The Modern GTM Tech Stack: From Fragmentation to Consolidation

The GTM Tech Stack Explosion

Over the past decade, the sales technology landscape exploded. The number of marketing and sales technology vendors grew from roughly 150 in 2011 to over 11,000 in 2023. Every pain point spawned a startup. Every startup raised venture capital. Every VC-backed company hired sales teams to sell their point solution.

The result? Revenue teams assembled Frankenstein tech stacks with tools for:

CRM (Salesforce, HubSpot)

Sales engagement (Outreach, Salesloft)

Dialer (Orum, Nooks)

SMS (Salesmsg, Heymarket)

Conversation intelligence (Gong, Chorus)

Data enrichment (ZoomInfo, Apollo)

Intent data (Bombora, 6sense)

Scheduling (Calendly, Chili Piper)

Email deliverability (Warmly, Mailreach)

ABM (Demandbase, Terminus)

The Hidden Costs of Fragmentation

Tool sprawl creates costs that don't appear on the SaaS invoice:

Integration Tax

Every tool needs to connect to every other tool. With 10 tools, you need up to 45 integrations. When integrations break—and they do—revenue stops flowing until someone fixes them.

Data Fragmentation

Each tool stores its own version of customer data. Which is right? The CRM says the contact is "Engaged." The engagement platform says "Unresponsive." The intent tool says "In-Market." Good luck building accurate reports.

Context Switching

Reps toggle between 8-12 browser tabs throughout the day. Studies show context switching costs 23 minutes per switch to regain focus. Multiply across a sales team, and you're losing thousands of productive hours.

Training Burden

New hire onboarding means training on 10+ tools. Each tool has its own UX, terminology, and quirks. Time-to-productivity stretches from weeks to months.

The Consolidation Imperative

Economic pressure is forcing consolidation. When budgets tighten, CFOs ask hard questions about overlapping tools. RevOps leaders are rethinking architecture from first principles.

The new approach: fewer, more capable platforms that handle multiple functions natively. Instead of best-of-breed for every category, organizations are choosing best-of-suite for broader coverage.

The Consolidated Stack Architecture

A modern, consolidated GTM stack typically includes:

CRM (System of Record): Salesforce or HubSpot as the central database

Revenue OS (System of Action): Unified execution platform for outbound (like Moklo)

Data Layer: Enrichment and intent data provider

Analytics Layer: BI/reporting for cross-platform insights

That's it. Four layers instead of fifteen tools.

Where Moklo Fits

Moklo consolidates multiple point solutions into a single Revenue OS:

Replaces: Dialer + SMS platform + RVM tool + AI SDR + sequencing software

Integrates with: CRM, data providers, calendar systems

Result: 5-7 tools consolidated into one platform

Conclusion

The era of point solution proliferation is ending. Smart revenue leaders are consolidating their stacks around fewer, more capable platforms. Moklo represents the consolidation trend in outbound—replacing multiple tools with a unified Revenue OS. Simplify your stack at getmoklo.com.