Top Sales Pros Say Tech Tools Are Critical

May 10, 2016

Sales professionals say relationship-building technology tools can have the highest impact on their revenue, according to the results of a new survey conducted by Market Cube on behalf of LinkedIn.

Seventy-seven percent of the top salespeople surveyed say they rely on sales intelligence tools. What’s more, the highest performing salespeople are 24 percent more likely to attribute their success to the use of sales technology tools, according to the survey, "The State of Sales in 2016."

The most important sales technology tools the sales professionals cited as using in being able to grow their revenues were from relationship-building tools, sales intelligence tools, CRMs, productivity apps, and e-mail tracking tools.

“Today, building relationships by providing value from the first interaction is a requirement for winning new business,” according to the report. “As marketers turn to software to generate more qualified leads, sales organizations have begun to recognize the value of technology to create human connection at scale. In fact, salespeople cite the ability to build stronger relationships with prospects and customers, and the ability to close more deals and generate more revenue as the top two benefits of sales technology.”

Ninety percent of the top sales professionals say they’re using social selling tools, used to build and nurture relationships with prospects and customers through social networks, such as Twitter, Facebook, and LinkedIn. Sixty-two percent of employees at large companies say that social selling enables them to “build stronger, more authentic relationships with customers and prospects,” according to the study.

The study revealed the following breakdown in usage of some of the top selling tools:

  • CRM: 33% of users spend 3 to 5 hours per week using CRM tools (24% spend more than 10 hours per week using CRM tools)
  • Sales intelligence: 33% of users spend 3 to 5 hours per week using these tools
  • Social selling: 28% spend 3 to 5 hours per week (20.9% spend 5 to 10 hours per week)
  • Productivity apps: 30% spend 3 to 5 hours per week
  • E-mail tracking: 26% spend 3 to 5 hours per week

Source: “The State of Sales in 2016,” LinkedIn (2016)