Chapter 10Building a Modern Sales Tech Stack

Technology is accelerating at an unprecedented pace. In the past five years, sales technology vendors multiplied from being in the dozens to the low thousands. CRM is no longer enough.

Yes, buyers have more options than ever before and more information at their fingertips, but salespeople now have more weapons in their arsenal. These new technologies are leveraging machine learning and natural language processing to do everything from sentiment analysis to e-mail responses, relaying buying signals and intent data, analyzing phone calls for phrases and details to say or not say that help close deals or kill them, and much more.

A good CRM can take you a long way, but at some point, you are going to want to do more than capture data and move through opportunity stages.

When it’s time to build your tech stack, your design and approach are critical to success, both in driving adoption and creating a balanced ecosystem of tools. The goal is removing friction from the sales process without overcomplicating the behavioral expectations of the sales team.

A new tech stack should be like a puzzle with each piece creating a clearer view of how the sales process leads to closing more deals. The right design and foundation are crucial for future success. A great designer considers the long game, creating a layered ecosystem of tools that can support the wide variety of sales and marketing strategies that could happen over time.

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