Ops pros are often tasked to create an efficient tech stack through consolidation, but maybe what they really need is a flexible tech stack.
If doing more with less was easy, we’d already be doing it, right? We’d be on that tactic like a duck on a June bug. So, instead, we have to rethink, reimagine nearly everything. Where can we make changes to our status quo where we either increase return on a stable investment, or maintain returns while decreasing investment? Or, in many instances, it’s a bit of both. Where can we increase returns while decreasing investment?
Within LeanData’s product suite of revenue orchestration and scheduling tools, customers use a number of features to gain better efficiency. We’ve watched many customers produce better results with less tools in their revenue tech stack. In this post, we’ll look at how greater flexibility within the tech stack impacts the bottom line.
The Only GTM Constant is Change
The world is full of trite cliches about change being the only constant. But, the reason they abound is that there’s a foundation of truth to the saying. Ask any experienced RevOps professional.
Go-to-market (GTM) processes are ever-changing. First, competitive marketplaces, even in mature industries, are continually changing, forcing companies to respond appropriately. Secondly, if a company is doing things correctly and growing, the company’s revenue team itself undergoes changes to accommodate its growth, both in size and complexity.
As the tech stack is the “engine room” that empowers the revenue team, it’s paramount that the stack is flexible to comply with the changing environment.
Integrations Bring Flexibility, Freeing the Frozen Tech Stack
A frozen tech stack limits effectiveness, and therefore negatively impacts efficiency, when it is locked into solutions, particularly those that come bundled together. For too many years, revenue teams have had to implement a subpar solution for challenges simply because it came bundled with another, more valuable, point solution.
With efficient flexibility in mind, LeanData continues to increase its integrations with best-in-class technology partners. These seamless integrations free any potentially frozen tech stacks, locked into less-than-ideal solutions.
LeanData RevTech Integrations
Two recent LeanData integrations include both Cloudingo and Crossbeam. Cloudingo’s data cleansing process starts with cleaning leads, then contacts and, finally, accounts. Integrated within LeanData, it allows customers to ensure their clean data fuels the running of the right sales and marketing plays at the right time. Better data means better processes and plays, lifting both effectiveness and efficiency.
Likewise, integrating Crossbeam, a partner management software, helps revenue teams surface the data, people, and companies within their network that can help accelerate and close deals more quickly. For new opportunities, Crossbeam automatically surfaces the key partners that share the account as a customer or open opportunity, allowing the revenue team to better prioritize efforts. For existing opportunities, whenever one shows a sign of deal risk, Crossbeam automatically surfaces the partner(s) with which a sales or customer success rep can best collaborate. In both cases, rep productivity and partner collaboration is escalated, and deals close, and close faster at that.
Lastly, consider sales intelligence and data enrichment solutions. LeanData’s industry-leading Routing solution integrates seamlessly with a who’s who of world-class providers that populate fields in Salesforce, including Clearbit, Cognism, SalesIntel, ZoomInfo and others.
Those integrations ensure customers’ tech stacks are flexible and not frozen in some past era time, subservient to less-than-effective point solutions. That added flexibility accelerates speed to lead (lead response time) and, most importantly, helps save customers money — making them more efficient.
A truly flexible and free tech stack allows seamless integrations to plug in the best-performing solutions for a revenue’s specific needs. Increased effectiveness leads to higher productivity and return on investment.
Flexible Tech Stacks Lower Costs
It’s not just integrations that contribute to an efficient tech stack. The ongoing evolution of tech stack solutions can help with both returns and investments.
An example is the Hold Until Enrichment node in LeanData Routing. The Hold Until Enrichment feature allows LeanData customers to not only enrich with the data enrichment provider of their choice, but they can selectively enrich records when and where necessary.
By enriching fields in a record when they need it, customers spend their enrichment credits more judiciously, allocating their investments to achieve a maximum return. It’s an example of a solution’s flexibility spurring the development of more cost-efficient processes for a revenue team.
Making a Tech Stack’s Flexibility a Core Competency
The revenue tech stack has to work. That’s a given. But, with the end of the “growth at all costs” era, a tech stack has to not only continue to work, but to work more efficiently.
Tech stack solutions abound. We’ve all seen those marketing technology “supergraphics” popularized by Scott Brinker, where the technology landscape is so crowded the individual company logos are nearly indecipherable.
The key to an efficient tech stack is selecting the best-in-category offerings that work seamlessly together. Their combination delivers an outstanding internal and external customer experience while at the same time maximizing return on investment.
With that in mind, LeanData continues to focus on flexibility, knowing the true power of the tech stack is when the individual components of the stack work better together.
