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Evaluating Sales Engagement Vendors
The document discusses sales engagement strategies to boost sales and customer loyalty, highlighting the role of software in enhancing productivity and engagement. It outlines challenges faced by sales organizations and how sales engagement platforms address these issues through features like task automation, consistent messaging, and analytics. Additionally, it explores purchasing considerations, vendor landscapes, and future trends such as the impact of artificial intelligence and evolving roles within sales teams.
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Evaluating Sales Engagement Vendors
- 1. Sales EngagementDriving IncreasedSales and Customer Loyalty Lynne Trocciola GZ Consulting
- 2. Lynne Trocciola • Analystand coach • Former Product Director in the B2B technology space having overseen development of Call Center and Human Capital Management products. • Her expertise is in how software can drive productivity, engagement, and behavioral change. • MBA in Organizational Behavior (University of Maryland) and an M.S. in Organizational Change (Northwestern University). Her mantra is “Do what you love. Love what you do.”
- 3. Agenda Sales Engagement Overview SalesOrganization Challenges Sales Engagement Vendors How Do SEPs Address Key Sales Challenges? Purchasing Criteria Future Trends
- 4. What do sales engagement platformsdo? • Streamline the sales process while reducing administrative and account prep work • Manage and refine sales messaging • Automate tasks, messages, and workflows • Enable companies to combine their sales and marketing efforts to create personalized and automated sales journeys • Integrate with existing sales solutions • CRM, email tracking, outbound dialing, sales intelligence, sales enablement software, etc.
- 5. Sales Organization Challenges • Sales processrepeatability • Consistent messaging • Coaching • Leveraging best practices • Sales versus non-sales tasks • Maintaining authenticity • Customer renewals • Increase in top-of-funnel sales activity • Response rates • Increase in sales qualified leads
- 6. How do thesesolutions manage your key sales challenges?
- 7. Sales Process Repeatability •Cadences • Templates • Playbooks • CRM synchronization • Analytics and reporting
- 8. Consistent Messaging • Marketing-defined templates •Targeted messages • Snippets • Training library • Personalized • Follow 80-20 rule
- 9. Coaching • Real timecoaching • Whisper, Join • Meeting analytics • Transcription, Indexing • Share best practices • Opportunity View • Partners such as Clari
- 10. Leverage Best Practices •Omnichannel cadences • Configurable templates • Capture dispositions • Onboarding and training • Data-driven best practices • A/B Testing • Messaging Metrics • Visualization
- 11. Sales versus Non-SalesTasks • Customer insight • Meeting management • Record meetings • Task management
- 12. Sales versus Non-SalesTasks • Identify next steps • CRM synchronization • Best Time to Contact
- 13. Focus on AuthenticSelling • 1:1 Video • Personalize as Needed • Next Best Actions (NBA)
- 14. Focus on AuthenticSelling • Connection • Interaction • Active Listening • SNAP Integration • LinkedIn Sales Navigator
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- 16. Purchasing Considerations • Capabilitiesrequired • IT: Scalability, Security • How will the role of your sales group change? • Users • SDRs • Enterprise Sales • Customer Success • Strategic use of AI
- 17. Purchasing Considerations • Reporting •Natural flow of work • CRM support • Multi-channel needs • Video, chat, social, email • Sales intelligence
- 18. Sales Engagement Vendor Landscape •Enterprise • SalesLoft • Outreach • InsideSales • Mid-Market • SalesLoft • VanillaSoft • Yesware • ConnectLeader • SFDC High Velocity Sales
- 19. Sales Engagement TCO • Enterprise •$1,300 – $1,500 / rep • Mid Market • $ 600 – $900 / rep • Other Costs • Implementation • Third-party services • Training • Administrative
- 20. Sales Engagement Buying Committee •Sales Director • Sales Operations • CRM Admin • SDR • Account Exec • Customer Support Manager • IT • Purchasing
- 21. Top Three Integration Categories CRM SFDC broadlysupported Others may require additional development Email Outlook and Gmail are well supported LinkedIn SNAP Sales Navigator is supported by most
- 22. Others to Consider Video Recordedand 1:1 Sales Intelligence Sales Leads Talking Points Lead Scoring Lead Routing Emerging Chatbots Meeting Intelligence
- 23. Future Trends Artificial intelligence Nextbest actions (NBA) Expanding partner ecosystems Continued automation of non-sales tasks
- 24. Future Trends Just becausethe capability is there, doesn’t mean you should use it Evolving from SDR to other customer- facing employees (e.g. Customer Success, Account Executives) Components leveraged for internal activities (e.g. meeting management, training)
- 25. Buyer Profiles GZ Consultingpartnered with Tenbound to deliver a set of Sales Engagement Buyer Profiles: • SalesLoft (Available) • VanillaSoft (Next Week) • Freshworks (September) • SFDC High Velocity Sales (Q4) • Outreach (Q4)
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Editor's Notes
- #5Â Streamline the sales process while reducing administrative and account prep work Manage and refine sales messaging Automate tasks, messages, and workflows Enable companies to combine their sales and marketing efforts to create personalized and automated sales journeys Integrate with existing sales solutions CRM, email tracking, outbound dialing, sales intelligence, sales enablement software, etc.
- #8Â The heart and soul of SEP are cadences. Cadences are rules that drive who should be contacted, when they should be contacted, and by what method. These rules are fully automated and you can have different cadences for different products, verticals, account types or even stage of the sales cycle. The goal of a cadence is to get the attention of the account. Cadences also include what we call templates which are preconfigured messges that can be used in say an email. The templates again can vary based on product or vertical for example. Playbook..once you hae their attention, what do you do. A playbook outlines strategies and even templates for driving the lead through the sales process.
- #9Â SEP also enable consistent messaging whether you are communicating through email, voice, other media. Marketing can define templates that sales can use, which are in line with the market positioning and value proposition. Although there are templates, there is even automated personalization that can bedone. For example, through the use of snippets. Snippets: blocks of text or rich text that you can quickly insert into an email. For example, a snippet around a regional event. It could be something that is verticalized...snippets that speak to specific verticals or functions Allows you to quickly personalize. The general recommendation is that 80% of messages to prospect should be based on the templates and sales should personalize 20% or less of the messages to be in sync with their general personality and tone.
- #10Â SEP also support real time coaching. Supervisors, mentors, or trainers can listen in on sales calls. They can just monitor and coaching after the fact or they could communicate directly with the sales person to help him or her with the meeting. If needed, they can also be part of the call. There are also lots of meeting tools available. For example, meetings can be fully transcriped and the transcription could be indexed. For example, indexe to identify the key pain points or when the client brings up competition. Best practices can be crowdsourced so there is what I call collaborative learning available. This can be through the system or available when one person is being coached. The Opportunity View consolidates open opportunities into a single pane of glass. Reps can quickly update their pipeline before meeting with their sales manager. The two of them can then quickly review open opportunities for account planning and strategy.
- #11Â Sales Engagement Platforms are really all about leveraging and automating best practices so SDRs can focus on building relationships with prospects. Even part of the process including onboarding an be fully automated. For example, onboarding cadences can be built to train sales reps including the ability to interact with each other as part of the cadence. The solutions also support the ability to have data driven decisions. For example, cadences can be tested to determine their effectiveness. Detailed analytics are available for each part of the process, enabling organizations to iterate and adjust as needed.
- #12Â Many of the capabilieis apply well outside of the sales process. For example, meeting management and the recordinga nd transcription of meetings. These can be leveraged internally or even further down the customer lifecycle including as part of account management. Being able to prioritize tasks based on business rules.
- #24Â AI is available in several ways. This includes transcripting, indexing, and analyzing calls; providing coaching advice to sales reps; and prioritization. SalesLoft and Outreach have well developed partner app directories. Other vendors do not offer ecosystems but support partner integrations.