Prediction #4: Multi-Product Platforms Overtake Point Solutions
Prediction #4: Multi-product platforms overtake point solutions?
By Mary Shea, Global Innovation Evangelist at Outreach
We’ve all seen those graphs of the sales tech landscape featuring hundreds, if not thousands, of logos. It's confusing and overwhelming for analysts and tech buyers alike. And while it made sense to experiment with a range of best-of-breed point solutions back in 2015 when the non-CRM sales tech landscape was in its formative years, it no longer does.?
Seven years later, automation and artificial intelligence technologies have matured, the lines between sales tech categories have blurred, and the marketplace has consolidated.?
In a recent blog post, Gartner called this time Sales Tech Mayhem, described as a time where, “the market is fast moving from a wide set of categories into a narrow list of vendors with wide portfolios of capabilities.”
With the pressure increasing for sales leaders to deliver predictable, efficient growth and 42% of B2B sales organizations operating with fewer sales personnel today than prior to the outset of the pandemic, it's never been more important to have the right sales tech stack.1?
Top-tier platform providers, well aware of these dynamics, are assertively deepening and extending core capabilities, developing new products, and acquiring adjacent sales technology players.?
A multi-product platform designed to serve all members of the revenue team provides customers with benefits such as having a singular growing repository of behavioral data from which they can glean insights, as well as a more streamlined approach to managing providers and provider costs.
In 2022, sales leaders will see their technology budgets increase as smart tooling and strong enablement and talent strategies play an increasingly important role in the successful execution of go-to-market plans.
Deliver predictable, efficient growth in 2022:
Want to skip ahead? Missed an earlier prediction? Review Mary Shea’s five sales and marketing predictions for 2022 on the Outreach blog.?
Resources:
1. The Forrester Tech Tide?: Sales Technologies, Q1 2021, Forrester Research, Inc., February 16, 2021