Managing the B2B sales tech stack is now a costly and inefficient challenge for many organizations, with teams relying on an average of ten tools to close business.
According to Harvard Business Review, a typical knowledge worker switches between various apps and websites around 1,200 times daily, resulting in lost time and a poor user experience. For go-to-market (GTM) teams, consolidating the sales tech stack is vital for boosting operational efficiency and cutting costs.
Eliminating redundant technology is only part of the solution. Even if the remaining applications are useful, their separation across different vendors and platforms creates challenges. This siloed data makes it difficult for GTM teams to reach their full potential.
That’s why organizations need to unify tools in the sales enablement tech stack to reap the business benefits of consolidation. Read on to understand the reasons for doing so, learn about the business benefits, and hear some real-life case study examples.
Drivers for consolidating and unifying the sales tech stack
Overbuilding your sales tech stack can stifle growth, add costs, and create inefficiencies that impact sales productivity. Here are some key factors that make consolidating and unifying your tools an essential step:
- Saturation of cheap point solutions: While inexpensive point solutions might seem like a good short-term fix, they often lack the robust features and scalability that growing organizations need. Using many small tools can create a mix of systems that don’t work well together. This can lead to data silos and missed opportunities for collaboration. Consolidating these tools into a single, more comprehensive platform can enhance functionality, eliminate redundancy, and ultimately improve sales productivity.
- Rising administration costs: Each tool in your sales tech stack comes with its own administrative overhead. Factors like licensing fees, training needs, and ongoing maintenance can add up quickly. Consolidating the tools in your tech stack allows you to reduce the number of systems requiring support, cutting down on time and resources spent on administration.
- Redundant technology: Many GTM teams use multiple tools that perform similar functions, leading to unnecessary overlap and added complexity. Consolidating and unifying the sales tech stack provides a single source of truth, removes redundant solutions, streamlines processes, and drives higher user adoption.
Stack the tech in your favor
The business benefits of a unified sales tech stack
After consolidating and unifying your sales tech stack, you can expect to realize several business benefits:
- Reducing costs and complexity: A unified sales stack reduces financial overhead and decreases the complexity of managing disparate systems. This frees up resources and reduces your administrative burden.
- Eliminating silos and enhancing data quality: By centralizing your data in one platform, you eliminate data silos and give your teams the visibility they need to make informed decisions. When your data is consistent, accessible, and easily shareable, teams can quickly identify trends, measure impact, and establish best practices, resulting in faster, data-driven decision-making.
- Improving efficiency and user experience: A single platform means fewer logins, fewer tool transitions, and more streamlined workflows. Your GTM team can find and share content faster, access key data without toggling between tools, and focus on high-value tasks instead of managing multiple interfaces. This enhances efficiency and boosts user satisfaction and adoption.
- Enhancing collaboration and alignment across teams: When sales, marketing, and enablement teams use the same platform, it fosters better alignment and collaboration. A unified system enables seamless content sharing, consistent messaging, and clearer communication channels, ensuring everyone is working toward the same objectives. This shared environment helps accelerate deal cycles and promotes a more cohesive GTM strategy.
Real-life examples: How two tech companies unified their sales tech stack
- The problem: Genesys, a leading customer experience platform, had a disunified, clunky learning platform that frustrated sellers.
- The solution: Genesys unified its content and learning experiences by migrating all sales-related content from SharePoint to Seismic and trading its learning management system for Seismic Learning.
- The results: When Genesys created a seamless unified platform experience, 99% of their users adopted Seismic. In just eight months, Genesys experienced an increase of nearly 2000% in its sales teams using Digital Sales Rooms to create co-branded, personalized microsites, which resulted in a more engaging and relevant experience for its prospects and customers.
- The problem: Salesloft, a leading sales engagement platform, needed a way to consolidate and standardize resources, content, and onboarding to support company growth, while streamlining new messaging and initiatives.
- The solution: Salesloft consolidated content that was scattered across multiple platforms with Seismic, leading to more efficient content management and better support for seller growth.
- The results: The top 25% of Salesloft’s commercial sellers using Seismic boasted a 52% shorter average deal cycle and a 4% higher upgrade win rate. Additionally, those commercial sellers generated 40% more pipeline, and SDRs using Seismic saw 84% more pipeline generated than the previous fiscal year.
Unify and optimize your sales tech stack with Seismic
Consolidating your sales tech stack prepares your organization for success, allowing for faster decision-making and a better user experience. The right platform can unify your tools, helping you reduce costs, centralize data, and create consistent processes that enable GTM teams.
Seismic empowers GTM teams to unify their sales tech stack by seamlessly integrating with popular platforms like CRM systems, content repositories, email tools, data sources, and more. Coupled with integrations, Seismic provides robust capabilities around learning and coaching, sales content management, and strategy and planning that eliminate the need for redundant technology.
Speak to our team to learn how Seismic can optimize your sales software stack.
