How Much Do Companies Spend on Sales Technology Systems?

Technology is changing our world, in every aspect of it. It’s only natural that after changing our personal lives, it should creep into our professional lives. Sales leaders are looking for increased revenue, high performance sales and more productivity. The XANT State of Sales report in 2017 surveyed over 1,000 companies to see what they do to win more deals. Here’s what we learned about the sales technology systems of today that produce real results.



Sales Technology Systems of the Future

Sales technology has become an extremely important part of every sales team’s makeup and organization, shows the study. Companies reported that, on average, they spend $4,581 on sales technology each year. The sum covers an average of 5.8 sales tools, and companies pay on average $66 per tool per month – in subscription-type payments.

The typical sales stack for a company is using the following six tools:

  • CRM
  • Social prospecting
  • Presentations
  • Pipeline management
  • Data/list services
  • Email engagement

Companies Will Invest More in Sales Technology

Technology spend per rep varies significantly by size of company – with large companies lagging behind small and medium companies on annual spend per rep.

Company Size Technology Spend
Large organizations $3,143 per rep/annually
Medium sized companies $5,207 per rep/annually
Small companies $4,639 per rep/annually


Interestingly, large, medium and small companies spend similar amounts on sales technology in relation to their reps’ salaries (5.8%).  Expert are expecting this percentage to increase across the board.

Currently the average proportion of budget on sales technology in relation to sales rep’s salaries is 5.8%. Next year, this will reach 6.5%.

Download the State of Sales 2017 Report

The State of Sales 2017 Report was created by XANT Labs in partnership with the American Association of Inside Sales Professionals (AA-ISP), Top Sales World, and the Association of Professional Sales (APS).

The study surveys 1,151 companies across the focus areas of structure, systems, and people to determine what they do to win more deals and increase their revenue. In addition, the study examined the sales market in which these companies operate and completed a benchmarking exercise.

To download the State of Sales 2017 study, click here:




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