6 min read

A Comprehensive Guide to the Multi-Channel Sales Engagement Platform

Featured Image

Organizations have been using sales engagement platforms to increase revenue. However, predictions are that businesses' use of sales engagement platforms will continue to grow over the next several years. There is a strong need for more robust communication and customer engagement as they become more challenging to reach.

Customers are taking control of their spending, doing more of their own research, and moving at the speed they want, making them susceptible to competition regularly. A sales engagement software captures the interactions between businesses and customers throughout the course of the customer journey. Continue reading the information below, which includes the definitive guide on sales engagement tools.

Complete Guide for your Cold Email Outreach Strategies. Read this blog.

What is a Sales Engagement Platform?

A sales engagement platform is considered one of the most effective ways to make the most of the sales process. It gives one easy-to-use interface to help businesses plan, track, and monitor interactions with customers across multiple communication channels. In addition, these types of platforms allow companies to share information with customers. The best sales engagement platform sits as a layer of engagement on top of an existing customer relationship management (CRM) tool. The sales engagement strategy is to encourage turnover of potential buyers to customers by understanding the individual's entire journey. When the sales team is able to understand the customer, they are able to appeal to customers and give them what they want.

Benefits of Sales Engagement

The sales engagement process gives teams a great many benefits. First, they manage the entire interaction with the customer from beginning to end.

  • A sales engagement platform contains email processes. This includes scheduled emails, automated emails, ability to send emails to one or many people on a scheduled basis.
  • These platforms help teams generate leads at any time throughout the day. This type of lead generation gives your team the ability to add information at the right time during the customer journey.
  • Reports are created based on sales that can go directly to the sales team, which helps save time and create a productive plan at various stages of the sales process.
  • Sales engagement platforms offer services like live dialers, voicemail templates, and click-to-call to give all customers the attention they deserve and expect.
  • These applications provide a mobile app that sales teams can use when they are in or out of the office. They can read the same documents and edit them in real-time. Sales engagement activities allow everyone to have access to all the same information regardless of where they are located.


Sales Engagement Platform vs CRM

A CRM and sales engagement platform are not the same thing, but they work well together. A CRM is a tool to capture, track, and hold sales data. A CRM product helps improve the relationship your company has with a customer. The sales engagement definition is an interface helping businesses plan, track, and monitor interactions with customers across many channels. Sales engagement works to improve and speed up the sales cycle with the customer to increase sales.

When they are used together, a CRM helps optimize and multiply the impact of the sales engagement. Another example of how the two applications work together is the data collected by the CRM can be delivered on time with effective communication directly to the customer via email, phone, or social media. This helps to reduce the amount of time your sales team researches a customer and instead works to generate revenue. CRMs are used across all teams, including technical and customer support, as well as billing. Marketing and sales teams generally use outreach sales engagement tools.

Sales Engagement vs Sales Enablement

Sales enablement is when a company is able to increase sales because its representatives have been prepared to improve performance. They also have the support they need to improve their performance. In its simplest form, it is ensuring that everyone on your team has everything they need to do their job, especially when it comes to making a sale. These include current and updated technology, proper training, and optimal communication tools. In today's market, the role of a sales team is complex and multi-faceted. They tend to have many tasks that can take up a significant amount of time. When there is sales enablement, the sales team can perform more efficiently, which ultimately speeds up the sales cycle and, in turn, creates more revenue.

In contrast, sales engagement helps the sales team differently. Sales engagement is precisely that, engaging with the customer at every step of their sales process and cycle. Sales enablement helps to execute the sale and is often used by various teams and groups in the business.

What to Look for in the Best Sales Engagement Software?

When looking at a product like salesforce sales engagement, there are some general features you want. Each one offers your business something a little different. First, however, there are some pieces of functionality you must have.

Ease of Use

If you and your employees cannot use the platform, it will not be of any use to you. If it is not easy to use, you will spend more time trying to figure it out. All this will do is decrease your productivity. It will become a point of frustration that you may not even want to bother with it. Sales engagement is a tool that should be helpful to you. However, you do not want to spend time troubleshooting and problem-solving.


You want to be able to make your marketing personal. Any sales engagement platform you select should allow you to create outreach to customers that are tailored to them or your specific campaign. Therefore, it is essential to understand how you plan to market, such as via email or call, and ensure that the tool you select has a robust and customizable feature to personalize that communication method.


It is no secret that sales engagement is not the only part of your business. However, it is a piece of the larger picture. Therefore, you need a sales engagement platform that integrates with all the other software you use. This type of integration can include CRM, project management tools, and others. The last thing you want to do is manually transfer data between multiple platforms.

Omnichannel Capabilities

Today, there are multiple channels where you can capture sales from a customer. You need a platform that allows engagement across all channels and is unified into one tool. If your sales engagement platform focuses on only one type of communication style like just the emails but not the phone calls, you are going to miss out on all the opportunities across the other channels. You want a platform that allows you to focus your efforts across multiple channels. It should also allow you to effortlessly manage the communication across the channels.


When you are able to automate any part of your sales engagement process, it is going to save you time and money. You want a platform that allows you to automate multiple flows throughout the platform. Automation features allow you to streamline your workflow which enables your team to work at optimal performance.

Last Thoughts

A sales engagement platform is critical for any business, especially one trying to operate in modern times. When looking for the best sales engagement platform for your business, remember to keep in mind how easy it is to use, how well it integrates with what you already have, and its robust features.

Reach out to us here at Koncert today to learn more about our entire suite of multi-channel sales engagement software, including our human agent-assisted dialer. Simply click here or give us a call at 800-955-5040.



4 min read

Avoid Sales Burnout: Lessons Learned from Death of a Salesman

Arthur Miller's 1949 play ‘“Death of a Salesman” is about what happens when a salesman, Willy Loman, fails to accept...

6 min read

5 Sales Outreach Best Practices: Outreach the Right Way

If you manage a B2B sales team, you are engaged in some sort of sales outreach. But what exactly is sales outreach?...

9 min read

What Is an AI Parallel Dialer and Why B2B Sales Teams Need One

What Is AI Parallel Dialing?

Simply put, AI powered parallel dialing is using asoftwareapplication to make multiple...