Sales Engagement

Engage in sales—the modern way

Sales Engagement is how you engage and interact with your potential buyer to create connection, grab attention, and generate enough interest to create a buying opportunity. Sales Engagement details the modern way to build the top of the funnel and generate qualified leads for B2B companies.

This book explores why a Sales Engagement strategy is so important, and walks you through the modern sales process to ensure you’re effectively connecting with customers every step of the way.

• Find common factors holding your sales back—and reverse them through channel optimization

• Humanize sales with personas and relevant information at every turn

• Understand why A/B testing is so incredibly critical to success, and how to do it right

• Take your sales process to the next level with a rock solid, modern Sales Engagement strategy

This book is essential reading for anyone interested in up-leveling their game and doing more than they ever thought possible.

Preface ix

Who This Book Is For xix

Part 1 Sales Engagement: Why It’s So Important 1

Chapter 1: The State of Modern Sales 3

Chapter 2: How Sales Engagement Solves Seven Major Business Pain Points 11

Part 2 Diving Deeper: Essential Elements of a Strong Sales Engagement Strategy 17

Chapter 3: Humanizing Sales with Personas, Personalization, and Relevance 19

Chapter 4: The Future Is Omnichannel and That Future Is Now 49

Chapter 5: Why A/B Testing Is Mission-critical to Any Sales Org 63

Chapter 6: Achieving Revenue Efficiency: Metrics to Measure in a Modern Sales Org 87

Chapter 7: The Key to Ramping New Reps Faster 97

Chapter 8: Account-based Sales Strategies for the Modern Seller 115

Chapter 9: How to Align Modern Sales, Success, and Marketing with Sales Engagement 127

Part 3 Future Proofing: Where Sales Engagement Fits and What’s Next 143

Chapter 10: Building a Modern Sales Tech Stack 145

Chapter 11: Predicting What’s Next in Sales 169

Summary 181

Glossary 185

Acknowledgments 189

Bonus Content! 193

About the Authors 195

Index 199

MANNY MEDINA co-founded Outreach, the industry’s leading Sales Engagement software. He is a model of vulnerable and transparent leadership, from his heartfelt weekly email, “From the CEO’s Desk,” to the traditional Friday get-together Boot, where the whole company shares their shout-outs and highs/lows of the week.

MAX ALTSCHULER is the Vice President of Marketing at Outreach, and the CEO of Sales Hacker. He started Sales Hacker in 2013, and built it up to a 100,000+ member community for B2B sales professionals. In 2018, Sales Hacker was acquired by Outreach, and Max became the Vice President of Marketing.

MARK KOSOGLOW was the first employee at Outreach, and now serves as the Vice President of Sales. Mark joined Outreach in 2014 as a 100% commissioned contractor, with a personal mission of helping more sales professionals win.

Modern-day buyers—who have more information available to them than ever before—will only engage with customer-focused organizations they can build a relationship with. Sales Engagement is a hands-on guide that contains transformative solutions, best practices, and actionable strategies to sell to buyers how they wish to be sold to. Sales Engagement is how savvy companies attract and interact with potential buyers in order to connect, gain attention, and generate enough interest to create and nurture a buying opportunity. Best of all, modern Sales Engagement has proved to be successful with numerous billion-dollar-plus companies, many of which are featured in this book.

The value of a brand rises and falls on how much a company values its buyers. Buyers’ time is precious; gaining and keeping their attention is vital. From the leadership team at Outreach—the industry’s leading Sales Engagement software, serving clients including Amazon, Microsoft, and Adobe—comes a proven way to generate qualified leads, and develop real relationships with buyers at scale, for B2B companies. By adopting these proven Sales Engagement strategies, companies can meet the needs of today’s omnichannel buyers by easily being where the buyer wants them to be, with the right message, at the right time, every time. The modern Sales Engagement platform gives companies the power to build consistent, repeatable, and data-driven processes, while leveraging an understanding of executive level metrics to track and act on.

The authors will also show you how Sales Engagement can improve a company’s new hire’s ability to get up to speed in a replicable and systematic manner. In addition, the process gives leaders the necessary data to drive important business decisions across an organization’s entire revenue stream. Sales Engagement’s modern sales technology is easy to implement, and will allow you to reap business-changing, bottom line rewards.

Sales Engagement is filled with the information needed to break through the noise to get prospects’ attention, engage in a compelling manner, and position your message in front of the buyer, wherever and however they consume sales communications. So, are you ready to join the Sales Engagement movement?