What Software Makes Up My Sales Tech Stack?

Sophisticated B2C sales require an innovative sales enablement tech stack. Customizing that stack ensures an optimal lead conversion.

What is a Sales Tech Stack, and Why do I need it?

Effective modern sales require less time working on mundane manual tasks and more time engaging directly with sales prospects. 

There are many software tools to consider when building a start-to-finish digital marketing process. How do you get from generating a lead to making a sale most efficiently?

A sales technology stack (sales tech stack) is an ecosystem of sales software applications. This ecosystem moves a lead seamlessly to a closed sale. Think of it as a digital toolbox.

A one-size-fits-all CRM is appealing, but the best CRMs also have the most integrations for a reason. CRMs are only one component of an effective sales tech stack.

With automation and integration, companies achieve sales efficiency that keeps pace with the rapid changes in consumer buying habits and expectations. Building a sales tech stack requires evaluating the available software, how it fits into the sales process, and how well it addresses business requirements. 

Modern sales leaders at top organizations have evolved to align marketing and sales teams to achieve a more fluid path to a closed deal. Marketing generates leads but also helps qualify and nurture them. Suppose salespeople aren’t successful in converting a prospect; marketing assists in promoting and re-engaging that lead. This makes marketing automation a vital part of the sales tech stack.     

When building a start-to-finish digital sales process, there are many considerations:

  • How do you get from generating a lead to making a sale most efficiently? 
  • How do you ensure the automation of your prospects and leads to sales reps? 
  • How do you match opportunities in your sales pipeline with the right salespeople?
  • How do you implement sales and marketing programs without technical roadblocks that prevent customers from completing their buyer’s journey?

Modern sales teams need different solutions to complete their sales tech toolkit, and they all need to talk to one another. More specialized sales enablement tools for every stage of business launch daily. Using a portfolio of software applications to build a sales process to convert more qualified leads can seem overwhelming. However, when carefully chosen, these integrated solutions allow a higher level of customization, allowing sales teams to adapt, evolve, and succeed. 

A complete sales enablement software technology stack will include:

A complete sales enablement tech stack might look like this:

Lead Generation

Lead generation software provides marketers with tools to generate leads. Landing pages, chat, or phone calls capture lead data. Cold email, PPC, and SEO drive prospects to your website or landing pages.

These prospects engage via live chat, conversion form, or inbound calls. Lead generation sends lead data in real-time to marketing automation for nurturing and lead qualification, lead distribution, or lead management. 

Marketers either use one-off solutions that are very good at specific tasks or solutions that include many tools in a single application.

  • SEO - Moz, Semrush
    SEO tools help marketing teams assess inbound links and website performance with Google and other search engines. They also help create web pages with targeted keywords to maximize site rankings.
  • Email - Hubspot, Snov.io
    Email marketing applications create and evaluate email campaigns, cold outreach, and nurture drips that target your customers at the right time in their customer journey.
  • PPC - Google Ads
    Pay Per Click solutions generate link clicks, driving traffic to your website for lead capture.
  • Retargeting - Adroll
    Solutions like Adroll track web visitors and target them with relevant ads on other websites.

Why do I need lead generation software?

Organizations either run internal lead generation programs or hire agencies to generate their leads. Lead gen agencies are effective in the short term, but long-term strategies should include internal lead generation with lead generation software. Internal lead generation allows for tighter lead quality control and reduced costs.

Without internal lead generation programs, companies are entirely dependent on lead generation agencies, which can be unnecessarily costly over time.

Marketing Automation

Marketing automation accepts incoming leads from various sources, including managed ads, landing pages, emails, or sales software. Most marketing automation solutions also help track the effectiveness of lead-generation efforts. Marketing automation helps manage contacts and segment, score, prioritize, and nurture them to the marketing qualified lead (MQL) stage.

Once leads are qualified, they forward to a sales application. Marketing automation often includes creating and tracking landing page performance, email campaigns, PPC, SEO, and managing ad spending.

Why do I need marketing automation?

 Marketing automation provides a single tool to manage social media campaigns, email nurture campaigns, SEO efforts, and even PPC. All of these features increase the efficiency of marketing departments.

Popular Marketing automation solutions include Hubspot, Marketo, and Pardot.

Lead Management (Sales Automation Software)

A sales enablement solution like ClickPoint Lead Manager accepts the lead data when it’s sales-ready and applies intelligent lead routing. Here it is prioritized, routed, tracked, and available for calling, texting, and emailing.

Why do I need Lead Management?

Some companies rely solely on CRMs to close leads. CRMs have many inefficiencies that lead management software addresses. Lead management handles many prospects and leads, segments sales channels, and focuses on top-of-funnel activities. As a sales engagement tool, it directly helps sales teams convert more prospects.

Lead management solutions prioritize leads across large, multi-location organizations. Lead management moves hot prospects through custom sales cadences utilizing email, text, dialing, and chat, all from a straightforward, purpose-built tool. A good lead management platform can dramatically increase contact rates, increase closed deals, decrease CPA, and boost ROI.

See how ClickPoint Software can increase your contact rate


CRM systems are generally designed to assist in prioritizing opportunities and excel at middle-of-funnel to bottom-of-funnel activity and customer service. CRMs as sales tools are most effective when integrated with marketing automation and lead management applications.

Why do I need a CRM?

CRM software is essential for the post-contact pipeline. A good CRM helps you organize your channel, get orders to customers, and track the progress of those orders against your pipeline.

Popular CRM solutions include Salesforce, Hubspot, Zoho, Pipedrive, and Insightly.

By customizing your tech stack to include marketing and sales and implementing intelligent integrations, you make your business technology work for you. A well-thought-out sales and marketing tech stack will optimize your sales for more substantial conversions and ROI.


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