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For years we’ve attributed it to common challenges: misalignment between departments, over-reliance on outdated processes, and limited strategic direction.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.
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:
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.
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:
Your team uses HubSpot CRM but still tracks deals manually in spreadsheets, creating inefficiencies. To address this:
This ensures your tools aren’t just implemented but fully utilized to streamline workflows.
Your lead routing tool, ChiliPiper, has outdated configurations slowing down assignments. Resolve this by:
This approach improves sales response times and keeps leads from slipping through the cracks.
Your team uses MadKudu for lead scoring but only scratches the surface of its capabilities. Take it further by:
This enables your sales teams to focus on opportunities with the highest likelihood of success.
Your use of Gong Intelligence has been limited to call transcriptions. Expand its value by:
By focusing on coaching and collaboration, you can drive better outcomes across your sales team.
Your tech stack includes HubSpot, Gong, ChiliPiper, and MadKudu, but integrations are underutilized. Improve this by:
With the right integrations, your tools stop working in isolation and start supporting scalable growth.
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.