Continuing my conversation with Sunshine Levin (Part I), Director of Customer and Analyst Relations at SalesLoft. One of the key features of Sales Engagement Platforms is cadences (aka sequences) which automate a set of outbound, multi-channel communications and monitor the response.
Because cadences are automated, reps do not need to schedule most tasks. Instead, next steps are automatically tracked, and current activity is recorded and synced with Salesforce. Furthermore, SEPs monitor response rates and support A/B testing. Levin recommends that admins review reports and dashboards to determine changes in the efficacy of tactics and messaging.
Another benefit of activity tracking concerns management visibility into sales rep activity and prospect engagement. In the current environment, where family members may be ill, and children are at home, managers need to be sensitive to each rep’s situation and not focus on traditional productivity metrics. To assist with planning, SalesLoft offers prioritization tools such as Hot Leads and a Pipeline View, their newly introduced, native offering resulting from the recently acquired Costello solution:
“For Salesforce users, SalesLoft Deals can give you a holistic view of everything that matters when managing a deal. Within SalesLoft Deals, Pipeline View will help your team prevent opportunities from slipping through the cracks, while Deal View can facilitate coaching and strategy conversations about opportunities during one-on-ones. Finally, keep an eye on deal health by reviewing Deal Gaps to identify opportunities that may be slipping and what you should do to get deals back on track.”SalesLoft Blog
Live Call Studio and Conversation Intelligence allows managers and trainers to listen in on sales calls, whisper suggestions to the rep, and join calls. These tools are particularly valuable for new reps that may have had little face-to-face training before offices were closed and for target accounts where reps are looking for additional assistance on major deals. Calls may be recorded, transcribed, and analyzed, providing a basis for call post-mortems and training. Automated indexing allows reps and managers to review critical points (e.g. Next Steps, Pricing, Competitors) afterward. Analytics also assess engagement (was it a true back and forth or a few comments with long monologues) and calculate the frequency of filler words. Playlists provide a library of sales best practices, allowing new hires to listen to snippets around product, pricing, competition, objection handling, etc. Should a rep have difficulties on a topic, she can forward a conversational snippet to the appropriate expert or subject owner (e.g. manager, product marketing, customer support) for feedback. Conversational snippets present the voice of the customer to the subject matter expert, providing an unfiltered view of the question or concern.
Leaderboards help encourage healthy rivalry between reps.
SalesLoft noted that home Wi-Fi connections could be spotty, so reps may need to connect through their router directly. A second option is to set up call passthrough where the call is initiated from a mobile app or the browser and is handled as a mobile or landline call. Call passthrough provides an alternate, higher quality channel while recording both sales activity and conversational intelligence.
SalesLoft’s platform has matured from a Cadence service to SDRs to a broader sales engagement platform that supports account execs, customer success managers, and WFH use cases. The core cadence feature set is now accompanied by conversational intelligence, enhanced analytics, and deal management tools buttressed by a growing ecosystem of application partners.