Invest Or Divest? Making Sense Of Your B2B Sales Tech Stack

Forrester’s B2B Sales Survey, 2024, reveals significant differences in sales leaders’ planned spend among 20 sales technology categories over the next 24 months. The leading “prioritize” category includes essential applications such as sales force automation, engagement, enablement, and configure, price, quote platforms that help reps close deals, and not coincidentally, show the largest positive gaps between “invest” and “cut.” “Manage” solutions, often partner ecosystem-centric, are more neutrally balanced and should be sustained only where effective. “Evaluate” tools may be nice-to-haves and considered for consolidation or temporary suspension amid tightening technology budgets.