Nobody runs GTM on a single tool anymore.
Sales lives in a CRM plus enrichment, sequencing, call recording, and forecasting. Marketing runs automation, CMS, analytics, intent, and reporting. Customer success has its own stack entirely.
What matters is not whether your product has integrations. It’s whether GTM teams can find them when it matters.
And increasingly, that discovery needs to happen inside your product, not on a random web page or a help doc from three years ago.
Integrations aren’t just features, they’re buying criteria
Integrations shape how GTM teams evaluate software long before a demo.
They answer questions buyers care about immediately:
- Will this fit into how we already work?
- How much setup is this going to take?
- Will my team actually adopt this?
If integrations are hard to find, unclear, or buried outside the product, GTM teams assume friction. Even if the integration technically exists.
That perception alone can slow deals, stall adoption, or push buyers toward a competitor with clearer integration discovery.
What good integration discovery actually looks like
Modern GTM teams don’t want to hunt. They want answers in context.
Here’s what that requires.
Start with the integrations they expect
There’s table stakes and then there’s strategy.
You need the core integrations GTM teams assume will be there. CRM, marketing automation, support, collaboration, data tools. No surprises.
Then you need coverage for long-tail workflows without building everything yourself. That’s where automation platforms and open APIs matter. They let your ecosystem grow beyond what your team can reasonably maintain.
This is how platforms scale integrations without turning engineering into a bottleneck.
Make your integrations easy to find on your site
Your integration marketplace is not a checkbox page.
It’s a product surface. It drives evaluation, shortlisting, and intent before a buyer ever logs in.
Strong marketplaces are searchable, current, and structured around real use cases. They show what’s possible, not just what exists. They pull in organic traffic and give GTM teams confidence that your product fits their stack.
If your integrations live in scattered docs or outdated blog posts, buyers will assume the same about your platform.
Bring integration discovery into the product
This is where most teams fall short.
GTM users should not have to leave your product to figure out how to connect it to the rest of their stack.
An in-app marketplace lets users:
- Discover relevant integrations while they’re working
- Understand what each integration does in context
- Start installs or next steps immediately
That moment matters. When discovery happens in-app, adoption follows. When it doesn’t, integrations stay theoretical.
In-app discovery turns integrations from marketing claims into daily workflows.
Treat integrations like GTM assets, not afterthoughts
If integrations matter to buyers, they should matter to your go-to-market motion.
That means:
- Featuring integrations in onboarding
- Recommending integrations based on role or use case
- Highlighting them in product updates and enablement
- Showing how real teams use them together
The goal is not awareness. It’s activation.
Integration discovery is now part of your product experience
GTM teams expect connected tools and they expect to understand those connections quickly.
When integration discovery lives inside your product, you reduce friction, increase adoption, and position your platform as something that fits into real GTM workflows.
Not just another tool. A system that works with everything else.
