The right sales tools automate prospecting, outreach, and follow-up so you can focus on closing deals and hitting quota.
But with over 8,000 sales tools available on the market today, it’s easy to get overwhelmed. We pulled together the tools our sales team actually uses and recommends for 2024.
Tl;dr
- We pulled together the top sales tools that help busy teams become more effective and close deals faster
- See what tools work across different categories and why sales reps actually use them.
- Find out our tips for evaluating the best tools for your needs
1. AI outbound tool — UserGems
UserGems combines accurate buying signals, AI-generated messaging, and pre-built outbound plays in one platform so sales and marketing teams can launch campaigns that actually generate pipeline. Instead of adding another disconnected tool, UserGems works inside your existing stack—Salesforce, Hubspot, Outreach, Salesloft—combining accurate buying signals, AI-written outreach based on real buyer context, and pre-built plays you can launch in minutes. Revenue teams can launch campaigns in minutes instead of days and spend more time on actual selling.
Key features
- Buying signal identification: The platform automatically tracks buying signals like past customers changing jobs, new executive hires at target accounts, and companies hiring for key roles.
- Gem-E AI agent: An AI assistant that uses your CRM data and third-party signals to write outreach sequences and call scripts that reference actual buyer context, not generic templates.
- Campaign play library: Pre-built campaigns for common scenarios—like "Revive Closed Lost Opportunities" or "Accelerate Deals with Past Champions'—that you can activate in a few clicks.
Why sales reps love it
"Ilove how it takes hours of client/prospect research and distills it into a single, easy-to-use salesforce report. It's gotten me several meetings and brought business into the company. Before UserGems, I wasn't properly leveraging my network of previous buyers who moved to new companies, or if I did, it was because I stumbled upon it by chance. UserGems has totally helped to streamline that process.”
Tatsue Sera, Enterprise Business Development Rep, JellyVision
2. Customer relationship management software — Salesforce
Salesforce is the go-to CRM software for B2B sales reps. Whether you have 50 or 500 contacts, Salesforce scales with your team and keeps customer data in one place.
Sales reps use this customer data to personalize outreach at every stage of prospecting.
Why sales reps love it
“Salesforce is our single source of truth, and it really helps in our decision-making process. I recommend it for businesses with complex processes across different departments and need an extremely flexible CRM to build these processes. For small and mid-market businesses, it can be quite complex and too complicated to set up/maintain, so I would recommend looking into other options and not going only for the brand name.”
Fernanda Rodrigues, Customer Success Manager, MetaMap
3. AI-powered prospecting tool — Cognism Sales Companion
Cognism Sales Companion is your sales team’s +1 for smarter prospecting. Acting as a personalised sales assistant, it guides reps to the right accounts and connects them with ready-to-buy decision-makers using verified data and intelligent buyer signals.
Key features include AI-powered prospecting tools, exclusive phone-verified Diamond Data®, real-time buying signals, and seamless CRM integrations.
Why sales reps love it
“I’ve used Cognism in multiple companies and it has been a game-changer for my outbound workflow. The data quality is consistently reliable, which saves me time on research and gives me confidence in my outreach. It’s easy to use, integrates well with our CRM, and has become a key part of my prospecting toolkit.”
Deniz Aydin Erduran, Commercial Account Executive
4. Sales prospecting tool — LinkedIn Sales Navigator
LinkedIn Sales Navigator is one of the go-to B2B prospecting tools available today. It allows sales reps to tap into LinkedIn’s 500 million users, network with prospects, and build relationships.
Why sales reps love it
“LI Sales Navigator has become the primary prospecting tool for my sales efforts. The ability to create lead and accounts lists relevant to my territory and find accounts and leads that are not in my CRM has become pivotal in sourcing relevant contacts into our CRM. The ability to follow them also allows for introductory conversations that are relevant to their activity.”
Joe Scott, Account Executive, Qualtrics
UserGems vs LinkedIn Sales Navigator
5. Outbound call tool — Orum
Orum makes outbound calling easier and more stress-free for sales reps. With Orum, it’s easy to call multiple numbers simultaneously and connect with live customers instead of voicemail.
As a result, sales reps can save time, surpass their call quotas, and connect with more qualified leads.
Why sales reps love it
"I like the simplicity of the system. From being able to be up and running very quickly to being able to utilize singular or parallel dialer efficiently, Orum has been easy to use."
Marc Glutz, Director of Sales, Podium
Is outbound sales dead? Not if you’re doing it right
6. Video prospecting tool — Vidyard
As the buying journey becomes more digital, Vidyard makes remote selling easier for sales reps through personalized video messaging. Sales reps can introduce themselves to prospects with a video in addition to or instead of an email, leading to better relationships and more wins.
Why sales reps love it
“Vidyard takes the pain out of making videos for essentially anyone. Although this is mainly a sales tool, it could be used by people of all roles. I've noticed really big benefits in my positive response rates by creating personalized videos for people I'm communicating with. I also use Vidyard for creating tutorials as I work for a software company. Their chrome extension works beautifully as well and you can throw a video in with a few different options in a couple of seconds.”
Alex Wait, Sales Rep, ShowPass
7. Account management tool — Scratchpad
Scratchpad helps you manage accounts on your Salesforce CRM and update customer information in real-time. It’s an integral part of our customer success tech stack at UserGems because it keeps us updated on customers and where they are in the sales cycle.
Why sales reps love it
“Scratchpad is super helpful in being able to view and seamlessly filter all of my opportunities in one place, which simply isn't possible with Salesforce. The ability to filter out certain ops, and prioritize using all the different filters saves huge amounts of time. The workflow is efficient and much more intuitive than creating reports with SF alone. It's user-friendly and takes a matter of minutes to set up. It really allows you to knock out all of the arduous, mundane tasks, without any hassle.”
Jamie Stokes, Account Manager, Cognism
8. Sales management tool — Outreach
Sending emails, tracking open and response rates, and creating email flows are tasks that eat up a sales rep’s time. But they can’t be done carelessly.
Outreach takes some of the work off your plate by tracking emails and simplifying interactions with prospects throughout the sales cycle.
Why sales reps love it
“We manage our entire SDR team's day-to-day out of Outreach, allowing them to prospect to specific personas and verticals with very little training or enablement. When used correctly, we've seen our ability to get responses & book meetings skyrocket.”
Stephen Farnsworth, Head of RevOps Product Marketing, Workato
Building a marketing technology stack: How to pick the right tools for your team
9. Revenue intelligence tool — Gong
Gong records, transcribes, and analyzes your sales calls so you can review what worked (or didn't) in any deal.
Gong is a revenue intelligence tool that records, transcribes, and analyzes all your sales calls so you can listen to them again whenever you need to.
It's also useful for training new reps.
Why sales reps love it
“In addition to being able to go back and refresh my own memory about past calls, I love the ability to listen to calls from others in my company. This has helped clear up / prevent misunderstandings and improve the service I can provide customers by catching up on prior calls before I jump on with them. It's also been so helpful to share snippets with team members for product conversations and roadblocks.”
Jeannie Jaworski, Customer Success Manager, HubSpot
10. Email management tool — Superhuman
Superhuman organizes your inbox, schedules emails, shows when prospects read your messages, and automates follow-ups.
Superhuman is an email management tool that organizes your inbox, schedules emails, shows you when prospects have read your message, and automates follow-ups.
You spend less time managing email and more time on actual selling.
Why sales reps love it
“More than any email client I've used, it helps me stay on top of information flow, moving closer to "Inbox Zero."
Ashley Guberman, Marketing Operations Specialist, Primary Goals
11. Lead generation tool — ConnectAndSell
ConnectAndSell is a tool sales reps use to go from 50 to 1,000 dials per day. It’s perfect for any teams that want to increase their volume of calls per day and get higher conversion rates.
Why sales reps love it
“CAS has solved quite a few problems for me over the years — it's been a way for me to maximize outreach to my total addressable market, gain valuable data to create/adjust ICPs, and increased efficiency for my SDRs. My reps have also benefitted from far more conversations that were coachable, meaning that we can increase the quality of future conversations through the feedback loop.”
10 best practices for improving the ROI of your demand generation campaigns
12. Gifting tool — Postal.io
Want to easily send personalized gifts to your contacts? Personalized gifts can help you stand out with prospects and start conversations. Postal.io automates sending personalized gifts to prospects and customers at scale.
Why sales reps love it
“We did not have a direct mail initiative before I joined the team. We kicked off our use of Postal.io by incorporating direct mail into our ABM strategy. The ability to shoot out a branded email that collects the recipients' address and they get to select the exact item that they want — as opposed to just shooting off a branded item to an office building and hoping it lands on the right desk — is absolutely invaluable.”
Bailey Roberts, Senior Demand Generation & ABM Manager, DemandWell
13. Meeting management tool — Calendly
Calendly is a crowd favorite for good reasons. Like Blaise Bevilacqua, our Senior Account Executive, says, “it’s a must-have for anyone who sends emails and has meetings for a living.”
Why sales reps love it
“I no longer have to type manually my availabilities to schedule web calls of f2f meetings, I simply can provide a Calendly link to my agenda and allow our customers and prospects to choose the date that fits best their schedule.”
Rami Herrera, Account Manager, Beverage Management
14. Deal acceleration tool — Cabal
If you run an Account-Based strategy, Cabal is a valuable tool to leverage your connections like investors, customers, and other supporters to accelerate deals. And if you are wondering how to start yours, read our 'No-BS' guide to building an Account-Based Everything program from scratch.
Why sales reps love it
“Cabal is the best tool to make the most of your investors and relationships. Too often there are missed opportunities, under-utilized connections, and resources not leveraged to their full potential when it comes to those relationships. Cabal is a game-changer for founders and their teams.”
Paul Irving, Principal & Platform Director, GTMFund
15. Free sales email templates - HubSpot
Create personalized sales emails at scale without spending hours on writing. HubSpot's email templates combine AI and pre-made designs to help you reach more prospects efficiently. Customize templates to match your brand, then personalize and send directly from your inbox - turning a week's work into minutes.
Why sales rep love it?
It was able to provide us a clear overview of our entire sales pipeline and sales cycle with different stages. It was easy to pull reports and have a clear vibility of different opportunities that different sales people were working on. Also if someone left the company or was on leave it was easy to see and pick up on clinet opportunities by looking through the email thread.
Mehroz A. Group Head of Engagements and Partnerships
What are the differences between account-based marketing vs. demand generation?
What you should consider when evaluating the best tools for sales
To make sure you’re picking the best sales tools for your team, here are some things to keep in mind:
Relevance
Don't stack tools that do the same thing—it just creates confusion.
Scalability
Pick tools that scale with your team, or at minimum, make it easy to export data when you need to switch.
Integration
Look for platforms that connect to your existing stack so data flows between systems without manual work.
Data accuracy
Prospecting only works if your data is accurate. Use tools that give you verified contact info and real-time signals.
Sales tools faqs
1. What tools does a salesperson need?
A salesperson needs tools that will help them to automate the sales process and improve their conversion rate.
2. Why are tools important in sales?
Tools help salespeople automate the sales process, scale their success, and generate revenue faster.
3. What tools do sales managers use?
Sales managers use a variety of sales tools, including:
- CRM software
- Account-Based marketing software
- Sales intelligence tools
- Data enrichment tools
- Sales engagement tools
4. What is an enterprise sales tool?
Enterprise sales tools are software platforms used by large teams, departments, or organizations. Enterprise sales tools are designed to integrate seamlessly with existing tech stacks and serve as a single source of truth for revenue teams.
Why UserGems
UserGems tracks job changes, hiring signals, and other buyer events that indicate in-market accounts. These warm leads convert 3X better than cold outreach. UserGems customers see higher pipeline from signal-based outreach and better win rates on warm leads versus cold prospecting.
