teams aren’t aware where feature requests are coming from, they won’t know how to prioritize high-revenue decisions in the product roadmap. And if marketing teams and sales don’t know how a launch plan fits into the larger product roadmap, they’ll have no idea how to communicate about the launch to the ICP. 

Ultimately, these data silos and the resulting lack of accessibility, prevents different departments from doing their jobs at their full potential. 

When working in a chaotic minefield like GTM, you need a tool that works with you instead of against you. 

If you’re tired of constantly switching between tools and losing things between the cracks, consider giving Ignition a try. 

By bringing your customer research, competitive intel, product roadmaps, launch plans, and asset management under one roof, Ignition reduces the possibilities of data silos and prioritizes cross-team collaboration.

Tip 2: Automate a bunch of GTM tasks with AI

Today, companies like MRI Software are making launches 50% more efficient using AI and automation.

In this way, using specialized AI for product marketing tasks can put companies in a much better place to scale their GTM process.

As an AI-driven GTM tool, Ignition reduces time eaten up doing routine tasks – like summarizing customer feedback, or updating customer research.

Best practices are built in (for example, every automatically generated launch plan includes a personalized product launch checklist to help bring less experienced team members up to speed). 

To top it off, real-time insights from your data, gives you a competitive advantage over those companies still doing everything manually. Here's an example - while your competitors continue to struggle to figure out which new features to prioritize building, when you start using Ignition, our AI will 

1. Use your CRM deal data to identify key feature gaps that are preventing you from landing deals
2. Automatically add these ideas to your idea backlog, and 
3. Prioritize these high-revenue feature requests in your roadmap.

Tip 3: Connect strategy to tasks

Your GTM strategy is a continuously evolving blueprint that informs every step of your GTM process. It provides a high-level view of the positioning, pricing, and methods you should be using to enter your new market. 

Since a good GTM strategy is based on real data, by connecting your strategy to your GTM process and your GTM tasks, you'll have a better chance of ensuring that your launches are successful.

Keeping task lists aligned to strategy is easier said than done though – data is always changing, and with it your GTM strategy. 

The result is that many product teams end up settling for a basic launch checklist (the “what”),instead of combining it with a repeatable and scalable GTM process (the “how”) and a comprehensive GTM strategy (the “why”).

The problem isn’t you. It’s your tools.

Using generalized tools for GTM just makes aligning tasks to strategy unnecessarily more difficult.

Instead you need a specialized tool that:

• Helps you unify all your GTM launch processes
• Knows how to customize your plans and task lists dynamically, for your particular situation

Ignition does exactly that – PLUS, it automates ~50% of the tasks that you'll have to do during launch season. 

Whether you have to create sales battlecards, generate client personas, stay on top of internal comms, create and prioritize product roadmaps, or create personalized launch content – we've got you covered. 

Frequently asked questions about Go-To-Market Software

What factors should you consider while choosing GTM software?

The answer depends on your GTM team's specific needs. But we've generally found that the most important factor to consider is whether the software was created specifically with GTM in mind. 

GTM has become a buzzword in recent years which has led to a range of GTM tools being created which don't have a clear understanding of the four stages of GTM.

If the software is specialized for GTM, it should probably have capabilities related to one or more of the following: competitive intelligence, customer research, product planning and roadmapping, content creation, asset management, launch planning, analytics, and metrics.

Additionaly, GTM software these days should also ideally be using AI and automation to reduce the need for manual tasks and give you a competitive advantage.

How do you get buy-in for new GTM software?

GTM team members need to start by clearly communicating why products aren’t getting the adoption they need. 

Instead of sales, marketing, and product teams blaming each other, there needs to be a collaborative effort to explain to leadership that the problem isn’t with a specific department– it's with the process. 

By communicating the difficulties you’re facing using generalized software and the clear benefits of specialized GTM tools, you’ll have a much better chance of getting buy-in for the software you need to succeed.

Speed up the GTM process and take the pain out of launches for good

It’s time to plan, execute, and ultimately launch with confidence.

As a dedicated go-to-market software, Ignition calms the chaos of GTMby getting rid of disconnected systems, prioritizing data-driven decisions, and consolidating EVERYTHING into one platform.

Then, using AI it automates the hard stuff – so you can concentrate on the strategic tasks you do best. 

Get the benefits of a personalized GTM assistant in your corner. Sign up for a free Ignition account today, and let’s get to work.

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