The explosion of GTM software, from legacy CRMs to AI-powered intent tools, has introduced new complexity for revenue teams. In a recent YourICP commissioned survey, we explored how CMOs and RevOps leaders are managing their tech stacks in 2025.
The findings show a clear shift: teams are moving away from single-vendor platforms in favor of more tailored solutions. But integration and data quality still present real challenges.
Specialized tools are the preferred model
Faced with a crowded tech landscape, 57% of respondents said their ideal setup is a stack built from specialized, high-performing tools that fit their needs. integrated as well as possible. Just 25% prefer a single-vendor suite, and 18% are building custom environments with in-house software.
This preference spans companies of all sizes, with large enterprises and senior decision-makers showing the strongest support. Even smaller organizations are opting for flexibility over vendor lock-in.
Still, managing multiple tools can lead to gaps in data, manual workarounds, and inconsistent CRM records. That’s where strong data hygiene becomes essential.
Automation is growing, but so are the gaps
Data quality remains a core concern for any GTM team. According to our survey:
- 90% of companies use automated data hygiene tools
- 69% still rely on manual verification
- 68% use third-party data enrichment services
Larger enterprises are more likely to invest in enrichment partners, while smaller teams often rely on internal processes. But teams that stay manual are slower to scale, more prone to error, and more likely to face costly data issues.
Reliable enrichment and ongoing hygiene workflows are key to maintaining a database that drives performance.
CRM still matters, but it’s only one piece
CRMs are still central to revenue operations, but they're now just one part of a broader, more dynamic tech stack. In our survey:
- 76% use a CRM
- 60% use sales engagement tools
- 53% use social prospecting platforms
- 38% use intent data
- 38% use call automation
When asked which CRM or database platforms they use, the top responses included:
- Microsoft SQL Server (62%)
- Salesforce (49%)
- HubSpot (48%)
- Oracle (49%)
- Zendesk (36%)
What GTM leaders should do next
As GTM teams get leaner and more automated, the pressure to do more with less continues to grow. While tools matter, the survey shows that top-performing teams stand out for one key reason: clean, reliable data.
Whether you're adopting new tools, reworking your stack, or scaling campaigns, data hygiene is no longer a nice-to-have. It's a strategic necessity. Otherwise your team will suffer across multiple tools spending time on manual data cleaning efforts.
Get the full report
For more insights into how revenue teams are adapting their tech stacks, download the full survey report below. It includes company size breakdowns, adoption benchmarks, and practical takeaways for your planning cycle.
CTA: [See more insights in the full report]