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How to buy B2B tech the right way

Tech stacks are all well and good. But how can you make the right decisions for implementing technology in your business? As we’ve identified, there is a huge amount of choice out there for B2B companies. How can you make the right choice? At what point does it become obvious that a particular tool is right for you?

Three sales leaders and one revenue operations manager gave us their advice for buying B2B tech the right way.

Nazma Qurban, Chief Revenue Officer at Cognism

“Tech should always be solving a problem. When you’re looking at providers, ask yourself: what difficulty is this going to solve for me or my team? What value is this solution going to deliver for my organisation? If the tool isn’t going to provide anything extra for you or give you any benefit, then there’s no point in buying it.”

“In terms of finding the right tech for your company, my advice would be to start with G2, which is a fantastic resource for B2B tech buyers. Look at the user reviews and take it from there.”

“Arrange demos with the vendors you really like the look of. Also, ask peers in your industry. What tech are they using? Some of the best recommendations will come from people you know.”

Neil Ryland, Chief Revenue Officer at Peakon

“What we’ve done at Peakon is map our tech stack against our pipeline process. We work out how much time we spend on certain tasks, such as prospecting, presenting, admin etc. Then we take a step back and ask ourselves: can we use tech to get the time we spend down? Is there a way to work smarter and automate the more time-consuming tasks? All sales tech should be geared around giving sales reps more time to sell.”

“I’d echo Nazma’s comments about speaking to people in your industry about the tech they’re using. Word of mouth is very powerful. Your peers have probably faced the same challenges as you, and they can often point you towards the best solutions.”

James Ski, Founder and CEO at Sales Confidence

“I think it’s important to consider the impact that technology can have on the wider organisation. Sometimes, the tool that looks perfect for a sales team will have negative implications on marketing, on product or CS. Don’t just sign up to using a solution if it hasn’t been thoroughly tested.”

“My recommendation is to set up a buying committee for your business. It should be a group of people from all the major departments - sales, marketing, product, CS, finance. Every time a new piece of tech is suggested, put it before the buying committee. Let the committee review it and come to a unanimous decision if it should be implemented.”


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Tim Oller, Revenue Operations Manager at Cognism

“My number one tip when it comes to tech stacks is: don’t buy technology for the sake of buying it. I’ve seen it happen at a number of companies, where they already have a full tech stack but they keep buying into new products, thinking it will fix something quickly. In fact, the opposite is true. The more technology you buy, the more complicated your processes will become.”

“Before you buy any new tech, do an audit of your current tech stack. Chances are, you’ve got tech that can solve the problem already, but you’re not using it properly. You want to be aiming for a full utilisation of your current tech stack. Make use of what you’ve got before adding anything new. Don’t let your tech stack grow out of control. A good tech stack should be working for your business, not the other way around.”

Key Takeaways

  • Only implement new tech if it solves a problem.
  • Ask peers in your industry for their tech recommendations.
  • Map your tech stack to your pipeline process.
  • Assemble a buying committee to review new tech.
  • Before buying new tech, audit your current tech stack.
  • Make use of the tech you’ve got already. Don’t let your tech stack grow out of control!

Optimising your B2B technology stack

Our final thought is to always optimise your B2B technology stack. When you’ve built your lead generation tech stack and everything is up and running, don’t think that’s the end of the process! You must keep on improving and refining it.

A good tip is to A/B test different technologies and see what works best for your company. Study the data and measure the results to improve your tech stack, and ultimately, your lead generation strategy.