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Sales Engagement Platform - Playbook

1. Definition​

What it is: A technical implementation project that deploys and configures a sales engagement platform (Outreach, Salesloft, Amplemarket, or similar) to automate multi-channel outreach sequences, track prospect communications, and provide engagement analytics within the CRM ecosystem.

What it is NOT: Not Activity Capture (auto-logging emails/calls). Not Conversation Intelligence (call recording/analysis like Gong). Not CRM customization. Not sales coaching or messaging strategy (we stay technical, not copywriting).

2. ICP Value Proposition​

Pain it solves: Sales reps manually manage outreach across disconnected tools (email, phone, LinkedIn), resulting in inconsistent follow-up, dropped leads, and no visibility into what sequences actually work. Reps spend hours on administrative tasks instead of selling.

Outcome delivered: Unified multi-channel sales engagement platform with automated sequences, task management in a single view, CRM sync for full activity visibility, and analytics to identify what messaging and cadences drive conversions. Reps execute more touches with less effort.

Who owns it: VP of Sales Operations, RevOps Leader, or Head of Sales Development.

3. Implementation Procedure​

Part 1: Assess Current State & Define Requirements​

Step 1: Audit Current Sales Engagement Process​

Step Overview: Document how the sales team currently manages outreach and identify gaps in tooling and process. End state: Gap analysis showing current pain points and requirements for platform selection.

  • Interview 3-5 SDRs/AEs on their current outreach workflow (email, phone, LinkedIn, tasks)
  • Document what tools reps currently use (CRM native sequences, spreadsheets, manual tracking)
  • Pull activity metrics from CRM to establish baseline (emails sent, calls logged, response rates)
  • Identify data sources currently used for prospecting (ZoomInfo, Apollo, LinkedIn Sales Nav)
  • Quantify time spent on manual tasks vs. actual selling time
  • Document which channels are used and their relative priority (email vs. phone vs. social)

Step 2: Define Platform Requirements & Success Criteria​

Step Overview: Translate sales team needs into platform requirements and establish measurable success criteria. End state: Requirements document with must-have features and success metrics.

  • Define required CRM integration (Salesforce, HubSpot, or Microsoft Dynamics)
  • Document email provider requirements (Google Workspace vs. Microsoft 365)
  • List must-have features: sequences, dialer, LinkedIn integration, analytics
  • Identify nice-to-have features: AI personalization, intent data, conversation intelligence
  • Set success criteria (e.g., 50% increase in daily touches, 20% improvement in response rates)
  • Document team size and licensing requirements

Part 2: Platform Selection & Procurement​

Step 1: Evaluate Platform Options​

Step Overview: Compare sales engagement platform options against requirements and tech stack compatibility. End state: Shortlist of 2-3 platforms with pros/cons documented.

  • Evaluate primary options: Outreach, Salesloft, Amplemarket, Apollo, Groove
  • Score each platform on CRM integration depth (Outreach/Groove excel with Salesforce)
  • Assess dialer functionality if outbound calling is priority (Salesloft, Outreach)
  • Compare email deliverability features (inbox rotation, warm-up, domain health)
  • Evaluate cost per seat and total cost of ownership
  • Check integration capabilities with existing data enrichment tools (ZoomInfo, Clay, Clearbit)
  • Note learning curve complexity (Outreach/Salesloft have steep learning curves)

Step 2: Conduct Platform Demo & Selection​

Step Overview: Run demos with shortlisted vendors and make final platform selection with stakeholder buy-in. End state: Platform selected with budget approved and contract initiated.

  • Schedule demos with 2-3 shortlisted vendors
  • Include key stakeholders: Sales leadership, RevOps, IT (for security review)
  • Test specific use cases during demo (sequence creation, CRM sync, reporting)
  • Request trial period if available for hands-on evaluation
  • Present recommendation with ROI analysis to decision makers
  • Get budget approval and initiate procurement process

Part 3: Configure Platform Foundation​

Step 1: Set Up Platform Account & CRM Connection​

Step Overview: Create the platform account, establish admin structure, and connect to CRM with proper API permissions. End state: Platform connected to CRM with bidirectional sync enabled.

  • Create platform account with proper admin/user hierarchy
  • Connect to Salesforce/HubSpot via OAuth authentication
  • Configure API permissions (read/write for contacts, accounts, activities, opportunities)
  • Set up field mappings between platform and CRM objects
  • Enable bidirectional sync for activity logging
  • Test sync with sample records to verify data flow
  • Document admin credentials for client handoff

Step 2: Configure Email Infrastructure​

Step Overview: Set up email connectivity and deliverability settings to ensure high inbox placement. End state: Email infrastructure connected with deliverability best practices configured.

  • Connect email provider (Google Workspace or Microsoft 365)
  • Set up custom tracking domain for link tracking (improves deliverability)
  • Configure inbox warm-up if platform supports (Amplemarket, Apollo)
  • Set daily send limits per user to avoid spam filters (20-30 emails/day initially)
  • Configure domain authentication (SPF, DKIM, DMARC verification)
  • Set up inbox rotation if team needs higher volume
  • Test email deliverability with sample sends

Step 3: Configure Dialer & Phone Settings​

Step Overview: Set up phone/dialer functionality for outbound calling capability. End state: Dialer operational with call logging to CRM.

  • Configure dialer integration (native or third-party like Dialpad, Aircall)
  • Set up local presence dialing if required
  • Configure call recording settings (ensure compliance with recording laws)
  • Map call dispositions to CRM activity types
  • Set up voicemail drop templates
  • Test call logging flow to CRM
  • Configure call analytics tracking

Part 4: Build Sequences & Workflows​

Step 1: Design Sequence Framework​

Step Overview: Define the sequence architecture including cadence patterns, channel mix, and timing rules. End state: Sequence framework documented with templates for different use cases.

  • Define primary sequence types needed (cold outreach, inbound follow-up, re-engagement)
  • Establish cadence timing rules (days between steps, time of day)
  • Set multi-channel step mix (email, call, LinkedIn, manual tasks)
  • Create naming conventions for sequences
  • Define reply handling rules (remove on reply, move to different sequence)
  • Establish A/B testing framework for subject lines and messaging
  • Document sequence governance (who can create/edit)

Step 2: Build Core Sequences​

Step Overview: Build the primary sequences in the platform based on the framework. End state: 3-5 core sequences built and ready for review.

  • Build cold outbound prospecting sequence (typically 8-12 steps over 3-4 weeks)
  • Build inbound lead follow-up sequence (faster cadence, 5-7 steps over 2 weeks)
  • Build re-engagement/nurture sequence for stale opportunities
  • Configure personalization tokens (name, company, industry, title)
  • Set up task types for manual steps (research, LinkedIn connect, video)
  • Configure exit criteria and completion rules
  • Note: Stay technical - use placeholder copy, client owns messaging strategy

Step 3: Configure Workflow Automations​

Step Overview: Set up automation rules that trigger sequences and manage prospect routing. End state: Key automation workflows configured and tested.

  • Build lead-to-sequence assignment rules based on lead source/segment
  • Configure automation for lead status updates based on engagement
  • Set up automatic task creation for key trigger events
  • Build integration with data enrichment tools (Clay, ZoomInfo) if applicable
  • Configure automation for bounced email handling
  • Set up alerts for hot prospect engagement signals
  • Test automation workflows end-to-end

Part 5: Reporting & Analytics Setup​

Step 1: Configure Activity Tracking & Dashboards​

Step Overview: Set up activity tracking and build dashboards for sales management visibility. End state: Rep-level and team-level dashboards operational.

  • Configure activity metrics to track (emails sent, calls made, meetings booked)
  • Build rep-level activity dashboard (daily touches, response rates, meetings)
  • Create team/manager dashboard (aggregate metrics, rep comparisons)
  • Set up sequence performance reporting (open rates, reply rates by sequence)
  • Configure pipeline attribution to track sequence influence on deals
  • Build real-time alerts for engagement spikes

Step 2: Set Up Analytics & Optimization Reports​

Step Overview: Configure analytics for ongoing optimization and message testing. End state: Analytics framework in place to drive continuous improvement.

  • Set up A/B test tracking for subject lines and templates
  • Configure email deliverability monitoring dashboard
  • Build best-time-to-send analysis reports
  • Set up prospect engagement scoring if supported
  • Create content effectiveness reports (what messaging drives replies)
  • Configure export/integration with BI tools if needed

Part 6: Rollout & Enablement​

Step 1: Conduct Pilot Testing​

Step Overview: Run pilot with small group of users to validate configuration and gather feedback. End state: Pilot complete with issues resolved and feedback incorporated.

  • Select 3-5 pilot users (mix of SDRs and AEs)
  • Provide pilot group with initial training (30-45 min)
  • Run pilot for 1-2 weeks with active monitoring
  • Collect feedback on usability and workflow issues
  • Resolve configuration issues identified during pilot
  • Refine sequences and automations based on pilot learnings
  • Validate CRM sync and data accuracy

Step 2: Train Full Sales Team​

Step Overview: Deliver training to full sales team on platform usage and best practices. End state: Full team trained and confident using the platform.

  • Schedule training sessions (45-60 min, split by role if needed)
  • Cover core workflows: adding prospects, running sequences, managing tasks
  • Train on dialer usage and call logging
  • Demonstrate dashboard and personal analytics
  • Address common questions and troubleshooting
  • Create quick-reference guide for daily usage
  • Record training session for future onboarding

Step 3: Hand Off to Client​

Step Overview: Transfer platform ownership and documentation to client RevOps team. End state: Client self-sufficient with admin access, documentation, and support resources.

  • Transfer admin credentials to client RevOps/Sales Ops owner
  • Deliver documentation package (configuration settings, sequence library, governance)
  • Provide troubleshooting guide for common issues
  • Document vendor support resources and escalation paths
  • Schedule 30-day check-in for optimization review
  • Hand off monitoring responsibilities
  • Close out project

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce or HubSpot) fully implemented and actively used
  • Email system (Google Workspace or Microsoft 365) deployed to sales team
  • Sales team structure and territories defined
  • Budget approved for platform licensing

What client must provide:

  • Admin access to CRM with API permissions
  • Admin access to email system for connection
  • List of users to be licensed on platform
  • Current sequence/cadence examples if any exist
  • Ideal customer profile and target segments for sequence design
  • Stakeholder availability for demos and training sessions

5. Common Pitfalls​

  • Data silo between platform and CRM: Platform activities don't sync properly to CRM, causing duplicate data entry and visibility gaps. Mitigation: Test bidirectional sync thoroughly during setup, validate with sample records before rollout, and monitor sync logs weekly post-launch.

  • Email deliverability degradation: Reps send too many emails too fast, triggering spam filters and hurting domain reputation. Mitigation: Set conservative daily limits (20-30/day), configure inbox warm-up, use custom tracking domains, and monitor deliverability metrics.

  • Overwhelming complexity for reps: Platforms like Outreach and Salesloft have steep learning curves that lead to low adoption. Mitigation: Invest in proper training, create simple quick-reference guides, start with basic workflows before adding advanced features.

  • Disconnected data enrichment workflow: Platform isn't integrated with data sources (ZoomInfo, Apollo), causing manual prospecting work. Mitigation: Build data enrichment integrations during configuration phase, or use a RevOps partner to design seamless data workflows.

6. Success Metrics​

  • Leading Indicator: Rep adoption rate (% of reps actively using platform daily within 2 weeks of launch), sequence enrollment rates, and daily touch volume per rep.

  • Lagging Indicator: Meeting booking rate improvement (20%+ increase in meetings booked per rep), response rate improvement on outbound sequences, and pipeline generated from sequenced prospects (track via CRM attribution).