20 venture capital firms investing in sales enablement and revenue tools

Sales tech isn't CRM anymore. It's conversation intelligence, sales engagement, enablement platforms, and revenue operations. The investors who get this are writing $50M to $250M checks for companies with strong net dollar retention and proven expansion revenue.

Quick list

Finding sales tech investors who understand the category

Experience: Look for VCs who've backed companies through usage-based pricing transitions. Sales tech investors need to understand seat expansion, API usage, and how conversation intelligence creates lock-in. Norwest backed Gong when recording sales calls was still controversial.

Network: Can they intro you to VPs of Sales at companies with 50+ rep teams? That's your ICP. Tiger Global’s speed and check size got Highspot from $600M to $2.3B in one round because they understood land-and-expand. Make sure your materials are shared through secure file sharing when sending sensitive customer data.

Alignment: Seed investors who understand SMB won't help you sell to enterprise. Gong raised from enterprise-focused VCs like Sequoia and Salesforce Ventures who got why Fortune 500 companies would pay $100+ per seat.

Track record: Look at whether their portfolio companies hit follow-on milestones. Outreach went from $1.1B to $4.4B valuation in 18 months with Premji and Steadfast. That's signal.

Use Ellty to share your deck with trackable links. You'll see who actually opens your product demo slides vs your market size deck.

Value-add: Ask what operational support they provide during enterprise sales cycles. Generic "we know buyers" promises are useless. Salesforce Ventures gives actual pilot customers - that's different than LinkedIn intros.

Reaching sales tech investors without burning relationships

Identify potential investors: Research recent deals on Crunchbase. Don’t pitch seed funds for your Series C. Tiger Global writes $50M+ checks but moves in days, not months, while Norwest takes 8–12 weeks. Use detailed document analytics to understand which firms are actually reviewing your materials.

Craft a compelling pitch: Show gross retention above 90% and net dollar retention above 120%. Investors are tired of generic “AI sales” claims without usage metrics. If your product hasn't been deployed to 100+ reps at one customer, you're not ready for growth capital and secure sharing through file protection helps maintain control.

Share your pitch deck: Upload to Ellty and send trackable links. Monitor which pages investors spend time on - if they skip your competitive differentiation, that's useful information. It means they think you're a feature, not a platform.

Utilize your network: Message portfolio founders on LinkedIn and ask about decision speed and follow-on support. Most will be honest about who actually helps during enterprise sales cycles.

Attend networking events: SaaStr and Pavilion Summit are where real sales tech deals happen. Skip general startup mixers. Salesforce Ventures and Insight Partners send decision-makers — making it a good time to distribute a concise pitch deck to qualified leads.

Engage on online platforms: Connect with partners on LinkedIn after you've been introduced through portfolio companies. Cold emails to Tiger Global work if metrics are strong. Cold emails to Sequoia rarely do.

Organize due diligence: Set up an Ellty data room with your financial model, customer cohort analysis, and churn data before they ask. It speeds up the process. Slow founders lose to competitors who've already closed.

Set up introductory meetings: Lead with net dollar retention and average contract value expansion over 24 months. Don't waste time on TAM slides. Sales tech investors have seen every market sizing exercise. They care about proof that customers expand.

Why sales tech funding exploded in 2020-2021

Remote selling accelerated digital transformation by five years. Enterprise buyers needed conversation intelligence, virtual deal rooms, and async video. Gong hit $7.25B because every B2B company had to record Zoom calls — tools that demanded strong security standards.

Tiger Global deployed capital faster than anyone, leading to massive valuation increases. Highspot went from $600M to $3.5B in 13 months. Outreach tripled valuation in 18 months. VCs who understood that sales was moving from in-person to digital won big.

The market has cooled since 2022, but strong revenue platforms still raise. Net dollar retention above 115% and efficient CAC payback under 12 months are table stakes now.

22 top sales tech investors

1. Tiger Global Management

Fast-moving growth investor that led Highspot's massive Series E.

• Recent Deals: Highspot $200M Series E at $2.3B (February 2021), Gong Series E participation (2021), Ramp $300M at $32B (November 2025)
• LinkedIn: Tiger Global Management
• Sector Focus: Internet, software, consumer, financial technology, sales tech
• Stage Focus: Growth stage, median check $114M, moves faster than traditional VCs
• Location: New York City, New York
• Website: tigerglobal.com

2. Salesforce Ventures

Corporate VC that backs sales and revenue platforms across all stages.

• Recent Deals: Gong $250M Series E (2021), Outreach Series C participation (2020), Highspot growth rounds, Black Forest Labs $300M (November 2025)
• LinkedIn: Salesforce Ventures
• Sector Focus: Enterprise software, sales tech, revenue platforms, cloud infrastructure
• Stage Focus: Seed to growth, $5M to $50M+ checks
• Location: San Francisco, California
• Website: salesforceventures.com

3. Sequoia Capital

Backed Gong's path to $7.25B valuation alongside other unicorns.

• Recent Deals: Gong $250M Series E (2021), HubSpot Series D, multiple revenue platforms
• LinkedIn: Sequoia Capital
• Sector Focus: Enterprise applications, revenue platforms, SaaS
• Stage Focus: Series A to late stage, $10M to $100M+ checks
• Location: Menlo Park, California
• Website: sequoiacap.com

4. Norwest Venture Partners

Early Gong backer with deep sales software experience.

• Recent Deals: Gong Series A through E, multiple sales tech companies
• LinkedIn: Norwest Venture Partners
• Sector Focus: Enterprise, consumer, healthcare, sales technology
• Stage Focus: Early to late stage, $6B+ AUM
• Location: Palo Alto, California
• Website: nvp.com

5. Wing Venture Capital

Enterprise technology specialist that backed Gong's Series A1.

• Recent Deals: Gong $20M Series A1 (2017), focuses on business technology
• LinkedIn: Wing Venture Capital
• Sector Focus: Enterprise business technology, sales platforms, infrastructure
• Stage Focus: Early stage, long-term company building focus
• Location: San Francisco, California
• Website: wing.vc

6. Insight Partners

Growth-stage specialist that led Salesloft's $70M Series D.

• Recent Deals: Salesloft $70M Series D at $600M (2019), 800+ portfolio companies
• LinkedIn: Insight Partners
• Sector Focus: Software, SaaS, sales tech, data analytics
• Stage Focus: Series B to late stage, flexible check sizes
• Location: New York City, New York
• Website: insightpartners.com

7. Premji Invest

Co-led Outreach's $200M Series D at $4.4B valuation.

• Recent Deals: Outreach $200M Series D at $4.4B (2021)
• LinkedIn: Premji Invest
• Sector Focus: Technology, software, consumer
• Stage Focus: Growth stage, large check sizes
• Location: Bangalore, India
• Website: premjiinvest.in

8. Steadfast Capital Ventures

Co-led Outreach's Series D alongside Premji Invest.

• Recent Deals: Outreach $200M Series D at $4.4B (2021)
• LinkedIn: Steadfast Capital Ventures
• Sector Focus: Technology, software, growth companies
• Stage Focus: Growth stage investments
• Location: New York City, New York
• Website: steadfastcapital.com

9. Sands Capital

Led Outreach's Series C at $1.33B valuation.

• Recent Deals: Outreach $50M Series C at $1.33B (2020), UiPath, DoorDash in portfolio
• LinkedIn: Sands Capital
• Sector Focus: Technology, software, high-growth companies
• Stage Focus: Growth stage, long-term investment horizon
• Location: Arlington, Virginia
• Website: sandscapital.com

10. ICONIQ Capital

Backed Highspot's path from Series E to $3.5B valuation.

• Recent Deals: Highspot $200M Series E (2021), $248M Series F at $3.5B (2022)
• LinkedIn: ICONIQ Capital
• Sector Focus: Technology, growth equity, public equity
• Stage Focus: Growth stage investments
• Location: San Francisco, California
• Website: iconiqcapital.com

11. Madrona Venture Group

Seattle-based early investor in Highspot and Snowflake.

• Recent Deals: Highspot seed through growth, Amazon early investor, Snowflake
• LinkedIn: Madrona Venture Group
• Sector Focus: Enterprise technology, cloud, SaaS
• Stage Focus: Seed to Series C, $2B+ AUM
• Location: Seattle, Washington
• Website: madrona.com

12. OpenView

Expansion-stage VC that backed Highspot's growth.

• Recent Deals: Highspot Series B through F, Datadog, Expensify
• LinkedIn: OpenView
• Sector Focus: Expansion-stage software, PLG companies
• Stage Focus: Series B to D, expansion investments
• Location: Boston, Massachusetts
• Website: openviewpartners.com

13. Shasta Ventures

Early Highspot backer with SaaS and mobile focus.

• Recent Deals: Highspot seed through Series F
• LinkedIn: Shasta Ventures
• Sector Focus: Enterprise software, SaaS, mobile
• Stage Focus: Seed to Series B
• Location: Menlo Park, California
• Website: shastaventures.com

14. Sapphire Ventures

Backed both Highspot and Outreach's growth rounds.

• Recent Deals: Highspot Series D through F, Outreach Series C and D, $10B+ AUM
• LinkedIn: Sapphire Ventures
• Sector Focus: Global software, SaaS
• Stage Focus: Growth stage, 170+ companies globally
• Location: Menlo Park, California
• Website: sapphireventures.com

15. Bain & Company

Strategic investor in Highspot's Series E round.

• Recent Deals: Highspot $200M Series E (2021)
• LinkedIn: Bain & Company
• Sector Focus: Strategic consulting, B2B commercial excellence
• Stage Focus: Growth stage strategic investments
• Location: Boston, Massachusetts
• Website: bain.com

16. Lone Pine Capital

Multi-stage investor in Outreach's Series C and D.

• Recent Deals: Outreach Series C and D participation
• LinkedIn: Lone Pine Capital
• Sector Focus: Technology, consumer, healthcare
• Stage Focus: Growth stage and public equity
• Location: Greenwich, Connecticut
• Website: lonepinecapital.com

17. Spark Capital

Backed Outreach from Series B through Series D.

• Recent Deals: Outreach Series B, C, and D rounds
• LinkedIn: Spark Capital
• Sector Focus: Technology, consumer, fintech
• Stage Focus: Seed to growth stage
• Location: San Francisco, California
• Website: sparkcapital.com

18. Meritech Capital Partners

Growth-stage investor in Outreach's rise.

• Recent Deals: Outreach Series C and D participation
• LinkedIn: Meritech Capital Partners
• Sector Focus: Growth-stage software and technology
• Stage Focus: Late stage, pre-IPO investments
• Location: Palo Alto, California
• Website: meritechcapital.com

19. Trinity Ventures

Early Outreach investor through Series C.

• Recent Deals: Outreach Series B and C rounds
• LinkedIn: Trinity Ventures
• Sector Focus: Enterprise, consumer, healthcare
• Stage Focus: Early to growth stage
• Location: Menlo Park, California
• Website: trinityventures.com

20. Mayfield

Early-stage investor in Outreach and other sales tech.

• Recent Deals: Outreach early rounds
• LinkedIn: Mayfield
• Sector Focus: Enterprise, consumer, deep tech
• Stage Focus: Seed to Series C
• Location: Menlo Park, California
• Website: mayfield.com

21. Coatue

Multi-stage technology investor in Gong's Series E.

• Recent Deals: Gong $250M Series E (2021)
• LinkedIn: Coatue
• Sector Focus: Technology across all stages
• Stage Focus: Seed to public equity
• Location: New York City, New York
• Website: coatue.com

22. Thrive Capital

Growth-stage investor in Gong's unicorn round.

• Recent Deals: Gong $250M Series E (2021)
• LinkedIn: Thrive Capital
• Sector Focus: Technology, internet, software
• Stage Focus: Growth stage focus
• Location: New York City, New York
• Website: thrivecap.com

Start tracking your sales tech fundraise

These 22 investors closed deals from 2017 to 2026. Before you start reaching out, set up proper tracking.

Upload your deck to Ellty and create a unique link for each investor. You'll see exactly which slides they view and how long they spend on your customer expansion metrics. Most founders are surprised to learn investors skip competitive slides but spend 10+ minutes on cohort retention analysis.

When Tiger Global or Sequoia asks for more materials, share an Ellty data room instead of Dropbox links. Your financial model, customer cohort data, and churn analysis in one secure place with view analytics. Sales tech investors want to see that you track everything - start with your fundraise.

Common questions

How do I know if an investor understands sales tech?

Check their portfolio for revenue platforms, conversation intelligence, or sales engagement companies. If they only have CRM companies, they won't understand usage-based pricing or API economics. Norwest and Salesforce Ventures get it - they backed Gong early.

Should I pitch growth investors for my seed round?

No. Tiger Global and Insight Partners write $50M+ checks. They won't look at pre-revenue companies. Start with Madrona, Shasta, or OpenView for seed and Series A. Growth investors come later.

What metrics do sales tech investors actually care about?

Net dollar retention above 120%, gross retention above 90%, and average seats per customer growing quarter over quarter. Don't pitch "number of users" - pitch expansion revenue from existing customers. That's what separates good from great.

How many investors should I talk to?

Build a list of 20 to 30 who've actually funded sales tech. Track conversations in Ellty. Most founders talk to 40+ investors before closing Series A. Expect 4 to 6 months for growth rounds.

When should enterprise sales tech companies set up data rooms?

Before your first partner meeting. Tiger Global moves in days, not weeks. If you're scrambling to organize customer expansion cohorts after the first call, you'll lose to competitors who had it ready. Use Ellty to organize everything before you start pitching.

Do sales tech investors prefer PLG or enterprise sales?

Depends on the stage. Early-stage investors like Wing and Norwest want to see PLG motion with some enterprise customers. Growth investors like Tiger and Insight need to see $5M+ ARR with strong enterprise expansion. Don't try PLG if your ACV is $50K+ - it won't work.