Companies have made significant investments to date in tools and technologies to enable their marketing and sales processes. Usually, the core of this investment is a customer relationship management (CRM) system deployed with high expectations of streamlined selling and new insights. Unfortunately, CRM systems are rarely fully utilized and often fall short of these expectations. Shouldn’t sales technology actually help salespeople sell?
Rather than become a chore to update and merely a means to provide activity and pipeline reports to management, why not make an investment in something that actually drives and optimizes sales activity?
Companies need to embrace the sales technology stack to truly take advantage of technology-enabled selling.
The concept of a sales stack has been around for a while with sales expert Jim Keenan sharing a great post called The Sales Stack back in 2012 on his A Sales Guy blog. His seven layers include both enabling technology as well as rewards, recognition, and compensation programs. Max Altschuler published a more recent take on it on the Sales Hacker blog titled Welcome to the Era of the Sales Stack. He maps the stack to each stage of the sales lifecycle and highlights some great tools to enable the various pieces of it.