Navigating the complex world of B2B sales today means choosing the right tools to empower your team is crucial. Are you up-to-date on selecting the best tech stack to boost your sales team’s performance? The correct sales software can make a significant impact on your ability to schedule meetings and increase revenue.
As B2B companies become more familiar with available tools and how to procure them, the barriers to entry are lowering. Particularly within the sales engagement sector, there’s an overwhelming array of providers to consider.
But where should you start? First things first: What exactly is Sales Engagement?
Sales engagement refers to the various interactions between a sales representative and a prospect throughout the sales cycle, encompassing communication channels like email, phone, and social media. The goal is to move prospects closer to a purchasing decision effectively.
Achieving this involves having a solid sales playbook, seamless alignment between Sales and Marketing teams, motivated and well-trained reps, and essential tools like phones for reaching out. Hence, sales leaders are increasingly exploring solutions to optimize this critical aspect of the sales process.
This is where sales engagement tools come into play.
Sales engagement tools aim to simplify tasks for reps and enhance their effectiveness by organizing workflows, automating processes through cadences, and integrating with other sales tools. They enable reps to engage prospects across multiple channels more efficiently, opening up better opportunities.
But how do you determine if you need one? If your sales team struggles to connect with prospects or consistently misses sales targets, it might be time for a change.
However, choosing the right tool isn’t as simple as picking the first result from a Google search for “Sales Engagement Platform.” Different tools offer varied methodologies and features. Established platforms like Outreach and Salesloft focus on email automation, while newer alternatives like Bloobirds emphasize strategic sales approaches alongside automation.
The choice depends on your specific needs. If your priority is reaching a broad audience quickly, a traditional tool might suffice. Conversely, if precision and strategic alignment are crucial, a newer solution might be more suitable.
Scalability is another consideration. A tool effective for a small team might not meet the needs of a growing enterprise. Conversely, overly complex tools may require substantial resources and training, potentially overwhelming smaller organizations.
Understanding the basic features every Sales Engagement platform should have is essential:
- Email automation: Enables automated email sequences to leads.
- CRM integration: Seamless connection between the sales engagement tool and CRM for optimal performance.
- Contactability tools: Tools like telephone dialers, email, and LinkedIn connections to facilitate conversations with prospects.
However, to elevate a sales engagement platform from average to exceptional, additional features are crucial:
- Workflows: Automation capabilities within the tool streamline processes.
- Pipeline Management: Organizes sales pipelines, ensuring timely outreach and follow-ups.
- In-App Playbook: Integrates sales strategies, cadences, scenarios, messaging segmentation, and workflows in one platform for enhanced efficiency.
To future-proof your sales strategy and maximize productivity, consider a tool that encompasses both basic and advanced functionalities.
Considering tech stack options, here are a few scenarios:
- Phone and notepad: Basic tools suitable for very small businesses but not scalable.
- CRM with additional features: A step up for startups aiming to streamline sales processes economically.
- Salesforce: Extensive CRM capabilities, but lacks some sales-specific tools and requires significant maintenance.
- CRM + Sales Engagement: Integrates contactability tools with CRM functionalities, suitable for broad targeting.
- CRM + next-gen sales tool: Combines CRM with advanced sales capabilities for precise, strategic sales efforts.
In conclusion, while basic tools suffice for initial sales efforts, they lack scalability for growing businesses. Choosing a comprehensive sales engagement platform can significantly enhance your sales process effectiveness.
If you’re ready to explore further, check out the Sales Engagement Buyer’s Guide for comprehensive insights tailored to sales development teams.
