Revenue Tech Stack 101
In today’s digital world, technology plays an integral role in revenue operations. A revenue tech stack is a combination of software solutions that help sales and marketing teams automate and optimize their processes. This combination of tools helps to create a cohesive approach to managing leads, nurturing prospects, and closing deals. Let's dive into what exactly a revenue tech stack includes, and which tools are popular for a B2B startup or SMB.
Revenue Operations Technology Goals
The goals of your revenue tech stack should always be to:
- Improve internal coordination, organization, and transparency of client and prospective client information
- Automate and streamline processes to reduce manual administrative tasks and increase your growth velocity
- Measure and report data to influence business strategy decisions and sales effectiveness
Core GTM Tech Stack Components
A typical revenue tech stack includes a variety of tools. This article will focus on the core tools you’ll need to build a scalable inbound and outbound strategy and highlight the top players for each category.
- CRM
- Marketing Automation
- CMS
- Data Enrichment
- Buyer Intent
- Sales Engagement
- Social Media Management
- Sales Enablement
CRM (Customer Relationship Management)
This is your core infrastructure and database for all sales and marketing leads, contacts, and interactions. This should be your internal single source of truth for all external relationship management.
A few of the top CRMs include:
One of our favorites at Amplify because it’s robust, affordable, and easy to implement. Their HubSpot for Startups program offers up to a 90% discount(!!). The platform includes core CRM functionality + a ton of additional sales and marketing engagement and automation features. It really is an all-in-one product which will likely reduce the number of vendors needed in your overall customer experience tech stack. HubSpot’s software is segmented into different ‘hubs’ – Sales Hub, Marketing Hub, Ops Hub etc. This modular approach allows businesses to customize their package to fit their needs and budget.
The industry leader without a doubt, offering the greatest level of customization, integration, and reporting. However, it might be more than you need at first. We often encourage our startups and SMBs to start with HubSpot which is an easier system to implement and administer and then think about graduating to Salesforce when their business is more mature, and likely more complex.
A newcomer to the scene who has gained significant market share in the financial services industry (venture capital, private equity, investment banking etc). Their platform lacks a lot of marketing functionality a SaaS business likely needs, but it is an absolute leader when it comes to data enrichment and relationship intelligence. It’s extremely easy to use and intuitive to setup and administer.
Marketing Automation Software
Marketing automation software automates marketing tasks and interactions through email, social media, and advertising campaigns.
A few of the top marketing automation tools include:
HubSpot’s marketing hub includes functionality for marketing emails, social media scheduling and moderation, and advertising tools. Bonus - if you use HubSpot as your CRM and your Marketing automation system, your sales team will have better (or easier) visibility into marketing activities and vis versa. Better visibility and better coordination often lead to better results.
MailChimp is the OG of marketing automation. Their software is easy to use and effective for all things marketing automation.
Marketo is the Salesforce of marketing automation. Their software is robust and one of the best in the market. However, like Salesforce, it’s likely more bells and whistles than you need as a startup or SMB.
CMS (Content Management System)
A CMS allows you to publish, catalog, and manage digital content such as blogs, white papers, etc.
A few of the top CMS tools include:
HubSpot provides tools to store and share documents, videos, create landing pages, and host a blog (or even host your entire website).
Webflow is a website design and hosting tool that also includes robust CMS functionality. One of the top picks among web designers today.
WordPress has been an industry leader for many years now and is a very affordable and solid option for web hosting and CMS.
Data Enrichment
Data Enrichment tools help you source critical prospecting data for people and companies. For companies, these tools can tell you basic things like the number of employees, HQ location, and estimated annual revenue as well as more complex things like their technographics.
A few of the top data enrichment tools include:
Apollo is by far the leader in this category now for startups and SMBs. Their platform is our go-to pick as the best value for your spend. It also easily integrates with Chrome, LinkedIn, and all major CRM providers.
Seamless is a close contender to Apollo. They are priced similarly and offer similar functionality, we just prefer the UI of Apollo personally.
The most comprehensive and robust data enrichment tool on the market. You get what you pay for with ZoomInfo, it’s one of the most expensive options by far. We generally advise our startup and SMB clients to start with Apollo first and then graduate to ZoomInfo once their revenue org is more mature (if needed).
Buyer Intent
Buyer intent data is a fantastic way to improve your conversions. There are platforms where you can access data about which prospects are actively searching for a solution in your category, reviewing your product, or even looking for alternatives to your competitors. We always say that successful sales are 90% trust and timing, and buyer intent data helps you get timing right.
A few of the top buyer intent tools include:
G2 is one of our favorites. An intuitive platform with extensive integrations and customization options. Their popularity continues to grow faster than most of their competitors.
The OG of software reviews and buyer intent data. Still a very solid option but G2 is gaining on them.
ZoomInfo added buyer intent to their Elite tier offering, making it even more powerful.
Sales Engagement
Sales engagement tools help you reach and interact with your prospective customers through digital channels.
A few of the top sales engagement tools include:
LinkedIn’s Sales Navigator is really a must have in our opinion for any B2B sales org. It’s an amazing tool that integrates with several other sales engagement software platforms to allow you to find and reach prospects.
One of the best kept secret weapons out there. Meet Alfred allows you to automate LinkedIn, Twitter, and email campaigns. The tool allows you to fully automate things like viewing a prospects profile, liking a recent post, and sending them a connection request or private message.
Outreach (and Salesloft) are the leaders with the most robust integrations, workflows, and overall functionality. However, if you're already using HubSpot as your CRM, you may not need to add either of these 3rd party tools.
End-to-end sales engagement management and automation for emails, calls, tasks, reminders etc.
Social Media Management
Social media management platforms help you streamline and monitor social posts, engagement, and metrics.
A few of the top social media management tools include:
HubSpot’s marketing hub includes tools to schedule posts across multiple platforms, review your comments and engage with your audience, as well as tools to measure your followers, performance etc.
If you are looking for a low cost but effective solution, Social Champ is a great choice. It’s easy to use and can be a great entry level platform to build your social strategy.
Hootsuite is the most robust product in our opinion but again, it’s more expensive than some of the other solutions out there. Our recommendation would vary based on which CRM you are using, and the importance and complexity of social media to your overall marketing strategy.
Sales Enablement
Sales enablement tools provide content and resources to aid in the selling process and customer journey. Sales one pagers, case studies, checklists, testimonial videos, and more.
A few of the top sales enablement tools include:
HubSpot has a suite of tools for document storage, sharing, and tracking. Their built in Sales Playbooks make it easy for your sellers to access and use the materials available.
Seismic (and HighSpot) are robust and comprehensive tools for enterprise organizations. They are fantastic tools for sales content, coaching, and training.
HighSpot is more than a content library - it includes guidance, training, coaching for reps, and engagement tools for sellers.
The Benefits of a Strong Tech Stack
In today’s digital world, a well architected and integrated revenue tech stack is critical and can drastically improve your team's efficiency and effectiveness. Having the right combination of software solutions in place can improve your team’s efficiency, increase your conversions and effectiveness, improve your customer experience, and give you the data required for strategic planning and growth.
If you’d like to learn more about how Amplify helps businesses evaluate and implement the optimal revenue tech stack, align sales and marketing initiatives as well as enhance sales and revenue operations, let’s connect!
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