RevTech Vendor and Consultancy ClickDimensions rolled out its Sales Engagement service that works alongside its other Dynamics 365 sales and marketing services.  ClickDimensions is looking to unify sales and marketing motions, particularly among SMBs.

“ClickDimensions Sales Engagement makes this unification possible, giving teams control over leads and better visibility into revenue-driving activities.  Once these teams are better aligned, companies see an average revenue increase of 34%,” stated the firm.

ClickDimensions aims to “democratize best-in-class tools for all companies” and unify sales and marketing strategies.  According to ClickDimensions, Sales Engagement “offers a unified approach for sales and marketing teams and eradicates the potential for customer drop-offs and miscommunication between each team as leads progress through the funnel.  The result is greater sales team efficiency, higher-quality buyer journeys, and increased customer loyalty and revenue.”

ClickDimensions Chief Growth Officer Margaret Wise explained to GZ Consulting that many of their Microsoft Dynamics customers “aren’t the digital leaders.  They are often digital laggards.  They are often in manufacturing, associations, and nonprofits.  They’re not bleeding edge typically from a marketing perspective.”

So, the question for Wise becomes, “How do we provide solutions that are accessible, integrated, easy to use, and affordable for that specific kind of customer that doesn’t want to be bleeding edge on the latest and greatest?  They want something dependable, easy, [and] that they can find resources for.”

At SMBs, CEOs often take an active role in the technology purchasing decision “because it is tied directly to revenue and growth,” continued Wise.  “A lot of the change urgency is being driven out of the C-suite.”  Thus, their messaging needs to address C-level issues around lead generation and revenue management.

ClickDimensions argues that these laggards often lack a digital strategy, have uncoordinated social media marketing, and mostly transmit one-off email messages.

ClickDimensions Sales Engagement, which runs natively in Dynamics, offers templated emails sent through Outlook, sales sequences, lead scoring, and next-best-action recommendations.  When combined with ClickDimensions Marketing Automation, revenue teams have a “complete view of every step of the customer journey.”

Sequences can be built for initial meeting requests, prospecting, follow-up, inbound, events (both invitation and follow-up), periodic check-ins, account review, and upcoming renewal.  This breadth supports sales and customer success teams across the customer lifecycle.

Sequence analytics are also provided with step-level results (e.g., calls, bounces, opens, replies) and post-activity disposition capture (e.g., interested, not interested, interested – not now).

Sequenced tasks include manual and automated emails, phone calls, LinkedIn, and generic tasks; however, they do not yet support dialer or LinkedIn integrations. 

Admins also set up sequence-based rules for scenarios such as reply action for sequenced emails and bounce handling.  Admins can also set sequences to automatically trigger or wait for sales review before triggering.

“The modern buying journey has completely transformed from what it was a mere three years ago, which means companies need to adapt how they sell – and fast,” stated ClickDimensions CEO Mike Dickerson.  “Launching ClickDimensions Sales Engagement is our way of responding to these industry challenges, equipping our customers with critical tools to boost revenue, and unifying sales and marketing teams around a digital-first customer experience.”

ClickDimensions Sales Engagement is a “natural progression and the perfect complement to its flagship solution, ClickDimensions Marketing Automation,” continued the firm.  “The platform helps marketers optimize campaigns, automate follow-ups, create lead nurturing processes, and target leads to sales.  From there, ClickDimensions Sales Engagement will help salespeople with the next best action, automating outreach to leads and redirecting leads to marketing for further nurture if they’re not ready to purchase.”

ClickDimensions Marketing offers one-to-many outreach during the nurture phase (e.g., newsletters, marketing campaigns, event invitations).  Later, ClickDimensions Sales Engagement supports one-to-one or one-to-few communications with prospects and customers.  Marketing Automation can send leads to sales reps based on triggers or lead scores, and Sales Engagement offers a button to return prospects to nurture for leads that are not in active buying cycles.  Thus, the problem of MQLs being ignored and dropped by sales as not qualified has a logical resolution – return the lead to marketing nurture and support a “non-linear customer journey.”

The passing back and forth of leads between sales and marketing enables a “continual process until the actual opportunity progresses,” said Wise.

ClickDimensions Marketing Automation supports email marketing, campaign automation, surveys, events, landing pages, forms, SMS, and Social.  While the company now offers marketing automation and sales engagement, its long-term plans are to provide a “full RevTech solution” built on the Dynamics platform.  This future platform and services organization will be built both organically and via acquisitions and support embedded AI for sentiment analysis, next-best actions, opportunity scoring, and activity capture.

ClickDimensions is a Microsoft VAR and consultancy with a global footprint across 76 countries and 3,500 customers.  Half of its revenue is derived in the EMEA region, with most of the rest in North America.  It serves a broad set of industries, with no segment representing over 25% of its customer base.

ClickDimensions also offers consultancy services that provide “fractional access to skilled resources that are in short supply.”  Services include onboarding, training, and execution; demand generation; customer data services; and marketing operations.