Research on Sales Engagement
10 COMPONENTS OF A SALES ENGAGEMENT STRATEGY
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.
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