The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 3 years ago

What is Sales Engagement and Why it’s So Important

ABOUT THIS EPISODE

Max and Manny dive deep into the topic of Sales Engagement and it’s essential fit in the modern Sales Stack. Tune in!

Welcome to the sales engagement podcast.This podcast is brought to you by outreach dot ioh, the leading sales engagementplatform helping companies, sellers and customer success engage with buyers and customers in themodern sales era. Check out sales engagementcom for new episodes, resources and thebook on sales engagement coming soon. Now let's get into today's episode. Maxoutschuler hero, the first episode ever of the Sales Engagement podcast, and I'mjoined by Manny Medina, CEO of outreach, the leading sales engagement platform. Andwhat better topic to start this podcast off with then sales engagement? Whatis it we want to go into? What is it? Why Now?What is the ecosystem look like? Where do we see it going? Somany thanks for joining us, and tell us a little bit about what salesengagement means to you. So, first of all, thanks for having me. I'm so excited to kick off this...

...selfs engagement podcast together. So selfsengagement has been an evolving category that is finally coming to rouse because we havethought through all the bits and pieces around the art and the Science of authenticcustomer and prospect conversation and the reason this is born on art in a scienceis because, in the side of the art, what we really doing iswe are engaging with the customers. Were engaging with our prospects in a waythat it's very huge and it's very authentic. It's very engaging in that you're solvingsomebody else has problems your brain store. Mean you're talking shop, you're gettingto the bottom of things together. That's a team and that takes anart. That takes an ability for you to figure out somebody's problem very quicklyand eventually engaging mentally and emotionally into into a meaningful conversation that results in progress. The science of that is how do you get that started and how doyou measure success? Because at the end of the day, sales is notonly about authanticity but about delivery results on a regular basis. So not onlyyou have to deliver your souls, but you also have to store your pipelineas you're moving that pipeline forward to deliver...

...its results. So you can't separatethe art and the science and you need one platform that allows you to doboth, and this is why it sells. Engagement is such a compelling category rightnow. Because it's not only the management of all the communications, butit's also the measuring of how that communication is going, but it's also thethe ancilliary things such as enablementing, data providers and content management and so on. So for that has to come together, even marketing systems like Marquetto to bringit together to really push forward the the conversation from the beginning of aprospect all the way to the relationship, the upselled across cell and the renewal. Yeah, it's amazing what you can do now with technology. I meanI remember, you know, people used have to make phone calls to runthrough band and now you can find all that information online and use it inyour outreach and teams that can do that can do the proper research leverage technology. And then you in Omni channel touch, you know, whether it's phone linkedinemail, twitter under one video, direct mail, sending letters or,you know, swag of some sort.

There's so many different things you coulddo now to surround the prospect of the buyer and deliver an amazing buying experiencefor them. And so this is the sales engagement category and the first timethat I've really seen it because of the technology that's coming together really being likeits own thing. So companies like outreach and the others in the category havedone a great job of getting it to this point and it's really just startingto pick up. So what are some of the other things in the ecosystemor the other companies in the ecosystem that you've seen that have kind of addedto the value of sales engagement? So it's interesting because the sels engagement ismaking new scenarios available to us right now. You know, let's take a countbay, sales and marketing, like Accounts Bay, also marketing used tobe the you know, the remit of very high end accounts, you know, super high touch. You can only do it with the very influential individual. With them you can spend a lot of money on it. But ifyou look at the late this Topo of study, now you can run ABMaccounts for many different segments or even bands of AACD. So even if you'reACB is very low, you can still...

...do a very multichannel approach with alot of automation and a lot of personalization at the same time, because thetools that you have available around you to do that. It's making everything moreefficient. So in the past you couldn't do any of this. You couldn't. You couldn't have a path that self improvement without having a lot of data. Are Your customer, without having, you know, the discover orgs andthe Data Fox of the world that allows you to know, you know,company information and or chart and contact information from, you know, from eitherswooman for war or inside view, and all of it brings it together.And then you have sort of the data storage layer that sort of helps you, you know, sort them and tag him and put them in a placeso you can easily retrieve him. You have dynamics, you have sell swordto have it now, even even and send usk just bought a crm.So everybody sort of like having. You have the stack of this storage,you have the stack of the data and then you have the stack of allthe different channels. So you can do it be a Linkedin, you cando a v phone, you can do it via email or you can andyou can start using, you know, new avenues such as video, orgo back to old avenues such as,...

...you know, packages and mails anddirect mail and so forth, and then tie it together with the systems thatare bringing the people from the very beginning of the experience, like drift andthe man Bates and Marquetto all the way through the customer channel and APP to, you know, the post sale like gain side, into tango. Andthen you layered the layer of analytics and in learning right from bors and Gongand exact vision at all and a Buma so that you have the full stackof interstanding your customer. You have the rat that is really bringing in thehuman aspect to it and then you have all the metrics and the measurings andthe measuring around it to make sure that you're heading in the right direction.So it's an exciting opportunity because now you can finally like bring the whole thingtogether and give it's kind of like get the red sort of like the ironmansuit around them so they can do exactly what they do, but you cando it in a much bigger proportion, a lot faster, with a lotmore human touch. Yeah, it's pretty interesting the timing too, because there'sthere really is an entire ecosystem around sales engagement now. I mean you lookat outreach as a platform and all the things that kind of bolt onto it, whether it's companies like drift and Intercom...

...on the chat side and videoed andvideolicious on the video side, or send Doso and PFL and when you're sending, you know, one to one gifts or swag or letters, contact informationthrough discover, a clear bit zoom and there's so many different companies. Youhave docu sign and adobe sign, hello sign. There's a lot of salestechnology that kind of surrounds this experience. Now you have Linkedin, you haveall the crums that kind of Hook into everything. So whatever you're using forsales and agent platform, there's so many different course, you know, courseof Gong for you know, tracking analyzing phone calls. And then not onlyjust a technology but professional services wise, there are a lot of amazing likeconsultants, trainers are out there really delivering best practices in these areas that yousee at conferences all across the US and really all across the world. Soit's a great time to be in sales, a great time to be focused onsales engagement in your process and it's definitely one of those things that youfocused on because it is it's the communication with your customers, it's the communicationwith your prospects. It's things that you...

...could be doing that actually really affectrevenue in a massive way. So this the first episode of Our podcast.It's a launch of sales engagementcom the launch of the book on sales engagement.Were really here to educate people on modern sales engagement best practices and all thelearnings and everything, and so we're going to have some really amazing guests alongthe way, whether there are some of the partners we just named, theprofessional services, consultants, trainers, or even some of the companies that piecein there and layer on and can tell you from best practices or from fromdata and science, you know what to do. I mean outreach has probablysent hundreds of millions of emails, sales emails, from their platform. Wehave all sorts of data and analytics on those that we can extrapolate and tellyou when the best time to reach a decisionmaker and Gong and chorus companies likethat of analyzed probably millions of tens of millions of phone calls, business phonecalls. That can do the same thing. Same thing with the video to videoIssius, who've analyzed, you know, one f personalized videos. So reallyexcited for sales engagementcom and this podcast...

...because it's really just all about evangelizingthe amazing things that are happening in the sales engagement space through this ecosystem andthat's being created. So we'll have some really good episodes coming up. We'rehoping to get three a week out there for you, Punchy kind of talkshow radio style episodes. So it's really exciting time for the category. Sowhen everybody to stay tuned and listen in, that's right. This is the righttime to start adopting some of the technology, saying, creating your stackand experimenting what Wark Works and what doesn't. We need to move away from theworld of Dogma and in the world of just believe that in the past, whatever you did in the past, it's going to work in the futureand start really engage with your customers, understanding what they're doing and measuring everything. There's no situation, there is no scenario going forward in which our leadershipit's not that I want to know. You know how are we being efficientand how we're being effective and how we moving to both forward. So thisis an exciting time because it opens up not only opportunities for growth in termsof revenue, but it opens new careers.

If you think about it, there'snew things that you can do as a self. Engagement categories beform becauseyou need the expertise, and many different things that we're not, you know, common. You know only two years ago. Yeah, sales reacher,researchers, sales content writers. I mean there are a lot of there.There are people that are internal sales trainers that are focused on replicating best practicesacross the team and when you have powerful systems. You know, obviously I'mbiased, but like outreach, you're able to DAB test these things. Youreally can only get better if you understand, if you're measuring the right things andcan see the results and can take those results and say, all right, well, let's try something else. Is that going to give us betterresults? If that gives as better results, why did? It was better resultsand let's replicate those best practices. And what you're going to see goingforward as part of this series of conversation, since the fact that as we measurethings, you know we will expose it to the audiences and listen tothis podcast. So, as you know, we're working with the bridge group andTrish and he at MSP to work on the the survey on what dobuyers how the why buyers want to be...

...approached a specifically sells buyer. Soas an it is he our manager or self leader. You you know you'relooking for that activity, you're looking for those phone calls, but that's therecipient of those phone calls. Want to be contacted that way and how?And what is the context and what is the content of a conversation? Soyou need to know all that before you drive your team hard the words whatcould be a potential lying valley. So this is going to be a twoside a conversation which we're going to be very thoughtful about. How do wedrive our tain stores efficiency and production, but at the same time we'll understandwhat our customers want and how about they want to be educated. Now thisis a fascinating topic for those finally coming thro Rus and I can't wait toget started. Yeah, and that's going to be an episode on the PODCAST. As long as a download ble asset on ebook on Seales engagmentcom is theentire buyer engagement port done by sales hacker, the bridge group and MSP and thenTrish and I actually dove into the results and we've had some some interestingconversations about the results that we actually at the last minute through age on thereas a question so that we can see,...

...you know, if that influenced howpeople answered. And so there are some really amazing discoveries from that report. Over eight hundred people so far have answered. By the time we publishershould be over a thousand. So we have enough data there to say definitivelythat these are some things that are really going to make a difference and we'reexcited to share it along through this podcast, through these episodes. Our goals toput out two to three a week, very conversational but action packed with justnuggets of value. We want to be able to deliver you things thatyou can use using your sales engagement process in your job, without having tobuy any new technology if you don't want to, and get the results youneed to get. But we're in a new era. There are sales engagement. You two crowds changing their grids, Topo is and serious decisions and someof these other analysts are defining the category for sales engagement. It's an excitingtime and it's something that you need to be focusing on, if you're notalready focused on, is understanding sales engagement...

...in in your organization. That's right. This is a great way to get your daily boost every morning, rightas you come into work. So you're going topplay right away. There yougo, get that lift. Awesome. Thanks so much many for joining uson the first ever episode. We I'm sure we'll see you on multiple episodesgoing forward. Everybody, tune in sales engage in podcast on itunes, stitcher, spotify, Google, soundcloud, you name it. Tune in sales engagementcom. Get the buyer engaging guide now. And that's of for today. Thiswas another episode the sales engagement podcast. Join US at sales engagementcom or newepisodes, resources and the book on sales engagement coming soon. To get themost out of your sales engaging strategy, make sure to check out outreach thatI oh, the leading sales in GSEMENT plot. See you on the nextepisode.

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