Intro -- Sales Engagement: How the World's Fastest-Growing Companies Are Modernizing Sales Through Humanization at Scale -- Contents -- Preface -- The Mantle of Despite -- My Whirlwind Romance with Sales -- The Sales Engagement Era -- Who This Book Is for -- PART 1 Sales Engagement: Why It's So Important -- Chapter 1 The State of Modern Sales -- Common Factors Holding Your Sales Org Back -- 1. Overwhelming Administrative Work -- 2. Lack of Data -- 3. Outdated Technology Solutions -- So How Do You Crack the Success Code? -- Sales Engagement: The Next Step in the Communication Revolution -- How Difficult Is It to Adopt a Sales Engagement Mindset? -- Chapter 2 How Sales Engagement Solves Seven Major Business Pain Points -- Seven Major Business Pain Points Solved by Sales Engagement -- Business Pain Point #1: Not Optimizing for the Modern Buyer -- Business Pain Point #2: Lack of Revenue Efficiency -- Business Pain Point #3: The Manual Nature of Sales and Why Reps Have So Little Time to Sell -- Business Pain Point #4: Lack of Consistent, Repeatable Data-driven Processes -- Business Pain Point #5: Improving New Hire Time to Value -- Business Pain Point #6: Lack of Data to Drive Business Decisions -- Business Pain Point #7: Tech Stack Troubles -- PART 2 Diving Deeper: Essential Elements of a Strong Sales Engagement Strategy -- Chapter 3 Humanizing Sales with Personas, Personalization, and Relevance -- Mark's Take: The Three Main Types of E-mail Customization and the Pros and Cons of Each -- Hyper-personalization Wins Every Time, Right? Wrong. -- The Number One Technique I Do Not Recommend Is Choosing More Than One Technique -- Account Sourcing: How We Do It at Outreach -- Why Seller-Focused Content Is Destined to Lose -- Sell by Embracing an Empathy Mindset -- Psychology Meets Technology -- Jason's Take: The Biggest Myth About Automation -- Personalize.

Automate, When to Send, and Why It Pays to Work Weekends -- Continuous Improvement -- Beware of Demographic-based Personas -- Implementing Persona Research in the Sales Process -- Jen's Take: Appending Psychology with Technology -- Max's Take: Relevance Is Key -- Chapter 4 The Future Is Omnichannel and That Future Is Now -- Sequences: The New Secret Weapon -- How Outreach Does Sequences -- The Outreach Sales Process for Balancing E-mail Quality and Quantity -- Chapter 5 Why A/B Testing Is Mission-critical to Any Sales Org -- The Case for A/B Testing: Bing, a Few Lines of Code, and a 100 Million Annual Increase in Revenue -- Desperately Seeking Data: Why the Traditional Sales Playbook Is Fundamentally Flawed -- Objecting to Conventional Wisdom Around Objections -- A Sales Problem Is a Company Problem -- A/B Testing: The Critical Ingredient for a Modern Sales Playbook -- Examples: A/B Testing and Real Results -- The Metrics That Matter (and Ones That Don't) -- How to Shine a Light on the Prospect That's Gone Dark -- Other Areas to A/B Test -- Chapter 6 Achieving Revenue Efficiency: Metrics to Measure in a Modern Sales Org -- Taft's Take: Understanding Your Pipeline -- Taft's Take: Standardizing Your Sales Development Funnel -- Define the Top of Your Funnel -- Standardize Outbound Effort -- The Impact of Increased Efficiency -- Chapter 7 The Key to Ramping New Reps Faster -- Sam's Take: The Four Traits of World-Class SDRs -- Brooke's Take: My Evolving Adventures as an SDR -- DON'T: Try Working Every Account Under the Sun -- DO: Make Sure to Help Reps Prioritize -- DO: Codify the Constant Data Cleanup Loop and Encourage Reps to Ask for Help -- Rob's Take: The 3 Things Great Sales Leaders Do -- Chapter 8 Account-based Sales Strategies for the Modern Seller -- Defining an Account-based Approach -- Account-based Plays Are Key to Converting Target Accounts.

Effective SDR Marketing Orchestration Is Critical to Execute High-value Offers -- Sales Engagement Technology Is Critical for Account-based Sales Play Execution -- Julianne's Take: My Journey into Account-Based Sales -- Jonathan's Take: The Sales Relationship That Really Matters -- Eliminate the Dreaded Handoff -- Chapter 9 How to Align Modern Sales, Success, and Marketing with Sales Engagement -- Kill the MQL -- Developing a Reliable Attribution Model -- Find the Right Bridge Technology -- Expand Your Event Horizons -- Max's Take: Align on a Messaging Strategy -- Max's Take: Constant Cross-team Communication -- A Proper Handoff -- Clean, Centralized Data -- Get Out and Visit Customers -- Including Customer Success in Your Sales and Marketing Alignment Is No Longer a Maybe but a Must -- Todd's Take: They're Not Buying A Drill-bit -- They're Buying A Hole -- Jobs-To-Be-Done -- Capturing Buyer Jobs -- Sales, Marketing, and Customer Success Alignment in Persona-based Research -- Pro Tips for Practical Application of Personas in the Sales Process -- Understanding the Buyer's Journey -- Last But Not Least: Establishing Empathy -- PART 3 Future Proofing: Where Sales Engagement Fits and What's Next -- Chapter 10 Building a Modern Sales Tech Stack -- The Active/Passive Approach -- Chad's Take: Choosing the First New Tool -- What's the ROI? -- How Do We Drive Adoption at All Levels? -- What Does Success Look Like? -- Keep It Moving -- Another Way to Look at It -- Sales Engagement Has Become the Must-have Line Item -- What to Know When Implementing a Sales Engagement Platform -- Alex's Take: Starting with Your Stakeholders -- A Step-by-step Approach -- Your Sales Engagement Platform Evaluation Checklist -- A Key Element of Adoption Is Empathy -- Mario's Take: A Sales Ops Manager's Secrets for Swift Adoption -- Shadow Often -- Revisit Implementations.

Close the Loop -- What If I'm Just Getting Started? -- Scott's Take: Make a List of the Challenges You're Solving for -- Good Artists Copy, Great Artists Steal -- Implement, Measure, and Iterate -- What's Still to Come -- Chapter 11 Predicting What's Next in Sales -- Jake's Take: The Future of Sales -- Phone Skills Will Be Critical Again -- LinkedIn Will Be a Primary Channel -- Omnichannel Is Required -- Removing Friction for the Seller Will Be Paramount -- Liz's Take: Why The Future is Product-Led -- Leverage Your Product Data -- Review Your Sales Process for Manual Processes -- Align the Entire Team Around the Customer Experience -- Summary -- Glossary -- Acknowledgments -- Bonus Content! -- About the Authors -- Index -- EULA.