At their recent Dreamforce show, Salesforce rolled out a Sales Cloud upgrade called High Velocity Sales which helps “identify the best leads, eliminate busy work and boost pipeline.” High Velocity Sales adds customized sequences for sales teams which incorporate best practice sales cadences within Salesforce. Features include email and phone sequences, templates, and call scripts.
With High Velocity Sales “a rep knows exactly what next step to take with which customer, in order to build the strongest pipeline.” Sales reps can send emails or place calls via the Lightning Dialer (a native Salesforce click-to-call solution) with a single click.
If all of this sounds familiar, it should. Salesforce has added a light weight Sales Engagement platform to the Sales Cloud. The Salesforce announcement focuses on core functionality that Sales Engagement vendors such as ConnectLeader have been offering for several years.
The launch of High Velocity Sales serves as validation of the Sales Engagement space. Salesforce is the fastest growing and most important CRM on the market. They have a long history of incorporating features which add value to sales, marketing, and operations teams. Sales Engagement is the latest SalesTech category they have endorsed by embedding core features into their product line.
Sales Engagement products such as TruCadence improve productivity and deliver real-time insights across sales functions:
- Sales teams become both more efficient and effective when sales engagement platforms are deployed within their Salesforce instance. They are able to place calls and send templated emails according to pre-planned cadences. Prospects are prioritized based upon third-party intelligence and analytics around the best time of day to call. Activities such as email opens, click-throughs, downloads, and notes are captured and automatically synced with Salesforce.
- Sales Managers have greater insight into the performance of their sales reps allowing them to provide real-time coaching based on analytics and attend calls in whisper mode. They can also set up gamification elements such as leaderboards and contests.
- Sales Operations and Marketing Managers have greater visibility into which campaigns resonate with buyers and which messages have high click-through and download rates.
These benefits are available both within Salesforce and on a standalone basis.
Sales Engagement products provide multiple Salesforce dialers, allowing sales operations to tailor solutions for the needs of their varied sales teams across their company. A click dialer provides on-demand dialing from within Salesforce, allowing reps to review account histories and notes before placing the call. They can also select prospects off of call lists. If the phone does not pick up, users can leave either a standard voicemail or drop a pre-recorded message. Call histories are recorded and sales managers can review outbound call reports and a unified analytics dashboard.
With Personal Dialer, sales reps remain in control of their dialing. SDRs control the call navigation and conversation and can upload lists from their CRM. They can also autodial the next record or control the pace. Remote coaching allows sales managers to listen in on calls for new hire training and for assisting on critical calls. When the rep needs help, the manager can whisper advice in the rep’s ear.
With Team Dialer, sales reps skip all of the front-end work trying to reach prospects. Instead, trained agents support the initial reach out and pass live calls over to sales reps. ZigZag dialing by the agents places multiple sequential calls to a prospect (e.g. direct phone, mobile, corporate) looking to reach the prospect. Thus, reps spend little time navigating organizational structures, trying to bypass gatekeepers, and leaving voice messages. Instead, they can focus on prospect messaging, account planning, and communicating the value of their offering.
All of this dialing is conducted within Salesforce with outcomes tracked by the dialer and synced with Salesforce. Furthermore, the dialer delivers reports and recommends the best time to call, the effectiveness of various messages, and the success of individual reps.
TruCadence also offers a deep set of email functionality including email templates, multi-channel cadences, and task queues. Other features include unsubscribe management, read receipts, click-through tracking, reply tracking, and document attachments.
Cadences allow sales operations to build and optimize multi-channel campaigns into target prospects. Reps may personalize the email or send pre-tested messages. And because the emails are part of a broader cadence, the rep does not need to worry about scheduling future steps or determining which channel (phone, email, social) to try next. All of the outbound activity is automatically tracked and recorded within the CRM.
Who and When to Call
Knowing who to call and prioritizing those calls is critical for sales productivity. Along with cadence tools, a sales engagement platform should provide leads with firmographics, technographics, and intent intelligence to assist with prioritizing calls based on custom models. When leads are matched with intelligent data, they can be immediately scored and prioritized for sales reps allowing them to focus their attention on the best prospects throughout the day.
That Salesforce is now providing some cadence tools is market validation of the value of Sales Engagement products for outbound sales teams. While the Sales Engagement market is only a few years old, vendors have quickly established its value to sales teams and their managers. Sales Engagement services reduce the busywork of sales, assist with lead prioritization, ensure messages resonate, and provide insights and analytics. The days of blindly smiling and dialing are over.