The Future of Sales Technology [for 2022 and Beyond]

Kristina Eventov
October 19, 2021

We're moving beyond automated admin tasks and processes. Read our predictions on where the sales tech stack is headed and how to keep up.

Sales technology has rapidly developed over the past years. Long gone are the days where all you needed was a basic customer database and a phone. By now, the sales technology landscape includes over 1,000 tools. And sales tools are nowhere near done advancing. 

Sales tech has become the competitive advantage for many companies, allowing them to increase the effectiveness and productivity of their salesforce.

Top factors triggering technology investment

But where is the future of sales technology heading? Here are six areas of sales tech worth watching.

Sales Tech: What’s Next?

The Emergence of AI in Sales Technology.

‍Artificial intelligence in sales uses modern technologies to help machines execute cognitive duties like humans or even more efficiently.

According to Salesforce research on enterprise technology trends, 64% of enterprise IT leaders are actively looking for ways to use AI. There is a 95% projected two-year growth for AI. 

That the technology finally lives up to the hype also accelerates the importance of AI in sales. Machines can now understand the sentiment of an email or the context in a conversation making them more important than ever when building a highly efficient sales team.

Get a detailed overview of use cases for AI in sales on Sales Hacker.

Sales Tech goes Real-Time.

We all experienced the rise of conversation intelligence (CI) over the past years. CI tools record, transcribe, and analyze sales conversations giving you detailed insights into your customers and market. 

In the future, sales tools will move away from static information and into a more dynamic state of play. Instead of analyzing customer interactions post ante, modern sales technology will do that in real-time, and support reps live while connecting with prospective customers.

Martin Heibel, co-founder of Ciara, explains that the advent of voice technology and artificial intelligence signals a new era of business software that centers on decision-making. It works in parallel with users at human speed and helps make the right decision and define the next steps based on data.

Sales Tools Focus on the Big Picture.

Some tools analyze conversations (Conversation Intelligence), others website visits, or email engagement. But getting a holistic overview of your opportunities in the sales pipeline was still tough.

Luckily, a new category of sales technology is on the horizon: Revenue Intelligence.

Revenue intelligence software leverages AI to analyze data and identify opportunities for your sales team based on all customer interactions (no matter if email, phone, or video meetings), analytics, CRM data, and more. 

Sales Hacker research found that over 60% of all companies with more than ten employees plan to adopt a tool for revenue intelligence.

The future of sales is less manual and more automated.

Sales reps spend less than 36% of their time actively selling, which means less than 36% of their time talking to customers and moving deals forward.

Salesforce automation tools eliminate the need for salespeople to spend time on administrative tasks such as note-taking, CRM updates, or identifying relevant next steps with prospective customers by digging through a mile-long activity history in the CRM.


An integrated tech stack is critical.

Application integration ensures that the tools you are using exchange data and provide a holistic view of your customer for better targeting.

If your tools don’t work together, it is impossible to get a complete overview of your sales performance and effectively generate revenue. That’s why new solutions that don’t fit into the existing tech stack of sales organizations won’t survive in the competitive sales tech landscape.

The Sales Tech Landscape will get consolidated.

When saying “consolidated,” we’re not necessarily talking about big players acquiring smaller competitors to increase their market share (which we will nevertheless probably see a lot over the next few years). But instead, the blurring and merging of different categories. Just think about how many sales tools already include some sort of sales enablement functionalities or analytics.

The consolidation of platforms and simplification of tech stacks to help support efficiency, productivity, and cost savings.

Make your Sales Team Future Ready with Sales Technology.

‍Technology will play a pivotal role in the future of sales, which should come as no surprise. The key here is having the “right” technology.

The right technology helps your sales team achieve more with less and reach new heights.

Here are three steps to ensure your sales tech stack is always up-to-date and future-ready:

  1. Stay on top of market trends: Always watch the sales tech market to see what new products are entering the market and how existing tools are evolving. 
  2. Regularly audit your sales stack: Make sure that your tools still help you achieve your goals, work well together, and meet the latest industry trends by regularly auditing your tech stack. 
  3. Only make well-informed buying decisions: Tech investment is no joke. When buying new tools, use free trials, product demos, and software comparison platforms to ensure you buy the right solution.