The 2019 Sales Tech Survey by Nancy Nardin is here. And it is a treasure trove of statistics you will do well to digest.
Here are some key takeaways:
1. The Top funnel, primarily used for identifying and communicating with cold leads for building pipeline will continue to drive spend in 2020. These include Lead List/Database ( used by most at 65%). Account Targeting, Social selling , Lead Management and Dialers ( used by least at around 25%) with lots of growth for all (between 2017 and 2019).
2. In the Middle Funnel Sales Enablement grew the most – 567% and Buyer Portal usage grew 225% from 4% to 13% (still amongst the lowest usage overall ).
3. At the Bottom, the highest growth was from Customer Lifetime Value apps – and it grew by – 475%.
There is a lot more. Average spend has flipped since 2017 – with over 65% of respondents spending above $150/user/month. Average number of sales tools used is up from 4.5 to 4.9. Compared to the 2017 study the tools now come from at least 6 of the 27 categories (as against 2 in 2017).
Download and read through the report. It comes with the complete landscape at the end.
Where I learnt this #304
2019 SALESTECH BENCHMARK SURVEY REPORT