The options for sales technology are endless. From niche solutions solving one or two problems to robust platforms that seemingly do it all, sales teams are spoiled for choice and overwhelmed. With all of this abundance comes a potential pitfall: tech stack bloat. When you have too many tools—or the wrong ones—your sales efficiency can take a hit, costing both time and money. In 2024, knowing how to prioritize tech investments is more crucial than ever.

So, how do you make the right choices for your sales team while avoiding the dreaded tech stack bloat?

We sat down with three revenue leaders to talk through how they are tackling this issue. You can watch their full conversation here.

Let’s dive into some actionable strategies to help tech buyers like you optimize your sales tech investments and streamline your operations.

1. Assess your current tech stack.

The first step in avoiding tech stack bloat is to get a clear view of your current situation. As John Eitel, Chief Sales Officer at Demandbase, mentioned, “I think one thing you’ll quickly see is some overlap and some intersect. So, the beginning of bloat.” The reality is, many companies are unaware of just how much redundancy exists within their tech stack. Tools designed for marketing often overlap with those used by sales teams, leading to inefficiencies and wasted budget.

To combat this, take inventory of the tools your sales team is currently using. Collaborate with your sales operations, marketing, and procurement teams to ensure no tool is overlooked. This will help you uncover any “rogue purchases” or underutilized tools that are adding unnecessary complexity.

After compiling a full list, the next step is to evaluate usage and adoption. As Lily Youn Jaroszewski, Head of Growth at Gradient Works, explained, “I usually kind of force a hiatus anytime I go into a company—no more tools until we’ve got this assessment done and we also see what the adoption is.” It’s critical to understand whether your sales team is fully utilizing the tools at their disposal. If not, figure out why and address the gaps before investing in new technology.

2. Define clear goals before investing in new tech.

One of the biggest mistakes companies make is buying tech without aligning it to clear business goals and not having a clear implementation plan before making a purchase. Lily shared her approach: “My first step is to look at our existing tech stack. Can we actually solve this and achieve this goal with our existing tech stack?” Before rushing to buy new tools, define your specific goals. Are you trying to increase meetings, improve data quality, boost retention, or automate routine tasks? Then, evaluate if your current tech stack can help you meet these objectives.

Additionally, consider your company’s future needs. As your organization grows and evolves, your tools must be able to scale with you. “A tool you needed three years ago may not fit your needs anymore. Where you’re at, you’ve now become a bigger company, a mid-market company, or have a more complex go-to-market,” John said.

Lastly, a clear implementation plan might seem preemptive but if you start thinking about that before you purchase, you can increase your time-to-value and identify potential pitfalls, whether that’s based on the product you are buying and/or your processes. 

3. Leverage existing technology before buying new tools.

One of the smartest steps you can take before buying new technology is to maximize the tools you already have. As Katie Pariseau, Director of Sales Enablement at TrustRadius, pointed out, “Whenever I have a problem that I think one or two of the solutions we already invest in should be able to solve, I reach out to CS [customer success].” Many tech buyers are unaware of the full capabilities of the tools they’ve already purchased. Sometimes, a quick conversation with customer support or a deep dive into their help documentation can reveal features you didn’t even know existed.

Cuyler added to this point, saying, “From a CS perspective, indexing all of those requests that come in and making sure that the answer is easily discoverable for existing customers is critical.” Leveraging customer success teams can help you uncover underused features. Sometimes the solution you need is already within your existing tech stack.

Additionally, revisit vendors you’ve worked with in the past. According to John, “It’s great to have those touchpoints … making a decision thinking, ‘We’ve outgrown this tool,’ only to discover, ‘No, we’ve actually totally built out a whole new suite of products.’” Sales tech vendors are constantly innovating, and what may not have worked for you a year ago could now be a perfect fit.

4. Consolidate tools where possible.

As your team evaluates the tools in your current stack, look for redundancies and opportunities for consolidation. For example, John shared an anecdote about one company: “One will have SalesLoft and one will have Outreach … They both do the same thing at this current moment. Why?” By consolidating similar tools, you can reduce costs, improve ease of use, and create a more cohesive sales process.

All-in-one platforms are becoming increasingly common, and many companies are pursuing consolidation plays to offer more holistic solutions. Cuyler Owens, Chief Revenue Officer at TrustRadius, highlighted this trend, saying, “Everybody is looking for the single platform … the integrations that are starting to pop up are really interesting.” He also emphasized that vendors are responding to customer needs, noting, “There are some arrangements between companies where free licensing or supported licensing or discount licensing try to fill in some of the gaps that may be competitive gaps of platforms.” This demonstrates how vendors are working together to offer more integrated solutions that reduce complexity for sales teams. When evaluating tools, consider how they integrate with your existing tech stack and whether they can replace multiple stand-alone products.

Typically, if you need to figure out integrations, there are three routes you can take. First, check the vendor website. Often they will have a page that includes all of the integrations they support.

If you’re already a customer, reach out to customer support, customer success, or even on your next call.

If you are evaluating new tech or having trouble finding the integrations on the vendor’s website, you can also use TrustRadius to find integrations. All you have to do is search for the product you’re looking for, click on “Product Details,” and navigate to the integrations section. You can see the example below featuring Salesforce Sales Cloud.

5. Prioritize adoption and training.

Even the most powerful tech won’t deliver results if it’s not properly adopted by your sales team. “It’s inherent that every company I’ve worked at is one tool away from being perfect … The reality is, if we just used the tools we had, we’d probably be better off,” John said. Adoption is key. Make sure that your team is fully trained on the tools they are using and that they understand how those tools fit into their daily workflow.

Consider conducting regular training sessions or even implementing a usage audit to ensure your investment is being maximized. Feedback from your sales reps is also invaluable—they are the ones on the front lines using these tools daily. Gather insights from them about what’s working and where improvements could be made.

6. Stay informed about emerging tech and trends.

Finally, keep your ear to the ground when it comes to new technology and industry trends. AI and automation are transforming the sales tech landscape, and keeping up with these changes will ensure that your tech stack remains competitive. At the same time, don’t chase the shiny new thing without first determining its real value to your business. John’s advice is spot on: “We just remember something from when we first used it … making sure that you are keeping up-to-date with them and talking to the folks at the ground floor is so important.”

Cuyler echoed this sentiment, pointing out how companies are working hard to close gaps between disparate tools. “We were talking about two different disparate tools that do the same thing and how it’d be great if they would both coordinate … literally get an email that says, ‘Hey, we’ve consolidated and we’re both working together to deliver this.’” Staying in touch with vendors and understanding these integrations can prevent you from investing in redundant tech.

Regularly reassess your tools and vendors to ensure they are keeping pace with your evolving sales strategies and the broader market.

Prioritizing sales tech investments while avoiding tech stack bloat isn’t an easy task, but it’s essential to maintain efficiency and effectiveness in today’s sales environment. By taking inventory of your current tools, aligning them with your business goals, maximizing their potential, and prioritizing adoption, you can create a leaner, more powerful tech stack that drives real results.

As you move forward, continue to reassess your tools, explore consolidation opportunities, and stay informed about industry trends. The right investments, coupled with proper adoption, will set your sales team up for success.