The Winning B2B Sales Tech Stack

Veronika Traublinger
October 26, 2021

The right sales stack can push your business to new heights. Here are the top tools you should consider when building your sales tech stack.

Inside sales used to be simple. All you needed was a product, your persuasion skills, a phone, and a Rolodex. 

Since then, email, CRM tools, video meeting platforms, and sales automation systems are just some of the tools that have been added to a sales rep’s day-to-day work.

Sales technology has become the competitive advantage that will ensure your sales team is maximizing its ROI while minimizing effort. The right sales stack can push your business to new heights.

In this guide, we’ll outline the key categories and tools you should consider when building your optimal sales tech stack. We’ve separated the tools by their functionality along the sales process:

  • Prospecting
  • Sales Engagement
  • Opportunity Management including discovery, objection handling, and closing
  • Contract Management
  • Customer Success
  • And CRM, as well as Sales Training and Enablement as overarching sales technology.

But before taking a detailed look at the different tools for your winning technology stack, here is some general advice when it comes to building a sales stack.

How to build a sales stack your team will actually use

Build your tech stack around your sales process

A well-defined sales process is what enables sales teams to close deals predictably. The tools you purchase should turn a proven process into something that can be done more efficiently and more productively.

So, before you even consider implementing new tools, make sure you have a clearly defined sales process.

Ensure all your sales tools work with each other

In its third annual State of Sales report, Salesforce found that 81% of sales reps believe it’s essential to have a connected view of data across the entire customer journey. However, only 49% of businesses have fully integrated systems.

Say you wanted a new phone and your favorite application was Twitter. Now, the new phone you want to buy doesn’t support Twitter. Why would you purchase the phone when it doesn’t integrate into an application you already have and love?

The same rings true for a sales tech stack, or any tech stack for that matter. It’s essential that the tools you are using to build pipelines, share documents, qualify leads, and more, can work together to help you be as effective and productive as possible.

Provide enough training

To use a tool effectively, knowing how it works is crucial. That’s why every time you implement a new software or onboard new team members, you should offer detailed training sessions where you explain how and why each tool gets used.

‍B2B Sales Stack

Winning B2B Sales Tech Stack


A CRM system or Customer Relationship Management is a well-established tool of any sales tech stack for any sales team, remote or not. It manages all data and information regarding interactions with customers and potential customers. It is sometimes referred to as a one-stop-shop for everything a salesperson needs to know about a customer or prospect.‍

The leading CRM tools are Salesforce, HubSpot, and Pipedrive. Depending on your company size and needs, you might choose one over the other.


Prospecting is where sales reps spend most of their time. That’s why tools that can help do this more efficiently are great.

One of them is LinkedIn Sales Navigator. LinkedIn Sales Navigator is a LinkedIn premium version, especially for salespeople. It helps you to identify prospects and establish and grow relationships with them.

To identify sales-ready leads, you can use Leadfeeder. Leadfeeder shows you the companies visiting your website, how they found you, and what they’re interested in.

‍Sales Engagement

Once you identify prospects, it’s all about connecting with them. Here is where sales engagement comes into play. Sales engagement tools help you build automated outreach sequences. Our favorite sales engagement platform at Ciara is SalesLoft.

If you want to make your outreach sequences more engaging, consider using a video tool like Loom to record personalized video messages for your prospects.

‍A great addition to your sales engagement tool is a scheduling app. Say goodbye to back-and-forth emails and give prospects the ability to schedule meetings when they want. Among the most popular scheduling tools are the HubSpot Meeting Tool, Chili Piper, and Calendly

‍Opportunity Management

Great, you have identified a good-fit prospect and managed to book a meeting with them. Now it’s time to turn this prospect into an opportunity and, ultimately, a customer. 

A great tool to stay on top of your opportunities is Ciara. Ciara is not only a video meeting platform that you can use for your online customer meetings, but it also comes with conversation intelligence and intelligent documentation functionalities. It records, transcribes, and summarizes every customer meeting and collects relevant insights in a deal map. This way, you always stay up-to-date on every opportunity without spending any time on manual documentation.

‍The real-time cue cards Ciara provides live in the call increase your efficiency when it comes to qualifying your prospective customer or overcoming sales objections, allowing you to close deals faster.

Contract Management

Remember when you had to print contracts to sign them, then scan the signed copy so you can email it back? Luckily those days belong to the past with intelligent contract management tools like DocuSign. They allow you to manage, share, and sign contracts on any device, from anywhere, at any time.

Customer Success

Well done, you closed your deal. Now it’s time to help the customer become successful. We recommend implementing a live chat and product tour tool like Intercom to quickly help new customers get off the ground. Intercom allows you to communicate with your customers live in your product, analyze how they use your solution, and train them with in-app tutorials. Extra tip: you can implement Intercom also on your website to live chat with website visitors, making Intercom a powerful prospecting tool. 

Sales Enablement and Training

Enabling your sales team to work smarter and better involves providing the right content and giving meaningful and regular sales coaching and training.

We recommend implementing a sales enablement content and training platform like Brainshark or Showpad. It helps you coach reps, give them the right content when they need it, and onboard new reps in less time. 

Of course, there are some more tools that sales reps should use - from an internal communication tool like Slack to a resource sharing platform like Google Drive. However, in this guide, we focus on sales-only apps.

Building the Perfect Sales Tech Stack for your Team

‍Your tech stack should be as unique as your business. Analyze each part of your sales process to define what technology you need to increase performance and boost revenue.