Guide

What is a Sales Engagement Platform (SEP)?

The sales industry has evolved. Personalization is no longer optional to connect to today’s buyer, and sales organizations need the technologies to differentiate themselves in an increasingly crowded and competitive landscape.

What is a Sales Engagement Platform (SEP)?

Executive Summary

The sales industry has evolved. Personalization is no longer optional to connect to today’s buyer, and B2C (business to consumer) and B2B (business to business) sales organizations need the technologies to differentiate themselves in an increasingly crowded and competitive landscape. With sales development representatives (SDRs) sending more than 90 engagements to prospects each day, today’s buyer is often overwhelmed with messages that are irrelevant to them and are then ignored or lost altogether. In fact, prospects delete nearly 50% of their emails each day, making it clear that a sales rep’s most pressing challenge isn’t getting in front of the customer, it’s getting the right message at the right time in front of the customer. To connect with today’s buyer, sales organizations need to personalize sales at scale and make each engagement relevant to each prospect’s business needs. Fortunately, as the sales industry as evolved, sales technologies have also evolved to meet the needs of sales organizations and buyer expectations. A sales engagement platform (SEP) helps sales organizations stand out and sell easier. Although a relatively new technology, it is now seen as one of the most important platforms for the modern sales tech stack, with 92% of surveyed sales organizations calling it critical to their team’s success. [Sales Engagement Market Guide, TOPO, 2018]

This eBook is intended for readers interested in learning more about SEPs and how it enables more engagement with less effort. Readers will get an overview of a SEP and the advantages for executing key sales workflows, how it easily integrates with your existing sales stack, and core functionalities that solve historical problems for sales teams. Finally, we close by highlighting a real-life example of the great advancements one customer achieved just five months after implementing a SEP.

What is a Sales Engagement Platform?

A sales engagement platform (SEP) is a technology platform that centralizes sales engagement and activities in a single place, allowing sales representatives to be more efficient and focus on selling rather than administrative work. Often thought of as the rep’s “system of action,” a SEP integrates with a customer relationship management (CRM) system and acts on that information--prospect info, account information, previous engagement, and more--to execute sales strategies and capture prospect engagement data that allows reps to prioritize, execute, track, measure and optimize their sales strategies, and then syncs each activity back to the CRM. SEPs also automate administrative tasks such as follow-ups, meeting scheduling, check-ins, and other previously manual tasks, freeing reps to focus on selling and connecting with prospects. The platform facilitates greater personalization at scale and greater multichannel strategies to prospects. With greater sales team efficiency and actionable insights, reps have more time to focus on the activities that drive revenue, and sales leaders are able to use in-platform insights to build a library of proven and repeatable best practices, or playbooks, and transform into a data-driven organization to connect and close with their target customers.

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