13 Top Tools to Help You Improve Sales Performance

June 3, 2023

In today's competitive business landscape, every sales team is looking to maximize their performance. Equipping your sales team with the right tools can translate into better prospects, improved productivity, and ultimately, higher sales. Fortunately, there are numerous tools available that can streamline processes, gather insights, and drive sales success. 

In this article, we will explore 13 of the top tools across six different categories to improve sales performance.

5 categories of tools you need to improve sales performance

1. Prospecting tools

2. CRM (Customer Relationship Management):

3. Sales Enablement

4. Sales Analytics

5. Sales Engagement & Productivity

Category 1: Prospecting (Identifying and Connecting with Leads)

This category includes tools that help you identify, access, and evaluate sales prospects efficiently. They use algorithms and vast data sets to provide insights and information about potential leads, enabling you to better target efforts and improve conversion rates.

1. LinkedIn Sales Navigator

One of the most powerful prospecting tools designed specifically for sales professionals, LinkedIn Sales Navigator offers a wide range of features and functionality for users to find and engage with potential leads. It's targeted search options and advanced filters mean that you can easily identify prospects based on industry, job title, and location. 

It also integrates closely with LinkedIn’s InMail feature for direct communication. Some of the best features of LinkedIn Sales Navigator are:

  • Detailed profiles and real-time updates on prospect activities.
  • Targeted searches based on industry, job title, and location.
  • Advanced filters and search options for precise lead identification.
  • Personalized engagement with prospects.
  • Offers InMail messaging for direct communication with prospects.
  • Tracking and measurement of sales performance/ROI.

2. ZoomInfo

ZoomInfo is a leader in the sales prospecting space with a comprehensive database and accurate contact information. 

It offers quick access to email addresses, phone numbers, and job titles and comes with advanced search capabilities to target specific industries, company sizes, and geographic regions. 

It's integration with other sales and marketing tools enhances workflow and campaign execution. Here are the highlights of its prospecting capabilities: 

  • Vast database and easy access to email addresses, phone numbers, and job titles.
  • Advanced search capabilities 
  • Detailed company profiles for a better understanding of prospects.
  • Offers integration with other sales and marketing tools.

3. Clearbit

Clearbit is a robust prospecting tool that specializes in enriching lead data with valuable insights. 

It gives you comprehensive company and contact information with real-time data enrichment and updates. Its API approach ensures easy integration into existing marketing and sales systems.

Here is why Clearbit has our recommendation:

  • Detailed insights into prospects' firmographic and technographic
  • Real-time data enrichment and updates.
  • Integration with various platforms and CRM systems.
  • Identifies ideal customer profiles.
  • Offers APIs for seamless data integration and customization.

Category 2: CRM (Managing customer relationships)

This category of tools helps you manage interactions/relationships with customers, both current and potential customers. These tools provide the foundation of sales performance improvement as they enable you to store and organize customer data as well as track sales activities, and gain insights into customer behavior and preferences.

While there is no shortage of CRM products in the market, here is our shortlist of three popular and trusted CRMs

4. Salesforce

Salesforce is an industry-leading CRM solution with a comprehensive suite of features to streamline sales processes and enhance customer relationships. 

It has a centralized hub for managing leads, contacts, opportunities, and customer interactions. – enabling sales teams to track and manage their entire sales pipeline.

It also offers customizable dashboards and reports, for insights into sales performance and forecasting. 

Salesforce features for sales performance improvement

  • Centralized hub for managing leads, contacts, opportunities, and customer interactions.
  • Customizable dashboards and reports for actionable insights.
  • Support for sales performance tracking and forecasting.
  • Automation for repetitive tasks and streamlining sales processes.

5. HubSpot Sales

HubSpot Sales is a comprehensive CRM tool designed to help sales teams attract, engage, and close more leads effectively. It offers a range of features, including contact management, email tracking, deal tracking, and reporting. HubSpot Sales provides a unified view of leads and customers, allowing sales professionals to track their interactions and build meaningful relationships. The tool also offers email templates, sequences, and automated follow-ups to streamline communication. 

Its standout features include:

  • Contact management, email tracking, deal tracking, and reporting
  • Unified view of leads and customers for better relationship management.
  • Email templates, sequences, and automated follow-ups for streamlined communication.
  • Insights into prospect activities and engagement with email tracking and notifications.
  • Facilitates collaboration between sales and marketing teams.
  • Customizable reporting for performance tracking and analysis.

6. Pipedrive

Pipedrive is fast emerging as a favorite of sales teams with its user-friendly design and customization. 

It helps sales teams effectively manage their pipeline and close deals by helping them easily track and prioritize deals at various stages of the sales process. 

It also comes with sales analytics and reporting features for users to review their performance and make data-driven decisions. 

Here’s why Pipedrive is a CRM that appeals to young and fast-growing organizations:

  • Visual interface for tracking and prioritizing deals.
  • Customization options to adapt to unique sales workflows.
  • Sales analytics and reporting 
  • Integration with most third-party applications for enhanced functionality.
  • Activity reminders and follow-up notifications.
  • Data import and export functionality for seamless data synchronization.

Category 3: Sales Enablement (Resources and Training)

These tools empower sales teams with resources, content, and training through features like content creation, content management, and sales training. Their main role in sales performance improvement is to give sales reps the information and materials they need at each stage of the sales process.

Here are a few of the popular tools in this category.

7. Seismic

Seismic is a sales enablement platform that helps sales teams deliver personalized and engaging content throughout the buyer's journey. 

Its features that help improve sales performance include:

  • Content management: It offers a centralized repository for storing and organizing sales collateral for sales reps to search, customize, and share with prospects.
  • Content recommendations and analytics: Its AI-based approach recommends the best-fit content for sales reps. 

These recommendations empower sales reps to deliver the right message at the right time, – in turn, improving their sales performance.

It also gives you detailed analytics on content usage and effectiveness. 

  • Playbooks and training: Seismic is also designed to help create sales playbooks for different sales scenarios. 
  • Personalization and analytics: With Seismic, you can personalize your content based on buyer preferences and behavior. 

8. Highspot

Highspot is a sales enablement platform that focuses on content management and sales guidance. 

Its features include:

  • Content management and personalization: Highspot provides a centralized repository for storing and organizing sales content. It offers intelligent content recommendations based on buyer profiles and stages of the sales cycle.
  • Sales guidance: The platform enables the creation of sales playbooks and interactive sales guidance. It provides sales teams with best practices, competitive insights, and objection-handling resources.
  • Analytics and insights: Highspot offers robust analytics to measure content engagement, track buyer interactions, and assess sales performance. These insights help identify top-performing content and optimize sales strategies.

Category 4: Sales Analytics (Data-Driven Decision-Making)

This category of tools provides insights and data-driven information to help sales teams make informed decisions and improve their sales strategies. They leverage advanced AI, analytics, and data visualization to analyze sales rep performance, capture customer insights, identify trends, and provide actionable feedback/recommendations. 

9. Power BI

Power BI from Microsoft is a trusted business intelligence and analytics tool that helps companies analyze and visualize data. 

When it comes to sales performance, Power BI can help managers with the data and insights they need to improve their team’s sales performance.

Its features include:

  • Data visualization: Power BI allows users to create interactive dashboards and reports, visualizing data in a user-friendly format. Sales teams can gain insights into key metrics, identify trends, and make data-driven decisions.
  • Data transformation: The tool enables the integration of data from various sources, such as CRM systems, spreadsheets, and databases. It also provides data transformation capabilities to clean and shape data for analysis.
  • Ad-hoc and advanced analytics: Power BI offers advanced analytics features, including forecasting, clustering, and trend analysis. These capabilities allow sales teams to uncover patterns, predict future outcomes, and identify growth opportunities.

However, using Power BI needs a certain level of technical expertise and effort. For non-technical users, a solution like InsightSquared might be more helpful. 

10. InsightSquared

InsightSquared is a purpose-built tool for sales analytics. 

Its key features include:

Sales performance tracking and analysis: It offers custom dashboards and reports to track key sales metrics, such as revenue, win rates, and pipeline velocity. This can help monitor their performance in real time, identify areas for improvement, and align/improve sales strategies accordingly.

Forecasting and predictive analytics: The platform leverages historical data and trends to generate forecasts, enabling sales teams to make informed decisions and set realistic targets.

InsightSquared integrates with CRM systems and other data sources to gather sales data automatically. This eliminates the need for manual data entry or coding to save time and effort, 

Category 5: Sales Engagement and Productivity (Streamlining Sales Processes)

These tools help you improve the interactions and engagement between sales reps and prospects/customers – through features like email tracking, cadence automation, scheduling, and follow-ups. They provide insights into prospect engagement, allowing sales reps to build stronger relationships and increase their responsiveness.

Sales productivity tools improve the efficiency and productivity of sales teams by automating manual tasks, streamlining processes, and enhancing collaboration. These include features like document management, electronic signature capabilities, and scheduling tools.

These tools eliminate administrative burdens, optimize workflows, and enable sales reps to focus on high-value activities that drive sales.

11. Outreach

Outreach is a sales engagement platform that helps sales teams automate and streamline their outreach efforts. 

Its features for sales performance improvement include:

  • Automation for email and calls: Outreach enables sales teams to automate email and call sequences with templates, scheduling, and tracking capabilities.
  • Analytics: It provides insights into email open rates, response rates, and overall engagement. These insights can help refine your sales messaging and improve the effectiveness of your outreach initiatives.
  • Workflow automation: Outreach integrates with CRM systems and other sales tools, creating a seamless workflow for sales teams. It automates data entry, updates CRM records, and triggers actions based on prospect behavior.

12. MeetRecord

MeetRecord is a conversation intelligence and sales coaching tool designed to enhance sales productivity by 

Automatically recording and transcribing sales meetings

  • Extracting key customers insights from sales conversations
  • Assessing the performance of sales reps in customer conversations 
  • Creating personalized sales coaching initiatives. 


With MeetRecord, sales managers and reps teams have a centralized repository of all their customer conversations for insights, analysis, and identifying areas of improvement.

Whether it is to share best practices behaviors or talk tracks, MeetRecord can help you create a consistent and structured model for your customer conversations.

Its other benefits include: 

  • AI-powered review and analysis of important discussions for follow-ups and documentation.
  • Knowledge sharing and collaboration via sharing of meeting snippets and takeaways
  • Capturing the Voice of the Customer to conduct better sales conversations leading to improved sales performance

13. PandaDoc

PandaDoc is a sales productivity tool that can help you streamline the creation, delivery, and management of sales documents and contracts. 

PandaDoc eliminates all the repetitive and monotonous tasks related to 

  • Document creation: Its user-friendly editor allows you to create professional sales documents, including proposals, quotes, and contracts. 

It also comes with customizable templates for consistent branding.

  • Electronic Signatures: The tool allows sales teams to send documents for electronic signature, eliminating the need for manual paperwork and delays. 
  • Document analytics:  PandaDoc provides document engagement analytics (when prospects open, view, or interact with documents). This helps sales teams improve their efficiency by knowing exactly when to follow up, or get in touch.


We hope this article helps you select the right combination of tools to improve your sales team's performance and drive business growth. 

Here are a few recommended combinations of tools based on different scenarios:

  • Start-ups/early-stage companies: For small businesses with limited budgets, an ideal combination would be HubSpot CRM or PipeDrive for managing customer relationships, Clearbit for accurate prospect data, Outreach for sales engagement and automation, and MeetRecord for summarizing calls, assessing sales rep performance, and personalized sales coaching.
  • Growing mid-sized company: For mid-sized companies looking for scalable solutions, consider Salesforce for comprehensive CRM capabilities, LinkedIn Sales Navigator for targeted prospecting, Seismic for sales enablement, Power BI for data analytics, and PandaDoc for streamlined document management.
  • Enterprise-level sales team: Larger enterprises with complex sales processes often already use the Salesforce CRM,  and could benefit from ZoomInfo for extensive prospecting capabilities, Highspot for advanced sales enablement, and Power BI for advanced data visualization and analytics.  

These are just sample combinations, and the right mix of tools will depend on your specific business needs and current priorities. 

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