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The State of Sales Technology: 7 Key Trends Shaping the Future

November 10, 2023

Sales technology is undergoing rapid evolution. As leaders in this space, we analyzed key developments set to shape go-to-market strategies over the next 2-5 years. Here are 7 crucial trends sales organizations must embrace to remain competitive:

  1. Industry Consolidation Around the Big Platforms

Sales technology is consolidating around “The Big 7” leaders – HubSpot, Salesforce, ZoomInfo, Gong, Outreach, SalesLoft, and Clari. Smaller competitors will need to strategically partner, integrate, or be acquired to avoid obsolescence. Specialized point solutions must carve out defensible niches as part of larger stacks.

  1. AI Becoming Table Stakes

AI is no longer a novel differentiator – it's now just table stakes. Leaders are expected to infuse AI throughout for predictive analytics and workflow automation. Those who fail to harness AI will quickly fall behind rising expectations. However, AI alone is insufficient. It must augment human selling skills vs. replacing them.

  1. The Rise of Sales Copilots

Future productivity will be driven by AI-powered “copilots.” These smart assistants will help reps and managers handle mundane tasks, surface insights, and answer questions. By automating administrative bottlenecks, copilots free up focus for high-value selling activities. They also provide data-driven guidance tailored to reps' needs.

  1. Rethinking Go-To-Market Strategies Post-COVID

Digital transformation has upended traditional sales models. Old playbooks like event-driven “Predictable Revenue” now struggle as buyers congregate online. Creative digital-first GTM strategies combining PLG, communities, partnerships and influencers are emerging. However, human relationships remain critical.

  1. The Battle for the Single Source of Truth

While CRMs like Salesforce remain the system-of-record, limitations have opened the door to new “intelligence layers” aspiring to unify data. CDPs for sales could overtake CRMs or be blended via APIs. Winning solutions will seamlessly marry CRM data with external signals for maximum context. Sales intelligence is now a data analytics game.

  1. OpenAI Accelerates Sales Tech Innovation Cycles

OpenAI’s models like GPT-3 enable conversational AI capabilities with far less lift. Some frictionless self-service experiences may displace niche conversational AI startups. But integration into platforms also lowers barriers for growth. Winners will combine OpenAI’s power with vertical expertise for differentiation.

  1. Budget Pressures Squeeze New Sales Tech Investments

In downturns, new sales tech investments face intense budget scrutiny. Solutions must either replace existing tools with massive ROI gains or integrate seamlessly into workflows. Truly 10x innovations may still warrant net-new spending. But sales leaders must make the business case for long-term competitiveness and productivity.

In summary, sales technology is undergoing a paradigm shift. Companies that skillfully execute on these 7 trends will gain decisive competitive advantage. Those that cling to outdated strategies will rapidly fall behind. The time for reinvention is now.

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