Sales Engagement
Sales Engagement is designed to streamline and optimize the interactions between sales teams and customers or prospects. It utilizes various tools like Cadences, Campaigns, AI and reporting to increase the effectiveness of sellers in Salesforce.
Features of Sales Engagement
AI
Salesforce Einstein can analyze past interactions and customer data to provide sales reps with AI-driven insights on when to reach out, what messages to use, and how likely a lead is to convert, helping to increase efficiency and effectiveness.
Automation
Automating repetitive tasks like follow-up emails or task assignments ensures sales reps focus on high-priority activities. Combining automation through flow with tools such as cadences and AI can remove numerous manual tasks, like closing or creating tasks, and give the reps time back to do more selling.
Cadences
Reps can create cadences to guide their interactions with leads and opportunities. Think of a Cadence as a sequences of outreach activities such as emails, calls, and tasks. This ensures that they stay on track with consistent follow-ups.
Campaigns
Associating leads and contacts to campaigns helps further track the effectiveness of campaigns and outreach. You can more accurately determine if the campaign outreach is working or if click through is coming through follow up tasks from Cadences, helping align improvements moving forward.
Integration
Utilizing tools like Sales Cloud Voice (or other CTI offerings) reps can quickly log calls and disposition cadences as they work through their daily task list. Sales Engagement also utilizes tools like Salesforce Inbox and Pardot, driving efficiencies in email outreach and enhanced analytics on click through metrics.
Reporting
Sales Engagement offers insightful analytics that can utilize lead scoring and AI to help drive decisions around cadence effectiveness. Being able to report on this in real time means Companies can make immediate decisions if they see a drop in effectiveness/lower lead conversion rates.
Utilizing Sales Engagement
Sales Engagement is not an offering that can “stand on it’s own”. It requires the use of a suite of tools to be successful. Org’s must first have Sales Cloud. Knowing the path forward for Lead, Opportunity, Account and Contact management is also a crucial part of setting up successful engagement cadences.
Companies will then need to purchase licenses for Sales Engagement, granting access to Cadences and AI features. Utilizing a marketing tool like Salesforce Engage or Pardot will further enhance the effectiveness of Sales Engagement, allowing Cadences to be associated to Campaigns and further to leads and contacts. Automation capabilities in Salesforce like Flow or Next Best Action can be used to streamline cadence disposition or continue to drive efficiencies through guidance to the agent.
Tools like Inbox, Einstein Activity Capture and CTI offerings all further aid Engagement by syncing emails, in-app Analytics (around opens and click throughs) and logging phone calls that are part of the Cadence task list. Together, this suite of tools helps complete the “Engagement” experience, effectively allowing sales reps to run their own “mini marketing campaigns”.
Who is Impacted?
Marketing Teams
Marketing Teams can effectively target prospects and better serve them during the marketing lifecycle by associating the effectiveness of cadences to campaigns.
Sales Users
Sales Users gain insight to increased efficiencies from cadences and AI insights.
Prospects/Customers
Prospects and customers benefit from more strategic and timely communication.
Management
Leadership can use analytics to assess marketing ROI, understand customer behavior and make informed business decisions backed by data.