What gets measured gets improved.
This saying — popularized by legendary consultant Peter Drucker — made sense in an era when measuring business performance was costly and difficult.
But now, we’re living in the age of data and AI.
Measurement is great – but it needs to be strategic and efficient. If not, your teams will run headfirst into a wall of tech fatigue.
Too many systems. So much messy data.
It’s overwhelming.
To tackle the challenge of tech fatigue, two 2024 RevOps Award Winners, David Hayward (Senior VP GTM, Yext) and Deborah Fritz (VP, Global Field Ops, LiveRamp), sat down with Devin Reed (Head of Content, Clari) for a recent webinar.
Here’s what they talked about.
More tools, lower adoption
Today, it’s common for revenue teams to juggle an average of 7-10 tools.
And every tool introduces:
- Data inconsistencies
- Navigation challenges
- Additional costs
How did we get here?
As Deborah notes, revenue tech stacks build up over time.
“As we've grown, we've definitely experienced people acting alone to create action,” she says. “But when they make decisions in silos, or even just for one point of a process, it can have a negative impact on other functions in the organization.”
What’s the impact?
Bloated tech stacks often mean low adoption rates. Reps resist the drag of another platform, focusing instead on their core product set.
This leaves companies with expensive tools that require ongoing maintenance and create tech debt. And these expensive tools aren’t being used to accomplish their main function: driving revenue.
Takeaway: Look for low adoption rates as a sign of tech fatigue.
Set your “magic number”
More tools = lower adoption.
For top revenue teams, this means a streamlined and consolidated tech stack is a must. But what should you be aiming for?
The answer, of course, depends on your organization:
- What does your process look like?
- Which actions does your tech stack enable?
- Are tools getting in the way of customer interactions?
For efficiency-focused leaders like David, the starting point is an ambitious goal: defining a “magic number” the team can rally around.
“Today, we're more in the 7 to 10 market, unfortunately,” he says. “But we're actively evaluating the number and the complexity of those tools. We're actively looking for opportunities to streamline and make things faster and easier.”
David’s magic number: 6. And he’s got a plan to get there.
Takeaway: Tech consolidation takes time. Set your magic number and work toward your goal on a daily basis.
A solution to tech fatigue
How do you reduce tech fatigue while still taking full advantage of modern tech?
The answer for many revenue teams is simple: Leverage a unified revenue platform that maps out your entire revenue process in one place.
These all-in-one platforms help drive:
- Increased adoption
- Ramped productivity
- Data integrity
As Deborah puts it, “I don't have to chase people down to get extra information or ask them to take the next step in our pipeline meetings.”
She continues, “It just makes the forecasting process less inspection-driven by me. It's more deal signal and intelligence shared from the sales team to the wider organization.”
Easy input. Unified adoption.
Now that’s modern RevTech done right.
Takeaway: Unified platforms can simplify your process and boost adoption.
Ready to beat tech fatigue?
Take control of your entire revenue operation to align sales, marketing, customer success, and finance with Clari, the platform purpose-built for revenue teams. The idea is that everyone on every team can execute more efficiently and confidently. It’s everything you need to run revenue. All in one unified Revenue Platform.