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You’ve probably heard the buzz around the B2B sales tech stack. And if you want success in sales, you need to put one together.

Sales professionals experience serious pressure to perform and sell. If they don’t, they’re easily replaced with someone who can outperform them. Every sales professional needs tech solutions to aid performance and help them attain their quotas. 

These solutions are referred to as “tech stacks,” and today we’re talking about how they are used in sales operations. If your stack isn’t complete, then you may be missing opportunities. 

What is a Sales Tech Stack?

A sales tech stack is an assembly of solutions organized for sales teams to boost efficiency and achieve maximum results. It is designed to support the sales process at every stage while aiding important sales activities.

With communications alignment in both sales and marketing teams, sales tech stacks strengthen B2B sales processes in customer engagement.

What Tech Stack Should I Learn?

Your B2B sales tech stack should consist of technologies that’ll help you identify your target market and improve your sales prospecting efforts — all the way from performance to tracking.

How your company analyzes and handles every part of the sales cycle defines how your tech stack comes together. Each aspect of a sales tech stack is meant to improve experiences for both current and potential customers. 

Infographic: The Essential B2B Sales Tech Stack

Check out an example B2B sales tech stack below. These B2B sales solutions can help you boost performance, improve productivity, and increase results:

Building a B2B Sales Tech Stack

But how do you get there? With a solid sales process in place, a sales tech stack should fit into it in places that could use improvement or automation. 

So let’s examine a framework for building an ideal technology stack.

1. Examine the existing applications within your existing sales tech stack.

As modern buyers become more sophisticated and educated, sales teams have pivoted away from spray-and-pray outbound strategies to more consultative outreach. 

These applications tend to range in functionality, but we recommend you simplify each tool’s use case to understand how it fits into your sales process.

Start by really thinking about your prospecting cycle. How does your team identify targeted accounts? Research and find contact information? Then, think about which channels (email, phone, social media, etc) your sales reps prefer to engage prospects. Where are the inefficiencies?

2. Prioritize ease-of-use within your sales tech stack.

Turnover rates in B2B sales fluctuate, and studies show that the average SDR tenure is fewer than 16 months.

While gamification apps, predictive analytics, and the like are effective for maintaining sales staff, you should probably avoid shiny new toy syndrome. Especially if your sales reps are not happy with their existing technology stack. 

While developing your sales tech stack, more often than not, simple is better.

3. Conduct interviews with key stakeholders.

Get in the weeds and talk to your sales team. Gather your best reps and involve them in any technology procurement initiatives. In the end, involving the team will not only improve your stack, but it will also increase user adoption.

4. Invest in market intelligence to automate workflows and enable sales technologies.

Chances are after conducting interviews, you’ll find that activity logging and manual data entry creates a huge bottleneck. First of all, it’s time-consuming. Secondly, it increases the likelihood of error.

Fortunately, common applications like auto-dialers and email automation scale execution and integrate with CRM to log activities in real-time. Increased productivity AND insight into management? Awesome!

Not so fast. 

These tools rely on complete and correct contact and account data within your CRM in order to work properly. Market intelligence tools integrate with CRM and other prospecting tools to provide sales and marketing teams with reliable contact data. Together, marketing intelligence and CRMs centralize all communications and activities between sales and marketing.

Identify, connect, and engage with qualified buyer personas faster, using market intelligence!

5. Integrate Sales Enablement

Sales enablement tools consolidate resources needed by sales teams to support the selling process. Buyer-centric sales reps use sales enablement tools to enhance the buyer experience with communications, intelligence, and demos. 

Reinforcing these reps is crucial to the buying process, and in fact, SDRs generate 50% of pipeline in enterprise organizations and up to 90% of pipeline in SMB organizations (source)

Marketing teams also get use out of sales enablement in the creation of sales materials. And in alignment, collaborating sales and marketing tasks through sales enablement is a huge step.

6. Consider SalesForce Automation

CRMs are a part of a particular solution set that offers insight into their team’s productivity — known as Sales Force Automation (SFA). The problem is that SFA tools only facilitate measurement, rather than the sales process itself.

This is not to say reporting and measurement aren’t paramount to achieving company growth; it absolutely is. But if given the choice, would you rather have a working furnace this winter or a thermometer that tells you the temperature? Gas in your car or an instant MPG reader to tell you about the car’s fuel economy?

Creating a Sales Tech Stack with Us

ZoomInfo’s Growth Acceleration Platform is an essential part of the B2B sales tech stack. ZoomInfo can help you identify your target market by analyzing your existing contact database, fill in the blanks, update inaccurate or out-of-date information, and arm your sales team with accurate and actionable contact data. Thus, ensuring they’re spending their time on revenue-generating activities.

About the author

Rayana Barnes

Rayana Barnes is the Creative Content Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution for go-to-market teams.

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B2B marketing, growth, sales and more.


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