10 of the best sales & marketing tech stacks

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September 26, 2019

company tech stack

There is one thing that every sales and marketing team is constantly building and adjusting. While some aspects stay in place for years, others are added, connected and replaced. It's their app stack.

What’s an app stack? Simply put, it’s the collection of tools you use to run your business. It can also be called a tech stack or software stack. Originally, this term was mostly used in a development context – referring to the frameworks and platforms used for front-end and back-end development – but nowadays you’ll also hear companies talking about their sales and marketing tech stacks.

A sales and marketing app stack can include your CRM, email marketing tool, data and analytics platforms, social media scheduling apps, collaboration tools and productivity apps.

Keep reading for some of the best sales and marketing tech stacks, showing off the best combinations of apps up close. We'll share the tools that tech brands like Trello and HubSpot are using to run their business, alongside some brands closer to your industry.

Individual apps are powerful, but well-curated app stacks with synchronized tools for sales and marketing teams can be magical.

Some of the best tools for your marketing and sales app stack in 2020

To recommend the best tools for 2020, we've sifted through apps from our most popular PieSync connections, top performers on review sites, tools we're using ourselves at PieSync and other common apps in the tech stacks we've researched. Here are some of our favorites:

  • Slack – Collaboration software that centralizes all of your team's conversations in one place.
  • G Suite – Collaboration and productivity apps for business.
  • Trello – A popular project management tool for businesses and individuals – and by far one of the easiest to get started with.
  • Intercom – One of the best-loved choices for live chat, help desk and engagement software.
  • HubSpot – The CRM with the highest user satisfaction currently on G2 Crowd.
  • SalesLoft – A sales engagement platform to help you build stronger relationships, improve customer insights and generate more revenue.
  • DocuSign – DocuSign makes it easy and fast to get your documents signed.
  • WordPress – The most popular website builder in the world, powering 34.5% of the Internet as of August 2019.
  • ActiveCampaign – The highest-rated marketing automation software for user satisfaction on G2 Crowd.
  • Ahrefs – Tools to grow your search traffic, research your competitors and monitor your niche.
  • Mailchimp – The best email marketing software according to user satisfaction on G2 Crowd.
  • Contentful – Store and edit content in one hub and create compelling experiences with this CMS.
  • PieSync – Tie everything together with two-way syncs between over 190 apps.

To show you some examples of the best sales and marketing software stacks out there, we've got you covered. Feed your tech inspiration by checking which tools giants like Airbnb and Spotify are using, as well as some companies closer to your own industry...

1. Airbnb’s app stack

According to StackShare – one of the best resources for finding out what your brand idols are using – Airbnb uses these business tools:

  • Slack – Bring all your communication together in one place
  • G Suite – Collaboration and productivity apps for business
  • InVision – Prototyping & collaboration for design teams
  • Asana – The project management tool for teams to track their work
  • Campaign Monitor – Send beautiful email newsletters
  • Superset – Data exploration and visualization platform by Airbnb
  • React Sketch.app – Render React components to Sketch

Airbnb tech stack

2. Facebook’s app stack

StackShare shares just two business tools that Facebook have in their tech stack, but they’re strong choices.

  • Confluence – A multi-purpose product from Atlassian to fulfill needs for project planning, meeting notes, product requirements, marketing plans, and blog posts
  • Campaign Monitor – Send beautiful email newsletters

3. Airstream's marketing app stack

US travel trailer company Airstream's stack won a "Stackie" in the 2019 MarTech Stackie Awards, and we can see why. In this fab infographic, you can see the time spent interacting with each tool by the size of the trees, and tools are divided into sections such as planning, creativity and engagement.

airstream martech stack (1)

Their tools include:

  • HubSpot – Planning, creative, engagement, sales, analytics
  • Semrush – Planning
  • Google Drive – Planning
  • Basecamp – Planning
  • Frame.io – Planning
  • WordPress – Creative, engagement
  • Zendesk – Engagement
  • SproutSocial – Engagement
  • HotJar – Analytics
  • Canva – Creative

4. Spotify’s app stack

Curious about how top music streaming service Spotify runs its business? Here’s a glimpse at their tech stack:

  • G Suite – Collaboration and productivity apps for business
  • AdRoll – Retargeting platform
  • Qualaroo – Design and target surveys in minutes
  • Desk.com for Salesforce – The all-in-one system for delivering awesomely responsive customer support
  • Blossom – Project tracking for distributed companies


5. Follow Up Boss’s app stack

Follow Up Boss is one of the top tools connected via PieSync for our real estate users, so we were curious to see some of the apps they’re using to power their own business. Here's what we found:

  • G Suite – Collaboration and productivity apps for business
  • WordPress – The world's leading website builder and content management system
  • Intercom – A fundamentally new way to communicate with your customers

Follow Up Boss

6. Zillow’s app stack

Zillow, the real estate and rental marketplace, also shared their tech stack:

  • Jira – A software development tool used to plan, track and release great software
  • Confluence – Atlassian's tool for project planning, meeting notes, product requirements, marketing plans and blog posts
  • Zendesk – A popular cloud-based customer service software solution
  • Salesforce Sales Cloud – The world’s #1 CRM sales app by market share


7. Esri's app stack

Another owner of a great marketing stack is Esri, a leading suppliers of geographic information system (GIS) software. They also won a MarTech Stackie for this stunning infographic:

esri martech stack 600px

Their marketing tech stack features these tools as just a few examples:

  • WordPress – Blog hosting
  • Trendkite – Digital public relations software
  • Informatica – Enterprise cloud data management
  • Workfront – Project management
  • Pardot – Marketing automation
  • Moz – Search engine optimization
  • Demandbase – Data enrichment

8. New Yorker’s app stack

How does one of the world’s top publications keep their business performing at a high level? Here's the New Yorker's stack:

  • WordPress – The world's leading website builder and content management system
  • Asana – The easiest way for teams to track their work
  • HipChat (now discontinued but with a migration path to Slack)

New Yorker

9. HubSpot’s app stack

It's intriguing to see what one of the world's top marketing and sales software providers uses to power its own business. Here are a few of HubSpot's go-to tools:

  • Slack – Bring all your communication together in one place
  • Jira – The software development tool to plan, track and release great software
  • Confluence – Atlassian's tool for project planning, meeting notes, product requirements, marketing plans and blog posts
  • InVision – Prototyping and collaboration for design teams
  • Okta – Enterprise-grade identity management for all your apps, users & devices

HubSpot (1)

10. Trello’s app stack

We love the range of tools included in Trello’s software stack. HubSpot, Salesforce and Help Scout are most powerful when in sync, enabling you to keep each tool up-to-date, avoid duplicate contacts and build a more comprehensive view of each contact.

  • G Suite – Collaboration and productivity apps for business
  • Trello – A leading and easy-to-use project management tool
  • HubSpot – The free CMS with add-ons for sales, marketing and service, by the team who coined the inbound marketing philosophy
  • Salesforce Sales Cloud – The popular CRM sales app
  • Help Scout – A help desk for teams that insist on a delightful customer experience
  • Customer.io – Send targeted emails, push notifications and SMS to lower churn and create stronger relationships


How to build the strongest app stack

To build the most powerful sales and marketing tech stack for your own business, take the time to choose tools that make your life easier and equip you with the features you need to access greater results.

Remember: tech should save you time and effort, not add to it, so you don't need to struggle with a system that gives you extra headaches. We recommend using communities like G2 Crowd and Crozdesk to find the right apps to power your business.

For the biggest boost to your performance, make sure your tech stack is kept in sync. With PieSync, you can set up two-way syncs between hundreds of apps to guarantee your teams are always looking at the latest customer data in every tool.

About Lucy Fuggle

Lucy Fuggle writes for PieSync, the two-way contact sync tool for hundreds of apps. She also works with her clients to make their brand matter with a content-rich marketing strategy.