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FreeAgent CRM

FreeAgent CRM is a fully-featured CRM that helps your team get organized, gain visibility into day-to-day work, and get more done with a powerful, easy-to-use sales platform your sales team will actually love. Work smarter and f...Read more about FreeAgent CRM

4.7 (72 reviews)

48 recommendations


LeadSquared is a cloud-based marketing automation and customer relationship management (CRM) solution for businesses of all sizes. It serves clients in industries such as finance, e-commerce, education, health and wellness, market...Read more about LeadSquared

4.3 (156 reviews)

17 recommendations


Workbooks offers growing companies a SaaS platform to run their business and engage with their customers – at an affordable price. Workbooks designs, develops and implements its own software, which is targeted specifically at mid-...Read more about Workbooks

4.3 (109 reviews)

12 recommendations


Close is the sales engagement CRM designed to help SMBs turn more leads into revenue. At Close, were dedicated to the business of the future: smart, agile teams who work remotely. If you're a tech-enabled team who needs to scale w...Read more about Close

4.7 (157 reviews)

3 recommendations

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Freshsales is a salesforce automation solution that enables businesses of all sizes to streamline lead management, client interaction, marketing insights, customer relationship management and other operations. The platform enables...Read more about Freshsales

4.5 (601 reviews)

1 recommendations


Slack is a cloud-based project collaboration and team interaction tool designed to facilitate communication across organizations. The solution caters to various industries, including media, research, technology, education, financi...Read more about Slack


Pipedrive is a web-based Sales CRM and pipeline management solution that enables businesses to plan their sales activities and monitor deals. Built using activity-based selling methodology, Pipedrive streamlines every action invol...Read more about Pipedrive


Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v...Read more about Keap

Gong's Revenue Intelligence platform captures your customer interactions across phone, web conferencing, and email, understands what was said in these interactions, and delivers insights to help your team win more deals. Learn ho...Read more about

Agile CRM

Agile CRM is a cloud-based customer relationship management (CRM) solution designed for small and midsize businesses. It offers contact management, telephony tools, appointment scheduling, marketing automation, project management,...Read more about Agile CRM

Really Simple Systems CRM

Really Simple Systems is an easy to use cloud CRM system designed for small and mid-sized organizations, yet also perfect for larger teams. There’s a customizable Sales CRM, plus options for Marketing and Service tools and integra...Read more about Really Simple Systems CRM


lemlist is an email management solution that helps businesses streamline processes related to optimizing sales engagement, sending personalized emails, managing follow-ups, and more on a centralized platform. It allows staff membe...Read more about lemlist

Zenvia Conversion

Zenvia Conversion (formerly Sirena) is a live chat software designed to help businesses in the eCommerce, retail, education and other sectors respond to customer queries via WhatsApp, Facebook Messenger and Instagram. The platform...Read more about Zenvia Conversion


Outreach is the largest and fastest-growing sales execution platform provider that helps companies dramatically increase productivity and drive smarter, more insightful engagement with their customers. Outreach is the only solutio...Read more about Outreach

ZoomInfo SalesOS

ZoomInfo SalesOS is the modern go-to-market platform for B2B companies. We have the biggest, most accurate, and most frequently refreshed database of insights, intelligence, and purchasing intent data about companies and contacts....Read more about ZoomInfo SalesOS


Mixmax is a sales engagement platform that helps businesses track emails, engage with customers and conduct surveys via a unified platform. It enables sales representatives to convert prospects into customers, send personalized em...Read more about Mixmax


Pendo is a product management solution that helps businesses in educational technology, healthcare and financial services streamline operations related to customer retention, user onboarding, product planning and more. It enables ...Read more about Pendo


Salesloft is the provider of the leading sales engagement platform that helps sellers and sales teams drive more revenue. The Modern Revenue Workspace by Salesloft is the one place for sellers to execute all of their digital selli...Read more about SalesLoft

Club OS

Club OS is a marketing automation and sales engagement solution, which helps businesses in the fitness industry streamline processes such as text messaging, email marketing, reporting and more. Supervisors can view follow-up remi...Read more about Club OS


Yesware makes sales engagement easy. Yesware's Outlook and Gmail add-ons help sales teams do meaningful email outreach at scale. If you need to drive more revenue through email outreach, but complex enterprise sales software is ov...Read more about Yesware

Buyers Guide

Last Updated: March 16, 2023

Sales teams are responsible for customer prospecting, lead scoring and nurturing, forecasting, upselling, cross-selling, and much more. They constantly interact with customers via channels such as calls, texts, and emails, and use several tools to manage these interactions. However, tracking every single customer interaction or touch point isn't an easy job.

A sales engagement platform consolidates customer communication across channels and tools—from call logs to social media—to help sales teams track complete buyer-seller interactions using a single, centralized platform. It also automates sales workflows and processes to help save time and ensure high productivity among sales professionals.

To help you select a sales engagement platform that's right for your business, we've created a buyers guide that includes the necessary information you'll need.

Here's what we'll cover:

What is a sales engagement platform?

A sales engagement platform is an integrated software suite combining features related to customer relationship management (CRM), sales enablement and acceleration, collaboration and communication, and reporting and analytics. It helps the sales team interact and engage with prospects and customers across multiple touch points, including emails, calls, text messages, and social media.

The platform lets sales professionals create personalized customer content and schedule outreach activities using the same tool, saving them the trouble of having to toggle between different applications. It also automates processes such as email marketing and tracking to help save time and increase efficiency.


Sending bulk emails in Freshsales (Source)

Common features of a sales engagement platform

Most sales engagement platforms have integrated CRM, sales management, data management, communication and collaboration, automation, and reporting capabilities. Let's discuss these in detail.

CRM capabilities

Email management

Send emails via an integrated email client, such as Outlook, or directly through the tool. Use prebuilt or customizable email templates. Some platforms offer two-way email sync that lets you record both sent and received emails through the tool. You can also access the team inbox to reply to any unresponded emails.

Email tracking

Track which emails were opened and how they performed in terms of engagement. Use these metrics to create targeted content and figure out the right time to send outreach emails. You can also send follow-up emails to the better-engaged leads, as they have a higher chance of conversion.

Sales management capabilities

Lead management

Score leads automatically to focus on the strongest ones and personalize communication to convert them. You can also use rules-based routing to ensure the leads are automatically routed to your most-qualified sales rep.

Sales call management

Manage sales calls—make and transfer calls, log call details (such as call duration and reason), record calls, and save them for future reference. You can also record a greeting message to be set as your business caller tune.

Sales campaign management

Plan and execute sales campaigns across channels, set campaign goals, create personalized content for targeted messaging, and track metrics to monitor campaign progress and performance.

Data management capabilities

Customer data management

Create dedicated customer profiles that contain complete customer information (contact details, web activity, social media profile data, previous interactions, etc.).

Communication and collaboration capabilities


Share, save, modify, track, and upload files (Word, Excel, PDF, etc.) via the web or mobile applications. Set file sharing permissions, and decide who gets to view, edit, delete, or share the files.

Omnichannel reach

Communicate with prospects and customers via multiple channels, including text messages, emails, web conferences, live chats, and social media platforms (such as Facebook and Instagram).

Automation capabilities

Workflow automation

Automate sales operations and workflows to save the time spent on daily repetitive tasks. You can set rules to automate customer-related tasks (such as billing and sending follow-up emails) as well as internal workflows (such as approving deal discounts and travel expenses).

Reporting and analytics capabilities

Custom reports

Generate sales reports for metrics such as conversion rate, total sales volume, revenue by sales rep, etc. You can also customize these reports and share them via emails in PDF and Excel formats.

Sales intelligence

Collect and analyze customer and prospect data from social media channels, blogs, websites, etc. to get smart insights into their needs, motivations, preferences, etc.

What type of buyer are you?

Before you start evaluating sales engagement platforms, you'll want to know which buyer category you belong to. Most buyers belong to one of the below categories.

  • Small business buyers (up to 500 employees): These buyers usually include small businesses looking to integrate their marketing and sales efforts or moving from old, disparate systems to one integrated platform. They should consider a sales engagement tool that lets them manage sales emails, track omnichannel customer interactions, and generate basic reports. Once they've established a substantial customer base, they can choose to scale their outreach efforts using advanced features such as sales intelligence, engagement analytics, and lead management.

  • Midsize and large business buyers (over 500 employees): These buyers are midsize or large enterprises with a sizable customer base. They should opt for a sales engagement tool with capabilities such as lead management, call management, sales intelligence, and advanced reporting and analytics. Since these buyers have larger teams to onboard and a growing customer base to manage, they should also look for workflow automation capabilities to help save time and improve sales productivity.

Benefits of a sales engagement platform

There are several benefits of using a sales engagement solution. Here are a few of them:

  • Informed business decisions: A sales engagement platform generates reports that offer insights into customer journeys and sales activities. These reports can be leveraged to take accurate data-driven business decisions related to the sales strategy, investment in sales and marketing efforts, etc.

  • Higher customer engagement: Customers are more likely to respond when they are contacted via their preferred communication channels or when they receive personalized offers and discounts. Sales engagement platforms offer omnichannel communication capabilities, backed by sales intelligence, to help the sales team offer positive customer experience, leading to better engagement.

  • Improved collaboration: Sales engagement software allows the sales team to collaborate on tasks, exchange notes, share files related to customer interactions and sales activities, and more. This capability ensures sales professionals work in sync and are updated in real time.

  • More time-saving: Sales teams can use the platform to automate various tasks, such as sending follow-up emails, setting billing reminders, and approving leave requests. They can also use premade content templates to draft sales emails. These capabilities help save time and allow the team to focus more on closing deals.

Market trend to understand

Here's a market trend related to sales engagement technology that you should be aware of:

  • Use of machine learning (ML) and artificial intelligence (AI) for better sales engagement: Businesses are investing in AI and ML capabilities to gather insights on customers' purchase intent and analyze their behavior across touch points (website, social media, emails, calls, etc.). These insights help segment customers for better targeting. The technology is also being used to develop algorithms for scoring leads and identifying the ones that are most likely to get converted.

Note: The application selected in this article is an example to show a feature in context and isn't intended as an endorsement or a recommendation. It has been obtained from sources believed to be reliable at the time of publication.