Armed with only a CRM, your sales development representatives (SDRs) can only do so much. They hunt and cherry-pick, which leads to follow, eating up valuable time, and allowing other leads to slip through the cracks. They follow up when they can remember – not according to a systematized, optimized cadence. They spend less time selling and more time in-between sales, filling out emails, dialling leads, reporting, etc.
A sales engagement platform solves those problems. A powerful tool in the modern sales team – whether in an office or remote – it can help sales teams increase their productivity, maximize high-leverage opportunities, and track sales leads for better communication with marketing. When SDRs are set up for success, the whole sales department is.
A sales engagement platform has workflow automation tools built into it. Rather than an SDR having to hunt and cherry-pick a lead, then manually call or write an email to that lead, the platform takes care of those time-consuming administrative tasks. It chooses the best lead, then auto-dials or auto-populates an email. That allows your SDRs to focus on what’s most important: selling.
A sales engagement platform doesn’t just benefit SDRs – it’s a valuable resource for sales managers as well. By tracking sales leads on a dashboard and in reports, the platform captures a broad set of metrics and analytics that can help sales managers understand:
- What messages are working
- Which opportunities need manager intervention, and
- Which SDRs require coaching
This allows you to stay on top of your team, ensuring they do the best work possible. It also allows you to leverage campaign insights for better communication with marketing.
Queue-Based Lead Routing
As mentioned above, sales engagement platforms choose the best lead for SDRs. How exactly can they do that, though?
The platform uses what’s called “queue-based lead routing,” a process by which the system automatically presents a salesperson with the next best lead to contact. Once that call is done, the system again presents them with the next best lead to call – and so on.
Speed-to-Lead & Sales Cadence
Lead routing is effective in particular because it maximizes “speed-to-lead” and optimizes “sales cadence.” Speed-to-lead, for the unfamiliar, is the rapidity with which new leads in the system are contacted. Studies show that speed-to-lead is a key factor in conversion. A sales engagement platform will take new web leads and route them to the front of the call queue to ensure that SDRs capitalize on speed-to-lead benefits.
Sales engagement platforms also allow you to automate your sales cadence – the sequence of touchpoints your SDRs use to work a lead. That way, SDRs aren’t relying on their own memory (which is liable to human error) to work leads. They follow a tried-and-tested cadence.
A sales engagement platform is a must-have in a modern sales setting. It helps your SDRs do more and sell more. And it allows sales managers to keep track of the health of individual sales and campaigns.