Sales engagement refers to interactions between a salesperson and a prospect.

Salespersons should interact with a potential buyer multiple times through different channels (e.g., email and phone) before conversion. This process should be systematic where customers aren’t contacted randomly but rather based on their engagement, position in the sales cycle, and probability of conversion.

The sales engagement is a workflow with clearly defined steps and stages. Sales leaders create a framework for salespersons so they can engage with potential buyers systematically.

According to Gartner, 87% of sales development organizations use a dedicated sales engagement platform because a platform delivers positive ROI. Over 92% of sales leaders rate sales engagement tools as a critical factor in their sales team’s success.

The use of sales engagement software ensures efficiency and lets you plan, execute, track, and optimize interactions at a granular level.

What is a Sales Engagement Platform?

Sales engagement is carried through dedicated apps known as sales engagement platforms. It is essential for success as it keeps track of everything including workflow, touchpoints, interactions, etc. A platform tracks individual buyers and their interactions and moves them along the sales cycle.

Research shows that 80% of the top sales reps use at least 3 channels with a minimum of 15.5 touches per contact. That’s a lot of individual interactions and a sales engagement platform keeps track of all these touches and helps in delivering personalized messages to contacts based on data.

Sales Engagement Importance

Several benefits make sales engagement essential for your business and sales team:

1. Systematic process

Sales engagement follows a systematic framework and uses a dedicated platform. A systematic process simplifies the sales process with everything visible in a single dashboard. You can optimize and improve your sales process based on data from the tool. This is why 70% of companies that optimize sales engagement processes see a higher win rate than their counterparts.

2. Personalized interactions

Whether it’s email, phone, or in-person meeting with a buyer, sales engagement keeps everything personalized with minimal effort from a sales rep. For example, your sales team can optimize email content before contacting a buyer based on past interactions. If the buyer asks about features in the last interaction, the next interaction can be focused on those features specifically.

3. Improved efficiency

It takes, on average, 10 or more months for a sales rep to be fully productive. Research shows that sales reps spend only 35% of their time interacting with buyers and the rest of the time is spent on administrative tasks.

With a sales engagement tool, the efficiency of the sales team can be improved significantly. They spend more time communicating with the clients than spending time on administrative tasks. A sophisticated sales engagement app reduces time wastages and makes your team more efficient.

4. Content optimization

Salespersons need access to resources to communicate effectively with potential customers. Sales engagement platform makes content and resources accessible reducing the time your sales team spends on finding the right content for a session. Sales reps spend up to 440 hours a year finding the right content to share with customers and oftentimes, they have to rely on content that’s not 100% accurate. This leads to a low success rate.

Sales engagement tool optimizes content for your sales team and makes it accessible. It automates content sharing and makes your team more productive.

5. Data-driven insights

Sales engagement tool helps your business make data-driven decisions. It tracks, manages, and reports data that improves your sales team’s ability to close more sales. The data is useful for other departments like product development and marketing.

Sales Engagement Vs. Sales Enablement


Sales engagement isn’t the same as sales enablement. The two concepts are quite similar and often used interchangeably in sales, but they are different:

  1. Sales engagement is a broader term that covers all the interactions of all types that take place between salespersons and buyers. Sales enablement has a narrow approach where it deals with the performance of sales reps
  2. Sales engagement focuses on improving interactions between the sales team and potential buyers while sales enablement ensures the smooth functioning of internal processes by enabling salespersons with the necessary resources to be successful.
  3. Sales enablement is a subset of sales engagement.

In reality, sales engagement and enablement work together towards business success. Sales engagement is a holistic system that includes sales enablement that includes resources that sales reps need to engage with potential buyers and persuade them to convert. In the absence of effective sales enablement, your salespersons will fail to effectively communicate with potential buyers and vice versa.

Sales Engagement Best Practices

A sales engagement platform (SEP) automates communication between your sales team and buyers, but it doesn’t work independently. It needs supervision and you have to overlook the sales engagement process for improved performance.

Here’s a list of the best practices for sales engagement

1. Use a multichannel approach

Tracking and using multiple sales channels improves your sales engagement process significantly. More sales channels mean more ways to connect and engage with potential buyers. The success of sales engagement channels is driven by tracking. Measure the performance of individual sales channels and how they perform in relation to different buyer personas.

Email, for example, might perform well for one buyer persona but it might not deliver good results for other buyer personas. Using a multichannel sales approach by linking channels with buyer personas works best for sales engagement.

2. Align with marketing

Potential customers are pushed to the sales pipeline by marketing. Sales engagement is a continuation of marketing engagement so it must align and relate with previous interactions.

Research shows that well-aligned sales and marketing teams drive more than 200% revenue growth and up to 38% higher sales win rates.

The buyer journey must be consistent and your sales engagement process must begin by considering previous interactions the buyer had with the marketing team and collateral. Sales and marketing alignment strengthens sales engagement and helps your sales team serve potential buyers better.

3. Track content throughout the buyer’s journey

Tracking sales content performance throughout the buyer journey helps your sales team identify the right touch points when buyers are most engaged. It also helps you tweak sales collateral by removing content that doesn’t perform well.


When done right, sales engagement improves the bottom line and empowers your sales team to not just understand buyers but deliver them exceptional experience at the right time. Engaging all the potential customers is challenging and this is where a sales engagement platform helps. It streamlines and automates the engagement process and helps your sales reps communicate effectively with buyers.