The global sales tech market is projected to grow to $104,470 million by 2030, expanding at a compound annual growth rate (CAGR) of 16.3% from 2024 to 2030.
The takeaway for B2B organizations is clear: the sales tech landscape is rich with options. On average, a rep uses at least six different tools to perform effectively. These tools include customer relationship management (CRM) systems, deal management software, sales enablement tools, and email sequencing software, among others. Each tool plays a crucial role in enhancing various stages of the sales process, from prospecting to closing deals.
This article explores the modern sales tech stack you need in 2024 to boost revenue and close more deals, faster.
Benefits of having a modern tech stack
A modern tech stack increases efficiency and agility, while promoting innovation within today’s hyper-competitive, tech-driven world. It enables B2B sales companies to develop sophisticated, data-driven strategies that streamline operations, and improve decision-making and customer engagement.
By leveraging modern sales management tools, revenue leaders and their teams can gain deep insights into customer behaviors and market trends, enabling them to deploy new products and services faster, while responding quickly to changing market conditions and customer needs.
Tech stack for high-performing sales team
Sales pipeline and enablement tools such as Salesforce and HubSpot are instrumental for efficiently managing customer relationships and sales processes. Although most B2B sales organizations have these tools in place, they’re not enough to fully optimize the sales cycle or adapt to the evolving demands of the market.
In the sections that follow, we’ll explore tech stack for high-performing sales teams including:
- Data enrichment tools
- Automated email sequencing platforms
- Sales forecasting tools
- Conversation intelligence platforms
- Contract management systems
- Calendar tools
- Content management systems
- Deal execution platforms
Within each section, we’ll also provide a detailed list of recommended tools, highlighting their key features and how they can integrate into your existing sales tech stack to help your sales team boost pipeline and close more deals.
Data Enrichment
Data enrichment tools help sales teams uncover detailed information about their prospects, such as their phone numbers, social media accounts, and key firmographics. This rich data enables reps to customize their outreach, creating a more personalized interaction that enhances the prospect experience, boosts engagement, and increases the likelihood of successful conversions.
Recommended data enrichment tools:
- Apollo: This enrichment platform provides tools for lead prospecting so reps can find verified contact details. It also allows companies to update and enrich existing records in their CRM so sales teams can stay on top of changing account and contact information.
Apollo integrates with a wide array of platforms, including major CRMs like HubSpot and Salesforce, marketing automation tools such as Marketo, sales engagement platforms like Outreach and Salesloft, and several other automation and email services tools.
- ZoomInfo: This business intelligence platform helps businesses find, acquire, and grow customers by providing detailed business information to help sales and marketing professionals enhance their outreach and strategies. It’s designed to consolidate technology stacks and align sales and marketing teams.
ZoomInfo integrates with a plethora of third-party solutions, including Salesforce, HubSpot, Marketo, G2, Gong, Databricks, ReachOut for Sales, Gainsight, and many more.
- UserGems: This intelligence platform monitors your contacts for job changes, identifying them as new leads with updated information such as work email, job title, and company, directly in your Salesforce CRM. You can automatically add these leads to your email sequences, which are designed to appear personalized. This functionality enhances the efficiency and effectiveness of your outreach efforts.
UserGems integrates with Salesforce, HubSpot, Outreach, Salesloft, Marketo, Groove, LearnData, and Slack.
Email Sequencing
Email sequencing enables sales and marketing teams to set up automated email sequences to nurture leads and maintain engagement. This process automates the task of sending out emails at predetermined intervals or based on specific actions taken by the lead, such as opening a previous email or visiting a particular webpage. As a result, communication with potential customers is consistent, which keeps them informed and engaged without the need for manual outreach.
By automating follow-ups and informational updates, email sequencing enhances sales efficiency and can significantly boost revenue by moving leads smoothly through the sales funnel.
Recommended email sequencing tools:
- Outreach: This AI-powered platform boosts seller productivity and enhances pipeline creation and closure rates. Its email sequencing feature allows reps to customize sequences for their target audience, ensuring messages are effectively tailored. Reps can modify content and sequencing steps based on their knowledge of a prospect, optimizing personalization and improving response rates.
Offering more than 90 integrations, including Salesforce, HubSpot, Sendoso, Outlook, Highspot, Gmail, RingCentral, and Microsoft 365, Outreach is designed to help reps generate more leads and close more deals.
- Salesloft: Salesloft describes itself as “the first AI-powered revenue orchestration platform” that’s designed to help GTM teams engage customers, maximize revenue, and increase lifetime value. Its email sequencing feature allows reps to craft customized emails that resonate more effectively with prospects. Dynamic fields further personalize these communications, enabling customization at scale.
Salesloft integrates with Salesforce, Microsoft Dynamics 365, Hubspot, Zoho, Salesbolt, and more.
Sales Forecasting
Sales forecasting involves analyzing historical sales data, market conditions, and current sales pipeline to predict upcoming revenue outcomes. This predictive tool allows businesses to visualize their sales pipeline, anticipate revenue trends, and identify potential bottlenecks before they cause problems.
By forecasting sales, organizations can better manage their inventory, adjust marketing strategies, allocate resources more efficiently, and set realistic sales targets. It also helps in assessing the performance of sales teams and guiding them toward more effective sales practices.
Recommended sales forecasting tools:
- Clari: This AI-powered revenue management platform helps streamline the sales forecasting process by providing accurate rollups and intuitive interfaces for reps. According to Clari’s website, users experience a 12x boost in forecast accuracy within one year of use.
Clari integrates with various sales management tools and sales enablement tools including Salesforce, HubSpot, Groove, Gaininsight, Outreach, Salesloft, and more.
- Anaplan: This sales forecasting tool offers detailed forecasts by geography, product line, or specific account. It allows users to drill down to granular levels, such as city, state, product SKU, or a specific set of accounts tailored to industry verticals. This capability gives sales reps a clear view of their pipeline health, while enabling revenue leaders to utilize predictive insights to strategically allocate sales resources toward the most promising opportunities, driving more consistent revenue as a result.
Anaplan integrates with a variety of tech platforms including Salesforce, Informatica, Boomi, Tableau, Workiva, DocuSign, and Snaplogic.
Conversation Intelligence
Conversation intelligence technology analyzes call recording to provide actionable insights into sales interactions. It enables sales managers and reps to assess conversations, identify which talking points resonate with buyers, and pinpoint areas for improvement. This helps users understand where communication gaps exist so reps can refine their approach and leverage strategies that work versus those that don’t.
Recommended conversation intelligence tools:
- Gong: This conversation intelligence platform uses proprietary AI technology to capture and analyze customer interactions across multiple channels. It provides actionable insights, recommends next steps, and automates workflows. By consolidating all customer interactions into a single integrated platform, it enables teams to understand and respond to customer needs more effectively and efficiently.
Gong integrates with Salesforce, HubSpot, Highspot, G2, Office 365, Outreach, Salesloft, Seismic, Snowflake, and many other modern sales stack tech platforms.
- Chorus: Acquired by ZoomInfo in 2021, Chorus is a leading conversation intelligence tool backed by 14 technology patents. It’s designed to help performance-driven sales teams by capturing and analyzing customer interactions across calls, meetings, and emails. This analysis provides valuable insights, enhancing visibility and facilitating strategic adjustments in processes and behaviors that directly impact the bottom line.
Chorus integrates with Salesforce, HubSpot, Microsoft, Slack, Gainsight, Zapier, and many other sales management tools.
Contract Management
Contract management tools help sales teams create, manage, and track contracts with ease. These tools streamline the entire contract lifecycle from drafting and negotiation to approval and renewal. This ensures that every contact is accurate and compliant with legal standards.
In B2B sales tech, contract management tools are essential because they reduce the likelihood of errors and delays, which can accelerate deal closures and improve customer relationships. Plus, they provide visibility into contract statuses so reps can follow up in a timely manner.
Recommended contract management tools:
- DocuSign: With over a billion users, Docusign’s Intelligent Agreement Management (IAM) platform is the leading contract management tool. It allows users to create, commit to, and manage accounts all in one solution. For B2B sales companies, Docusign streamlines sales contracting which enables sellers to close more deals faster.
With more than 400 integrations, Docusign is partnered with a plethora of leading tech companies including Salesforce, Zoom, Microsoft, Google, Oracle, and many more.
- PandaDoc: This contract management software enables the creation of proposals, contracts, quotes, and more, catering to both companies and individual users. PandaDoc, particularly beneficial for B2B sales organizations, enhances deal speed and accuracy. It allows users to efficiently create, collaborate on, and electronically sign contracts. The platform ensures document accuracy by automating and standardizing contract terms.
Users can view a detailed dashboard displaying a snapshot of all contracts, including details, ownership, and analytics. All contracts can be finalized using ESIGN-compliant e-signature technology, guaranteeing legal compliance and streamlining the closure process.
PandaDoc integrates with Salesforce, HubSpot, Monday.com, Zendesk Sell, Slack, Microsoft Dynamics CRM, and many other sales management tools.
Calendar Tools
Calendar tools simplify the scheduling process by allowing prospects to easily find and book times to meet with sales teams. These tools integrate with existing calendars to display availability, avoiding conflicts and facilitating the automated booking of demos and meetings. This streamlines the interaction between reps and their prospects, reducing the administrative burden and speeding up the sales cycle.
Recommended calendar tools:
- Chili Piper: Built for high-growth revenue teams, Chili Piper helps businesses qualify, route, and schedule leads from anywhere. Its Instant Booker product automates scheduling for sales teams and protects reps’ calendars by only allowing leads from good-fit accounts to book time.
Chili Piper enhances organizational efficiency by automatically syncing meeting details, follow-ups, and records directly to the CRM. This integration allows reps to personalize customer interactions and effortlessly schedule group meetings, streamlining communication and coordination.
Chili Piper integrates with GoToMeeting, Gong, G2, Gmail, HubSpot, Instapage, Leadpages, Outlook, Outreach, Salesforce, and many more.
- RevenueHero: RevenueHero is a B2B scheduling tool designed to boost conversion rates from demo requests to actual meetings across various channels. It quickly qualifies prospects and allows for instant booking of meetings directly from a company’s website. Revenue leaders can establish distribution rules based on prospect information gathered from forms, CRM systems, or enrichment data, ensuring that meetings are directed to the appropriate sales team.
RevenueHero integrates with various tech solutions including Outreach, Webflow, Salesloft, Marketo, Salesforce, Microsoft Teams, HubSpot, and Zoom, among others.
Content Management Systems
Content Management Systems (CMS) are sales management tools that help organizations store, manage, and update digital content efficiently. For sales teams, a CMS ensures that all materials, such as case studies and security documents, are current and accessible. This accessibility allows sales reps to leverage the most relevant and up-to-date information during their interactions with prospects, enhancing their ability to communicate benefits and address concerns effectively.
Recommended content management tools:
- HighSpot: HighSpot's CMS enables organizations to upload, organize, and centralize content in a user-friendly manner. This platform allows for content personalization and distribution to buyers. Marketers can track key performance metrics both internally and externally, facilitating the refinement and optimization of their content strategy based on what works.
HighSpot integrates a wide array of tech platforms including Salesforce, Microsoft, Google, Slack, Salesloft, and many more.
- Accord: Accord's sales content management system centralizes and updates content within GTM playbooks, ensuring accuracy and relevance. This system prevents the use of outdated documents and disorganized training materials in sales deals.
Accord enables B2B companies to access appropriate content at the right time by aligning approved resources with specific playbooks. Additionally, it provides real-time analytics, allowing teams to track content ROI and gather data-driven insights throughout each stage of the deal cycle.
Accord offers a wide range of integrations with leading B2B sales technologies such as Salesforce, HubSpot, Slack, Gmail, and Gong. Users can also customize their integrations with Accord’s open API.
Deal Execution
Deal execution platforms are digital tools built to streamline the entire sales process from A to Z. These platforms provide teams with the tools they need to be successful — from account planning and mutual action plans to closing deals and onboarding customers.
During the sales process, deal execution platforms outline the business case so buyers and sellers can focus on the organization’s goals and challenges, rather than merely showcasing features and functionality. This helps businesses make more informed decisions about whether to move forward with a new product or service, and also ensures the seller’s organization is bringing in clients that are an ideal fit.
Recommended deal execution tools:
- Accord: Accord is a deal execution platform that helps revenue teams drive execution excellence. It enables GTM teams to set standards, drive accountability and enforce a repeatable process. Accord also helps revenue teams guarantee adoption of their sales and cs process and methodology so they can spend less time on non-selling activities, and more time executing on deals.
Built to meet the needs of complex multi-stakeholder B2B buying processes, Accord provides the foundation to ensure each organization's standards are followed, executed, and in-line with their CRM stages on every deal.
As the source of truth for defined deal criteria, buyer engagement, and sales and onboarding timelines, Accord helps revenue teams streamline, simplify, and inspect their sales and onboarding process, while improving forecasting accuracy and up-leveling execution to drive win rates and time-to-value.
Accord offers a wide range of integrations with leading B2B sales technologies such as Salesforce, HubSpot, Slack, Gmail, and Gong. Users can also customize their integrations with Accord’s open API.
Conclusion
As the global sales tech market continues to expand, the significance of a modern sales stack is more apparent than ever. By integrating key technologies such as email sequencing tools, sales forecasting solutions, contract management systems, and deal execution platforms, sales teams can streamline their workflows, increase revenue, and close more deals.
