Tech Stack Tuesdays: Communication Tools

Alternative Text By: Ivan Kreimer

Welcome back to Tech Stack Tuesdays, a series where we break down great tech that’s helping  companies grow and work better.

This month we’re highlighting tools that help with communication. In the past 10 years, the AdRoll Group has gone from being an idea to a company with more than 100,000 customers and 700 employees. Although that growth was amazing, it has also presented a ton of communication challenges.

Thankfully the communication tools in this list have not only helped us overcome those challenges, but also to thrive despite those challenges. Here are our top picks from the communication tools we’ve tried so far.


With with more than 119,000 customers, Zendesk is one of the most popular customer service software companies in the world. Zendesk helps track, prioritize, and solve customer support tickets through chat, phone, and email.


Zendesk is actually a lot more powerful than most people think.

At RollWorks, we don’t just use Zendesk for external communications with our customers, we also use it as an internal tool to improve onboarding, make requests of other teams, and manage projects.

Two of our team members, Sam Cho, our Implementation Project Manager, and Vanessa Compean, our Product Marketing Manager, have shown us how they use Zendesk to manage our customer relationships.

Sam and Vanessa said they’ve been delighted with Zendesk’s user interface (UI), which makes the customer-facing management process seamless and easy to manage. In addition, they’ve rolled out Zendesk internally to other teams, such as legal, finance, SMB, and more. Now, when an employee needs to make a request for legal review, for instance, they can just submit an internal Zendesk ticket and the request instantly gets added to the legal team’s queue.

We are currently planning to connect Zendesk with other AI technologies to automate our communications. That would allow our customers to get an immediate—and, most importantly, useful—response, adding yet another layer of support to the existing ones.

Since the deployment of Zendesk, our customer satisfaction was hovering around 93-94%. It seems we aren’t the only company that likes their service: according to G2 Crowd, Zendesk has an average rating of 4.2 out of 5 stars, taken from 870 reviews.


Self-described as the “Platform for VPs of Sales,” Chorus helps companies automatically record, transcribe and analyze sales meetings in real-time.

Christi Moot, the Head of Training and Sales Enablement, explained Chorus has helped us centralize all of our sales calls information, thus providing a scalable coaching platform to new sales reps.


While in the past we used to train new sales reps by using fake scenarios, now we have actual information from real sales calls that show the pushbacks and other challenges that show up in real time.

What’s even more amazing about Chorus is that thanks to the sales transcriptions we get, our marketing teams can build sales enablement material based on the actual challenges and questions that come up in our sales calls. This information has been crucial in helping align sales and marketing, especially when it comes to developing our ABM program.

While Chorus is still a relatively new company, it’s slowly becoming more popular in the industry. In G2 Crowd, Chorus has gotten an average review of 4.5 stars from 46 reviews, which shows a lot of potential in the future of the tool.



This one is a no-brainer. If your team is still using email as your main form of communication, it’s definitely time for an update.

Slack has been a game-changer to company communication by providing a simple and effective chat tool for companies both small and large alike. In a few short years after its launch, Slack surpassed the 6 million daily user mark, becoming the most popular and widely-adopted chat software tool.

According to Amber Carson Miller, our Senior IT Administrator, before Slack we had some of our teams using Skype while others were using Google Chat, both of which complicated our communication flow. It was also hard to create chat groups, which meant people couldn’t discuss specific topics in a centralized place.

Nowadays, Slack has allowed each internal group to have their own communication channels, creating a sense of community that wasn’t possible to achieve with the previous tools.

In Amber’s words, “I never felt close to other coworkers who worked in other countries, but once I started using Slack it felt like I knew these people and it felt like they were working right next to me.

Slack has also helped us coordinate the launches of some high-touch projects, like our new brand RollWorks. Launching a new brand is hard enough, but communicating about launching a new brand is even harder. As we geared up to launch RollWorks, now a division of the AdRoll Group, we used Slack non-stop.

We had to create brand new communication channels between teams that only spoke together on occasion, such as product, legal, finance, C-suite executives, marketing, sales, revenue operations, and many more. In the last 30 days alone we registered 883,295 messages sent in Slack.  

In addition to project-related communication, Slack has also been a huge driving force in our company culture. It allows employees to talk about activities unrelated to work, which helps form relationships and friendships beyond the job description. We have many channels such as #dogs-of-adroll #cartalk #happyhours #parenting #golden-state-warriors #nfl and much more.

We currently have 993 members that are part of 1687 public channels, 1000 of which are being actively used. We also have 117 integrations with tools as diverse as Zendesk, Guru, Jira, and Trello.

The popularity of Slack is indisputable: in G2 Crowd, it has gotten an average rating of 4.5 from 9770 reviews.



Zendesk, Chorus, and Slack have made both our internal and external communications much easier to manage, which has helped us increase our team’s productivity as well as our feeling of community. If your company needs to improve its communication, we highly recommend you consider the 3 tools above.

If you’re curious about other tools that make our organization tick, you can read about the organizational tools we use.

Alternative Text By: Ivan Kreimer

Tags: b2b software, b2b tools, communication tools, tools