Data protection in sales tech: What leaders should demand 

When news of a data breach hits headlines, it can spark panic among any leader, regardless of industry, but hits a specific note with revenue leaders responsible for customer and company data. That’s because customer data, which can be very sensitive to the company, is one of the most valuable assets an organization has and protecting it is non-negotiable.  

In a digital-first world, the tools you rely on to power your sales motion can either safeguard that trust—or put it at risk. In this blog post, we’ll break down why data protection in sales technology matters, and the questions rev leaders should be asking to ensure their tools can stand up to today’s threats. 

Why data protection in sales tech matters now 

Data breaches are becoming increasingly frequent and continue to be a stark reminder of how quickly trust can unravel. Attackers are increasingly targeting OAuth tokens, APIs, and integrations, the connective tissue of modern revenue systems. And the risk is only growing. In fact, studies show that 98% of API attacks hit exposed endpoints and 95% of breaches appear as authenticated traffic, making them difficult to detect. What does this mean for sales organizations?  

One weak link can lead to data exposure, compliance violations, and reputational damage that lingers for years. Plus, the stakes are even higher for publicly traded companies, where bad actors can use illegally obtained data to influence stock prices for personal gain.  

The stakes for sales leaders 

Sales leaders aren’t just accountable for quota—they’re accountable for protecting relationships and being the keepers of trust. That trust extends to selecting responsible vendors that commit to being good data stewards and can back that commitment with evidence. When customer data is compromised, the ripple effects extend far beyond IT: 

• Customer trust erosion: Once confidence in your data protection is shaken, it’s incredibly difficult and costly to win back. 
• Compliance risks: Regulations like GDPR, CCPA, and UK GDPR, demand strict data handling 
• Compliance audits: ISO 27701/27001/42001 as well as SOC 2 Type 2 require demonstrable evidence of that strict data handling. 
• Revenue disruption: Downtime or investigations can grind sales activity to a halt. 
• Brand reputation damage: In a competitive market, data protection missteps give rivals an opening to position themselves as the safer alternative. 

Data protection goes far beyond the IT desk. It’s a board-level priority that impacts every stage of the customer’s journey. 

4 Key data protection standards leaders should demand 

Not all sales technology vendors are built the same. To protect your business, leaders should expect vendors to meet (and prove) standards like these: 

Strong authentication & access controls 

Multi-factor authentication, secure single sign-on, and granular role-based permissions are table stakes. These measures keep sensitive data limited to the right people and help prevent compromised credentials from becoming an attacker’s golden ticket. 

Robust encryption & data protection 

Data should be encrypted both in transit and at rest, ensuring customer information is unreadable even if systems are breached. Look for vendors who go beyond the basics with regular penetration testing and continuous monitoring. 

Independent data protection certifications 

SOC 2 Type II, ISO 27001/42001, and similar certifications aren’t just logos on a slide—they’re third-party proof that a vendor’s controls are audited and validated. Certifications demonstrate a sustained commitment to protecting customer data. 

Proven incident response & transparency practices 

Even the best defenses can’t guarantee zero risk. What matters is how quickly a vendor can detect, respond, and communicate. Mature vendors publish clear incident response policies, commit to timely notifications, and provide transparency into remediation steps. 

How Outreach prioritizes data protection 

• Certifications and audits Outreach already holds. 
• Platform-wide data protection practices baked into the product. 
• Proactive data protection culture (vs. reactive). 

At Outreach, data protection isn’t an afterthought—it’s a core part of how we build and operate. We're proud to hold SOC 2 Type II certification and undergo regular audits to validate our controls. But certifications are just the beginning. Data protection is woven throughout our platform and our culture: 

• End-to-end encryption protects customer data both in transit and at rest, across every environment. 
• Continuous vulnerability monitoring, and proactive remediation ensure we identify and address risks before they become incidents.We also use data loss prevention tools on employee devices to stop sensitive information from being shared or leaked by mistake. 
• Secure integrations across CRM and sales tech stacks safeguard the connective tissue of modern revenue systems, where attackers increasingly focus. 
• Transparent incident response policies mean customers aren’t left in the dark—we prioritize clear, timely communication if issues arise. 

Most importantly, we take a proactive approach to security. Instead of reacting when threats surface, we build safeguards into the product from day one and foster a culture where every team is accountable for protecting customer trust. For revenue leaders, that means peace of mind that your pipeline runs on a secure, compliant foundation. 

Questions to ask your sales tech vendor 

When you’re evaluating new tools, or reviewing existing ones, it’s critical to look past the feature demos. It’s easy for vendors to showcase shiny features while glossing over the less glamorous but essential work of securing customer data. The right questions help you ensure they’ve invested in both: 

1. What certifications do you maintain?

Look for independent, third-party validation like SOC 2 Type II, ISO 27001/27701, or newer standards like ISO 42001 for Responsible AI. Companies that continually add to their third-party certifications are proud of their programs and want to ensure they can show you what they are doing, not just the lip service. 

2. How often do you audit privacy and security protocols?

Annual audits are the standard; continuous monitoring and frequent penetration testing are even better. These protocols and independent verification are what demonstrate the vendors' commitment to data protection. In addition, we regularly review our data loss prevention tools implemented in company products as an additional security measure. 

3. How do you protect customer data during integrations?

APIs, tokens, and service accounts are prime targets. A strong vendor should explain exactly how they safeguard these connections. You can read about ours by visiting our Whistic profile.  

4. What’s your process for notifying customers in the event of a breach?

Transparent, timely communication is a hallmark of mature privacy, security, and governance programs. 

Look for a vendor who can answer these questions clearly and confidently.  

Data Protection as a strategy 

Data protection can be a make or break in an increasingly competitive market where trust and data protection are everything. Leaders must demand more than promises. Proof of certification, transparency around practices, and continuous investment in protection are the real signals of a trustworthy partner. 

That’s why at Outreach, data protection is more than a compliance exercise—it’s a cornerstone of our platform, our culture, and our commitment to our customers. From independent audits to proactive monitoring to responsible AI certifications, we invest so revenue leaders can operate with confidence. 

Because at the end of the day, data protection isn’t optional. It’s the foundation that keeps customer trust strong, pipelines moving, and your revenue engine resilient.