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What is Sales Technology?

Build a winning sales tech stack - from CRM software to AI — and use technology to grow your sales.

Michael Windeler
Global Sales Technology Leader, Honeywell

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Frequently Asked Questions (FAQs)

Sales technology comprises digital tools, software, and platforms that help sales teams streamline and accelerate their activities along the entire funnel. Businesses need sales technology because research has shown consistently that most of salespeople's time is consumed by administrative tasks like data entry and scheduling, resulting in a reduced focus on selling. Sales tech automates these non-revenue-generating activities, so sales teams can build stronger customer relationships and close more deals, boosting profitability and business growth.

The key is to “start simple, scale smart.” Begin with a CRM system as your foundation rather than trying to build a complex multi-tool setup in one go. Focus on your biggest pain point - if manual data entry is consuming too much time, prioritise automation tools; if lead generation is your challenge, invest in prospecting tools. Prioritise integration over features by choosing tools that work well together rather than the most feature-rich options that don't connect. Ensure your team fully adopts and uses current tools effectively before adding new ones.

AI is transforming sales technology through both predictive and generative capabilities. Predictive AI analyses data to forecast deal outcomes and guide sales strategies, while generative AI helps create personalised communication, call summaries, and presentations. According to recent studies, nearly 6 in ten salespeople report that generative AI increases their productivity and helps them serve customers better.

As AI advances, it will become even more effective at automating routine tasks along the funnel, such as prospecting and lead scoring, allowing sales representatives to focus on high-value human interactions and relationship building.