Enterprise GTM Systems & Tools: The Tech Stack That Scales
The right tech stack is the difference between a sales team and a revenue machine.
At Hortonworks, we built our stack as we scaled. At Cockroach Labs, we optimized it for enterprise deals. Here's the complete tech stack for scaling from $0 to $100M+ ARR.
The Enterprise GTM Tech Stack
Core Systems
1. CRM: Salesforce
The foundation of every enterprise sales organization.
Why Salesforce:
- Industry standard for enterprise sales
- Robust reporting and analytics
- Extensive ecosystem
- Scales from startup to enterprise
Key Features:
- Account and opportunity management
- Pipeline and forecasting
- Activity tracking
- Reporting and dashboards
- Integration ecosystem
Setup Best Practices:
- Customize for your sales process
- Build MEDDIC qualification fields
- Create deal stage automation
- Set up forecasting models
- Build account hierarchies
Cost: $150-$300/user/month
2. Sales Engagement: Outreach.io or Salesloft
Automate and scale your outbound efforts.
Why Sales Engagement:
- Multi-channel sequences (email, LinkedIn, phone)
- Activity tracking
- Response analytics
- Team collaboration
Key Features:
- Email sequences
- LinkedIn automation
- Call logging
- Response tracking
- A/B testing
Best Practices:
- Personalize at scale
- Test messaging
- Track response rates
- Optimize sequences
- Integrate with CRM
Cost: $100-$150/user/month
3. Sales Intelligence: ZoomInfo or LinkedIn Sales Navigator
Find and connect with decision makers.
Why Sales Intelligence:
- Accurate contact data
- Org chart mapping
- Intent signals
- Technographic data
Key Features:
- Contact database
- Company insights
- Org chart mapping
- Intent data
- Email verification
Best Practices:
- Use for account research
- Map buying committees
- Find champions
- Verify contact info
- Track account changes
Cost: $15,000-$50,000/year
4. Sales Enablement: Seismic or Highspot
Enable your sales team with content and training.
Why Sales Enablement:
- Centralized content library
- Sales training
- Content analytics
- Buyer engagement
Key Features:
- Content library
- Sales training
- Content analytics
- Buyer engagement tracking
- Mobile access
Best Practices:
- Organize by buyer persona
- Track content usage
- Update regularly
- Mobile-first
- Measure impact
Cost: $25,000-$100,000/year
5. Revenue Operations: Clari or Aviso
Forecast accurately and manage pipeline.
Why Revenue Ops:
- Accurate forecasting
- Pipeline management
- Deal reviews
- Sales analytics
Key Features:
- Forecasting models
- Pipeline analytics
- Deal scoring
- Activity tracking
- AI insights
Best Practices:
- Build forecasting models
- Track leading indicators
- Score deals automatically
- Review regularly
- Use AI insights
Cost: $50-$150/user/month
Supporting Systems
6. Contract Management: DocuSign or PandaDoc
Streamline contract workflows.
Why Contract Management:
- E-signatures
- Contract templates
- Approval workflows
- Document tracking
Key Features:
- E-signatures
- Template library
- Approval workflows
- Document tracking
- Integration with CRM
Cost: $15-$50/user/month
7. Proposal Management: Proposify or Qwilr
Create professional proposals quickly.
Why Proposal Management:
- Professional proposals
- Interactive pricing
- Buyer engagement
- Analytics
Key Features:
- Proposal templates
- Interactive pricing
- Buyer engagement
- Analytics
- CRM integration
Cost: $50-$150/user/month
8. Conversation Intelligence: Gong or Chorus
Record and analyze sales calls.
Why Conversation Intelligence:
- Call recording
- Conversation analytics
- Deal insights
- Coaching
Key Features:
- Automatic call recording
- Conversation analytics
- Deal insights
- Coaching recommendations
- CRM integration
Best Practices:
- Record all calls
- Review regularly
- Use for coaching
- Track talk-to-listen ratio
- Identify winning patterns
Cost: $100-$150/user/month
9. Sales Training: MindTickle or Allego
Train and onboard your team.
Why Sales Training:
- Onboarding programs
- Ongoing training
- Certification
- Performance tracking
Key Features:
- Training programs
- Video library
- Certification
- Performance tracking
- Mobile access
Cost: $50-$100/user/month
10. Data Enrichment: Clearbit or ZoomInfo
Enrich your CRM data automatically.
Why Data Enrichment:
- Automatic data updates
- Company insights
- Contact verification
- Intent signals
Key Features:
- Automatic enrichment
- Company data
- Contact verification
- Intent signals
- CRM integration
Cost: $5,000-$25,000/year
The Tech Stack by Stage
Early Stage ($0-$10M ARR)
Core:
- Salesforce (Essentials or Professional)
- LinkedIn Sales Navigator
- DocuSign
Nice to Have:
- Outreach.io (if doing outbound)
- Gong (for call recording)
Budget: $500-$1,500/month
Growth Stage ($10M-$50M ARR)
Core:
- Salesforce (Professional or Enterprise)
- Outreach.io or Salesloft
- ZoomInfo
- Gong or Chorus
- Seismic or Highspot
- Clari or Aviso
Supporting:
- DocuSign
- Proposify or Qwilr
- Clearbit
Budget: $5,000-$15,000/month
Scale Stage ($50M-$100M+ ARR)
Core:
- Salesforce (Enterprise)
- Outreach.io or Salesloft
- ZoomInfo
- Gong or Chorus
- Seismic or Highspot
- Clari or Aviso
- MindTickle or Allego
Supporting:
- DocuSign
- Proposify or Qwilr
- Clearbit
- Custom integrations
- Data warehouse
Budget: $20,000-$50,000/month
Implementation Framework
Phase 1: Foundation (Months 1-3)
Week 1-2: CRM Setup
- Configure Salesforce
- Customize for your process
- Import data
- Train team
Week 3-4: Sales Engagement
- Set up Outreach/Salesloft
- Create sequences
- Train team
- Start campaigns
Month 2-3: Sales Intelligence
- Set up ZoomInfo
- Train on research
- Build account lists
- Start prospecting
Phase 2: Enablement (Months 4-6)
Month 4: Sales Enablement
- Set up Seismic/Highspot
- Upload content
- Organize library
- Train team
Month 5: Conversation Intelligence
- Set up Gong/Chorus
- Start recording
- Review calls
- Coach team
Month 6: Revenue Operations
- Set up Clari/Aviso
- Build forecasting
- Track pipeline
- Review deals
Phase 3: Optimization (Months 7-12)
Ongoing:
- Optimize workflows
- Improve integrations
- Train continuously
- Measure impact
Integration Architecture
Core Integration:
- CRM (Salesforce) → Central hub
- Sales Engagement → CRM
- Sales Intelligence → CRM
- Conversation Intelligence → CRM
- Revenue Ops → CRM
Data Flow:
- Sales Intelligence enriches CRM
- Sales Engagement tracks activities in CRM
- Conversation Intelligence records in CRM
- Revenue Ops analyzes CRM data
- Sales Enablement tracks usage
ROI Framework
Measure:
- Productivity improvements
- Revenue impact
- Time savings
- Win rate improvements
- Forecast accuracy
Calculate:
- Cost per rep
- Revenue per rep
- ROI = (Revenue Impact - Cost) / Cost
Target ROI: 3x-5x
Common Mistakes
Mistake #1: Too Many Tools
Don't buy every tool. Start with core systems. Add tools as you scale.
Mistake #2: Poor Integration
Integrate everything with CRM. Don't create data silos.
Mistake #3: No Training
Train your team on every tool. Don't assume they'll figure it out.
Mistake #4: No Measurement
Measure tool adoption and impact. Don't buy tools you don't use.
Mistake #5: Wrong Tools for Stage
Don't buy enterprise tools at startup stage. Start simple. Scale up.
The Bottom Line
The right tech stack enables your sales team to scale efficiently.
Start with core systems. Add tools as you grow. Integrate everything. Train continuously. Measure impact.
That's how you build a revenue machine.
Related: Learn about building repeatable sales processes and enterprise GTM hiring.