In terms of stacks, the sales variety doesn’t often receive as much attention as a tech stack for engineers. But a sales toolkit is arguably just as important as it typically makes up the backbone of future revenue.
There are seemingly infinite tools that can go in the sales tech stack, including referral software, CRMs, and contact databases. The ultimate goal is to leverage technology to land more deals in less time. Though sometimes, too much technology can muddy the water and create more challenges.
As a sales manager, it might be exhausting to evaluate the options to determine what is right for your team. To save you time, Built In Colorado talked to sales leaders to learn about the approach that worked best for them.
RingCentral is a cloud communication platform.
What are some of the key technologies that make up your sales tech stack?
To support our sales process, we leverage technology in three major areas to improve our processes and drive efficiency. We gather the right account intelligence from LinkedIn Sales Navigator and ZoomInfo, extract accurate contact data from ZoomInfo and draft creative messaging in Highspot to send via LinkedIn Sales Navigator. Another key technology we utilize for our velocity sales is Outreach.io and Yesware. When we couple these platforms with our internal propensity information, they help us prioritize which accounts are being targeted and help us drive the pipeline overall.
How did you determine which tools to include — or not include — in your sales stack?
To evaluate our tools, we start with a select group of salespeople. We break the process down into key steps for our sales teams to follow, guiding them on the purpose and strength of our technology platforms and how they apply to each unique part of the process. During this process, we involve external parties, such as Gartner, to evaluate and ensure we are leveraging the best in the industry for our needs. We focus on prioritizing and optimizing those technologies that provide overlap on our needs and demands, using this to determine which tools to include or exclude. For example, LinkedIn Sales Navigator covers both accounts and messaging, serving a dual purpose for our sales team.
What impact have these technologies had on the productivity or success of your sales team?
Our three major technologies have created a lightning bolt targeting our largest accounts, tracking what matters to individual contacts and crafting a message that will impact our prospects most. These technologies allow us to truly be customer-centric and focus on processes that optimally support them.
When a new buyer joins the company and is using two technologies we play well with, we are now able to strategically utilize these tools to customize their assets. Leveraging Highspot to create a custom landing page and tailor our messaging to target distinct individuals has helped increase our message efficiency. When we share that landing page, we can track what the customer views and follow up in a way that supports the impact they can personally make at their company. We are a sales team that sells and wins together.
We are a sales team that sells and wins together.
Yes, these technologies make a significant impact on our sales process, but our collaborative and innovative culture truly drives how we operate: empowering our employees, supporting our customers and helping the world stay connected.
Flyreel is an insurtech property inspection tool.
Describe your sales stack.
Our sales tech stack is rooted in a robust customer relationship management platform that is integrated with lead generation tools and social media platforms like LinkedIn. Utilizing a CRM platform is crucial to our teams’ efforts in building relationships with prospective and existing customers. Across the sales team, we can leverage our CRM’s functionality to get visibility into all email communications, internal notes, calendar invites and more. Overall, our sales tech stack allows our process to be effective and efficient at all levels.
How did you determine which tools to include — or not include — in your sales stack?
Being a nimble startup means we are very particular about what tools we’re including in our sales tech stack. We incorporate solutions that will help us achieve our goals as a team. This requires diligence in researching what is going to make us the most efficient. If or when we find a technology that we’re interested in, we will collectively demo the product, brainstorm how we will use it and then determine the return on investment that tool will provide.
Being a nimble startup means we are very particular about what tools we’re including in our sales tech stack.”
What impact have these technologies had on the productivity or success of your sales team?
The tools we use have allowed us to pinpoint prospective customers who we know need Flyreel. We have increased our efficiency levels by optimizing daily tasks that are geared toward finding and helping customers who will benefit from Flyreel’s data collection technology. By finding the correct contacts and utilizing our tech stack to communicate with these contacts throughout the sales cycle, we’re able to leverage technology to increase our pipeline and achieve peak results.
