A modern sales technology stack is the backbone of any sales team and with the global sales tech market is expected to grow to $104,470 Million by 2030 there are a lot of options to choose from. The right tech stack should enable your team and streamline your sales process. But with so many options and a budget to work within, how can you ensure you’ve got the best tech stack for your team.
What is a Sales Tech Stack?
A sales technology stack is a collection of tools and software that enables and informs your sales process. They can be:
- Customer relationship management (CRM)
- Sales engagement platforms
- Communication platforms
- Data analysis and reporting platforms
And any other tools used to streamline or support your sales team.
The Modern Sales Tech Stack in 2025
2024 flooded the market with AI tools promising a golden bullet to your sales efforts and according to the Salesforce State of Sales Report, 81% of sales teams are investing in AI. The top five areas where AI is improving seller productivity are:
- Logging sales data
- Recording customer information
- Drafting proposals
- Scoring leads
- Determining the next best actions for each opportunity
AI tools are best used to increase sales rep time to do more selling. These can be things like streamlining your workflows and sales enablement. By doing this your team can spend more time personalising outreach and building relationships with the prospects.
We believe that the human touch is still key, but AI can help inform your sales team of the right timing and relevant information to provide. AI generated messaging is still in its early days so you need to test it before relying on it as it can have a negative brand impact. This said, for lower-value solutions with large target markets, it is a way to cover larger ground very effectively and enable the passing of more qualified leads to your sales reps.
Things to Consider Before Building Your Sales Tech Stack
It can be overwhelming building out your sales technology stack, so how do you choose the right tools for your business?
What Tools Are In Your Existing Tech Stack?
Start with your current sales tools, think about:
- What do we already have?
- Can I use what I have more effectively?
- Are there some tools that I don’t need any more?
- What tools are crucial for my business to keep?
- Are there better options for my current solutions?
Speak to your team about how they currently use your existing tech stack. Ask if they find them useful, if so, what exactly is useful? Find out the tools benefit your sales cycle as just one example – it is also good to assess the adoption during this phase as that can inform the value perceived by the team in the tool.
If you’re not getting value from your existing tech stack, cancel your contract and allocate the budget elsewhere. For tools that can’t be replaced or removed, consider how you can integrate these systems with your new software. Is there a way that you can get even more value from what you’re using currently?
What Are Your Pain Points?
Next are your challenges. By understanding these, you’ll have deeper knowledge of which tools will be most beneficial. There’s a lot of choice when it comes to tech, but the most important thing is to ensure it solves your pain points to get the most value. Ask your team:
- What are the obstacles you face?
- What is taking up a lot of time?
- Are there any discrepancies or communication errors?
- What could be improved?
It’s easy when looking at this step to focus on internal pain points, but your prospect’s pain points should also be considered. Find out from your team and your clients directly:
- Did they face any barriers in the sales process?
- What took up a lot of their time, and can this be automated?
- Was any part of the process painful from their side?
What Can Be Automated?
Every business has repetitive and manual tasks that can be automated. According to a recent 2025 study, despite salespeople wanting to sell, only 33% of their time is used actively selling. Businesses need to focus on freeing up BDR and Sales time and often this can be done effectively by using sales automation. Look at tools that can support with:
- Researching leads and prospecting
- Initial preparation before contacting your lead
- Booking appointments and meetings
- Chaser emails
- Lead qualifying
- Contracts and invoicing
- Internal processes between sales and marketing
Every organisation’s sales process will be different, so what can be automated for you will differ from your competition. But by automating these processes, your team can focus on what they do best: selling.
Examples of a Robust Tech Stack
Part of the challenge is to build a robust sales tech stack; it should solve your problems right now, but should also grow with you as your business scales. We’ve broken down each area you should look at when building out your tech stack below.
Data Providers and Data Augmentation
Data providers and data augmentation enhance sales data to improve outreach efficiency. These tools help with prospecting and keeping business databases up to date. Some of these tools even enrich your data by adding missing information to ensure your team use accurate and up-to-date info.
Some of our favourite data providers and augmentators:
- Cognism
- Zoominfo
- Clay
- Lusha
- Apollo.io
Intent Data Tools
These tools help sales teams identify and segment leads based on their online behaviour and interest in your product or service. They collect and analyse behaviour signals so your BDRs and salespeople can contact the high-intent leads first. From a client perspective, it also means that a sales team won’t contact you if you are not ready to buy just yet.
Some of our favourite intent data tools:
- Bombora
- Lead Forensics
- Demandbase
- 6sense
- Cognism
Customer Relationship Management (CRM)
A CRM is the powerhouse of your tech stack. It manages your customer interactions, tracks sales opportunities and streamlines your workflows. It should be the central hub of your organisation’s sales processes and, if possible, should be integrated with your other tech stack tools.
Your CRM should drive your sales cycles and have clear stages for leads and opportunities, with gates to progress each.
Some of our favourite CRMs:
- Salesforce
- HubSpot
- Monday CRM
- Pipedrive
- Capsule
Sales Engagement and Automation
If you need to improve sales productivity, it might be worth considering integrating a sales engagement and automation tool. These automate repetitive tasks and improve engagement via multiple channels. It can be tempting to use these tools for mass outreach with generalised messaging. But if you’re a B2B company with a complex service or product offering, we’d advise using these tools with as much personalisation as possible for the best results.
Some of our favourite sales engagement and automation tools:
- Salesforce Sales Engagement
- Outreach
- Gong.io
- Salesloft
- HubSpot Sales Hub
Email Platforms
Email platforms are great for nurturing or re-engaging prospects. It can be used in both marketing and sales teams. Tools like Mailchimp and HubSpot have been around for a number of years and are the market leaders, but there are some other innovative email platforms that might also suit your business.
Some of our favourite email platforms:
- HubSpot
- Smartlead
- Mailchimp
- Mailreach
- Brevo
- Salesforce Pardot
Conversation Analysis
Conversation analysis is a relatively new tech type with the rise of generative AI. These tools analyse sales interactions and provide insights for how to improve sales performance. They use artificial intelligence to assess themes, customer sentiment and objection handling all within one tool. Conversation analysis tools can help improve BDR coaching, pipeline forecasting and encourage more data-driven decisions.
Some of our favourite conversation analysis tools:
- Chorus
- Jiminy
- Clari Copilot
- Gong.io
- Fireflies Conversation Intelligence
LinkedIn Automation
LinkedIn automation is great for streamlining prospecting and initial outreach on the platform. You’re able to automate connection requests, send personalised messaging and profile visits. Many of these tools also allow cadence integration with email which can help streamline your tech stack.
Some of our favourite LinkedIn automation tools:
- Expandi
- Closely
- LinkedIn Helper
- LinkedFusion
- Dripify
- WeConnect
Building Out Your Sales Tech Stack
Finding the right sales tech stack can be the difference between an efficient sales team driving ROI and a sales team using up to 70% of their time not selling.
Prioritise The Roll Out
Once you’ve found the tools that may solve your pain points, next comes your priorities. Work life can get busy and it’s optimistic to expect that you can build your tech stack all at once. We’d recommend taking it step by step in order of your priorities. If your main challenge lies within your sales pipeline process, focus on the tech stack that supports this first. Prioritise rolling out the tools that will provide you with the most value.
Be Realistic With Your Budget
Budgets will ultimately determine which tech stack you go with. The right tech stack is one that fits into your budget, without compromising on quality.
When assessing the software you’d like to use, it may also be worth seeing if they have other upgrades or options to solve more than just one of your pain points. This can be more cost-effective. For example, rather than using HubSpot and Mailchimp for managing your pipeline and email marketing respectively, you may want to consider using HubSpot for both. Applying the Pareto Principle may mean you do not need 100% of the latest gizmo where 80% in fact delivers the improvement you want and enables a realistic compromise on one solution.
Common Pitfalls of Building a Tech Stack
Don’t Underestimate Your Timescales
Building a tech stack takes time. Tech stack sales reps and CSMs may be overly optimistic about timelines for getting up and running. But make sure you give your team enough time to implement, configure and optimise your tools so that everything is set up correctly. This may take a few more months than you initially expected, but getting it right vs rushed and wrong saves you having to do it twice. It is a significant investment and taking time will maximise your ROI.
Balance Where You Invest
Every business works within a budget and you won’t be any different. Many businesses look at investing in just one area, rather than focussing on the bigger picture. It’s far better to scale down your expectations in one area of the business and implement a set of tools that will help improve the overall performance of the business.
Escalating Data Costs
A common pitfall we see is escalating data costs. Usually a business will integrate one primary data source with one tool and add other data providers to supplement with additional data records or types. This can be great in terms of usability and ensuring you have up-to-date data, but it can quickly become very expensive – especially as some data tools use a credit basis for every record you use which can quickly eat up a budget without being controlled. Look to see if you’re using all the capabilities that these tools offer, if not see if you can downgrade to a cheaper or free subscription account to reduce ongoing costs.
Train Your Team
You could have the best tech stack in the world, but if your team doesn’t know how to best use it, you’ll never get the best results. Invest in upskilling your team on your new tech stack, as well as letting them know what they should be getting from these tools. This will also help manage any push back you may have from your team in adopting and using your new tools.
Track Your ROI
Once you have your tech stack up and running, it can be easy to think the job is finished. This is where a lot of businesses fail to optimise their tech stack investment. Make sure you’re tracking your ROI from these tools. By doing this, you can manage your budgets more effectively by understanding where you can invest more in the future, and where else might not need future investment.
Do You Need a Tech Stack But Not Sure Where to Start?
If you’re building out your sales function, you might want to consider sales outsourcing. Stay ahead of the latest tech innovations and requirements by outsourcing your team and tech stack to a sales outsourcing agency. A good outsourcing agency will be competitive and allow you to benefit from insights across multiple clients, and most importantly deliver value. You’ll stay ahead of changes in the market whilst also gaining the other benefits of outsourcing your sales. Get in touch with one of our sales experts today.