Lesson 1Feature differentiation across market tiers and competitor positioningGrasp how features vary across small business, mid-market, and large enterprise levels, and learn to position your platform against main competitors by emphasising advantages, compromises, and future plans 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, speed, and conversion improvement—so you can construct reliable business justifications, question presumptions, and match with economic buyers’ financial goals.
Baseline metrics and data you must collectModeling 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 movements, and integration limits so you can assess suitability, prevent implementation shocks, 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 painsLearn to formulate brief, personalised product-value stories that directly address prospect challenges, employing straightforward language, evidence, and visuals that connect with various stakeholders and phases 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 subjects important to IT, legal, and security groups so you can respond to basic queries, recognise escalation needs, and foster trust in regulated, enterprise, or risk-averse 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 the usual integrations for sales engagement platforms—CRM, email, dialer, calendar, and data enhancement—and learn how to present each integration’s benefits, risks, and technical aspects throughout the sales journey.
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 schedules, stages, and adoption indicators so you can establish practical expectations, lessen perceived risks, and work with customer success to create engaging, trackable success strategies 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, analyticsInvestigate 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 distinctly present unique value and scope.
Designing multi-step sequences and cadencesPersonalization at scale versus full automationTask queues, prioritization, and SLA handlingEngagement analytics and rep performance viewsA/B testing, experimentation, and optimizationAdmin controls, roles, and governanceLesson 9How to benchmark competitor pricing and packaging for realistic offersCreate a consistent method to compare competitor pricing and packaging so you can formulate practical proposals, steer clear of excessive discounts, and assuredly describe compromises in value, risk, flexibility, and overall ownership costs.
Building and updating pricing intelligenceDecoding public price pages and fine printUsing customer stories to validate benchmarksScenario modeling across vendors and termsHandling price-only objections with valueEthical use of confidential pricing dataLesson 10Seat-based pricing models, usage tiers, and typical add-onsBecome proficient in seat-based pricing, usage levels, and regular add-ons so you can arrange deals that reflect customer value, safeguard margins, and clearly explain pricing rationale to economic buyers, finance groups, and procurement units.
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
