{"id":5432,"date":"2020-07-22T21:20:04","date_gmt":"2020-07-23T02:20:04","guid":{"rendered":"http:\/\/kmbrian.com\/blog\/?p=5432"},"modified":"2020-12-23T13:24:23","modified_gmt":"2020-12-23T19:24:23","slug":"sales-engagement","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/sales-engagement\/","title":{"rendered":"Sales Engagement Platforms: Definition, Examples, and Platforms"},"content":{"rendered":"<p>Sales engagement \u201cplatforms\u201d were virtually\u00a0<a href=\"http:\/\/trends.google.com\/trends\/explore?date=all&amp;geo=US&amp;q=sales%20engagement%20platform\">unheard of before 2013<\/a>, but they\u2019re now rapidly becoming a mainstream software category.<\/p>\n<p>For many, however, sales engagement is still somewhat of a fringe term that leaves a lot of questions unanswered, such as:<\/p>\n<ul>\n<li>What is sales engagement?<\/li>\n<li>How does it differ from <a href=\"http:\/\/kmbrian.com\/blog\/sales-enablement\/\">sales enablement<\/a>?<\/li>\n<li>What do sales engagement platforms do?<\/li>\n<\/ul>\n<p>If you&#8217;ve been asking any of these questions and wondering how you can leverage sales engagement to up your sales game, read on for everything you need to know:<\/p>\n<h2>What Is Sales Engagement?<\/h2>\n<p>Sales engagement refers to the interactions and exchanges that occur between sales reps and their prospects or customers.<\/p>\n<p>It\u2019s the touchpoints that get your foot in the door, keep the conversation flowing, and ultimately lead to a sale. Sales engagement encompasses how you communicate, at what frequency, and the substance of your interactions.<\/p>\n<p>These exchanges can be monetary or emotional, in-person or on a virtual platform. They could take the form of a long meeting or phone call, or simply attendance at a webinar or engagement with a chatbot.<\/p>\n<p>Methods of sales engagement have shifted significantly in the past thirty years alone \u2013 salespeople used to rely more on traditional mail and door-to-door selling, for example \u2013 and they will inevitably continue to change as sales tactics and communication channels also evolve.<\/p>\n<p>Whatever the form of sales engagement, however, it is always:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Geared towards\u00a0<a href=\"http:\/\/kmbrian.com\/blog\/relationship-selling\/\">relationship building<\/a><\/li>\n<li>Personalized<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Modern software now allows salespeople to track analytics around sales engagement as well \u2013 whether it&#8217;s email response rates, top-performing sales channels, or how much time a prospect spent on a webinar.<\/p>\n<p>However, sales engagement is not automation. It&#8217;s about putting in the work to create genuine client relationships, and improving the quality and efficiency of your <a href=\"http:\/\/kmbrian.com\/blog\/sales-prospecting-techniques\/\">prospecting<\/a> and conversion efforts through the power of real-time analytics.<\/p>\n<p>Done right, sales engagement allows reps to understand the buyer journey and to jump in and provide support at the right times during this journey.<\/p>\n<h2>What\u2019s the Difference Between Sales Engagement and Sales Enablement?<img data-attachment-id=\"5433\" data-permalink=\"http:\/\/kmbrian.com\/blog\/sales-engagement\/01-whats-the-difference-between-sales-engagement-and-sales-enablement\/\" data-orig-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"01 &#8211; Whats the Difference Between Sales Engagement and Sales Enablement\" data-image-description=\"\" data-medium-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-5433 alignright\" src=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?resize=275%2C275&#038;ssl=1\" alt=\"\" width=\"275\" height=\"275\" srcset=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?w=350&amp;ssl=1 350w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?resize=300%2C300&amp;ssl=1 300w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/01-Whats-the-Difference-Between-Sales-Engagement-and-Sales-Enablement.jpg?resize=150%2C150&amp;ssl=1 150w\" sizes=\"(max-width: 275px) 100vw, 275px\" data-recalc-dims=\"1\" \/><\/h2>\n<p>The concepts of sales engagement and sales enablement are often confused, but they\u2019re actually completely different.<\/p>\n<p>In order to get both sales engagement and sales enablement right, it\u2019s important to differentiate them and really understand what both of them can achieve.<\/p>\n<h3>What Does Sales Enablement Mean?<\/h3>\n<p>Sales enablement is all about providing your <a href=\"http:\/\/kmbrian.com\/blog\/manage-sales-team\/\">sales team<\/a> with the right support, resources, and training to sell effectively. It\u2019s about giving your team the confidence to engage prospects, maximize every interaction, and ultimately drive predictable sales via repeatable sales tactics.<\/p>\n<p>As its name suggests, it\u2019s literally about enabling salespeople to do their job in the best way possible.<\/p>\n<p>Sales enablement can be broken down into\u00a0<a href=\"http:\/\/www.salesforce.com\/blog\/2014\/08\/infographic-what-is-sales-enablement-anyway-gp.html\">four key areas<\/a>:<\/p>\n<ul>\n<li><strong>Recruitment &amp; Hiring:\u00a0<\/strong>Identifying, reaching, and closing the best possible salespeople for your product or service. Put simply, this part of enablement ensures that the right number of the right people make up the sales force.<\/li>\n<li><strong>Ongoing Training &amp; Coaching:<\/strong>\u00a0Educating each rep with sales tactics, product knowledge, and industry insights that give them more confidence during the selling process.<\/li>\n<li><strong>Supplying:<\/strong>\u00a0Equipping each rep with the right tools to do their jobs effectively. This could mean anything from sales platforms and CRMs to email finder tools and access to agencies.<\/li>\n<li><strong>Evaluating:\u00a0<\/strong>Assess which reps are performing the best, what tools are most effective, and identify coaching opportunities.<\/li>\n<\/ul>\n<p>In theory, once adequately equipped with the right resources, your sales team should feel internally empowered to engage with prospects externally. Sales enablement also aligns you with other departments to ensure that all necessary resources are readily available to help sales close more deals.<\/p>\n<h3>What Does Sales Engagement Mean?<\/h3>\n<p>Sales engagement, on the other hand, is the process of communicating with prospects, leads, and customers, and personalizing this communication in order to build long-term relationships.<\/p>\n<p>It focuses on enhancing salespeople&#8217;s ability to engage with prospects. It\u2019s not about outreach alone \u2013 it\u2019s about the\u00a0<em>quality<\/em>\u00a0of that outreach and the\u00a0<em>efficiency<\/em>\u00a0of prospecting efforts.<\/p>\n<p>There\u2019s some overlap with sales enablement, of course.<\/p>\n<p>Team leaders need to ensure that their team members are equipped with the right processes, tools, and knowledge in order to reach out to and communicate with prospects and buyers effectively.<\/p>\n<p>It is by doing this that they are performing sales enablement in order to facilitate sales engagement.<\/p>\n<h2>What Do Sales Engagement Platforms Do?<\/h2>\n<p>Sales engagement is nothing new \u2013 but in today\u2019s market, you need a little something extra to give you the edge on the competition.<\/p>\n<p>While tools like marketing automation software and CRMs are key to bringing in prospects and recording relationships, they\u2019re missing the large gap between leads becoming customers.<\/p>\n<p>A <a href=\"http:\/\/www.ringcentral.com\/us\/en\/blog\/best-sales-engagement-platforms\/\">sales engagement platform<\/a> complements your marketing automation software and CRM by bridging that gap. If a CRM manages relationships, sales engagement platforms begin and enrich them.<\/p>\n<p>A worthy sales engagement platform will support you as you optimize the segment of the buyer journey that follows prospecting.<\/p>\n<p>So what are the features you should be looking out for when choosing your sales engagement platform?<\/p>\n<p>Here\u2019s what the best\u00a0<a href=\"http:\/\/kmbrian.com\/sales\/\">sales engagement software<\/a>\u00a0has to offer:<\/p>\n<ul>\n<li><strong>Personalized cold email:<\/strong>\u00a0Mailshake empowers users to send personalized cold emails at scale. Personalization is THE key aspect of sales engagement, and by enabling sales reps to achieve this at scale, they get the best of both worlds: personalized email without losing efficiency.<\/li>\n<\/ul>\n<ul>\n<li><strong>Omni-channel sales sequence:<\/strong>\u00a0This Mailshake feature stops sales reps dropping the ball with their sales engagement. By setting up tasks to connect with prospects over the phone and social media, and marking them complete to continue the automated sequence, fewer prospects will slip through the net because you simply forgot to call them.<\/li>\n<\/ul>\n<ul>\n<li><strong>Integrations:<\/strong>\u00a0Sales engagement is a huge part of the <a href=\"http:\/\/kmbrian.com\/blog\/sales-cycle-stages\/\">sales process<\/a>, but it also needs to seamlessly align with the journey as a whole. Mailshake allows integrations with pretty much any sales tool you\u2019re going to be using, from Salesforce to Google Docs.<\/li>\n<\/ul>\n<ul>\n<li><strong>AB testing:<\/strong>\u00a0the key to building a successful sales engagement sequence is testing what works and what doesn\u2019t. A good sales engagement platform will allow you to split up your prospects into sequences with different cadences, touch points, and copy.<\/li>\n<\/ul>\n<h2>Best Sales Engagement Platform<img data-attachment-id=\"5434\" data-permalink=\"http:\/\/kmbrian.com\/blog\/sales-engagement\/02-mailshake-sales-engagement-software\/\" data-orig-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"02 &#8211; Mailshake Sales Engagement Software\" data-image-description=\"\" data-medium-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-5434 alignright\" src=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?resize=267%2C267&#038;ssl=1\" alt=\"\" width=\"267\" height=\"267\" srcset=\"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?w=350&amp;ssl=1 350w, http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?resize=300%2C300&amp;ssl=1 300w, http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/02-Mailshake-Sales-Engagement-Software.jpg?resize=150%2C150&amp;ssl=1 150w\" sizes=\"(max-width: 267px) 100vw, 267px\" data-recalc-dims=\"1\" \/><\/h2>\n<p>If you\u2019re reaching out to hundreds of prospects every week, it\u2019s impossible to manually stay on top of following up with all of them.<\/p>\n<p>That\u2019s why a sales engagement tool like <a href=\"http:\/\/kmbrian.com\/\">Mailshake<\/a>\u00a0is essential to creating an effective, scalable follow-up <a href=\"http:\/\/kmbrian.com\/blog\/email-sequence-driving-leads\/\">email sequence<\/a>.<\/p>\n<p>With Mailshake, you can personalize your emails in bulk with powerful\u00a0<a href=\"http:\/\/kmbrian.com\/mailmerge\/\">mail merge features<\/a>, schedule\u00a0<a href=\"http:\/\/kmbrian.com\/followup\/\">follow-up emails<\/a>\u00a0that are paused or triggered based on whether a a recipient opens an email, clicks a link, or replies, and reply to leads straight from your Mailshake dashboard with\u00a0<a href=\"http:\/\/kmbrian.com\/lead-catcher\/\">Lead Catcher<\/a>.<\/p>\n<p>You can also set the amount of time between follow-ups (5 days between the first and second email, 7 days between the second and third, etc.), and the days and times you want them to send (for instance, between 8 am and 6 pm on weekdays).<\/p>\n<p>Optimize your copy and overall <a href=\"http:\/\/kmbrian.com\/blog\/brilliant-outreach-strategies\/\">outreach strategy<\/a> by\u00a0<a href=\"http:\/\/www.youtube.com\/watch?v=tBPsFH7571Q\">AB testing<\/a>\u00a0different subject lines, body copy, and full campaign sequences. And with native integrations to your CRM, and\u00a0<a href=\"http:\/\/kmbrian.com\/blog\/mailshake-zapier-integrations\/\">third party integrations<\/a>\u00a0to hundreds of software tools via Zapier, you can <a href=\"http:\/\/kmbrian.com\/blog\/automate-list-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">automate your outreach<\/a> even further by triggering campaigns when someone downloads an eBook, books a meeting, or signs up for a demo.<\/p>\n<p>If social media and phone are a part of your outreach cadence, you can include those touchpoints in your outreach cadences as well with\u00a0<a href=\"http:\/\/kmbrian.com\/sales\/\">Mailshake Sales Engagement<\/a>.<\/p>\n<p>Bottom line: following up is absolutely essential to an <a href=\"http:\/\/kmbrian.com\/blog\/email-outreach-tactics\/\">effective outreach<\/a> strategy, but there\u2019s no reason why you can\u2019t automate it.<\/p>\n<h2>Sales Engagement Example<\/h2>\n<p>To reiterate, effective sales engagement campaigns are not easily transferred from one business\/customer to another. It requires personalization, and an understanding of how your customer uses different platforms and prefers to be contacted.<\/p>\n<p>With that said, here is a basic sales engagement cadence that leverages multiple channels. Use this as a starting point to build your own cadence.<\/p>\n<p><strong>Day 1 \u2013 Make your first call<\/strong><\/p>\n<p>Leave a vague voicemail with your first name and phone number requesting a call back at the prospect\u2019s convenience if they don\u2019t answer.<\/p>\n<p><strong>Day 2 \u2013 Send an email<\/strong><\/p>\n<p>Share a surprising statistic, relevant case study, article, or other content they may find useful.<\/p>\n<p><strong>Day 5 \u2013 Call again<\/strong><\/p>\n<p>Leave another voicemail if they don\u2019t answer.<\/p>\n<p><strong>Day 6 \u2013 Email again<\/strong><\/p>\n<p>Don\u2019t reference past attempts to reach out, just share more useful content or information. Try sending<a href=\"http:\/\/kmbrian.com\/blog\/build-list-prospects-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">a relevant video<\/a> this time to switch it up.<\/p>\n<p><strong>Day 11 \u2013 Call again<\/strong><\/p>\n<p>Once again, leave a voicemail if they don\u2019t answer.<\/p>\n<p><strong>Day 12 \u2013 Email again<\/strong><\/p>\n<p>Keep on sharing useful content and attempt to be a resource for them.<\/p>\n<p>There are 6 touchpoints in this cadence, but you can continue on with many more across multiple channels until you get a response.<\/p>\n<p>Sales engagement is an essential part of any successful sales strategy. With the right perspective, and the right tools, it can be one of your most reliable, measurable, and scalable channels for generating leads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sales engagement \u201cplatforms\u201d were virtually\u00a0unheard of before 2013, but they\u2019re now rapidly becoming a mainstream software category. For many, however, sales engagement is still somewhat of a fringe term that leaves a lot of questions unanswered, such as: What is sales engagement? How does it differ from sales enablement? What do sales engagement platforms do? &#8230;<\/p>\n","protected":false},"author":15,"featured_media":5435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[5],"tags":[],"jetpack_featured_media_url":"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/07\/Sales-Engagement_Definition-Examples-and-Platforms-HEADER.jpg?fit=1138%2C493&ssl=1","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - http:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Sales Engagement Platforms: Definition, Examples, and Platforms<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"http:\/\/kmbrian.com\/blog\/sales-engagement\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Sales Engagement Platforms: Definition, Examples, and Platforms\" \/>\r\n<meta property=\"og:description\" content=\"Sales engagement \u201cplatforms\u201d were virtually\u00a0unheard of before 2013, but they\u2019re now rapidly becoming a mainstream software category. 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After a short but financially lucrative gig as a Macaulay Culkin celebrity impersonator, Mark fulfilled his prophecy and joined the Mailshake team as a marketing strategist.\",\"sameAs\":[\"http:\/\/Mailshake.com\"]}]}<\/script>\r\n<!-- \/ Yoast SEO Premium plugin. -->","jetpack_sharing_enabled":true,"jetpack_shortlink":"http:\/\/wp.me\/p85zFH-1pC","jetpack-related-posts":[{"id":3001,"url":"http:\/\/kmbrian.com\/blog\/build-sales-process-map\/","url_meta":{"origin":5432,"position":0},"title":"How to Build a Sales Process Map in 4 Steps (& Make Sales Forecasts a Breeze)","date":"11\/06\/2019","format":false,"excerpt":"When building a high performing sales team, one of the critically important pieces of sales infrastructure is a well-defined sales process and visual sales process map.\u00a0 Sales process can be defined as the key selling steps and stages of the sales cycle and can be expanded to include top-of-funnel activities\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"build a sales process map","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2019\/11\/How-to-Build-a-Sales-Process-Map-in-4-Steps-A.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4022,"url":"http:\/\/kmbrian.com\/blog\/social-selling-strategy\/","url_meta":{"origin":5432,"position":1},"title":"How to Create a Social Selling Strategy","date":"01\/30\/2020","format":false,"excerpt":"Social selling is no longer simply an option for salespeople \u2013 it\u2019s a necessity. Social media has now taken over almost all aspects of our lives, from catching up with friends to tracking health, and purchasing \u2013 even in a B2B context \u2013 is no exception. 90% of top-performing salespeople\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/01\/How-to-Create-a-Social-Selling-Strategy-header-2.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2589,"url":"http:\/\/kmbrian.com\/blog\/how-i-use-mailshake\/","url_meta":{"origin":5432,"position":2},"title":"How I Use Mailshake with My Tech Stack to Drive Steady Leads","date":"07\/03\/2019","format":false,"excerpt":"A while back, I recorded an expos\u00e9 on how I use Mailshake in my email marketing strategy. Due to the strong response it had, the Mailshake team asked if I\u2019d write a guide on how I use Mailshake to bring in new leads. 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