The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 4 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 engagement platform helping companies, sellers and customer success engage with buyers and customers in the modern sales era. Check out sales engagementcom for new episodes, resources and the book on sales engagement coming soon. Now let's get into today's episode. Max outschuler hero, the first episode ever of the Sales Engagement podcast, and I'm joined by Manny Medina, CEO of outreach, the leading sales engagement platform. And what better topic to start this podcast off with then sales engagement? What is it we want to go into? What is it? Why Now? What is the ecosystem look like? Where do we see it going? So many thanks for joining us, and tell us a little bit about what sales engagement means to you. So, first of all, thanks for having me. I'm so excited to kick off this...

...selfs engagement podcast together. So selfs engagement has been an evolving category that is finally coming to rouse because we have thought through all the bits and pieces around the art and the Science of authentic customer and prospect conversation and the reason this is born on art in a science is because, in the side of the art, what we really doing is we are engaging with the customers. Were engaging with our prospects in a way that it's very huge and it's very authentic. It's very engaging in that you're solving somebody else has problems your brain store. Mean you're talking shop, you're getting to the bottom of things together. That's a team and that takes an art. That takes an ability for you to figure out somebody's problem very quickly and 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 do you measure success? Because at the end of the day, sales is not only about authanticity but about delivery results on a regular basis. So not only you have to deliver your souls, but you also have to store your pipeline as you're moving that pipeline forward to deliver...

...its results. So you can't separate the art and the science and you need one platform that allows you to do both, and this is why it sells. Engagement is such a compelling category right now. Because it's not only the management of all the communications, but it's also the measuring of how that communication is going, but it's also the the 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 bring it together to really push forward the the conversation from the beginning of a prospect 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 mean I remember, you know, people used have to make phone calls to run through band and now you can find all that information online and use it in your 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 linkedin email, twitter under one video, direct mail, sending letters or, you know, swag of some sort.

There's so many different things you could do now to surround the prospect of the buyer and deliver an amazing buying experience for them. And so this is the sales engagement category and the first time that I've really seen it because of the technology that's coming together really being like its own thing. So companies like outreach and the others in the category have done a great job of getting it to this point and it's really just starting to pick up. So what are some of the other things in the ecosystem or the other companies in the ecosystem that you've seen that have kind of added to the value of sales engagement? So it's interesting because the sels engagement is making new scenarios available to us right now. You know, let's take a count bay, sales and marketing, like Accounts Bay, also marketing used to be 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 if you look at the late this Topo of study, now you can run ABM accounts for many different segments or even bands of AACD. So even if you're ACB is very low, you can still...

...do a very multichannel approach with a lot of automation and a lot of personalization at the same time, because the tools that you have available around you to do that. It's making everything more efficient. 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 and the Data Fox of the world that allows you to know, you know, company information and or chart and contact information from, you know, from either swooman 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 place so you can easily retrieve him. You have dynamics, you have sell sword to 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 all the different channels. So you can do it be a Linkedin, you can do a v phone, you can do it via email or you can and you can start using, you know, new avenues such as video, or go back to old avenues such as,...

...you know, packages and mails and direct mail and so forth, and then tie it together with the systems that are bringing the people from the very beginning of the experience, like drift and the man Bates and Marquetto all the way through the customer channel and APP to, you know, the post sale like gain side, into tango. And then you layered the layer of analytics and in learning right from bors and Gong and exact vision at all and a Buma so that you have the full stack of interstanding your customer. You have the rat that is really bringing in the human aspect to it and then you have all the metrics and the measurings and the 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 thing together and give it's kind of like get the red sort of like the ironman suit around them so they can do exactly what they do, but you can do it in a much bigger proportion, a lot faster, with a lot more human touch. Yeah, it's pretty interesting the timing too, because there's there really is an entire ecosystem around sales engagement now. I mean you look at 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 and videolicious 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 information through discover, a clear bit zoom and there's so many different companies. You have docu sign and adobe sign, hello sign. There's a lot of sales technology that kind of surrounds this experience. Now you have Linkedin, you have all the crums that kind of Hook into everything. So whatever you're using for sales and agent platform, there's so many different course, you know, course of Gong for you know, tracking analyzing phone calls. And then not only just a technology but professional services wise, there are a lot of amazing like consultants, trainers are out there really delivering best practices in these areas that you see at conferences all across the US and really all across the world. So it's a great time to be in sales, a great time to be focused on sales engagement in your process and it's definitely one of those things that you focused on because it is it's the communication with your customers, it's the communication with your prospects. It's things that you...

...could be doing that actually really affect revenue 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 the learnings and everything, and so we're going to have some really amazing guests along the way, whether there are some of the partners we just named, the professional services, consultants, trainers, or even some of the companies that piece in there and layer on and can tell you from best practices or from from data and science, you know what to do. I mean outreach has probably sent hundreds of millions of emails, sales emails, from their platform. We have all sorts of data and analytics on those that we can extrapolate and tell you when the best time to reach a decisionmaker and Gong and chorus companies like that of analyzed probably millions of tens of millions of phone calls, business phone calls. That can do the same thing. Same thing with the video to video Issius, who've analyzed, you know, one f personalized videos. So really excited for sales engagementcom and this podcast...

...because it's really just all about evangelizing the amazing things that are happening in the sales engagement space through this ecosystem and that's being created. So we'll have some really good episodes coming up. We're hoping to get three a week out there for you, Punchy kind of talk show radio style episodes. So it's really exciting time for the category. So when everybody to stay tuned and listen in, that's right. This is the right time to start adopting some of the technology, saying, creating your stack and experimenting what Wark Works and what doesn't. We need to move away from the world 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 future and 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 leadership it's not that I want to know. You know how are we being efficient and how we're being effective and how we moving to both forward. So this is an exciting time because it opens up not only opportunities for growth in terms of revenue, but it opens new careers.

If you think about it, there's new things that you can do as a self. Engagement categories beform because you 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 practices across the team and when you have powerful systems. You know, obviously I'm biased, but like outreach, you're able to DAB test these things. You really can only get better if you understand, if you're measuring the right things and can see the results and can take those results and say, all right, well, let's try something else. Is that going to give us better results? If that gives as better results, why did? It was better results and let's replicate those best practices. And what you're going to see going forward as part of this series of conversation, since the fact that as we measure things, you know we will expose it to the audiences and listen to this podcast. So, as you know, we're working with the bridge group and Trish and he at MSP to work on the the survey on what do buyers how the why buyers want to be...

...approached a specifically sells buyer. So as an it is he our manager or self leader. You you know you're looking for that activity, you're looking for those phone calls, but that's the recipient 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? So you need to know all that before you drive your team hard the words what could be a potential lying valley. So this is going to be a two side a conversation which we're going to be very thoughtful about. How do we drive our tain stores efficiency and production, but at the same time we'll understand what our customers want and how about they want to be educated. Now this is a fascinating topic for those finally coming thro Rus and I can't wait to get 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 the entire buyer engagement port done by sales hacker, the bridge group and MSP and then Trish and I actually dove into the results and we've had some some interesting conversations about the results that we actually at the last minute through age on there as a question so that we can see,...

...you know, if that influenced how people answered. And so there are some really amazing discoveries from that report. Over eight hundred people so far have answered. By the time we publisher should be over a thousand. So we have enough data there to say definitively that these are some things that are really going to make a difference and we're excited to share it along through this podcast, through these episodes. Our goals to put out two to three a week, very conversational but action packed with just nuggets of value. We want to be able to deliver you things that you can use using your sales engagement process in your job, without having to buy any new technology if you don't want to, and get the results you need 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 some of these other analysts are defining the category for sales engagement. It's an exciting time and it's something that you need to be focusing on, if you're not already 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, right as you come into work. So you're going topplay right away. There you go, get that lift. Awesome. Thanks so much many for joining us on the first ever episode. We I'm sure we'll see you on multiple episodes going 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. This was another episode the sales engagement podcast. Join US at sales engagementcom or new episodes, resources and the book on sales engagement coming soon. To get the most out of your sales engaging strategy, make sure to check out outreach that I oh, the leading sales in GSEMENT plot. See you on the next episode.

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