The Future of Tech Sales: Innovations Shaping Tomorrow

Having worked across different markets in Europe, the Middle East and Africa (EMEA), and Asia-Pacific (APAC) regions, I have observed how the landscape of sales is being reshaped by technology.

The future of tech sales is driven by mixing in your personal touches with automation, AI, and data-driven strategies.

I don’t want to get carried away in my championing of technology as ChatGPT can’t write a personable cold email or gauge someone’s buying signals from being in a meeting with them, but if you embrace these innovations and utilise the tools with your personal touches, then you will be leading the charge.

Below I will list what I feel are the 3 key items to take note of to drive your quota crushing moving forward:

Artificial Intelligence – AI

Artificial intelligence (AI) has revolutionised the way we work in tech sales.

With AI, we can automate mundane tasks like data entry, freeing up time to focus on more important things like relationship-building.

Tools such as Salesforce and Gong provide real-time insights into prospect behaviour, allowing us to tailor our sales pitches in ways that were unimaginable just a few years ago. For instance, AI can analyse a prospect’s communication style and suggest the most effective way to engage them. This helps optimise my outreach efforts, resulting in more targeted campaigns and, ultimately, better conversion rates. It hasn’t only increased my efficiency but also enabled me to predict client needs before they even arise, making our sales process proactive rather than reactive.

Data-Driven Decision Making

Data-driven decisions come in many formats, whether it be understanding why a deal with a prospect didn’t go all the way to close or what trends are happening in your respective market of interest; you should utilise all information points available to you.

Even something as simple as creating a report or spreadsheet with all the information on prospects you’ve spoken to or are speaking to would be a crucial data-driven decision for building and nurturing your pipeline.

The use of big data in sales is another trend that’s here to stay. Modern sales teams are expected to be as analytical as they are persuasive. I use data such as how often prospects visit my company’s website, how often they engage with information around my company, and what regulations have changed recently in that region to guide every stage of the sales cycle—from identifying the best leads to tailoring our pitches based on client behavior.
For example, in my current role, when trying to establish a foothold in the African market, data analysis played a crucial role in understanding regional preferences and identifying key decision-makers.

With the right data, we did not just make cold calls — we made informed, targeted outreach that resonated with the clients. This resulted in the company’s first client in Africa and has laid the groundwork for expansion into the continent.

Personalisation Through Technology

One key phrase I’ve picked up from senior leadership is – “Show me that you know me”
Prospects want to know that you’ve made an effort to better understand them as a person and as a professional, as it can attest to the level of dedication and detail your business will give their organisation.

I have learned that prospects do not just want solutions — they want solutions that feel tailor-made for their specific needs and challenges.

While automation has made the sales process more efficient, personalisation remains key to building lasting relationships.

Thanks to advancements in CRM technology, personalising every interaction is easier than ever.
I use tools like LinkedIn Sales Navigator to research prospects before making the first touchpoint. This level of personalisation has significantly improved our conversion rates.
For example, I connected with a prospect by identifying and leveraging his participation and love for the wheelchair rugby league through LinkedIn. This led to us building a long-standing relationship and has significantly increased our chances of doing business moving forward.

By combining the power of automation with human empathy, I have managed to create a tech sales process that is not only efficient but also highly personalised and successful.

Another significant driver of innovation in tech sales today is the rise of SaaS (Software as a Service) solutions. SaaS platforms such as the ones offered by the companies I have worked with are transforming the way businesses purchase and implement technology.

These solutions allow clients to scale their operations rapidly, offering flexibility and reduced upfront costs.

From a sales perspective, SaaS has changed the dynamic from one-time transactions to recurring revenue models, which means building long-term relationships is more critical than ever.

As more companies embrace SaaS, tech sales teams must adapt by focusing on delivering continuous value to customers rather than just closing the initial deal.

The Road Ahead

As tech sales continue to evolve, staying ahead of the curve will require a willingness to embrace these innovations. The future belongs to sales teams that can harness the power of AI, big data, and automation while maintaining the human touch that clients still crave. For me, the challenge is not in adopting new technology — it is in using that technology to deepen relationships and build trust with clients.

The future isn’t set in stone, but embrace the winds of change and innovate or get left behind.

Opemipo Okuboyejo

Tech Analyst

Writes from London