The Gartner Market Guide for Sales Engagement Applications

Executive sales leaders overwhelmingly name sales engagement, the interactions between sellers and buyers, as their top priority.

The Gartner Market Guide for Sales Engagement Applications

Technology vendors have responded by creating applications that enable sellers to better deliver high-quality sales engagement at scale.

According to Gartner, "By 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision making, using technology that unites workflow, data and analytics."

Sellers are more efficient and productive using sales engagement applications because they simplify daily workflows such as engaging buyers with minimal clicks, keeping them organized and facilitating CRM adoption.

GartnerĀ®, Market Guide for Sales Engagement Applications, Dan Gottlieb, Shayne Jackson, Ilona Hansen, 9 November 2021. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.

Key Findings

Sales engagement application vendors are increasingly expanding their capabilities to meet the needs of account executives and customer success functions, overlapping with sales enablement, conversation intelligence and revenue intelligence technologies.

The market is composed of three types of vendors: multichannel vendors, vendors focused on niche verticals/use cases and CRM providers expanding their core sales force automation (SFA) capabilities.


Executive sales leaders focused on improving seller execution via sales technology investments should...

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