This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.

2. Table of Contents
Introduction
Executive Summary
The Sales Process
Sales Tool Inventory
Sales Tool Integration
Importance, Satisfaction
and Challenges with Tools
Impact of Tool Integration on Revenue
Analyst Bottom Line
Acknowledgements
Appendix: Survey Background
3
5
7
10
14
20
23
27
29
31

3. Introduction
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

4. This Sales Tool Integration study had a simple goal: to determine if integrating
multiple sales tools that support different parts of the buying journey result
in greater efficiencies and better outcomes.
B2B sales and marketing professionals are very aware of the presence of
organizational silos. They know that when they exist, they work against
alignment and impede success.
Sales tools can also exist in silos, with no integration or awareness of
complementary tools that are part of the technology stack.
This study’s goal was to determine if sales tools work better when they
are integrated with each other and participate fully in the technology stack
that supports marketing and sales.
To find out if integration matters, CallidusCloud and Demand Metric part-
nered to field a survey and ask marketing and sales professionals about
the current state of tool integration, and what benefits come when tools
are integrated.
This report shares the data and analysis from this research effort,
providing insights on how to optimize the flow of leads through the
funnel.
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | INTRODUCTION 4Sales Tools
Integration

5. Executive Summary
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

6. Almost 90 percent of this study’s participants were from primarily B2B or
mixed B2B/B2C organizations, with two-thirds reporting revenue growth
during the past fiscal year.
The respondents come from a diverse set of industries, with the largest
segment coming from the technology sector, with a sizeable segment also
in financial services/insurance.
About one-fourth of the organizations in the study have less than five
full-time sales representatives, and over 10 percent have 500 or more.
Just over 40 percent of the study participants come from companies with
less than $10 million in annual revenue, while 14 percent are with firms
reporting revenues of $500 million or more.
The sales cycle length for organizations in this study aver-
aged 8.2 months.
Sales tools in the customer experience monitoring/feed-
back category topped the list of tools in use. 28 percent of
study respondents use just a single category of sales tool,
while just over 15 percent are using five or more of the tool
categories.
Integration between sales tools has a big impact on sales
process effectiveness: it is almost seven times greater when
there is significant to complete integration between tools.
Achieving better alignment between sales and marketing
was the top motivator for sales tool integration.
Time, resource or staffing constraints was the top barrier to
integration between sales tools, cited by 83 percent of study
participants.
Tools that don’t support integration was the top barrier to
integrating tools with CRM, cited by 60 percent of study
participants.
The top two challenges in the use of sales tools both relate
to integration.
By almost 30 percentage points, significant or complete
integration between sales tools makes revenue significantly
easier to generate.
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | EXECUTIVE SUMMARY 6Sales Tools
Integration
This report details the results and insights from the
analysis of the study data. For more detail on the survey
participants, please refer to the Appendix.
The analysis of this study’s data provides these key findings:

7. Acknowledgements
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

8. Demand Metric is grateful to CallidusCloud for sponsoring this research, and for those who took the time to complete the study survey.
HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | THE SALES TOOLS INTEGRATION 30Acknowledgements
About Demand Metric
Demand Metric is a marketing research and advisory firm serving a
membership community of over 90,000 marketing professionals and
consultants in 75 countries.
Offering consulting methodologies, advisory services, and 500+ premium
marketing tools and templates, Demand Metric resources and expertise
help the marketing community plan more efficiently and effectively, answer
the difficult questions about their work with authority and conviction and
complete marketing projects more quickly and with greater confidence,
boosting the respect of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit: www.demandmetric.com.
About CallidusCloud
CallidusCloud is the global leader in cloud-based sales, marketing,
learning, and customer experience solutions.
CallidusCloud enables organizations to accelerate and maximize their
lead to money process with a complete suite of solutions that identify the
right leads, ensure proper territory and quota distribution, enable sales
forces, automate configure price quote, and streamline sales compensa-
tion — driving bigger deals, faster.
Over 5,000 organizations, across all industries, rely on CallidusCloud to
optimize the lead to money process to close more deals for more money
in record time. http://www.calliduscloud.com/about-us/

9. © 2017 Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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