We arm ourselves with all of the sales and marketing tools below and our share price is outperforming all other public SaaS vendors over the last two years.Marketing AutomationFirst you need to be in the game - so you need a great marketing capability to get your name in the mix - so that buyers will contact you, so that buyers will have heard of you before you walk in the door (obscurity is thy enemy), so that you've got messaging that resonates with the buyers you're targeting. The internet has changed everything, your buyers know more about you and your competitors than ever before, and typically contact you a lot further through their buying cycle. If you're lucky they are reading your marketing messaging but they're most definitely reading social review websites, trawling LinkedIn, analyst reports. So of course, your market capability has to get in you in the game.All the capabilities are well known, SEO, Inbound, Outbound, A/B testing, Newsletters, Events, sales e-mail tracking, mass e-mail campaigns, chat agents, WorkFlows etc.. All these can be found in good Marketing Automation tools such as CallidusCloud, Eloqua, Marketo, Neo-lane.Territory & Quota ManagementAll these leads need to be assigned, therefore Territories need to be defined. To define acceptable Territories, sales will want to know they have sufficient opportunity and a quota that is achievable in that territory. Where you have unallocated territories (by accounts, geography or product, etc..) or over-allocated territories - you are leaking revenue and losing market share to competitors. You will need some kind of Territory & Quota management tool such as CallidusCloud or Anaplan.Sales EnablementOnce you have the leads and the first person contact, how do you ensure maximise lead to opportunity conversion? For this, your sales or business development team need access to the right messaging for each specific buyer (by industry, by size, by problem etc..) immediately. This is a field known as Sales Enablement and there are Enablement tools available to help your marketing messaging find the salesperson at the right time. Well known Enablement tools are CallidusCloud, Savo, Sharepoint.Configure, Price & Quote (CPQ)Now you have an opportunity, your buyer might ask you for a price. Sales needs to put together a solution, price the solution and then send out a proposal document. How familiar are the stories of salespeople copying/pasting proposals - not removing old customer names, getting the number of zero's wrong, selling solutions that don't exist or fit together, over-discounting - and taking a week to put together such a low quality document only to lose the opportunity. To avoid this waste of time and opportunity, you will need a Configure, Price, Quote or CPQ tool. Well known CPQ tools are CallidusCloud, Big Machines.Contract Lifecycle Management (CLM)Since you did a great proposal in CPQ, the customer is asking you for a contract and you may go through a substantial red-line process or you may have lots of data points in the contract that are needed to manage the contract for renewal processes, order fulfilment, upgrades, service utilisation. To avoid creating and tracking contracts manually everytime, which can be an administrative nightmare for legal, finance and sales. You will need a Contract Lifecycle Management tool. Well known Contract Management tools are CallidusCloud, Apttus.Incentive Compensation Management (ICM)The customer has signed the contract and happy days!!! Your salesperson, pre-sales engineer, sales manager, product over-lay are all expecting to be paid incentives. Gartner research found that up to 8% of sales compensation is in error. Not only is this a bottom line expense, sales lose trust in their compensation payouts, they waste time shadow accounting, they leave earlier, you need more FTEs to process all the claims and you get less $$$ for every $ of sales comp. You will need a Incentive Compensation tool, to control this process, increase transparency and drive behaviours that drive sales performance. Well known ICM tools are CallidusCloud, IBM.Sales CoachingThere is a lot to a sales process. A lot of objections to ovecome. A lot to learn. Even the best in their field have a coach. Tiger Wood's at the peak of his golfing powers had 400 lessons in a year. Tiger really needs a coach now but I bet you even Rory McIlroy needs a coach. Salespeople need a coach too. The folks who wrote the challenger sales, said that "effective coaching" for 3 hours or more a month delivers a 17% uptick in quota achievement. That's great. Trouble is, who's coaching the coaches so they're effective? You will need a Sales Performance Manager tool to help managers coach and help the managers to coach more effectively. Well known Coaching tools are CallidusCloud SPM, iCoach.Mobile LearningTaking a salesperson out of the field for the proverbial week's training - you lose a week's selling, sales take time to get back into the rhythm when they return and then forget most of their training within 3 weeks anyway. Provide point of need training with mobile learning so that sales can refresh knowledge before they call a lead, before they walk into a meeting, as they prepare a quote in the field. Well known Mobile LMS tools are CallidusCloud Litmos or Cornerstone.Customer ExperienceThe time from first touch on your website to first contract and then first renewal is a long time. What is perhaps most important of all is to obtain customer feedback continuously along the way. Customer feedback helps you refine how you go to market or go to customer as they say these days. For that you will need a Customer Survey tool. Well known survey tools are CallidusCloud Clicktools and Survey Monkey.Thats a lot of tools and all of them are complementary to CRM. CRM is customer relationship management and is used to track activity and pipeline for management purposes - helps salespeople focus their time - but it doesn't help them sell better. All of the above tools integrated to your CRM provide you a more complete view of the customer and sales activity.The questions for each sales and marketing organisation are:- Can your budget afford all these tools?- How many different RFPs do you want to commit to?- How many tools from different vendors do you want to integrate? - How many suppliers do you want to contract and manage with?