Sales Engagement Platforms 101 — What You Need to Know

Whether You’re Rethinking Your Current Sales Engagement Platform or Starting from Scratch, Here’s What You Need to Know


One of the many buzzwords you hear in our field is “sales engagement” — but what does it actually mean?

To boil it down, sales engagement is all the communication that happens between sales teams and prospects and customers. It can include emails, phone calls, in-person meetings, events, and so on.

Sales engagement is best executed with help from technology. That’s where sales engagement platforms (SEPs) come in. A sales engagement platform is software that integrates with your CRM and modernizes the sales workstream with automation, personalization, productivity features, and analytics. Basically, SEPs help sales reps engage with customers and prospects with high-touch personalization at scale.

According to sales research firm TOPO, 87% of sales development organizations use an SEP in their work, and SEPs are a top-rated technology in terms of positive ROI. That means the people who have them love them and think they’re worth the investment.

But be warned: All SEPs are not created equal. Here are our top 4 must-haves:

  1. Deep integration with your CRM. All integrations are not the same — some are flimsy, some are robust; some allow real-time data syncing, and some update less often. You’ll benefit the most from an SEP built on your CRM’s platform (like Salesforce’s rather than an API that may have limitations.

  2. Fits your team’s needs. Sales organizations are diverse — what’s unique about your team and the way you work? Your reps may work individually, or they may benefit from having tools that support collaboration. You may target entire accounts with an account based sales strategy, or you might pursue individuals. How can an SEP support the way your team works?

  3. Boosts productivity. An SEP should help your team be at their best, including building deep relationships with prospects while not sacrificing the quantity of their outreach efforts. Productivity tools such as automated campaigns, email tracking, a meeting scheduler, sharable templates, and more help you save time so you can focus on prospects.

  4. Analytics, analytics, analytics. Gone are the days of flying blind. Your SEP should have advanced analytics that show you how engaged individual contacts and entire accounts are, how your templates are performing, call stats, and much more.

Want to learn more about SEPs and what to look for? Download our free e-book: Sales Engagement Platforms: A Buyer’s Guide to Finding the Right Solution.