MatchZINE – The MarTech magazine

SalesTech – These 7 software types sales should know

Is SalesTech the new MarTech? We probably wouldn’t go that far, but when it comes to sales, there’s no getting around various technologies anymore either. Find out which software is used for what, and how MarTech and SalesTech optimize marketing and sales alignment.

F

or a change, today we’re talking about the counterpart to marketing technology: SalesTech may not yet be as much of a buzzword as MarTech, but it is becoming increasingly important. What exactly it entails, what different types of software there are (from lead enrichment to sales enablement to sales intelligence), and why they are indispensable not only for the future of sales but especially for the interaction between marketing and sales, you’ll find out here.

  • Dieser Artikel wurde am 31. March 2026 aktualisiert.

First things first: What is SalesTech and why is it important?

SalesTech

SalesTech, i.e. sales technology, refers to the full range of software and tools that can accelerate and improve sales processes—both inbound and outbound. And let’s just say this: there’s a lot you can optimize in sales!

Did you know, for example, that sales employees spend only around 34 percent of their time on actual selling? How would revenue figures develop if that 34 percent suddenly became 40, 50, or even 60 percent?

This is exactly where SalesTech comes in. Sales tools help sales teams automate resource-intensive tasks so they can focus on selling. The right software simplifies appointment scheduling, data management, as well as scheduling or lead piping.

The number of sales tools has risen significantly since 2018 and was close to 600 in 2021. SalesTech is therefore developing almost as quickly as MarTech. The reasons are obvious: marketing and sales have to work together as equals.

Here are four factors that are making SalesTech increasingly important for sales:

Matchilla - Matching-Plattform und Marktplatz Increased efficiency and productivity:
Around one third of all sales tasks can be automated. SalesTech also improves efficient collaboration within the team. For example, CRM tools enable access to a central hub for lead and customer data.

Matchilla - Matching-Plattform und Marktplatz Effective lead conversion:
With tools that take a customer-centric approach, you get clear insight into real-time trend data on your leads. This allows you to assess a lead’s buying potential much faster and, if necessary, simply adjust your sales strategy.

Matchilla - Matching-Plattform und Marktplatz Better customer experience:
SalesTech helps you develop a comprehensive understanding of your customers’ needs. And the better you understand your customers, the better you can offer them an unforgettable experience. AI tools such as chatbots answer customer questions in real time and ensure your customers feel seen and appreciated.

Matchilla - Matching-Plattform und Marktplatz Greater scalability:
Sales technologies are the simplest solution for standardizing proven methods and processes—the sales team can rely on an effective, scalable playbook.

SalesTech: These are the seven software types

SalesTech is certainly not yet as complex as MarTech. But even here, several types of software already exist for various areas of application. Some tools may seem familiar to you; others—more innovative solutions—may be new to you:

Customer relationship management system (CRM)

A CRM is the foundation of your sales technology because it stores and manages all lead and customer data in a central database. Tracking and analyzing the data enables extremely accurate sales forecasts, which allow you to plan your next steps even better.

Tools for Lead Enrichment

These tools search numerous sources for demographic data and social information and match them with your target audience. This not only reduces the time sales teams would normally have to invest in generating leads, but also increases their quality. The result is warm leads that are genuinely interested in your products and services.

Sales enablement software

With sales enablement solutions, the focus is on the efficiency of your sales team. They determine what works and what doesn’t during the sales journey, so you can build on that to expand and optimally adapt your strategies.

Sales planning and routing systems

These SalesTech tools save your team a lot of time when it comes to scheduling and email management. The resulting faster response times create a great first impression on prospective buyers and thus help to increase the conversion rate.

Tools for internal communication

How much better could your team’s outcome be if collaboration and the processes in the sales cycle worked more smoothly? That’s exactly what dedicated communication tools were developed for. With features such as video conferencing and project management, they promote connectivity within the team and ensure a more productive workflow.

Sales engagement software

Sales enablement platforms help sales employees achieve a more efficient workflow by bringing together all existing technologies such as CRM and CMS in one place and tracking customer information in real time. This improves internal processes and makes it easier to maintain consistent customer interactions from the initial contact through to closing the deal.

Sales Intelligence Software

These software solutions collect, process, and analyze customer data to identify new target groups or nurture existing customer relationships. In this way, they support the sales team in customer retention and in acquiring new customers. 

How can technologies improve collaboration between sales and marketing?

The responsibilities of sales and marketing teams overlap and influence each other. That’s why it’s crucial that both pull together and pursue the same strategies. Keyword: marketing and sales alignment! This approach is based on good communication, shared goals, and integrated workflows – and this is where technologies come into play. CRM systems, for example, provide central hubs for both sales and marketing data. Communication tools make general collaboration easier across teams and departments. Sales enablement software supports marketing and sales teams alike in analyzing the buyer’s journey. One thing is clear: the more seamlessly the two areas cooperate and interact, the greater the chances of success.

Are you looking for suitable sales software?

You’re currently looking for a specific solution for your sales? That’s exactly where Matchilla helps you: With our matching process you can save yourself the time-consuming research involving search engines, comparison lists, etc. On our platform you’ll find criteria catalogs and, combined with the personal expertise of the Matchilla team, you can match the three most relevant providers based on your requirements.

The best part: Using the platform as well as matching with the providers is free of charge and non-binding.
 
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About the author

Till Zier is CPO at Matchilla and, as a MarTech expert, reports in MatchZINE on news and trends in marketing, automation, analytics, and data.

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