What to Consider When Selecting a Sales Engagement Platform

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Sales engagement is a relatively new platform you can use to increase sales. This article will discuss what exactly it is and what to consider when choosing a platform. We'll also discuss sales team engagement and how it is relatable and interesting to have certain metrics in the platform you use regarding your team.

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What to Consider When Selecting a Sales Engagement Platform
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What Does a Sales Engagement Platform Track Exactly?

The ideal sales engagement platform is designed to provide users with the intent-driven insights they need to maximize their opportunities and close deals faster. A platform like this monitors various interactions – such as email activity, calls with prospects, website visits, and even content views – to measure the buying intent of whoever you are talking to.

It also helps to understand when you should reach out to someone by tracking engagement along each step of the buyer journey. All this data is then used to inform and focus sales activities for maximum success. With intent-driven markers in place, sales reps can quickly identify hot prospects and start conversations that lead to closed deals.

Important Notice Before You Continue

Not all platforms work cross-channel or analyze intent signals. This makes it important when choosing a sales engagement platform for your business. The most important question is, "what type of data does this platform track?"

They often don't process enough data to tell you exactly whether the prospect is interested in your product/service. That has to do with the type of interactions they track. Many platforms only track emails and give you high-level information about what's happening on the web but do not specifically measure the interactions with business and other communication channels.

Which Features Are Essential in a Sales Engagement Platform?

Pipeline Automation

A platform that enables you to avoid simple steps like importing prospects from your mailbox and dragging & dropping your prospect through the pipeline. Having these steps automated saves you a lot of time. Auto-logging sent emails and other activities also belong to this feature.

Automated (email) Cadences

Sales cadences have prebuilt touch pattern capabilities. This includes automized emails, LinkedIn messages, tasks, etc. The better platforms enable you to even route communication according to the interactions and intent of your prospects.


This functionality enables sales professionals to call prospects directly from the interface and automatically log the call and notes.

Guided Selling Automation

Machine learning helps sellers to act as their co-pilot by automatically ranking prospects based on their intent and suggestion of next-best actions, such as when to email or call someone who is showing increased interest.

Lead Scoring

The ability to indicate to the system what interactions (engagement) are more important than others goes a long way, as you don't need to analyze specific interactions manually. Some platforms allow you to also match your ICP for better identification of your prospects and their accounts.

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Adding Notes and Tasks

Through direct notes by representatives on the platform, knowledge is never lost. The same goes for ensuring no prospects are forgotten by automatically creating reminders and tasks in the platform.

Content Sharing and Tracking

The ability to track and manage your content is also useful for measuring more of a prospect's engagement in detail. It offers sellers relevant insights into what prospects are interested in and if there are reviewing shared documentation.

Website Tracking

Much of the buying journey happens outside of a seller's control, as prospects peruse your website pages to learn more about your product or service to make their decision. A sales engagement platform that tracks these interactions can also make a huge difference. This is a great source of first-party intent-data.

Meeting Booking Module

Though free booking systems are possible online, having an internal booking system in your calendar can be useful.

Sales Engagement Pricing Comparison

For the pricing, we've taken the 'enterprise' package of each platform which has everything a company would need to succeed. Here's also an article that dives deeper into the best sales engagement tools.

Regarding the missing features, we only took the most important ones. If you would like to compare even more, you can go here.

  Leadcamp logo Salesforce logo HubSpot logo Salesloft logo Outreach logo
Price $ 1,188 / year $ 3,600 / year $ 9,600 / year $ 1,500 / year $ 1,200 / year
Missing features Booking module and native calling Advanced guided selling and automations Activity automation and multi-channel intent Content and website tracking, first-party intent Content and website tracking, first-party intent

Going a Step Further and Keeping Your Sales Team Engaged

Your sales team's engagement is an important part of any business. It is essential to keep performance metrics high, especially when implementing a new and very advanced sales engagement platform.

A great way to invest in your sales team's engagement is by providing ample opportunities for education and training. Establish clear goals and objectives regularly, promote healthy competition between teams, and offer incentives to encourage maximum effort from your team members.

Additionally, KPIs can be used as measurable targets that enable you to monitor progress and hold your team accountable. By defining goals clearly, establishing milestones to gauge progress along the way, and tracking performance metrics closely, you can ensure your sales team remains motivated and engaged over time.

As the sales engagement platform you choose has all the funnel data, you should also be able to easily follow up with your team through your sales engagement platform.

Your Sales Engagement Manager

Sales engagement managers are critical members of the sales team tasked with creating strategic initiatives that help keep the team motivated, accountable, and invested in achieving their goals. Sales engagement managers ensure that the sales team is kept abreast of industry developments and changes to goal-setting and development plans.

A Sales Engagement Manager works collaboratively to enable teams to reach their goals while focusing on their performance strength areas so they can continually develop and improve. They also play an important role in analyzing customer research, market conditions, competitor data, product introductions, and customer feedback. By doing this, Sales Engagement Managers can understand customer needs better and create meaningful plans for meeting them. Sales Engagement Managers are strongly committed to team success, enabling them to lead by example and inspire others through best practices and exemplary customer service.


When considering a sales engagement platform, the most important aspect would be verifying which information is tracked and what type of intent data you will receive. This will have the biggest impact when it comes to receiving valuable information.

On top of that, you should definitely look at the granular level of the data. Will you only receive data on an account level, or can you also see what is happening on a prospect level? Regardless of the type of data, you would need to know this to know who your biggest stakeholders are.

Nice extra perks are when you have team and pipeline insights to keep up your team's momentum.