It’s a question we ask ourselves at OBF all the time.
Why do so many organizations underutilize the tools they invest in?
Why do promising platforms gather dust while teams revert to manual processes?
Why does the promise of streamlined revenue operations often fall flat?
For years we’ve attributed it to common challenges: misalignment between departments, over-reliance on outdated processes, and limited strategic direction.
And if you've been around GTM teams in the last 3-5 years you've seen the compounding effect of what's been happening since the free range of tool acquisition in last decade
Three issues always stood out:
Tool Adoption Gaps:
Leadership assumes tools will “just work,”
overlooking the need for robust adoption strategies.
Misplaced Priorities:
Investing in tools often takes precedence
over defining clear goals and processes.
Lack of Expertise:
Many teams simply don’t have the knowledge
or capacity to operationalize complex platforms effectively.
But recently, we’ve come to realize there’s another factor holding companies back
the compounding weight of tech debt.
What Is Tech Debt—and Why Does It Matter?
Tech debt is a bit like credit card debt: a short-term solution that can quickly spiral into a long-term burden. It builds up when organizations implement tools and processes to solve immediate problems without considering how they’ll scale or integrate over time. While these quick fixes might work initially, they often create inefficiencies, misaligned systems, and costly maintenance issues as the business grows.
This debt isn’t always obvious at first, but it has a way of creeping into every corner of your operations, leading to:
- Fragmented Systems: Tools that don’t integrate properly or require costly manual workarounds.
- Inefficiency Over Innovation: Teams waste valuable time on outdated processes rather than focusing on growth.
- Hidden Costs: Redundant licenses, underutilized features, and growing maintenance fees quietly drain budgets.
The longer this debt goes unaddressed, the harder it becomes to resolve. Leaders fear the disruption of overhauling their systems and choose to maintain the status quo, even as it holds them back.
5 Practical Ways to "Pay Off" Your Tech Debt
Tech debt isn’t something you erase entirely. It’s about actively managing inefficiencies and modernizing systems to keep your operations moving forward. Here are five actionable strategies to reduce tech debt and drive better outcomes:
1️⃣ Maximize Your Tool's Core Capabilities
Your team uses HubSpot CRM but still tracks deals manually in spreadsheets, creating inefficiencies. To address this:
- Audit HubSpot’s existing features and automate deal progression.
- Train sales teams on CRM tools that reduce reliance on manual processes.
- Transition to a single source of truth to improve visibility and consistency.
This ensures your tools aren’t just implemented but fully utilized to streamline workflows.
2️⃣ Streamline Lead Routing for Faster Handoffs
Your lead routing tool, ChiliPiper, has outdated configurations slowing down assignments. Resolve this by:
- Updating routing rules to match current priorities.
- Integrating ChiliPiper with your CRM for real-time lead assignment.
- Creating fallback rules to ensure every lead is routed without delays.
This approach improves sales response times and keeps leads from slipping through the cracks.
3️⃣ Turn Data Into Actionable Insights
Your team uses MadKudu for lead scoring but only scratches the surface of its capabilities. Take it further by:
- Leveraging behavioral data to prioritize high-potential leads.
- Integrating predictive insights into your CRM to guide sales efforts.
- Regularly refining scoring models to align with evolving customer behavior.
This enables your sales teams to focus on opportunities with the highest likelihood of success.
4️⃣ Elevate Sales Performance with Conversation Intelligence
Your use of Gong Intelligence has been limited to call transcriptions. Expand its value by:
- Analyzing deal risks flagged by Gong to address issues early.
- Using AI-driven insights to create targeted coaching programs for reps.
- Leveraging deal boards to align cross-functional teams and improve pipeline visibility.
By focusing on coaching and collaboration, you can drive better outcomes across your sales team.
5️⃣ Build a Scalable, Integrated Tech Stack
Your tech stack includes HubSpot, Gong, ChiliPiper, and MadKudu, but integrations are underutilized. Improve this by:
- Fully connecting tools to ensure seamless data flow and reduce manual work.
- Replacing redundant platforms to streamline workflows.
- Creating centralized reporting to give teams real-time insights into performance.
With the right integrations, your tools stop working in isolation and start supporting scalable growth.
So What Happens Next?
Reducing tech debt doesn’t mean eliminating it completely
Every system evolves, and some complexity is inevitable. But when you actively manage your debt, you free up your team to focus on meaningful work.
A manageable level of tech debt ensures tools and processes work together rather than against each other. Teams spend less time troubleshooting and more time driving innovation. Systems remain adaptable to change, keeping you agile and ready for new opportunities.
The goal isn’t perfection. It’s progress.
By reducing inefficiencies and building a smarter, more integrated tech stack, you create a foundation that supports growth today and prepares you for tomorrow.
