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7 Myths About Sales Engagement and the Sales Process

5 min read
June 22, 2022

Every sales team has that legendary sales rep. You know, the rep that supposedly closed a million-dollar deal over takeout Chinese food. Like that legendary rep, there are probably other parts of selling that make you wonder where the truth lies.  

Here we debunk some of those sales engagement myths so you can make the best selling decisions to close bigger deals, increase your win rate, and accelerate your deal cycle.

Myth #1: Sales Engagement is Just Sending Out Cold Emails

According to Forrester, sales engagement is “solutions that help sales, marketing, and post-sales personnel understand and manage their omnichannel touchpoints across the buying cycle.” That definition debunks the myth, but let’s dig in a little. 

Omnichannel touchpoints indicate sellers are using more channels than just email. In fact, data shows a 4.7x increase in prospect engagement when multiple channels are used in outbound communications.

Truth: Sales engagement includes calling, email automation, social media, and more – ideally all in one platform. 

Across the buying cycle indicates sales engagement helps with more than just prospecting using cold emails. 

Truth: Sales engagement includes pipeline and opportunity management, forecasting, coaching tools, deal intelligence, and more.

Myth #2: Sales Development Reps (SDRs) are the Only Ones Who Will Use It

If sales engagement includes everything from prospecting to deal management, then it benefits the entire revenue team. So, everyone should use it. In fact, you’ll likely see increased productivity and engagement across the board.

  • Sales Managers coach more effectively with meeting recording and transcription. They can keep all their best calls in a library to onboard and train reps faster by replicating the success of top-performers. And an intuitive forecasting process with automatic roll-up simplifies an otherwise painful process.
  • Account Executives (AEs) can use end-to-end buyer engagement data to identify missed opportunities and gaps in deals. Recorded activities and calls remove the interrogation known as a forecast meeting.
  • Sales Operations (or Rev Ops) can gather and analyze KPIs for a more accurate view of revenue team performance using advanced analytics and request prioritization. 

Truth: A comprehensive sales engagement platform puts the entire revenue team in one workspace.

Myth #3: It Is Just a Glorified CRM

A sales engagement platform works hand-in-hand with your CRM to increase deal velocity, customer retention, and revenue. Your CRM gives you the necessary customer contact details, but it is the sales engagement platform that makes those details actionable. Your sales process is in peak form when the two systems are integrated with plenty of custom fields and support for custom objects. Top sales engagement platforms deliver additional data through the CRM integration and offer comprehensive dashboards and reporting, giving executives the insight they need.

Truth: A sales engagement platform maximizes your CRM data by gathering critical insights and automating sales interactions.

Myth #4: A Sales Engagement Platform Can’t Be Used On-the-Go

The days of a sales team sitting at their desks in an office are long gone. Teams are now dispersed in remote and hybrid work environments. You would never choose a CRM without a mobile app, so why choose a sales engagement platform that doesn’t offer on-the-go access?

Message and dialer capabilities are arguably more important than CRM data when sellers are working outside the office. Plus, quick notification is vital in closing a deal, so integration with a messaging app like Slack can ensure a message is delivered when key triggers occur. 

Truth: Sales engagement data is accessible via mobile and messaging apps.

Myth #5: Sales Engagement is Only Used By U.S. Sellers

Sales teams from Asia Pacific to Europe are embracing sales engagement technology at a rapid rate. Global customer support infrastructure offers help when your teams need it – and in their language. With sales engagement, give international sales teams everything they need to close deals: a global-ready dialer, compliance and privacy guidelines for selling in various markets, international currency support, and in-country data centers.  

Truth: Sales engagement is one of the top sales trends in Europe.

Myth #6: You Can’t Trust Artificial Intelligence (AI) as Part of the Sales Process

You can trust AI – as long as you can see all the contributing data. It’s much less trustworthy when AI is a mysterious black box. Or when the AI provider has not shared their AI code of ethics.

Don’t avoid AI – just choose your provider wisely. The data available within a sales engagement platform is powerful. The more a sales engagement platform can do, the more data that is available for models, and the better the insights you will receive. Customer engagement and interactions, analyzed conversations, and opportunity details are just some of the data that power machine learning to help sales teams prescriptively identify the next best actions.

AI should solve real problems for sellers, but it shouldn’t replace them.

Truth: AI is a must have for sales engagement as long as it is ethical, explainable, and valuable.

Myth #7: You’re Buying Technology

Just like with any platform, you’re buying the whole package. The user interface, the capabilities (both current and future), the company and its values, the reliability, the customer support, the level of expertise, etc. Sales engagement is designed for the revenue team – make sure it is easy for them to use and will work anytime they need it. 

Truth: You’re building a partnership. Make sure your partner is as committed to you as you are to them.

The Truth About Sales Engagement

Sales engagement is used by some of the world’s largest companies to prospect, manage pipeline, forecast, improve the seller experience, and close more deals. There should be no myths standing between your business and the technology your sales team needs to increase revenue. 

Ask relevant questions, get clarity on critical points, and turn myths into truths.