Sales Tools Benchmark Report

Introduction

This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes. B2B sales and marketing professionals are very aware of the presence of organizational silos. They know that when they exist, they work against alignment and impede success. Sales tools can also exist in silos, with no integration or awareness of complementary tools that are part of the technology stack. This study’s goal was to determine if sales tools work better when they are integrated with each other and participate fully in the technology stack that supports marketing and sales.

To find out if integration matters, CallidusCloud and Demand Metric partnered to field a survey and ask marketing and sales professionals about the current state of tool integration, and what benefits come when tools are integrated. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.

Table of Contents

1. Introduction
2. Executive Summary
3. The Sales Process
4. Sales Tool Inventory
5. Sales Tool Integration
6. Importance, Satisfaction and Challenges with Tools
7. Impact of Tool Integration on Revenue
8. Analyst Bottom Line
9. Acknowledgements

10. Appendix - Survey Background
     

Research Methodology

This Sales Tool Integration survey was administered online during the period of August 26, 2016 through January 14, 2017. During this period, 155 responses were collected, 139 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.