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Research on Sales Engagement


Modern revenue leaders recognize the ethos of selling is transitioning from face-to-face relationship building to facilitating virtual buying decisions. Buyers' needs when engaging sellers evolve throughout a buying process; a well-defined sales engagement strategy allows sellers to exceed expectations at each interaction by calibrating each component of the process. In many cases, each component is already part of a go-to-market framework. A sales engagement strategy requires a dynamic and cross-functional team to deliberately pull together each component and contextualize them to common buying scenarios through technology.

The 10 components of a sales engagement strategy are as follows:

1. Messaging: A framework for the key messages that will be delivered in all customer interactions including personas, value propositions, and use case stories.

2. Content: The overall plan for content in go-to-market activities from marketing content such as white papers, blog posts, and webinars to sales content such as email templates and collateral.

3. Channels: The mediums through which buyers and sellers engage.

4. Technology: A single interface to plan, execute, track, measure, and optimize the interactions of sellers with buyers across multiple touches and channels.

5. Data: The account, contact, intent, activity, engagement, and product data required to manage sellers and tailor experiences to buyers.

6. Workflow: Manual and automated processes required to create an interconnected engagement experience.

7. Touch patterns: A planned progression of communications across multiple channels directed toward specific prospects or accounts.

8. Enablement: The strategy and playbook for enabling sellers to take the right steps with buyers.

9. Metrics: Accurate assessments of engagement performance to monitor conversion, attainment of pipeline and revenue goals, and customer health.

10. Management: The organizational cadence of observing metrics, testing variations, and prescribing improvements across all components of the strategy.

Sales engagement innovation started primarily as a strategy to more predictably generate demand and convert it into pipeline.

As a result, the approach quickly found a home within dedicated sales development organizations responsible for repeatedly producing pipeline for the sales organization.

Ninety-seven percent of high-growth companies with sales engagement technology currently cite adoption by dedicated sales development teams and 82% by their sales teams. The strategy is rapidly evolving to support more sales and customer success use cases as the technology continues to evolve.

To download the latest TOPO brief on the latest trends and best practices for Sales Engagement, please download the brief here:

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