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Illustration of the component parts of a sales process as sales application panels

What is Sales Technology?

Michael Windeler
Global Sales Technology Leader, Honeywell

Build the sales tech stack of your dreams — from CRM software to AI — and use technology to grow your sales.

Sales technology FAQs

Sales technology varies to some extent by industry, but is almost always grounded in a customer relationship management (CRM) tool where sellers can track deals. This tool often includes automation and AI features, pipeline management functionality, forecasting tools, analytics platforms, and engagement tools.

Artificial intelligence (AI) is one of the biggest trends in sales technology right now — including predictive AI (which makes predictions based on historical data), generative AI (which creates new content or summaries based on source material), and agentic AI, which is AI that functions either completely or mostly autonomously. Alongside these are any tools that allow reps to offload their work (via automation) and personalize content and engagement with prospects/customers at scale.

It should be noted that for AI to work effectively, it needs complete, quality data — which is why data audits and governance have become priorities for many companies looking to take advantage of AI.

Sales performance can be improved with technology that allows sellers to focus on high-impact work at scale, like relationship-building and strategic planning. In order to do this, automation and AI tools — together with clean, complete data — can be leveraged to handle manual tasks like data entry that historically have taken up a lot of reps' time. This not only makes reps' work more efficient, but can also improve data accuracy as updates to data records are no longer susceptible to human error.

Technology in sales provides data-driven insights, automates routine tasks to speed time to close, and enhances customer engagement with personalization at scale. All of this allows sellers to move more quickly without sacrificing the customer or prospect experience. In fact, the best sales technology — when housed on a unified platform that streamlines work and data — improves both the seller experience (via streamlined/simplified workflows) and the customer experience (via better personalization and faster, more tailored engagement). 

Writers were aided by AI to draft these FAQ questions