Lesson 1Feature differentiation across market tiers and competitor positioningUnderstand how capabilities differ across SMB, mid-market, and enterprise tiers, and learn to position your platform against key competitors by highlighting strengths, trade-offs, and roadmap direction while staying professional and credible.
SMB vs enterprise feature depth and limitsChannel coverage: email, voice, social, SMSAdvanced features: AI, rules, and triggersAdmin, security, and compliance by tierMobile, offline, and field sales scenariosUsing battlecards and win–loss insightsLesson 2Typical ROI levers: increased outbound productivity, velocity, conversion liftIdentify and quantify the main ROI levers of sales engagement platforms—productivity, velocity, and conversion lift—so you can build credible business cases, challenge assumptions, and align with economic buyers’ financial success metrics.
Baseline metrics and data you must collectModelling time savings and capacity gainsImpact on pipeline velocity and cycle lengthConversion rate lift across funnel stagesAttribution pitfalls and how to avoid themBuilding simple, defensible ROI calculatorsLesson 3Technical discovery: APIs, data flows, and integration constraintsLearn how to run technical discovery on APIs, data flows, and integration constraints so you can qualify fit, avoid surprises during implementation, and bring in solution engineers with a clear, structured view of technical and business needs.
Scoping data objects, fields, and volumesEvent flows: triggers, webhooks, and syncsAPI limits, throttling, and error handlingSingle sign-on, identity, and user syncCustom fields, mappings, transformationsDocumenting technical risks and gapsLesson 4Preparing concise product-value narratives mapped to prospect painsLearn to craft concise, tailored product-value narratives that map directly to prospect pains, using clear language, proof points, and visuals that resonate with different stakeholders and stages across the buying committee.
Linking product capabilities to key painsStructuring a crisp value storylineTailoring messages by persona and roleUsing customer proof and social evidenceHandling objections inside the narrativeTight demo talk tracks that reinforce valueLesson 5Security, compliance, and data governance considerationsMaster the security, compliance, and data governance topics that matter to IT, legal, and security teams so you can answer baseline questions, know when to escalate, and build trust in regulated, enterprise, or risk-sensitive accounts.
Data residency, retention, and deletionAccess controls, roles, least privilegeEmail, voice, and data encryption optionsAudit logs, monitoring, incident responseKey certifications and attestations to knowHandling security questionnaires efficientlyLesson 6Common integrations: CRM, email, dialer, calendar, data enrichmentReview the most common integrations for sales engagement platforms—CRM, email, dialer, calendar, and data enrichment—and learn how to position each integration’s value, risks, and technical considerations throughout the sales cycle.
CRM sync models and ownership rulesEmail and calendar integration patternsDialler options and telephony constraintsData enrichment sources and match logicMarketing automation and MAP handoffsTroubleshooting common integration issuesLesson 7Common implementation timelines, success milestones, and adoption KPIsUnderstand typical implementation timelines, phases, and adoption KPIs so you can set realistic expectations, reduce perceived risk, and partner with customer success to design compelling, measurable success plans in your proposals.
Standard implementation phases, ownersCritical path dependencies and risksChange management and enablement plansEarly usage and adoption health metricsExecutive steering and governance cadenceExpansion and renewal readiness signalsLesson 8Core product capabilities: sequences, cadences, automation, analyticsExplore core capabilities of sales engagement platforms—sequences, cadences, automation, and analytics—so you can map features to workflows, uncover gaps in a prospect’s stack, and clearly position differentiated value and coverage.
Designing multi-step sequences and cadencesPersonalisation at scale versus full automationTask queues, prioritisation, and SLA handlingEngagement analytics and rep performance viewsA/B testing, experimentation, and optimisationAdmin controls, roles, and governanceLesson 9How to benchmark competitor pricing and packaging for realistic offersDevelop a repeatable approach to benchmarking competitor pricing and packaging so you can craft realistic offers, avoid race-to-the-bottom discounts, and confidently explain trade-offs in value, risk, flexibility, and total cost of ownership.
Building and updating pricing intelligenceDecoding public price pages and fine printUsing customer stories to validate benchmarksScenario modelling across vendors and termsHandling price-only objections with valueEthical use of confidential pricing dataLesson 10Seat-based pricing models, usage tiers, and typical add-onsGain fluency in seat-based pricing, usage tiers, and common add-ons so you can structure deals that match customer value, protect margin, and explain pricing logic clearly to economic buyers, finance stakeholders, and procurement teams.
Named vs concurrent seats and rolesUsage-based elements and overage policiesPackaging channels, modules, and featuresDesigning pilot, growth, enterprise tiersDiscount guardrails and approval pathsFraming add-ons as value, not nickel-and-dime
