Trivia question: A team at a tech company is boasting about their cutting-edge tech stack. Which team is it?
If you answered “engineering,” you’re not wrong. But what if we told you that sales teams should be just as invested in their tech stacks?
Sales teams rely on a swath of tools to make their jobs easier and more efficient. Need to record calls? Gong or Chorus.ai are great for that. What about a go-to-market tool for CRM routing? Salesforce works perfectly. How about a tool that provides real-time sales insights and forecasting? BoostUp AI is where it’s at.
Alexis Devonish, the director of revenue systems at AuditBoard, said she loves her company’s tech stack and finding the newest and greatest tools for her team.
“Selecting tools is dependent on a number of attributes, but go-to-market strategy and current stage of growth is often foundational,” Devonish explained. “For example, a company in hypergrowth needs more accounts, contacts and faster reach, and that plays into tools like ZoomInfo, Salesloft and Outreach.”
A lot of different factors go into determining which tools a sales team should include in their sales stack. So Built In LA spoke with Devonish to learn more about AuditBoard’s tools, and what impact these technologies have on the success of the team.
AuditBoard's Sales Tech Stack
- Salesforce: A customer relationship management service that allows you to personalize the customer journey
- Outreach: Helps to engage prospects to drive more pipeline and close more deals
- BoostUp AI: Helps sales teams achieve forecasting accuracy and efficiency
- CPQ: A tool used by sellers to produce accurate quotes
- Docusign: A cloud-based platform for sending and signing documents
- Conga: Helps businesses simplify and automate quotes, contracts and documents
What they do: AuditBoard’s platform helps auditors assess risk and drive better decision-making.
How did you determine which tools to include — or not include — in your sales stack?
After considering go-to-market strategy and a company’s current stage of growth, it’s then recommended to layer analysis and structure. How do we become targeted? How do we track productivity? How do we ensure that the right leads and patches are getting to the right people and that deals are following a standard selling process? These kinds of questions gear up for tools for identifying accounts and territory planning, sales execution and pipeline management.
Once the right tools are in place, it’s important to pause to ensure that adoption is strong and then audit the system. Tech debt and integration issues can build when purchases and tool onboarding happens too fast. This oversight often leads systems to a place of incoherence, bad data and slow down.
Once the right tools such are in place, it’s important to pause to ensure that adoption is strong and then audit the system.’’
What impact have these technologies had on the productivity and success of your sales team?
I’ve seen a lot of success with sales acceleration solutions and feel that it has the potential to take on a lot of the email and nurturing tasks that commonly live in a marketing automation platform. This opens the space for a new take on marketing automation and sales emailing. I can see many trajectories, especially in expanding the scope of what sales systems can take on.
But that’s all tangential. The success I’ve seen with modern sales tech stack tools is really in the visibility they provide of what works, what’s being prioritized and where the gaps are. We’re able to understand how the sales team is spending their time and adjust the go-to-market strategy based on the outcomes of their efforts as tracked by these tools.
