Sales Best Practices

5 Reasons Sellers Should Think Beyond Their CRM

Audrey Weber's Avatar

Audrey Weber

Associate Content Editor

DocuSign was already serving more than 200 million users around the world and set aggressive growth targets to stay on top in the highly competitive space, but they had a problem. The team was using spreadsheets and Salesforce to track campaigns and follow up tasks. This labor-intensive workflow kept reps gasping for air. Every single day, reps had to coordinate with Marketing and manually update records — on top of executing a 7-touch sequence of phone and email follow-ups… for each lead they were chasing.

“There was limited visibility. We needed additional structure for our campaigns and reporting… admin work steals from prospecting time and too much of it is certain to kill your quarter."
- Tom Coyne, DocuSign's Senior Director of Market Development

There is a better way.

Is Your CRM Enough?

The CRM hosts all your customer data. It centralizes, analyzes, and updates all information about prospects, leads, and clients that are relevant to your business. Obviously, no modern organization can thrive without a CRM.

But each tool is designed for a specific purpose. You can open doors with a lock pick but having the right key makes it easier, safer, and faster to perform the task. The same holds true with your sales and marketing software.

You might be able to execute a simple sales process using a CRM and standard productivity tools. However, staying ahead of the competition requires sophisticated solutions.

Marketing automation and sales engagement platforms layer on top of your CRM, so your team still uses the data stored in the central system but hardly notice it is there. That’s because advanced SEPs like Outreach sync (at the backend) with all the software sales reps need, then brings everything together into a single, clean, and intuitive interface. Reps are more efficient when using Outreach instead of the CRM as their go-to daily platform. At the very least, they won’t need to manually update customer data. And they’ll always perform more with less.

Keep reading for five reasons why sales and marketing teams need to get out of their CRMs and into their SEP.

5 Reasons SEPs Will Make You Forget Your CRM

1. Save Time

Using a good SEP is like increasing the productivity of each sales rep 10x. InterviewJet, a NY-based recruiting platform actually shared their experience as a ten-person startup that delivered the output of a 100-person company by using an SEP.

The takeaway: CRMs require hours upon hours of admin tasks to keep the data up to date. SEP’s eliminate the need for manual logging and similar tasks, freeing more time for sellers to do some actual selling.

2. Eliminate the Chaos of App-Switching

Best-in-class SEPs integrate seamlessly with CRMs such as Salesforce and Microsoft Dynamics, as well as other tools such as email clients, calendars, sales intelligence, and marketing automation. This ensures data is constantly updated and remains uniform across all systems and departments.

Outreach uses real-time bi-directional sync and powerful data conflict resolution systems to integrate with a galaxy of tools and software. You can still access any of the tools you’re familiar with but you have the option to complete all tasks from just one place.

3. Make Smarter Decisions

The better insight you have, the more likely you are to make the right decision. Advanced SEPs use sophisticated technologies such as AI to help crunch data and give you tactical edge as well as a strategic advantage for the long term.

Outreach comes with native data analysis, A/B testing, and machine learning capabilities. This enables you to analyze sales data and get valuable insights in real time. For example, Outreach’s Amplify can automatically read email responses, categorize customer intent, and recommend the best next steps.

4. Gain a Personal Assistant

Sales success depends on a series of steps, plays, and stages. SEPs make sure your sequences, playbooks, and sales cycles are optimized and that you prioritize the tasks that will generate the best value for your sales process. Using an SEP is like having a 24/7 personal assistant that helps you handle tasks, even providing on-target messaging suggestions as you engage a customer.

Outreach uses intelligent triggers to automate the next best steps. For example, the platform adds prospects to an email sequence when their lead scores reach a certain benchmark.

5. Achieve Ludicrous Results.

So much buzz surrounds sales engagement. But the excitement is not over its freshness nor the sophisticated technologies behind SEPs. The reason is that sales engagement delivers the ambitious numbers it promises. Performance metrics can jump quickly to historic highs. Success stories abound: email open rates skyrocketing, number of appointments increasing by multiples, and surprising uplifts in revenue.

Need a Sales Engagement Platform?

Yes, desperately!

DocuSign’s revenue team needed something to free reps from menial tasks and reduce the need to switch from Salesforce to other apps in their technology stack. They needed a sophisticated solution to lift productivity, improve overall performance, and scale.

They found exactly what they needed in our sales engagement platform. This class of solutions optimizes workflows, accelerates the sales cycle, and automates admin tasks to help reps sell better. More importantly, the best sales engagement software seamlessly integrates with other tools a modern revenue team uses (such as their CRM, email client, marketing automation, business intelligence, and content management). This eliminates the need for constant app-switching.

Through task automation, each sales rep gained an average of thirty additional minutes for customer engagement, which significantly grew their pipeline. Outreach also increased visibility on campaign performance and helped orchestrate a tighter alignment between marketing and sales.

The change was dramatic. According to Tom, "Outreach gives us back about 10 hours of productive time per rep per month, enabling MDRs to build more pipeline and AEs to close more business."

Your CRM is a treasure trove but you still need to fill it with new accounts, fresh business, and tons of revenue opportunities. That won’t be easy when you’re fixated on your CRM’s dashboard. There’s a much better way and it’s called sales engagement.

Make your CRM, MA, and SEP a revenue-driving trifecta.

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