What Is A Tech Stack In Sales?

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Tech stacks are a combination of digital tools used in running an application.

When it’s time to build a technology stack, sales teams are faced with hundreds of solutions that offer lofty promises of automation, efficiency, and higher revenue.

Sales professionals are focused on achieving the highest possible return on the time and energy investment of yourself and your team.

If you’re a sales rep, the right sales tech stack will save you valuable resources at every buyer journey stage.

If you’re a sales leader, the right tech stack is the difference between average-performing and exceptionally performing teams.

A sales tech stack plays a critical role in a sales team’s success, but how have sales tech stacks evolved, and where are they going next?

Before you start signing up for new sales tech tools, here’s how to figure out what tools you need and what are nice to have.

What Is A Tech Stack?

According to HubSpot, a sales tech stack is the set of technologies or software solutions an organization uses to support salespeople and help them communicate more effectively with prospects.

This technology is usually cloud-based.

As sales processes adapt to the economy and new societal norms, your tech stack will also need to pivot.

A sales stack typically includes management tools, including:

  • Predictive analytics

  • Real-time sales performance dashboards

  • Call recordings

  • Call monitoring

  • Call barging

The tools that make up a company’s sales technology stack typically differ based on a business’s overall sales process.

As new sales tools become available, sales reps and managers embrace a wide variety of technologies.

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What Is A Tech Stack Audit?

When there are so many different tools, it can be challenging for a sales leader to determine what technology your team needs to succeed.

So the first step in building a better tech stack is to understand what your team is already using and how each tool fits into the sales process.

A tech stack audit will give you insight into the gaps your technology currently has, and the holes that are important to fill.

It’s important to note that you will need to regularly prioritize this type of audit, with new apps and updates being launched every day.

It will help you discover new tools to assist your sales team and company in the following ways:

  • Save valuable time for sales reps

  • Save money on useless apps

Project Management

The best project management tools offer project tracking, task lists, file sharing, and scheduling tools to keep teams focused and on track to reach their goals.

But sales teams need a robust solution that helps track leads, manage tasks, and integrate with other sales tools.

Kennected Calendar

Kiss back-and-forth emails goodbye and make scheduling meetings a breeze with the right appointment scheduling software or app.

Giving prospects the ability to schedule meetings when they want makes it painless to get a meeting on the books — and less likely you’ll be ghosted.

See a demonstration of Kennected Calendar today!

Dirty Data

If a sales rep spends too much time calling leads that aren’t good fits, deals don’t close. But this doesn’t necessarily reflect the rep’s efforts.

Rather, despite all the software available, the underlying data simply hasn’t provided enough high-quality leads. So-called “ dirty data ” is a significant problem for the tech stack.

At least one-third of CRM data is suspected to be inaccurate, and email lists decay at an average rate of 23% to 30% annually.

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What Is An Example of A Tech Stack?

A company that generates a large portion of business from outbound calling, might invest heavily in tools that enable reps to dial leads faster, connect with more prospects and log call data automatically.

All sales software was created to solve specific pain points within the selling process, so if you find your team struggling in a particular area, there is a good chance that software has been created to help.

These tools help salespeople and prospects eliminate the hassle of back and forth emails to schedule a time for a call.


Lucidchart aligns your revenue team and serves as a dynamic roadmap to help you land more deals and grow accounts quickly.

Sales reps can build account maps to better understand their buyers, and its Salesforce integration helps sales teams take action on their CRM data easily.

The most popular online Visio alternative, Lucidchart, is utilized in over 180 countries by millions of users, from sales managers mapping out target organizations to IT directors visualizing their network infrastructure.

Personalized Video

In the new normal, personalized video is crucial for making remote messaging more of a connection.

It puts a face to your brand, builds credibility, and introduces a human connection to the sales process.

Help your sales team learn how to leverage the power of their social network to find the right prospects, build trusted relationships, and reach their sales quota by leveraging our tool Kennected Video!

This tool allows users to create personalized videos for customers.

Customer Relationship Management (CRM)

Sales teams need a powerful solution that helps track leads, customer relationships, manage tasks, and integrate with other sales tools.

Your customer relationship management software will help you manage your sales, marketing, and services and organize your team.

Most CRMs will allow you to track all your sales communication, speed up your sales cycle, and assist with lead nurturing.

One in four survey respondents says poor customer experience was the biggest drawback of using a digital sales tool.

Customer experience is closely related to team-wide adoption: if a sales rep or sales team leader has a poor experience using a sales tool, they won’t return to it.

Improving the customer experience comes down to improving the overall usability of a tech tool and removing “annoyances” that get in the way of a customer getting the most out of the tool.

Improving the overall customer experience in sales tech stacks should be top of mind for SaaS companies.

Several CRM tools are available, but here is a breakdown of some of the most commonly used tools.


Nutshell is an all-in-one CRM and email marketing platform designed for small businesses.

Widely thought of as a project management tool, also features CRM functionality, allowing you to combine your CRM and project management data in an easy-to-understand visual view not typical of many CRMs.


Zoominfo is a B2B database for sales and marketing professionals that provides company and contact information.

They also offer solutions to support other sales needs such as territory planning, lead scoring, sales prospecting, etc.

Process Street

As a workflow management tool, Process Street allows you to create documentation for standard operating procedures that everyone is aware of and can collaborate within.

This is so much more than a boring checklist. Process Street gives you the freedom to create easy, collaborative workflows.


Salesforce uses cloud technology to provide teams with a shared view of each customer and prospect, allowing sales teams to integrate customer data from any source, streamline email, social, phone, and chat support, and deliver targeted, personalized messaging.


Using Hubspot to manage your marketing campaigns is a great way to follow your leads and customers through the funnel.

You’ll be able to manage your pipeline, automatically track things like customer interactions over email or social media, sync with Gmail or Outlook to capture every meeting in real-time, contact management, and make every part of the sales process easier.

It offers many key sales and marketing tools, its intuitive dashboard is easy to use, and its capabilities are vast. ‍


Trello is a simple web-based, Kanban-style tool that gives teams the ability to organize and list projects based on priority and due date, compare progress, and tag individual team members on different projects.

There’s a tech tool for just about every type of job function; all built to help you streamline work and deliver better results for your business.

How To Develop A Tech Stack

When it comes to assembling a sales technology stack to help reps succeed, many sales leaders invest in tools that accelerate their reps’ performance during various stages of a sales pipeline.

These stages include contacting leads, giving demos, and closing deals.

To build the best tech stack for your team, start by gleaning through each stage of your sales process, noting where steps could be simplified, shortened, or integrated.

Building a sales stack isn’t the same as purchasing many tools. It’s a bit more complex.

If you want to build a sales stack that your team uses, build it around the sales process, they’re already using.

A well-defined sales process is what enables sales teams to close deals predictably.

The tools you purchase should turn an already fantastic process into something that can be done more efficiently and productively.

Between four and ten sales tools might seem like a lot for teams to manage, but as demand has grown for remote selling at scale, it’s also getting easier and less costly for teams to have multiple tools for unique roles.

What Are Tech Stacks Used For?

While the sales process remains consistent across many industries, companies that focus on employing the right sales tech stack to execute their sales strategy can streamline their operations and separate themselves from the competition.

A sales tech stack can be a trusted friend or a source of stress for sales reps and their team leaders.

A great, well-integrated tech stack can bring in more deals and increase revenue, while a poor tech stack often costs teams time and money.

It can be challenging for sales teams to isolate the impacts of their software amidst all the external factors.

No two companies will have the same sales stack. The tools you use should solve the specific issues your sales team faces.

For example, a B2B company with a solid lead generation process might not need a tool to find more leads, but their team might need help nurturing leads due to the longer sales process.

On the other hand, a SaaS platform might have its lead nurturing process down, but struggle to track the most effective demo process, resulting in sales reps closing fewer deals.

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Why Are Tech Stacks Important?

Your company’s “sales stack” is the software and technology your sales team uses and needs to excel at its job.

The goal of your sales team is to close as many quality deals as possible with the least amount of resources—including time and energy.

So with the right sales technology stack in place, sales teams can more easily connect with prospects, optimize their communication, and seamlessly move prospects through the sales pipeline.

For this reason, it’s a worthy investment to stack your sales team with all the specific tools that’ll help them work more efficiently.

A sales technology stack can benefit sales reps by accelerating sales productivity, providing sales reps with contextual details about customers, and automating tedious tasks.

While a sales technology stack can be equally beneficial for sales managers, thanks to tools that provide insight into reps’ activities and help make smarter revenue predictions.

But without high-quality data to connect them all, many of those tools can essentially turn into empty boxes that fall short of their goals.

When layers of data are tightly integrated with software, sales reps and marketers have the most effective way to successfully engage with prospects and find their next buyers.


Automation helps sales teams do more in less time by automatically nurturing leads, delivering files, and reminding sales reps to follow up on hot leads.

It doesn’t just make sales reps more effective; it makes businesses more profitable. Sixty-one percent of companies using automation exceeded their revenue targets in 2020.

Live Chat

Is a prospect hanging around your pricing or features page? Engage with them at the moment using direct messaging.

Ensure you use filtering criteria, so your chatbots give you the most qualified leads possible.

Sales Analytics

With the right sales analytics tools, you can do more than just gather data: Turn that data into actionable insights for your team.

Working Remotely

With face-to-face meetings limited due to recent events, 81% of salespeople do more video meetings. So your internal communication tools should work for dispersed teams.

Whether your team is in-office or dispersed, working from home or working from a coffee shop, your internal communication stack should help them feel united as they collaborate on reaching their sales goals.

Sales Engagement

Now, more important than ever is having the right tools for your teams to connect with buyers personally.

Sales engagement solutions will allow your reps to create better, more personal, and engaging conversations with their potential customers.

There are now too many distractions, too many other priorities, and people are busier than ever.

Sales experts suggest ditching spray and pray, surprising prospects with “pattern interrupt,” and becoming ‘sales engineers‘ for best results.

Kennected takes a “pattern interrupt” approach as it’s a transparent way of communicating with customers.

Sales Enablement Software

Allow your sales reps to perfect their craft with software that offers critical insights into how you can use the tools you’re using to close more deals and earn more revenue.

When reviewing each part of your sales process to identify gaps in your sales stack, ensure you look at what methods you can automate.

Your CRM might be able to help out with some of this automation.

Before buying a standalone piece of software, check in with your CRM support person to see if there’s a feature you can add to your existing software.

With the right sales tech stack, your sales reps will be able to excel at their jobs, and your revenue will continue to increase.

Get started optimizing your sales stack by integrating a sales experience platform like Walnut into your sales flow. Set up a meeting to see how it’ll boost your revenue.

You provide the best product. Make sure your customers know it. Empower your team. Impress your prospects. Create unique sales experiences.

LinkedIn Sales Navigator

LinkedIn Sales Navigator is an effective sales enablement and sales prospecting tool that helps you connect with the right decision-makers, gain more visibility into extended networks, and build and nurture relationships with personalized outreach.

LinkedIn Sales Navigator is a paid LinkedIn tool that helps you find and connect with leads.


Outreach is a sales engagement platform that strategizes and automates sales rep communications via four main components: email, social, voice, and text integration.

An always-on assistant automatically updates key info on prospects, while AI-based machine learning advises reps on the next steps.


Xant is a sales enablement tool that uses AI to provide bi-directional data exchange on anonymized consumer behavior via a direct CRM integration.

They claim to use patented AI technology to “identify who the real buyers are, how they behave, and how reps should engage with them.”


This sales enablement software integrates with your CRM to analyze dialer calls and drill down into what separates great reps from the good ones.

This unique software records, transcribes, and analyzes your sales calls and provides you with tips so you can drive sales effectiveness. ‍

If you don’t want to pay for Gong, you can use to record your sales calls and then review them as a team or individually to analyze how you can improve your sales chops.


InsideView is another B2B data and intelligence company that gleans insights and relationships from more than 40,000 sources of business information, contact data, online news, and social media.

This tool puts account intelligence in Microsoft Dynamics 365, Salesforce, or your browser to help you find the right prospects, engage with them deeper, and win deals.

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Train Your Team

Once you have your tech stack defined, every team member must know how to properly use it to give them results.

Sales enablement training refers to a strategic approach to enhancing sales performance across your organization.

In short, it means not only getting your team up to speed on your new processes but making sure they understand how to use these processes to connect with today’s buyers.

Team-wide adoption is the biggest challenge for sales teams investing in tech. Sometimes, sales software is only as good as its usage.

Improve Your Lead Generation

After reading through all the tools, you probably wonder which software tools will make lead management easier.

Kennected has a unique lead generation tool called Cloud Kennect. It hyper focuses on specific niches of customers to make the user’s lead generation easier.

Sales activities are easier with automation, right? Cloud Kennect uses automation to send personalized messages to your network rather than the boring mass email template.

Our sales team is waiting to work with you. Learn more about the tool here.

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