What’s Sales Tech and How Can It Boost Your Team’s Performance?

9 min read
Jul 5, 2023
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Sales tech. It's a term you've heard many a times. In today's hyper-connected business world, sales tech has become an absolute game-changer for companies looking to optimize their sales teams' performance. Think increased efficiency, skyrocketing productivity, and a serious boost to your revenue growth. How can you get all that?

What is sales tech all about?

Sales tech is a wide array of digital tools, software, and systems that aim to streamline and enhance your sales process

These tools can range from customer relationship management (CRM) systems to AI-based sales assistants, data analysis tools, etc. Each tool is designed to make your sales team's job easier, more efficient, and more productive. 

Customer Relationship Management (CRM) systems 

CRM systems have become the foundation of modern sales operations. They provide a unified platform to manage all customer-related data and interactions, allowing you to streamline sales processes, improve customer service, and ultimately, drive sales. 

With a robust CRM system, you can automate routine tasks, track sales pipelines, and generate detailed reports, providing a 360-degree view of the customer lifecycle.

AI-Based sales assistants 

AI-based sales assistants are powered by machine learning (ML) algorithms and natural language processing to automate mundane tasks in the sales process. They assist with lead generation, lead scoring, and follow-up activities, drastically reducing the workload on sales reps and increasing sales efficiency. 

They can also analyze customer behavior and preferences, suggest optimal contact times, and even draft personalized emails.

Data analysis tools 

In the era of Big Data, businesses are flooded with massive volumes of data. Here, data analysis tools come to the rescue. They empower sales teams to process and interpret this data, transforming raw numbers into insights. These insights can provide a better understanding of sales trends, customer behavior, and market dynamics, guiding you in refining your sales strategies and decision-making processes.

Sales intelligence software 

This type of software equips you with in-depth data and insights about potential customers. They gather and analyze data from various sources, track customer social media activity, monitor company news, and employ predictive analytics to forecast future sales opportunities. With such rich, detailed information at their fingertips, you can find and approach leads more effectively.

Sales enablement tools 

These platforms are resource hubs that support you by providing easy access to necessary content, information, and tools you can use in the sales process. They often include training materials, sales scripts, case studies, product datasheets, and other resources that enable sales teams to perform at their best. They also offer tracking and analytics features to measure the effectiveness of sales content and strategies.

Communication tools 

With remote work and virtual sales meetings becoming the new norm, communication tools have gained significant importance. They ensure seamless, real-time communication among teams and customers, enhancing collaboration and response times. This category includes tools for video conferencing, instant messaging, email, and even collaborative workspaces.

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Why Sales Tech is Essential for Modern Sales Teams

It's evident that sales tech isn't just a nice-to-have anymore — it's a must-have. A study by found that sales reps spend only about 37% of their time actually selling. The rest? It's consumed by administrative tasks. Automating these tasks with the right sales tech tool frees up your team's time, allowing them to focus on what they do best: selling.

Sales tech can also deliver crucial data-driven insights, aiding strategic decision-making. It's like having a crystal ball showing you exactly what your customers want and how you can provide it. According to a report by McKinsey, businesses that harness the power of data are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

Don't forget the impact of sales tech on team communication. Whether your team is remote or in the office, staying connected is critical. A study by the Queens University of Charlotte found that about 39% of surveyed employees believe that people in their organization don't collaborate enough. Sales tech tools, like collaboration platforms, can help bridge that gap and improve overall team performance.

The impact of sales tech

The adoption of sales tech has a profound impact on the overall sales process and outcomes. CRM systems have proven particularly beneficial, significantly improving customer retention rates and driving revenue growth. Businesses that have integrated CRM into their operations have reported better relationship management, greater customer satisfaction, and increased sales effectiveness.

Take a look at Pioneer Millworks, one of our customers that integrated LiveChat with Salesforce and Shopify to close opportunities faster. The Shopify integration enables their team to get samples into customers’ hands a lot easier than just sending them a link to the online sample store. 

Agents can show customers how to get to a certain product in real time or just add them to their cart for them. Being able to help customers manage their carts and get to samples a lot faster is crucial for their sales team

Deanna Varble, Marketing & Creative Director at Pioneer Millworks, said:

Helping the customer put together what that cart looks like and get them closer to that final step is far more effective than letting a customer browse the website themselves and hoping that they’ll end up in that sample process.

Because of that and other activities, their sales team increased the average opportunity value by 16%, and their online samples transaction rate grew by 5%.

Obviously, sales tech has a much broader influence. AI-based tools are shaping the future of sales with their predictive capabilities. They enable companies to forecast sales trends, understand customer behavior better, and tailor their strategies based on these insights, making the sales process more efficient and less resource-intensive.

Personalization, another critical aspect facilitated by sales tech, enhances customer satisfaction and loyalty. By using artificial intelligence (AI) and data analytics, you can deliver personalized communication and offers to their customers, leading to higher conversion rates and increased customer lifetime value.

Choosing the right sales tech for your team

So, you're sold on the idea of sales tech, but now comes the big question: how do you choose the right tools for your team?

Integrating sales tech into your business is a strategic process that demands careful consideration and planning. It's crucial to align the chosen technology with your unique business needs. This requires a clear understanding of your sales process, its challenges, and the areas that stand to gain most from automation or advanced analytics. 

Also, consider your budget. Plenty of sales tech tools are out there, but not all of them will fit within your budget. Find a balance between cost and value to get the most bang for your buck.

Scalability is another important aspect. The selected tech should be able to grow with your business, accommodating an increase in customers, transactions, or data over time. 

Equally essential is the learning curve associated with any new technology. The ease of use and accessibility of the tech will significantly influence how quickly your team adapts to it. Make sure proper training is a part of the implementation process. 

Then comes the issue of integration. The new sales tech should seamlessly fit into your existing tech stack and be compatible with other technologies your business uses. This will prevent operational silos and facilitate smooth, cross-departmental workflows. 

Lastly, understanding the potential return on investment (ROI) is vital. The value that sales tech brings to your organization, in terms of increased sales efficiency, more profitable customer relationships, or improved decision-making, should outweigh the investment cost. 

Challenges in sales tech adoption

Adopting sales tech does come with its set of challenges. The most common is resistance to change, especially from sales staff accustomed to traditional methods. Ensuring smooth change management is crucial to overcome this hurdle.

Data security is another significant concern. Given the sensitive nature of sales data, businesses need to prioritize the security of their sales tech tools to protect against potential data breaches.

The integration of sales tech also requires considerable training and development efforts. Companies must ensure their staff are well-equipped to use these new tools effectively. Providing sufficient training and ongoing support can help businesses maximize the benefits of their sales tech investment.

Future of sales tech

The world of sales tech is rapidly evolving, with several key trends shaping its trajectory and amplifying its impact on the sales process. At the forefront is the incorporation of AI and ML into sales technologies. Both are used for predictive analytics, lead scoring, and personalized marketing, providing companies with data-driven insights to optimize their sales efforts. 

Another emerging trend is the convergence of sales tech tools into all-encompassing platforms. Instead of relying on separate, single-function tools, businesses are moving towards integrated solutions that offer multiple functionalities, creating a seamless and efficient workflow. 

The shift towards remote work, catalyzed by global events, has also fueled the demand for virtual sales technologies. Tools for virtual meetings, remote presentations, and digital contract signings have become essential in the modern sales tech stack. 

Additionally, the role of data in sales tech is expanding. Data privacy and security have taken center stage, and there is a growing focus on consent-based marketing and data governance. 

Finally, with the rise of the customer-centric approach in business, personalization is increasingly emphasized. Sales tech tools are designed to deliver hyper-personalized customer experiences, using data to tailor messages and offers that resonate with individual customers' needs and preferences. 

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Over to you

Sales tech is changing sales processes, providing businesses with new opportunities for growth and efficiency. While the transition towards a tech-driven sales process may come with challenges, it's well worth the effort.

Embracing the power of sales tech today is an investment in the future, paving the way for more efficient, scalable, and effective sales processes. The future of sales is undeniably tech-driven, and businesses that adapt will thrive in this new era.