A new sales tech stack is emerging geared toward the early stage of the sales funnel. But the landscape is crowded, with some sources citing more than 300 sales technology vendors, making sense of this ever changing landscape is becoming a major challenge.
At ELEVATE, Craig Rosenberg shared his thoughts on the emerging sales tech stack, specifically sharing what the fast-growing B2B, SaaS companies are leveraging. His take is that the very best teams are utilizing technology heavily. At hyper-growth companies, he finds that there is a minimum of five tools, but some are using up to 10 or 12. He cautions though that before you turn to technology to scale and optimize your sales results, start by defining your process.
Here are a few tips from Craig to get you ready for 2016:
- The sales tech stack – Today most companies have a CRM solution (Salesforce, Microsoft Dynamics, Oracle CRM, etc), paid LinkedIn, and some sort of sales email application. These have become table stake solutions. What we see for 2016, based on a recent survey, is higher investment in dialing technology (45% of those surveyed) and predictive analyticsk(36% of those surveyed).
- Be sure to define your process first – Those organizations that are successful with technology, articulate their sales process, and then try and solve for a very specific roadblock or challenge in that process.
- Make sure sales has a seat at the table – When defining sales process, it is often times driven by individuals that don’t have a good sense of the day-to-day, maybe someone in marketing. It’s important for front line sales reps and those that manage them to have a seat at the table when defining the sales process.
- Understand how you are going to sell – Look at what worked in 2015, where have you been held up, and where can you add gasoline to grow. Map out what happens from the top of the funnel all the way through to close; look at all the steps that are happening. By looking at the details you can make better decisions and really optimize.
Last year I heard Craig say that we are in the age of the “highly-optimized, process-driven sales force.” This phrase stuck with me all year. It is a great way to think about where we are as a profession and all the responsibility this new era evokes on sales and marketing leaders. Craig takes great pause in ensuring this new era is entered into in a responsible way and we appreciate his passion in this area.
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Alyssa Trenkamp is the director of marketing communications at Velocify and a 15 year veteran in the enterprise technology sector. Prior to Velocify, Alyssa spent nearly a decade as a marketing and public relations consultant for Microsoft. Alyssa holds a BA in Journalism from Western Washington University.