Every growing company hits a point where the tech stack starts to feel like something isn’t fitting. Maybe it’s “bloated”; or maybe it’s starting to feel like “not enough”. Sales wants faster routing, marketing asks for cleaner attribution, and all functional ops teams are pushing for more automation, asking, “can implementing AI help with this?”
It’s not about whether the requests are valid, because they usually are. The real challenge is deciding what comes first. Without clear prioritization, teams pile on tools, adoption drops, and Salesforce, the system meant to unify everything, ends up as just another data dumping ground.
What makes the difference isn’t buying more software. It’s knowing how to prioritize what matters most and when. So, let’s get into it.
1. Focus on Business Impact, Not Features
It’s tempting to chase the newest platform drop that promises the world. But the tools that drive the biggest impact are often the ones that solve the core bottlenecks: routing issues, reporting gaps, or data quality challenges.
Ask yourself and your team: Are we having these issues, and if so, which workflow or process is slowing down revenue operations today? Which investment will remove friction and improve efficiency immediately? Focusing on high-impact areas ensures your budget is spent where it matters most.
What to watch for: If a new tool solves a problem your team rarely experiences, it may be a lower priority than optimizing a workflow that blocks everyone daily.
2. Evaluate Adoption Potential Early
Even the most advanced tools fail if no one uses them. Before committing to a new system, consider whether the team will naturally integrate it into their daily workflows, including how and when.
Key questions include: Does this tool sit inside Salesforce? Does it reduce manual steps, or does it create extra work? What will enablement look like? What are the key benefits, and when can the team expect to start seeing their impact?
What to watch for: If adoption would require frequent workarounds, extra logins, or duplicate data entry, the investment may face resistance and deliver lower ROI.
By prioritizing adoption upfront, you avoid wasting budget on tools that don’t get used. Focus on solutions where the team already interacts most (often within Salesforce itself) to make adoption easier and faster.
3. Treat The CRM as the Hub
New tools should strengthen the CRM as the central system of truth, not compete with it. When integrations fail or data is duplicated, reporting breaks and trust erodes.
Before adding any system, review whether Salesforce can handle the need with native features or streamlined workflows. Evaluating Salesforce first can save budget and reduce complexity while keeping data clean and consistent.
What to watch for: If a new tool duplicates Salesforce functionality or requires complex integration, pause and consider whether optimizing Salesforce is the better solution.
4. Sequence Your Investments Strategically
Even the right tool can fail if introduced at the wrong time. Prioritize foundational fixes like clean data, defined account hierarchies, and reliable reporting before layering on additional tools or automations.
The order of implementation matters as much as the choice itself. Start with the problems that create the most friction, then add enhancements when the team and processes are ready. Sequencing ensures each investment compounds in value rather than creating chaos.
What to watch for: If a proposed tool depends on processes or data that aren’t yet in place, it’s likely to underperform.
5. Use a Simple Evaluation Framework
A short framework helps remove subjectivity from decision-making:
- Impact: How critical is this tool for removing bottlenecks or increasing revenue velocity?
- Adoption: Will the team naturally use it, and how much training is needed?
- Integration: Does it strengthen Salesforce or create silos?
- Timing: Is now the right time for this investment?
Applying this framework consistently allows teams to prioritize rationally instead of reacting to the loudest requests. This makes decisions more predictable and less reactive, and it creates confidence that every investment adds real value.
Choosing what to buy next is not about chasing the latest platform. It’s about asking the right questions: What problem are we solving? What happens if we don’t solve it now? How does this investment strengthen Salesforce and the processes that depend on it?
Ignoring these questions can lead to wasted budget, frustrated teams, and tools that sit unused. Even a single poorly prioritized investment can ripple across your stack, slowing adoption, creating silos, and eroding confidence in your revenue operations.
Lane Four helps teams step back, assess priorities, and sequence investments to maximize adoption and business impact. Following this approach saves time, prevents mistakes, and ensures your Salesforce ecosystem truly supports growth.
If you’re facing competing requests, unclear priorities, or a stack that feels chaotic, don’t let another tool sit unused. Ready to prioritize effectively, avoid costly mistakes, and ensure every dollar and workflow drives real results? Let’s chat.