The sales engagement platform (SEPs) can be well-known to boost the efficiency and effectiveness of sales as well as teams that interact with customers, but they also play an important function in helping companies to increase the value and adoption of Salesforce. There are two approaches to integrate the sales engagement platform with CRM systems already in place and understanding the distinctions can help you choose the best option to increase efficiency and ease of managing.

This article delves into two distinct integration strategies and explains how choosing the appropriate platform architecture can impact your reps system admins, the revenue operations team and the overall success of the integration.

In the beginning, let’s discuss the two strategies and then what distinguishes them:

Strategy 1: Synchronizing Between Two Systems

• The most popular way sales engagement systems integrate with Salesforce is to sync data between both systems. It basically implies that the Salesforce database is transferred to a different location, and then is synced regularly. The non-Salesforce-native model has a few benefits, such as enabling AI to run across co-mingled, anonymized data sets and keeping new lead lists outside of Salesforce until they are qualified and ready to be added to the database. This non-native model requires fields must be mapped between both systems, and the ability to configure is restricted only to what the platform can do. This can lead to mistakes in data sync and data accuracy which need to be addressed via support calls to the service provider. These kinds of errors are common in organizations that have complex Salesforce implementations, which include a large number in custom-built objects. Security of data and compliance with international privacy laws can be an issue if data is kept in a different location outside of Salesforce.
• Non-Salesforce-native sales engagement platforms include Outreach, SalesLoft, Xant, Yesware, and Cirrus Insight.

Strategy 2: Native Salesforce Integration          

• Another option to sync Salesforce data to an software for sales and engagement is to select an application that is built in-line with Salesforce. This kind of native integration is great for businesses that wish to use Salesforce as their main system of records. Native Salesforce Integration is also an ideal option for businesses who use workflows or custom objects since anything that is set up or registered in Salesforce is incorporated into the native platform in a matter of minutes without the need to change fields or alter settings for configuration. The direct integration is well-known for its ease of utilize and manage, as well as giving companies more options to tailor the platform to suit different groups and different roles.

• Salesforce native Sales involvement platforms include Groove and Salesforce High Velocity Sales.

After we’ve discussed the distinctions between the two kinds of Salesforce integration, how can you choose which one would be the best fit for your company?

For you to make a better decision to make the right choice, we’ve listed seven advantages that Salesforce-based sales engagement platforms have over other platforms.

1. Actual-time Salesforce updates

We often hear: “Salesforce is only effective when reps utilize it.” But we also hear “Did you add it to Salesforce?” just as often, if not more. Many times, sales managers and system administrators are charged with keeping track of their reps , and reminding them to enter their actions in Salesforce and this is an experience that no one would like to engage in.

The benefit of the Salesforce native sales engagement system is that it is able to automate large quantities of data entry manually and activity recording, meaning reps are able to spend less time in sales. The activities that reps typically have to update every week are automatically recorded and transferred with Salesforce. Outbound and inbound emails are sent into Salesforce immediately. Reps can view, create and modify Salesforce records directly from their inbox. They can also search leads, contacts account, activity opportunity, and LinkedIn records in real-time when making contact with prospects or customers.

While non-native sales platforms are able to automatically log activity to standard objects but only native sales engagement platforms can track these actions in real-time. Through automating the capture of activity and removing the requirement to manually input data into Salesforce reps can get 20percent of their time and can concentrate on activities that are more important, such as creating relationships and earning revenue. Management is no longer required to remind reps to update their Salesforce and can count on their Salesforce data to be accurate and accurate, which improves forecasting and reporting. As time passes, these kinds of improvements in productivity and visibility could influence the revenue significantly.

2. Eliminate the Sync Errors and Latency

In our time, that is characterized by data all around us. Yet, if you only have a fragmented understanding of the data, you are at risk of making a mistake and making ill-informed business choices. If you don’t trust the information contained within Salesforce it’s extremely difficult to run your team. In addition, there’s the massive amount of time wasted trying to resolve sync problems.

The Zego team Zego used an un-native sales engagement platform , and had large numbers of sync errors due to the high speed that their company operates at. The sales operations team had to spend hours a week calling customer support and then be provided with solutions to deal with synced data. The constant errors were severe enough to negatively impact the efficiency of the team and their pipeline, and they eventually removed the non-native platform to switch to one that was built specifically for Salesforce. In the current highly competitive selling environment Teams can’t afford use a system that isn’t reliable in their efforts to establish relationships and close deals.

3. Create a customized user experience based on the Role, Team or Division

There’s a distinct distinction between a sales engagement platform designed to help prospecting, and an engagement platform designed for full-cycle sellers who need to close, open and grow their business. Buyers must consider their own needs and choose an appropriate platform. Platforms for sales engagement designed specifically for prospecting generally require users use the app instead of their Inbox This is ideal for teams who are moving through large volumes of outbound messages and calls. This is not the case for account executives and managers who need more sophisticated, 1:1 communication.

Native sales engagement systems in Salesforce are able to adapt to the specific requirements of these kinds of sellers. They only display what is relevant to that specific job department, team, division or workflow that is specific to the industry. Native platforms are much more manageable and easy to administer also, as they can replicate the organizational structures that have been constructed within Salesforce. From the information specific to users see in the interface, to the way data is synced back to Salesforce it is all customizable and does not rely on a universal method.

“With Groove, we have the features we require for our sellers and LDRs However, the basic platform also lets us make it available on any additional team that requires integration of their activities in conjunction with Salesforce.”

4. The Map can be used to create custom Fields, Workflows, and Objects

Native sales engagement systems from Salesforce effortlessly integrate with specific industry procedures, customized fields, and objects. This can be challenging, if almost impossible task for non-native platforms. Native platforms can immediately leverage the existing Salesforce configurations, fields and workflows. set up in Salesforce and remove the need to duplicate the configurations, fields and workflows on an additional system.

Administrators can also add customized Salesforce fields to meetings scheduled by sellers’ calendars and allow reps to modify opportunities based on the outcome of meetings. Managers can also see the number of demos, proposal reviews, kick-off calls , or any other type of meeting reps are participating in and also automate workflows within Salesforce in accordance with the outcomes they have specified. This simple automation gives reps the capability to create opportunities and then associate it with the contact directly from their calendars, reducing the task that would require fifteen minutes to three minutes. This isn’t feasible with platforms that aren’t native to the platform.

5. Don’t be afraid of your data: Make sure Salesforce is always up to date

It’s difficult to provide leaders and managers an accurate knowledge of the performance of their teams when the information in Salesforce isn’t current or accurate. The managers or Revenue Operations professionals know this reality all too well, and also understand the frustration of opening an overview of their dashboard, only to find it inaccessible due to an input error. They also understand that collecting accurate and precise data in real time is essential to track the forecast, reporting, and other information with certainty.

The most reliable method to make sure Salesforce integrity of data is to utilize a native platform that considers Salesforce as the primary system. Not only will it help save time, it also gives security when it’s time examine dashboards and analyse the performance. If you’re looking at the weekly, monthly or even yearly information, it’s guaranteed to remain accurate and current.

“With Groove, our AEs as well as AMs and SDRs enjoy an simple and user-friendly platform that they enjoy to use each day. In the end, we have more precise and up-to-date Salesforce data. Actually, following the implementation of Groove the way we work, our Salesforce data hygiene improved in a matter of minutes.”

6. Automated Workflows and Advanced Automation

Both kinds of platforms for sales allow businesses to automatize repetitive tasks that are required for multi-touch communication across all channels such as phone and Voicemail, SMS email social, direct mail. But, Salesforce native sales engagement platforms also offer advanced workflow automation features to ensure that reps do not have to think about changing Salesforce and there are no balls lost. For instance, Admins can configure custom triggers that will automate the reassignment of ownership when leads change levels, as well as associate calls logged by using an inferred status field or create opportunities instantly through meetings type fields on an invitation to calendar.

Sellers are able to collaborate with other members of the revenue team within Workspaces to plan their accounts and assigning Salesforce tasks to one another. This provides teams and sellers complete freedom in the way they wish to begin with their workflows or a company can opt for a top-down approach that is controlled by Marketing, and implemented by the representatives. Marketing automation tools can initiate immediate updates for Salesforce without having to integrate separately. The possibilities for automation of workflows are limitless.

7. Lower risk of compliance for GDPR, CCPA, and other global privacy laws

For businesses that require the highest level of protection for their data as well as security, storing information about CRM management  outside Salesforce is not an option. Global businesses cannot afford to lose or misuse crucial data while sync between platforms. They adhere to strict rules about sharing sensitive data on third-party systems.

To make matters more complicated, businesses must also comply with various privacy laws, including CCPA as well as GDPR. This is fairly easy to achieve for small businesses with a small tech infrastructure However, as companies grow the risk of compliance increases as the quantity of employees and systems that access information about consumers. As a rule of thumb the less systems an enterprise with global reach has to manage, the simpler it is to be compliant.

Native platforms retain all PII stored in Salesforce to act as the record system which reduces risk while making compliance easier. It also stops sales reps from uploading external contact lists to separate sales engagement platforms and from sending untracked, rogue and uncoordinated emails to non-approved contacts. The company can also allow opt-outs for all platforms that integrate with Salesforce such as surveys or marketing automation platforms.

The Bottom Line

The bottom line is that two kinds of platforms for sales engagement provide a different experience for admins and end users. Selecting the best design for your organization will boil to determining which one best suits the needs of your team in different categories like user-friendliness, flexibility as well as security, automation, and ease-of-use.