Unifying your tech stack: 3 Strategies that actually work

If your revenue tech stack feels more like a junk drawer than a well-oiled machine, you’re not alone. Most teams we talk to admit their tools are mostly connected but still pretty clunky. Data sits in silos, integrations don’t quite “talk” to each other, and AI is sprinkled in here and there, rarely in any way that drives real outcomes. 

In my recent webinar, From Chaos to Clarity: 3 Ways to Transform Your Tech Stack, I sat down with sat down with Kelly Sheetz, Head of Global Marketing Operations at Zoom, to talk about how to get from fragmented chaos to an integrated, AI-powered ecosystem that actually moves the revenue needle. 

Here  are the highlights: 

1. Start with Strategy, Not Tools 

Kelly put it bluntly: 

“The biggest mistake I see is jumping straight to a tool instead of defining your strategy.” 

AI features are everywhere. But an AI-enabled revenue strategy isn’t just about adding an AI-powered button to a workflow. It’s about making AI a core capability that guides your go-to-market decisions from top to bottom. 

That means thinking through questions like: 

• Where should we invest our marketing dollars for the biggest impact? 
• How can we grow deal size? 
• Which accounts are at risk of churn, and what can we do about it now? 

A real AI strategy is holistic and touches the entire revenue process, from pipeline generation to forecasting to retention. It should also adapt as your workflows evolve. 

At Outreach, I’ve seen how our AI Agents are built exactly for this kind of strategic approach. Instead of siloed features, they work across the revenue cycle: 

• Deal Agent flags risks in your open pipeline so you can act before it’s too late. 
• Research Agent handles the pre-call heavy lifting so reps walk into meetings prepared. 
• Revenue Agent: add text 

2. Redefine “Consolidation” 

If the word consolidation makes you think of cutting tools just to save budget, there may be a new way approach. 

Kelly shared that at Zoom, the goal isn’t one tool to rule them all—it’s creating a seamless, intelligent, efficient ecosystem where the right tools are connected in the right way. 

For example, Zoom integrated its Zoom Phone directly into Outreach so sellers could make calls without switching apps. The result? 

• 240% year-over-year increase in call volume 
• 70% more meetings booked 

That’s the difference between having tools that merely sit next to each other and tools that actually work together. 

This is where I see Outreach’s platform model shine. AI Agents, your CRM, your calling system, and your enablement tools all feed into one workflow so sellers can focus on selling, not system-hopping. 

3. Overcome the Barriers That Keep You Stuck 

Even when the value of consolidation is clear, many organizations stall out. According to Kelly, the roadblocks usually fall into three buckets: 

Cultural

People get attached to their tools. Taking one away without a clear plan can feel like ripping away someone’s favorite pen. To combat change resistance, talk to your teams and understand how they use a tool, what they’d miss, and where they struggle. Then make a business case that shows what’s in it for them and their customers. 

Political 

Many tech stacks live in silos. Without visibility, you don’t even know where you have overlaps or inefficiencies. Kelly’s team runs RevTech audits to map every tool’s function, usage, and spend, making it easier to have a fact-based conversation about what stays, what goes, and what integrates. 

Operational

Disconnected workflows and weak integrations slow everything down. The fix: prioritize platforms with native integrations, open APIs, and proven extensibility, so you can connect your systems without creating brittle, one-off fixes. 

The power of integration: Zoom + Outreach 

Customers can feel when communication and execution happen in separate worlds. They notice delayed follow-ups, generic outreach, and mismatched messaging.  

The Zoom + Outreach partnership solves this by marrying the best of communication and revenue execution in one connected experience: 

• Zoom Meetings + Outreach Kaia: Automatic meeting capture, AI-powered summaries, and next-step generation—without reps lifting a finger. 
• Zoom Phone in Outreach: Call from within your Outreach tasks, with activity automatically logged and ready for analysis. 
• Zoom Mail + Outreach: Streamlined email sending with all the personalization, sequencing, and analytics Outreach is known for. 

When sellers can move from call to email to the next step without breaking stride, you give them hours back each week. And those hours go straight into building relationships and closing deals. 

From Chaos to Clarity 

Transforming your tech stack isn’t about buying the newest AI tool or cutting everything down to one platform. It’s about: 

1. Starting with strategy so every tool supports your revenue goals. 
2. Building an integrated ecosystem where the right tools work together. 
3. Breaking down barriers with transparency, collaboration, and intentional design. 

The outcome? Less time chasing down information, more time selling and a tech stack that keeps getting smarter with every deal. 

If you’re already using Zoom and Outreach today, I encourage you to connect them so you aren’t leaving value on the table. The fastest path from chaos to clarity is a connected, AI-powered workflow. 

And if you want to listen to the full webinar, you can still catch the on-demand version.