The document outlines a framework for building an effective sales tech stack to enhance sales performance, focusing on the sales process, administrative support, people development, and business intelligence. It emphasizes the importance of defining business challenges before evaluating technology options, and highlights key considerations when engaging vendors. The conclusion reiterates the need for a strategic plan and understanding specific sales problems to choose appropriate solutions.

1. Demystifying the Sales Tech Stack
Brian Fravel
VP of Marketing, Veelo
@veeloinc @fravelb

2. 2
Agenda
• Scope / considerations
• Framework
• Walk through the framework with example companies

3. 3
Scope
• Focus is on act of selling and improving sales performance
• Out of scope
• Customer retention, customer service
• Martech stack
• CRM & marketing automation
• Framework to help decide needs and ask potential vendors the right questions
• Not an exhaustive list of logos (à la Chiefmartec.com martech stack)
• Prioritized simplicity
http://chiefmartec.com

4. 4
Key Considerations
• Vendors don’t fit neatly into a single box
• Some do only one thing, some cover multiple use cases/capabilities
• Vendors tackle the same problem differently and at different levels
• Define your business challenge before diving into evaluation of technology
This is one point of view for a fast-paced, changing landscape.
It’s fluid. Not static.

5. 5
Last Word of Caution
Without a strategy and plan, your sales tech stack will end
up looking like this:

6. 6
Defining the Sales Tech Landscape

7. 7
Sales Tech Stack Framework
The Sales Process
Administrative SupportPeople Development Business
Intelligence
& Analytics
• Forecasting
• Quota management
• Comp/Incentives
• Territory
Gather Information
• Contact information
• Lead augmentation /
enrichment data
What you do to sell
• Presentation tools
• Sharing tools
• What should you say and
share?
• Content management
What you do to close
• CPQ
• Contract & signing
Decide who to contact
• Lead prioritization /
predictive lead scoring –
(who to call &when)
• Account based selling
• Pipeline management
• Account planning
• Email automation
• Phone/dialer automation
• Social selling
• Scheduling tools
• Online meeting tools
How you contact
• Onboarding & training
• Coaching

8. 8
The Sales Process

9. 9
Gather Information
Sales Process
Business Challenges:
• I want to target my product at X audience. I need contact information.
• I have some information, but need more (e.g., title, phone, email, etc.)
Example Companies:
Key Considerations:
• Quantity vs quality
• One-time or ongoing need?
• Target buyer

10. 10
Decide Who to Contact
Sales Process
Business Challenges:
• How do I maximize rep time by focusing on leads with highest probability to close?
• How do I make sure reps are contacting leads at the right time and right frequency?
Example Companies:
Key Considerations:
• Approach: account based vs all leads
• Sales Development Rep vs Inside Sales vs Field Sales

11. 11
How You Contact
Sales Process
Business Challenges:
• How do I efficiently and effectively communicate with a prospect?
Example Companies:
Key Considerations:
• Communication needs
• SDR vs inside sales vs field sales
Call Automation Online meetingCalendaring Cross-channel communication
(email, social, mobile, etc.)
Social

12. 12
What You Do to Sell
Sales Process
Business Challenges:
• What do the reps need to know, say and do in the sales conversation?
• How do I make sure reps stay on message, share the right content and sell on value?
Example Companies:
Key Considerations:
• Content/presentation
• Coaching

13. 13
What You Do to Close
Sales Process
Business Challenges:
• Quickly create a quote and move from “quote to cash.” Produce quotes configured to opportunity
based on defined business rules. Get the contract signed and official.
Example Companies:
Key Considerations:
• Product line complexity
• Pricing complexity and flexibility
• Pricing approval process
Configure, Price, Quote (CPQ) Digital Signing

14. 14
People Development

15. 15
People Development
Knowledge / Skills
Business Challenges:
• How do you onboard quickly and effectively?
• How do you maintain high performance from sales reps with the right knowledge and coaching
throughout their career?
Example Companies:
Key Considerations:
• Contextual coaching vs ad hoc/non-contextual
• Micro-learning tools for post training reinforcement
• Sales training solution vs corporate training solution
Onboarding & Training Coaching

16. 16
Administrative Support

17. 17
Administrative Support
Business Challenges:
• How do I make sure I have the support functions in place to make sure my sales organization runs
efficiently and effectively?
Example Companies:
Key Considerations:
• Product offering complexity
• Sales force size
Forecasting
Administrative Support
Commissions & Quota Management Recognition

18. 18
Business Intelligence / Analytics

19. 19
Business Intelligence & Analytics
Business Challenges:
• How do I draw actionable insights from all this data?
• How do I report the full sales process picture vs snapshot of a piece of it?
• My GM wants the data sliced and diced this way…
Example Companies:
Key Considerations:
• Amount of data
• Reporting needs
• Number of software tools
Business
Intelligence
& Analytics

20. 20
Sales Tech Stack Framework
The Sales Process
Administrative SupportPeople Development Business
Intelligence
& Analytics
• Forecasting
• Quota management
• Comp/Incentives
• Territory
Gather Information
• Contact information
• Lead augmentation /
enrichment data
What you do to sell
• Presentation tools
• Sharing tools
• What should you say and
share?
• Content management
What you do to close
• CPQ
• Contract & signing
Decide who to contact
• Lead prioritization /
predictive lead scoring –
(who to call &when)
• Account based selling
• Pipeline management
• Account planning
• Email automation
• Phone/dialer automation
• Social selling
• Scheduling tools
• Online meeting tools
How you contact
• Onboarding & training
• Coaching

21. 21
Conclusion
• Plan before you act
• Know the problem you want to solve before engaging vendors
• Choose the solution that solves your need—biggest isn’t always best
• Come back for more 
veeloinc.com/subscribe

22. 22
Thank You!