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Your Sales Engagement Process, But Better

3 min read
Updated Aug. 25, 2021
Published Nov. 8, 2016

Imagine a Sales Engagement process that’s smooth and simple, from the moment you start prospecting, to the moment you hand off a lead to sales. No toes are stepped on, nobody falls through the cracks — just a well-timed choreographed dance from start to finish. That’s what it’s like when you know how to use Salesforce for your Sales Engagement process.

Angela Kirkland, Team Lead at Salesloft, is a self-proclaimed Salesforce ninja — and not just because of her stellar organizational skills. Sure, CRM technology tools like Salesforce are a fine source for account organization, but with an integrated platform for your Sales Engagement process, they can become data-centers for all sales activity and help you streamline your sales process.

That activity, from what leads are currently being worked by other SDRs on the team, to what sentiment or disposition was left on a call, to what phone greetings convert the most calls, can be used to improve individual performance and enhance overall sales development coaching.

Watch the video below to learn how Angela uses Salesforce, hand-in-hand with Salesloft, to create a seamless Sales Engagement process that brings her over the finish line, month after month.



I like to pride myself on being a ninja in Salesforce, so I’ve gotten really good at uncovering little gold nuggets. Within Salesforce, let’s say I was searching for Salesloft. If I search, it’s going to pull up all the correspondence that anyone with that email domain has had. Through the rules of engagement that we have, as an SDR, I know that if that person has been touched within the last 30 days — it’s hands-off. Another rep is already working it.

When I’m no longer an SDR or maybe this potential sales rep leaves five months ago, you need to have that information in Salesforce so your other sales rep can quickly pick it up. Within Cadence, we have a pane where you can actually go in and write the sentiment and disposition of the call. Using the Dialer through Cadence, that works with Salesforce, gives managers such advanced analytics to how their team is performing. We actually template out option one, two, three, and four of how we’re going to approach a cold call, the first thing we say.

Through that, we had each rep utilize that on a call, and then we could actually run the data in Salesforce and see, out of all of these four options, which one is correlating with the most positive result — which is demo scheduled. That’s amazing information for managers to be able to utilize, and now across the team we know what introduction is going to get us the best chance of actually having a conversation on a cold call.