Lesson 1Feature differentiation across market tiers and competitor positioningGrasp how features vary across SMB, mid-market, and enterprise levels, and learn to position your platform against main competitors by emphasising strengths, compromises, and future directions while maintaining professionalism and reliability.
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 liftSpot and measure the primary ROI drivers of sales engagement platforms—productivity, velocity, and conversion improvements—so you can construct solid business cases, question assumptions, and match economic buyers’ financial goals.
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 to perform technical discovery on APIs, data flows, and integration limits so you can assess compatibility, prevent implementation issues, and involve solution engineers with a precise, organised view of technical and business requirements.
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 painsCraft succinct, tailored product-value stories that directly address prospect challenges, employing straightforward language, evidence, and visuals that connect with various stakeholders and stages in the buying process.
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 security, compliance, and data governance issues relevant to IT, legal, and security teams so you can respond to basic queries, recognise escalation needs, and foster trust in regulated, enterprise, or 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 enrichmentExamine common integrations for sales engagement platforms—CRM, email, dialer, calendar, and data enrichment—and learn to highlight each integration’s benefits, risks, and technical aspects throughout the sales process.
CRM sync models and ownership rulesEmail and calendar integration patternsDialer options and telephony constraintsData enrichment sources and match logicMarketing automation and MAP handoffsTroubleshooting common integration issuesLesson 7Common implementation timelines, success milestones, and adoption KPIsUnderstand standard implementation timelines, phases, and adoption KPIs so you can manage expectations, lower perceived risks, and work with customer success to create engaging, trackable success plans in 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, analyticsExamine core features of sales engagement platforms—sequences, cadences, automation, and analytics—so you can align functions to workflows, detect gaps in a prospect’s setup, and position unique value and scope clearly.
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 offersCreate a consistent method to benchmark competitor pricing and packaging so you can develop practical offers, steer clear of excessive discounts, and explain value, risk, flexibility, and total ownership costs confidently.
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-onsAchieve proficiency in seat-based pricing, usage tiers, and usual add-ons so you can structure deals that reflect customer value, safeguard margins, and clarify pricing rationale to economic buyers, finance, and procurement.
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
