The median high-growth company runs about 10 GTM tools; the largest run 25 or more. Depth scales with the enterprise motion — CPQ (30%), lead-to-account routing (26%) and intent/ABM (21%) are the categories that switch on when a company starts selling up-market.
Only Salesforce is near-universal as a single tool at 72%. Below it a tight cluster clears 40% — HubSpot-as-marketing at 49%, Clay at 44%, Gong at 40% — and after that adoption falls off a cliff. Category standardisation effectively stops at the CRM; everything else is a genuine choice.
Every claim above comes from work LeanScale published. These are the sources.