Sales Tools to Optimize Your Process for Two Times More Conversions
April 1st 2022
B2B Sales
The B2B sales process involves a series of tasks, including lead generation, prospecting, outreach, closing deals, etc. Stakeholders, including sales reps and account executives, try to convert prospects into customers. With the evolving sales environment, there are various tools to optimize your B2B sales and facilitate a conversion seamlessly. This blog will discuss why we need sales tools and which tools are best for your sales team, including sales reps, account executives, and customers.

Table of Content

  • Why Use Sales Tools?
  • Types of Tools
  • Best Sales Tools for Sales Reps
  • Best Sales Tools for Account Executives
  • Best Sales Tools for Customer Success
  • It’s Your Turn!

Why Use Sales Tools?

Every sales process involves a series of activities, some of which are repetitive. Such repetitive activities can be automated using tools. You can optimize time management and ensure consistency. Some reasons why you need tools to optimize your sales process are as follows:

  • Sales Rep Productivity

  • As mentioned above, there are tools to include in your sales tech stack to automate manual and repetitive tasks. With automation, your sales reps will have more time to focus on essential tasks like building relationships. Sales reps don’t have to indulge in routine or mundane activities, increasing productivity.

  • Lead Generation

  • 40% of salespeople say prospecting is the most challenging part of the sales process. These days, various tools help generate leads and integrate their data into your existing databases. You can use the saved time on lead generation to build sustainable conversations and relationships, resulting in deal closure.

  • Intelligent Sales Process

  • Many engagement and enablement tools have an in-built feature of organizing critical sales data automatically. You can use the data insights to increase conversion by determining gaps followed by suggestions to improve the sales process. You can carefully examine your sales outreach strategy and assess problem areas.

  • Prospect Management

  • An effective sales stack helps account executives in prospect management. These tools have features that facilitate automation, communication, and scheduling. It enables team leaders to assign tasks and track progress in real-time. The tools have features that can create reports and charts to measure performance and track progress. You have an overview of the tasks done and pending, all in one place.

Types of Tools

You can incorporate various types of sales tools into your sales pipeline. Some common ones are as follows:

  • Customer Relationship Management

  • A customer relationship management system (CRM) is a single, central platform that stores all customer data for convenient access. It allows you to see the status of your customer connections and, as a result, determine what’s to be done next. It improves the sales team’s ability to manage customer interactions and relationships that drive success. You can also identify sales opportunities, track service issues, and manage marketing campaigns.

  • Sales Engagement Tools

  • Sales engagement tools track all interactions between the sales team and prospects. You can analyze and measure data like call recordings, email open, reply rate. It simplifies identifying sales techniques to accelerate the number of meetings booked. It works as a sales automation tool that creates multi-channel outreach including social media, email, voice call, video call, etc. You can automate routine tasks like follow-ups, event-based prospect status updates, data entry, scheduling, among others. Sales automation helps in minimizing unnecessary admin tasks and optimizes time management for your sales reps. It thus helps in improving prospecting and significantly increasing sales team productivity.

    Sales Tools
  • Sales Enablement Tools

  • As the name itself suggests, sales enablement tools provide visibility for sales reps across the sales process. It ensures that salespeople have the shareable materials, resources, processes, information, technology, and data to convert prospects and close deals. It connects the marketing function and sales cycle to efficiently identify gaps in the sales lifecycle and close deals.

  • Sales Prospecting Tools

  • Prospecting tools assist sales reps in identifying possible leads, qualifying, contacting, and prioritizing high-quality ones. Sales reps are routed to the most appropriate prospects using advanced prospecting and company search tools. The focus is on generating leads and identifying the social profiles of these prospects to qualify them and start a conversation. LinkedIn can also help you find the prospects based on their ideal customer profile to contact your target accounts.

  • Sales Productivity Tools

  • Sales productivity tools are created to help salespeople automate routine tasks involved in the selling process. Examples of such activities include making calls, organizing meetings, sending follow-up messages, managing documents and proposals, and keeping track of all discussions and interactions with prospects. They boost productivity by saving valuable time that you can utilize in meeting new prospects.

    Each of these tools has different features to help you optimize your sales pipeline and boost conversion. We will now look at how various tools can help different personas involved in your sales process. However, it is essential to remember that the sales tools given above can be helpful for more than one persona based on their features and integrations.

Best Sales Tools for Sales Reps

Sales reps are tasked with generating and qualifying sales leads. They try to convince prospects for meetings/demos through a multi-channel outreach and meticulous well-designed follow-ups. It requires making use of tools, some of which are as follows:

  • CRM Tools

  • Sales reps work with a lot of data related to prospects. A customer relationship management tool can simplify data management and accessibility. Some popular options include Hubspot, Salesforce, and Pipedrive. You can integrate these tools with your sales engagement platform, and the status of prospects can be tracked and updated in real-time.

  • LinkedIn Sales Navigator

  • LinkedIn Sales Navigator is an essential tool that assists sales reps in identifying qualified leads. You can create effective and personalized outreach for your target prospects. It aids in prospecting, viewing LinkedIn profiles, and qualifying prospects to send emails and start conversations. To log and align all of your prospect and account data, you need to integrate LinkedIn Sales Navigator with your sales engagement platform.

  • Toggl

  • Toggl is a time tracking app you can use across many apps or browser extensions. All of the entries across these apps are automatically synchronized. It also comes with calendar integration and project planning capabilities.

Best Sales Tools for Account Executives

Account executives are converting your qualified leads into paying customers or long-term accounts. Some tools that are essential for account executives are as follows:

  • CRM Tools

  • As in the case of sales reps, CRM tools are essential for account executives to store customer data. The best part is that they can easily integrate with other sales automation platforms. Sales engagement platforms usually integrate with CRM tools like Hubspot or Pipedrive to facilitate real-time updating of customer data gathered through interactions. You can track the progress within opportunities and accounts.

  • Calendly

  • Calendly, as the name suggests, lets you schedule daily meetings, demos, and other activities, so you never miss a call. It has worked with key clients such as Google and Outlook to schedule meeting for all participants without issuing an invitation.

  • Basecamp

  • Basecamp is a tool that helps in account management. It is a web-based collaboration tool that allows users to manage and connect. Account executives can use it to keep track of all of your work-related tasks, deadlines, files, discussions, and announcements.

Best Sales Tools for Customer Success

Customer success is all about optimizing the sales cycle to improve the experience post they have been converted. It is about winning over customers repeatedly by anticipating their challenges and presenting solutions. It revolves around their satisfaction and retention. Some tools that can help in achieving customer success are as follows:


  • It is a tool that automates direct mail. It can be integrated with your sales engagement platform to engage customers. Add an element of delight in your sales outreach with direct mails. Humanize your sales approach by sending offline goodies to qualified prospects at scale. Accelerate closing deals with memorable experiences.

  • DocuSign/Adobe Sign

  • Employing tools that help during closing customer deals is an essential requirement in the sales process. Tools like DocuSign or Adobe Sign are known as closing sales tech. Such tools can significantly optimize the sales pipeline by creating online documents like online proposals to customers, agreements with partners, etc. The prominence of remote sales simplifies eSignatures for closing deals faster. An add-on benefit is that e-signing tools are easy to integrate within your existing sales tech stack.

  • PayPal – Payment platform

  • Like DocuSign, tools that facilitate payment during deal closure are a part of the deal closing sales tech. PayPal is a payment platform that you can integrate with your sales engagement platform to facilitate easy payment and checkout. It is a commonly used secure payment method.

Sales Engagement is your Answer!

While we have mentioned some of the must-have tools for the three different personas that any sales organization revolves around, what’s common in all three? If you haven’t already noticed, a sales engagement platform is needed by sales reps, account executives, and customer success. Most of the tools discussed above, including scheduling tools, project management tools, automation tools, or tools that optimize customer touchpoints, can be integrated with your sales engagement platform. For B2B sales optimization, sales engagement is your go-to!

It’s Your Turn!

Now that you are aware of all the different tools available, it’s your turn! Identify the tools that would best help your sales reps and account executives and help you achieve customer success. Make sure you use a sales engagement tool to execute your sales process and optimize it two times better. It will also accelerate your sales conversion rates.

Shreya Palsani
Contributing Writer
Shreya Palsani
Contributing Writer
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