Sales

How to add value by consolidating your sales tech stack

By — On 31 octobre 2024

Managing the B2B sales tech stack is now a costly and inefficient challenge for many organizations, with teams relying on an average of ten tools to close business.  

According to Harvard Business Review, a typical knowledge worker switches between various apps and websites around 1,200 times daily, resulting in lost time and a poor user experience. For go-to-market (GTM) teams, consolidating the sales tech stack is vital for boosting operational efficiency and cutting costs. 

Eliminating redundant technology is only part of the solution. Even if the remaining applications are useful, their separation across different vendors and platforms creates challenges. This siloed data makes it difficult for GTM teams to reach their full potential. 

That’s why organizations need to unify tools in the sales enablement tech stack to reap the business benefits of consolidation. Read on to understand the reasons for doing so, learn about the business benefits, and hear some real-life case study examples.  

Drivers for consolidating and unifying the sales tech stack 

Overbuilding your sales tech stack can stifle growth, add costs, and create inefficiencies that impact sales productivity. Here are some key factors that make consolidating and unifying your tools an essential step: 

  • Saturation of cheap point solutions: While inexpensive point solutions might seem like a good short-term fix, they often lack the robust features and scalability that growing organizations need. Using many small tools can create a mix of systems that don’t work well together. This can lead to data silos and missed opportunities for collaboration. Consolidating these tools into a single, more comprehensive platform can enhance functionality, eliminate redundancy, and ultimately improve sales productivity. 

  • Rising administration costs: Each tool in your sales tech stack comes with its own administrative overhead. Factors like licensing fees, training needs, and ongoing maintenance can add up quickly. Consolidating the tools in your tech stack allows you to reduce the number of systems requiring support, cutting down on time and resources spent on administration.  

  • Redundant technology: Many GTM teams use multiple tools that perform similar functions, leading to unnecessary overlap and added complexity. Consolidating and unifying the sales tech stack provides a single source of truth, removes redundant solutions, streamlines processes, and drives higher user adoption.