Unify's sales tech stack

Hey there, Austin here 👋

Welcome to The Pipeline—the newsletter to help scale your revenue team’s creativity.

A few weeks ago I shared Unify's growth tech stack that's helped us grow ARR 24x Y/Y in 2024 (check that out here).

Today I'm sharing our sales tech stack. Once we book meetings, this stack ensures we have the best shot at closing the customer.

Let's get into it.

📒 GTM Playbook

Unify's sales tech stack

8 sales tools we've used to scale to mid-7 figures of ARR, and why we chose them

I've written a bunch about how to generate pipeline, but less about how we work pipeline.

Our account executive and post sales teams use 8 key pieces of software to manage pipeline and customers.

We've hit a pretty good rhythm with our current sales tech stack at Unify. They've made both our sales and post-sales teams' lives easier, and have been instrumental in growing Unify's ARR 24x YoY and into the mid 7-figures of ARR.

But I've said this once, and I'll say this again: software products are not a silver bullet. Your team will be the reason why you win. And you can probably get a lot more out of your existing tech stack than you realize.

That said, here are a few things we look for from our sales-tech vendors:

1/ Product velocity

2/ Nailing innovation and the basics

3/ Top-tier customer support

1. Product velocity

Product velocity is core to how we operate at Unify. And we want our vendors to share the same ethos.

We care about product velocity because we believe that the world is still figuring out how to build AI products. And we want to work with the companies that are taking risk in this arena because we believe that AI is going to structurally let us run a leaner team.

If we're not working with companies that are shipping quickly, then we're falling behind.

Of course, quality matters, too. But with all of the AI tooling in-market, shipping quickly and making iterations to your product compounds quickly.

A few companies that are doing this well are Attention and Pylon.

2. Nailing the basics

If a product can't nail the basics, new features don't matter.

There's nothing more frustrating than buying a piece of software just to have it not work for the thing you bought it for.

We look to our sales tech stack to do the basics well, and to check the box on core features. Once someone nails the basics, we look for a solution that is innovating.

3. Top-tier customer support

We end up betting on many early stage products. One of the benefits is that we often get more hands on support than we'd get from a more mature product.

This matters to us because we want to push the limits on the products we're using. On Attention, we've spent hours with their team crafting the perfect scorecards that give us insights into the quality of discovery we're doing, if we're getting to compelling events, and so much more.

Good customer success means we're able to get to significantly more value out of these products than we'd get to on our own.

Unify's sales tech stack

So what tools are we using at Unify?

We'll be adding more to this list as the year goes on, but here is every sales tool we use at Unify as of April 2025.

• Attention — call recording and AI score cards. Attention allows us to scale sales coaching without having managers review every call.

• Default — scheduling & lead routing. My favorite part about Default is that it makes it trivially easy for non-engineers to experiment with and change lead routing.

• Guru — sales enablement and AI search. Guru enables reps to more easily teach themselves on our pricing, our competitors and more.

• Synch — sales pipeline management and forecasting. Our sales managers live in Synch.

• Scratchpad — note-taking and some pipeline management for post-sales team. It's an easy way to take notes and get them into Salesforce.

• Salesforce — CRM. You know his one already.

• Saleo — product demos. Before Saleo, engineering had to build product demos. Now our revops team can do that self-service.

• Unify — automated outbound. We use Unify to power our outbound entirely. Surprising, I know.

Final thoughts

That's our full stack. I'll continue to update you all as we update it.

One last note I'll leave you with is around budgeting for sales tech.

One mistake I made early was trying to go with the cheapest option. When you don't have PMF and are trying to stay lean, this is fine. But once you have PMF it's worth investing in the premium option.

Example: Attention (for call recording) costs us 2-3x what we paid for Zoom Revenue Accelerator. But the product is so much better. The ROI is obvious.

Hope this was helpful.

If you have any questions about the tools we use, just reply to this email. Happy to help and clarify anything I can.

WHAT’S NEW AT UNIFY

Here’s one simple workflow sellers can use to cut 3+ hours of research down to ZERO (you’ll want to bookmark this).

Scenario: you've just bought your ticket to a major conference that'll be packed with potential buyers in your ICP. You want to meet with everyone you can, but the thought of spending hours doing manual prospecting and outreach is crushing.

The 'usual' way of doing this is a pain:

1/ While speaker and attendee lists are common, they often lack key outreach information like LinkedIn profiles or email addresses. Manually searching for each individually is prohibitively time-consuming at anything but the smallest conferences.

2/ Even if LinkedIn information is provided, sending Inmail messages one by one to each prospect will blow through your credits and eat up precious time that could be spent doing other prep work.

We've got an easy way to solve this in minutes instead with N8N and Unify. You can prospect and send outreach for a conference with 10 or 10,000 attendees in minutes.

In today's video, Adara walks you through:

→ Identifying speakers and attendees using the conference page

→ Using N8N to find their LinkedIn profiles at scale

→ Easily enriching their profiles with Unify

→ Automating unique emails to executives and prospects

Save this walkthrough for the next time you're conference-bound and share it with anyone you know in conference prep mode.

P.S. In case you missed it, we're dropping new Outbound Plays on our YouTube channel and Unify's LinkedIn page weekly. I'll continue to share more ways to automate pipeline generation with Unify.

BEFORE YOU GO…

Thanks for reading, as always.

Next week I'll be giving away an email deliverability guide that will help you make sure your outbound actually lands in prospects' inboxes.

Outbound is getting hard, but it still works. Excited for you to see the guide.

Thanks a ton,

Austin

PS: If you want to use Unify to drive more pipeline in 2025, get in touch here.