Defining the New Sales Tech Stack

30 March 2020


Sales organizations are adopting a new and varied technology to support salespeople and managers. These technologies are often added in a layered fashion, creating a “tech stack” that represents the total set of technology tools used by the sales organization. This research examines trends in tech stack architecture, and the changing requirements of sales organizations related to their technology investments.

Special emphasis is given to emerging requirements and unmet needs of sales organizations that surface as they revise their assortment of employed technology applications, especially in reaction to the fast changing circumstances surrounding the COVID-19 novel coronavirus pandemic.

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing sales forces; or who are involved with assessing, communicating, implementing, managing, or optimizing sales strategy within their firm. Target participants are involved in executive leadership, strategic planning, sales effectiveness, sales operations, sales leadership, or sales enablement in organizations with at least US$1 million in annual revenue, and directly employing at least 10 salespeople. Firms or individuals that market technology, products, or services to sales organizations as a core offering are not eligible to participate in this research initiative.

Benefits of Participation

A copy of the findings report on this research topic

An invitation to a Sales Management Association webcast in which summary findings are presented to our audience, in November 2021.

Research Timeline

Research closes 1 October 2021

Research report is expected to publish 15 October 2021


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and will not be distributed.

Take The Survey

Become a member

Become a member