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You’ve probably heard the buzz around the B2B sales 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. Some might compare selling to a competitive sport. Sales professionals must perform well and hit their monthly quota like how an athlete is expected to perform well enough for a team win.

Every sales professional has sales solutions to help them attain their quotas. But if yours isn’t complete, then you may be missing opportunities. Your B2B sales stack should consist of technologies that’ll help you identify your target market and improve your sales prospecting efforts, all the way to performance and tracking. 

Infographic: The Essential B2B Sales Stack

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

Graphic of a B2B Sales Tech Stack.

Building a B2B Sales Stack

But how do you get there? 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. To support this approach, studies show 50% of “high-growth” organizations developed sales technology stacks with 5 or more applications. (Source: TOPO, 11 Sales Development Strategies for High Growth Companies).

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. But according to TOPO, the average sales development representative (SDR) only lasts about 14 months before a promotion or a jump to a different company (source).

While gamification apps, predictive analytics, and the like are effective, 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 for 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 teams with reliable contact data. Identify, connect, and engage with qualified buyer personas faster, using market intelligence!

5. 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 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

Ryan Hadfield

Ryan Hadfield is the Director of Marketing at ZoomInfo, the leading B2B contact data solution.

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B2B marketing, growth, sales and more.


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