# How many GTM tools should a B2B software company run?

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.

## Sources

- **Measurement** — [GTM Tech Stack study — the ubiquity floor](https://www.leanscale.team/knowledge/research/customer-tool-stack-study/)

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Cluster: Tooling · https://www.leanscale.team/knowledge/answers/how-many-gtm-tools-should-we-have/