What is Sales Engagement?
Sales engagement refers to all the interactions that take place between buyers and sellers and can be measured in time and touchpoints. For example, an interaction with a prospect over a phone call, video conferencing or any other channel can be considered as an engagement. Also if a prospect replies to your email or on social media is considered as an engagement.
Sales engagement data like call recordings, email open, reply rate can be used to identify which activities, content, and sales tactics drive effective sales conversations and eventually increase revenue generation. Data around sales engagement is also important for sales managers to analyze team performance and drive predictable growth.
Modern sales engagement software now provides many technical advancements to sales reps for improving engagement and productivity. Engagement platforms allow sales reps to efficiently manage prospects and tasks related to prospect engagement. This reduces manual grunt work for sales reps and improves productivity. Engagement software also provides multi-channel outreach tools for better prospecting from a single platform. Digitally handling all the engagement activities also helps in maintaining reports and analyzing performance.
Sales Engagement vs Sales Enablement:
The rise of sales enablement was based on the idea that sales professionals need to be appropriately equipped with certain resources to effectively perform engagement activities. Thus, there have always been two distinct areas of focus when it comes to sales enablement: internally empowering the sales force and externally engaging with prospects.
While most of the sales enablement technologies are developed to facilitate sales professionals with necessary materials and processes for sales, they forget about the most important part - measuring the efficacy of those materials and processes during buyer and seller interactions. Here sales engagement comes into action - for analyzing how to deliver the useful resources while prospecting.