8 Benefits of Sales Engagement Application from Gartner’s Latest Market Guide
December 28th 2021
Sales Best Practices, Remote Sales
Best Inside sales framework
B2B organizations explore ways to enforce technology in sales processes in response to the pandemic. Sales leaders prioritize sales engagement to bring consistency and improve interactions between sellers and buyers. There is a permanent shift in the purchasing process as customers drive sales, not sellers. Sales processes are being designed based on the cause-and-effect correlation to simplify use cases for buyers.

Gartner's latest Market Guide for Sales Engagement Applications focuses on the various capabilities of a sales engagement application. Before we cover them, let's understand more about a sales engagement platform.

What is a Sales Engagement Application

Gartner's Market Guide on Sales Engagement Applications explains that a sales engagement platform can empower sales teams to use multi-channel, multi-touch engagement at scale. It is composed of technologies to simplify routine tasks for sales reps when engaging prospects. A sales engagement platform covers the next growth phase, evolving from inside sales technologies to sales acceleration technologies.

Sales engagement platforms simplify workflows. You can coordinate among multi-channels like voice, email, SMS, social media, and more through a single console. Sales technology enables guided selling to identify suitable accounts or prospects, when to engage them, and suggest the messaging to use. Such solutions improve seller efficiency and productivity by simplifying daily workflows by engaging prospects with minimal clicks, organizing processes, and facilitating CRM adoption.

Since the onset of the pandemic and the drastic shift to remote sales, the sales engagement platform has become a necessity of the sales infrastructure. The primary users of a sales engagement application include:

Account Executives

Using workflow and CRM for various activities may change based on the industry and transaction type.

Inside Sales Representatives

Who support high-volume and high-velocity sales processes.

Customer Success & Account Managers

Who are in charge of messaging based on product or service usage.

Sales Development Representatives (SDRs)

Who focus on outbound sales and inbound prospectings.

Frontline Managers

Who manage, analyze, and train their teams.

Sales engagement applications have evolved from a tool for activity automation to a purpose-built portfolio solution for customer relationship building. It covers several core aspects of the sales process.

What are the Eight Core Aspects of a Sales Process Covered by Sales Engagement Platforms?

Simplifies Seller Experience

A sales engagement application help in organizing the sales process. With timely reminders for upcoming tasks, you will never miss out on a follow-up. You can even segment automated and manual tasks across the workflow. It increases the likelihood of completing pre-determined tasks across the selling process. With clear visibility and transparency, the entire sales team can sync up for sales development and improve performance. The selling process is structured, helping the sellers to concentrate on what they're best at - selling.

Prioritizes Speed And Quality

Sellers have standard requirements which can be represented as questions such as:

  • How to connect with prospects to qualify them based on your offerings?
  • What are the optimal product mix and pricing discounts for complex deals?
  • What sales content will be helpful for a prospect before the meeting?
  • What is the following best action to take to move the prospect forward in the sales cycle?

A sales engagement platform can help identify prospects based on high-intent buying signals. It helps in sales process optimization at scale. It helps in benchmarking sales activities with insight-driven prioritization. Through its guided selling, you can adopt a data-driven approach where the occurrence of a discrete sales activity aggregates to measurable outcomes.

Reduces Seller Burden

Automating low-value, time-consuming data entry tasks can help sales reps concentrate on core sales activities like building relationships. It relaxes the limitations of traditional selling processes by creating consistency in sales activities. It helps manage routine tasks at scale with automation, reducing the sellers' burden.

Keeps Sellers Aware

Sales engagement platforms can help sellers identify opportunities and use relevant content to overcome sales objections. Using AI-driven messaging suggestions in the context of workflows helps sellers prioritize engagements. Templates available on the sales engagement application suggest the next action, recommendations for the messaging, and much more. Automating logic configuration enrolls buyers with scenario-specific touchpoints. It ensures consistent and optimized messaging across the sales team.

Manage Clients at Scale

Client interactions get simplified at scale with a structured workflow and optimized sales cycle management. Implementation of enterprise-scale with data protection and recording compliance violations gets reliable. Account-based sales can help prioritize prospects and tasks that will help convert them. A sales engagement application accelerates opportunities for sellers to engage with the right prospects at the right time by being situationally aware and relevant.

Increase Seller Adoption

During the pandemic, sales development has led to increased digital salesrooms. With the multi-channel communication capabilities, sales engagement platforms help create, store, curate, and distribute content. With personalization capabilities, sales engagement helps build stronger customer relationships. Integrating a sales engagement application helps create a one-stop solution for everything sales.

Optimize Sales Activities

Optimizing sales activities is one of the primary aspects of a sales cycle. Including the essential number of activities to keep the sales process moving is critical to enhancing the buyer experience. Sales engagement platforms use advanced analytics to optimize content, workflows, and seller productivity. It ensures consistent growth and balanced outcomes.

Augment Existing Revenue Technology

The most convenient aspect of a sales engagement platform is that it can integrate your existing technology for smooth operations. Investing in a sales engagement application can accelerate revenue growth, making revenue a predictable process. Data-driven forecasting helps make the best use of available resources to reach pre-determined goals. It helps balance out the workflow for consistent engagement, leading to better conversions.

Based on sales execution and demand generation, sales technology is advancing to help sellers and buyers deliver positive outcomes. Gartner's market guide also covers the trends in a sales engagement. Let's dive deeper into them.

Trends in Sales Engagement

Modernizing and keeping up with the trends in sales technology will help you support your buyer journey. Gartner's market guide on sales engagement applications covers three important trends in sales. They are as follows:

Overlap of Sales Enablement and Revenue Intelligence

Content plays an essential role in engaging buyers. Sales enablement provides an opportunity to offer real-time in-context training to sellers and grow conversation intelligence. Building the sales technology stack, it's essential to overlap with sales enablement and revenue intelligence markets.

Automation with AI/ML

Sales engagement applications will continue building and enhancing through AI/ML technologies to upgrade their features and capabilities. Automated workflows help accelerate sellers' opportunities by engaging prospects with the right touches at the right time. AI/ML sales technology allows in compounding the support with the following capabilities:

  • Real-time guidance
  • Data and contact capture
  • Advanced CRM solutions
  • Touch pattern analytics
  • Prioritization
  • Deal risk assessment
  • Sentiment analysis

It eliminates the need for sellers to filter out complex datasets manually. To optimize sales engagement automation, you need cross-functionality such as:

  • Sales operations to know which data points will trigger the automation logic
  • Content marketing for creating persona-based, use case-based resources
  • Marketing operations for managing customer-facing automation logic
  • Sales enablement to help sellers adopt appropriate messaging
  • Sales analytics to correlate frontline tactics to outcomes
  • Frontline sales for those using sales tools regularly

Visibility into Effectiveness

Sales engagement technology offers in-depth metrics and insights. Using a combination of granular activity, interaction, meetings, and pipeline metrics can help in evaluating go-to-market strategies. It provides clear visibility into the performance of sales processes.

Final Words

A sales engagement platform has become an essential tool in the remote selling environment. To cover sales activities exhaustively, you need to structure them. Using workflows helps in eliminating guesswork from sales activities. Within a digital salesroom, sales engagement applications work as an accelerator and empower the entire sales team to achieve consistent results.

Richa Sharma
Content Marketer
Richa Sharma
Content Marketer
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