Report

TOPO Sales Engagement Market Guide

An overview of the sales engagement technology landscape.

TOPO Sales Engagement Market Guide

SALES ENGAGEMENT MARKET GUIDE

By Craig Rosenberg With Dan Gottlieb

Today’s sales leaders overwhelmingly name sales engagement – that is, interactions between sales reps and buyers or prospective buyers – as their top priority. Over the last few years, technology vendors have responded to this interest by creating applications that enable sellers to deliver high quality sales engagement at scale. Until now, a handful of startups have played an outsized role in developing innovative products and driving adoption, primarily with early adopter sales organizations. In fact, sales engagement technology has become table stakes for sales teams in the technology industry.

Today’s sales leaders overwhelmingly name sales engagement – that is, interactions between sales reps and buyers or prospective buyers – as their top priority. They are focused on the quality and volume of sales reps’ engagement with buyers as they look to drive higher conversion rates and larger average deal sizes. Sales engagement is such a high priority that 90% of sales leaders plan to invest in technologies and methodologies to help their sellers engage effectively with prospects and customers. Over the last few years, technology vendors have responded to this interest by creating applications that enable sellers to deliver high-quality sales engagement at scale. Until now, a handful of startups have played an outsized role in developing innovative products and driving adoption, primarily with early adopter sales organizations. In fact, sales engagement technology has become table stakes for sales teams in the technology industry.

At TOPO, we believe that sales engagement is having its breakout moment right now as evidenced by three market dynamics: 1. Sales engagement technology is spreading from sales development to the entire sales organization. 2. More traditional sales organizations (not just early adopters) are evaluating and purchasing technology to support their sales engagement efforts. 3. Large technology vendors, such as Salesforce, are entering the space with products such as the Einstein High Velocity Sales Cloud.

WHAT IS SALES ENGAGEMENT? Sales engagement consists of the various interactions (digital, in-person, phone, and so on) that sellers have with prospects and customers. Sales engagement technology enables sales departments to efficiently deliver high quality interactions with prospects and customers at scale. The diagram below shows the major segments that make up the sales engagement technology stack. The most important part of the stack—the sales engagement platform (SEP), sits between the CRM and the rest of tech stack. It acts as the management console for the engagement process while sending activity data back to the CRM.

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