Navigating a Myriad of Sales Technology Tools

There are a number of sales technology roadmaps that do a good job of trying to document the abundance of sales technology providers in the marketplace. It is no simple task, as the number of such tools and organizations grows by the day. And, as expected with new product types, many of these companies do not fit cleanly into discrete categories. Ultimately, there will be a market consolidation and a bucketing of functionality. But for now, each solution competes with all of, and none of, the others.
Where does that leave sales leaders? In our 2018 Sales Operations Optimization Study we asked sales leaders what kinds of tools they were deploying (either as standalone modules within CRM or as separate applications integrated into the CRM).
Sales organizations told us that they are using on average 10 sales tech tools, with another 4 planned in the next 12 months. Even so, there is