Where Does Your Sales To-Do List Really Live?

Be honest: where does your to-do list actually live?

A few sticky notes on the desk.
A half-finished Notion board.
A running list in Slack or a Google Doc.
Maybe even a text thread to yourself.

Meanwhile, your company has spent millions on sales technology such as Salesforce, Gong, Slack, Seismic, Outreach, Calendly, and half a dozen others — all promising to make you more productive.

So why do so many salespeople still run their deals out of an improvised checklist?

The $100-Billion Paradox

The global sales technology market is now worth well over $100 billion per year, spanning CRM, enablement, engagement, and forecasting platforms (Gartner, 2024). Yet productivity growth in B2B sales has barely moved in a decade.

According to Salesforce’s State of Sales report, the average rep still spends less than 30% of their time actually selling. The rest is swallowed by context-switching, admin work, and tool hopping.

Technology has added capability, but not clarity.

The Fragmentation Problem

Every new tool promises to solve one part of the sales puzzle. But for complex, multi-stakeholder deals, that puzzle rarely fits together neatly.

A typical enterprise AE might juggle:

• Salesforce for pipeline tracking

• Gong or Zoom for call recordings

• Slack for internal communication

• Google Drive for collateral and proposals

• Email for everything else

Each tool has value. But none of them are where the deal actually lives.

What’s missing is a central command center — a place where all deal activity, insight, and next actions come together.

Why To-Do Lists Don’t Scale in Complex Deals

For transactional sales, a linear checklist can work fine. But in complex B2B environments, the sales process isn’t linear — it’s dynamic, collaborative, and highly situational.

Each deal follows a different rhythm depending on:

• The number of stakeholders involved

• The customer’s internal priorities

• The stage of procurement or risk review

• The political climate inside the buyer’s organization

That’s why experienced sellers often abandon rigid task systems. They know that no generic software understands the nuances of their deals, so they revert to instinct, notes, and memory.

The result? Inconsistent execution, scattered information, and limited visibility for leaders.

What Sales Teams Actually Need

What high-performing teams need isn’t another point solution.
They need an operating system for running complex deals.

A platform that:

• Reflects how they actually sell

• Brings process, content, and communication into one view

• Prioritises actions that move the deal forward

• Keeps the human relationships and strategic nuances intact

That’s what we’re building at Kaddi.

Introducing Kaddi: The Operating System for Complex Deals

Kaddi is designed as the digital workspace where every deal truly lives.

It connects the dots across your existing stack - Salesforce, Gmail, GDrive, Zoom and more - and gives sales teams a single place to:

• Run deal sprints, structure execution around defined outcomes

• Assign and track key actions, aligned to your sales process and methodology

• Put AI to work on nearly every task, from email drafts and meeting summaries to risk assessments and proposal prep

• Leverage embedded intelligence, Kaddi knows your deals, your content, and your business context

The result is a seamless system of execution.
Not just another tool or task manager, but the glue between them all.

Why This Matters Now

As buying committees grow larger and cycles get longer, the cost of disorganisation compounds. Gartner research shows that 77% of B2B buyers describe their last purchase as “complex or difficult.”

When deals are that intricate, productivity isn’t about speed — it’s about alignment. Everyone involved in the pursuit needs to see the same plan, the same risks, and the same next actions.

Without that shared visibility, deals drift.
With it, teams execute in sync.

The Future of Sales Execution

Sales technology has spent decades tracking deals.
The next decade will be about running them.

That’s the shift Kaddi enables: from fragmented tools and static dashboards to a living, intelligent operating system for every complex opportunity.

So, where does your to-do list really live?
If the answer is “everywhere and nowhere,” it’s time to give your deals a real home.

[Get Started with Kaddi →]