Learn More About Sales Engagement Software
Sales Engagement software buying insights at a glance
Sales Engagement Software helps sales teams manage and enhance interactions with prospects and customers across multichannel touchpoints, such as email, phone, CRM, and content systems. These platforms typically integrate with CRMs, email, calling tools, and more to centralize communication, automate customer outreach, and streamline sales productivity. They are designed to improve workflow and personalize engagement to increase conversion and retention rates.
Most Sales Engagement platforms are priced per user monthly or annually, averaging approximately $71 per user/month when billed annually (or $853/year), with free plans available for small teams and enterprise solutions reaching up to $3,960 per user/year.
If you’re evaluating Sales Engagement software, consider your organization’s size, sales process complexity, integration needs, pricing transparency, onboarding support, and AI capabilities. Essential questions include:
- How accurate and frequently updated is the contact and company data?
- What onboarding, training, or support resources are included in the subscription?
- What integrations are available with CRMs, dialers, and content tools?
- How customizable are workflows, cadences, and multichannel engagement features?
- Does the platform provide AI assistance for outreach optimization and lead prioritization?
G2’s top-rated Sales Engagement systems currently include Salesforce Sales Cloud, HubSpot Sales Hub, ZoomInfo Sales, Apollo.io, and ActiveCampaign.
What is Sales Engagement Software?
G2 defines Sales Engagement software as a tool designed to help sales teams interact with prospects and customers throughout the buyer’s journey. A typical sales engagement platform enables users to interconnect email, content management systems, phone conversations, CRMs, and other sales tools. This allows them to house all customer data and communication in one central location, making prospecting and engagement with customers more efficient, streamlined, and personal.
Sales Engagement Software, sometimes called Sales Engagement Platform (SEP), works alongside existing Customer Relationship Management (CRM) systems to simplify sales processes, improve productivity, and personalize customer interactions.
The global sales engagement software market is projected to grow from $5.5 billion in 2023 to $12.1 billion by 2030, expanding at a compound annual growth rate (CAGR) of 11.8% during the forecast period. (Source 1)
On G2, the Sales Engagement Software category currently features 208 products and has amassed 4,673 verified user reviews in the past 12 months. (Source 2)
What are the top-reviewed Sales Engagement software on G2?
G2 ranks the top sales engagement software using a proprietary algorithm that combines real-user satisfaction scores with product popularity based on review data. Below are the five highest-rated Sales Engagement solutions in this category on G2:
- Number of Reviews: 3071
- Satisfaction: 99
- Market Presence: 99
- G2 Score: 99
- Number of Reviews: 3304
- Satisfaction: 97
- Market Presence: 90
- G2 Score: 94
- Number of Reviews: 1267
- Satisfaction: 97
- Market Presence: 85
- G2 Score: 91
- Number of Reviews: 4442
- Satisfaction: 100
- Market Presence: 73
- G2 Score: 86
- Number of Reviews: 3345
- Satisfaction: 96
- Market Presence: 72
- G2 Score: 84
These rankings are determined by combining verified user ratings and publicly available web search popularity data:
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The Satisfaction Score measures user satisfaction with software products based on user feedback, review quality, quantity, and recency. It helps buyers easily understand how well a product meets user expectations. (Source 2)
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The Market Presence Score measures a product's prominence in its market. It combines data from G2 user reviews and external sources, focusing primarily on product-specific factors to reflect real-world popularity and vendor influence. (Source 2)
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G2 ranks products using a unique scoring system called the G2 Score, calculated from real user reviews, online data, and social signals. These scores make it easier to compare and evaluate different software products within each G2 category. (Source 2)
Sales Engagement software pricing and cost considerations
Sales Engagement software pricing considers a variety of strategic, technical, and customer-centric factors when it comes to cost. These factors could include: vendor cost, feature complexity, number of seats (seat-based pricing model), usage limits, deployment, target market, competitive benchmarking, ROI positioning, and contract terms.
Pricing categories typically include:
- Free-tiers (and free trials): Offers basic sales engagement features suitable for small teams, startups, and personal use. Free versions may have limited automation needs.
- Entry-Level and Mid-Market tiers: Features moderate functionality and aims to meet customer needs. Typically follows a per-user or subscription model, catering to growing businesses.
- Enterprise-Level Tiers: Highly customizable, robust platforms with advanced analytics, reporting, support, deployment services, and security compliance for large organizations.
Most sales engagement platforms are priced per user (seat–based) per month, though annual billing is often available at a discount. According to G2 data covering 45 sales engagement products across 126 pricing editions, the average annual license cost is approximately $853, or about $71.08 per user per month when billed annually. While some vendors offer free versions, premium or enterprise-grade sales engagement solutions can reach up to $3,960 per user per year.
Organizations should evaluate the Total Cost of Ownership (TCO) when investing in sales engagement software, taking into account key expenses such as onboarding and rep enablement, ongoing user training, CRM and third-party tool integrations, and access to premium support services. Additional costs may arise from advanced feature add-ons (e.g., AI automation, predictive analytics), communication usage limits (e.g., call credits or email volume), and customization for enterprise-scale deployments.
Types of Sales Engagement Software on G2
G2 offers a variety of sales engagement software and products based on functionality and focus areas. Here are some key types to consider:
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AI Sales Assistance: Utilizes AI technology to enhance sales activities through features like AI-driven insights and automation.
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CRM Integration: Integrates with CRM systems to offer a unified view and improve the sales process with seamless data sharing.
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Email Tracking: Enables email tracking to monitor and analyze how recipients engage with your communications.
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Lead Intelligence: Provides insights about leads to improve targeting and engagement strategies.
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Outbound Call Tracking: Helps track and manage outbound calls as part of your sales process.
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Sales Analytics: Offers analytical tools to help understand sales metrics, performance, and customer data.
Top Sales Engagement Software features rated by G2 reviewers
Sales engagement software can support a wide range of sales team activities, but not every platform is the same. Depending on your organization and team strategy, it’s important to evaluate the features offered for each software product. Here is a list of top features, according to G2 reviewers:
- Multichannel outreach: Engage prospects through email, phone, SMS, and social media, all from a single platform.
- Email tracking & automation: Automate personalized email cadences, and track opens, clicks, and replies to optimize messaging.
- Sales dialer & voice integration: Call prospects directly from the platform with click-to-dial, call recording, and voicemail drop functionality.
- Calendar integration: Schedule meetings seamlessly by syncing with calendars like Google or Outlook.
- Sales workflows: Create structured sales sequences with task automation and branching logic based on prospect behavior.
- CRM integration: Sync data bi-directionally with CRMs like Salesforce or HubSpot to personalize outreach using real-time insights.
- Lead prioritization & scoring: Rank prospects by likelihood to convert based on firmographic and behavioral data.
- AI recommendations: Use AI to suggest the best time, channel, or message for engaging each prospect based on past interactions.
- Sales coaching & insights: Provide reps with feedback and performance insights to improve messaging, technique, and productivity.
- Performance analytics: Track outreach effectiveness by channel, team member, campaign, and customer segment.
- Content management: Store approved templates, scripts, and assets for consistent, on-brand communication across the sales team.
- Generative AI capabilities: Draft personalized emails or sales messages using AI text generation based on prompts or CRM context.
- Integration capabilities: Connect with sales CRMs, communication tools, and marketing platforms to create a seamless sales tech stack.
Top Sales Engagement Software benefits identified by G2 reviewers
Based on G2 reviewers, there are several benefits when utilizing sales engagement software, which include:
Ease of Use: Users frequently highlight that the platforms are intuitive and simple to navigate, reducing onboarding time and improving adoption.
“It helps your data stick to one place and has great compatibility to be used with various other applications directly (ease of integration). Beyond this, it also ensures that you can create the dashboards as per your requirements. You also get to keep visibility of the deals that are being worked upon by your subordinates.” - Akshay B, Enterprise Implementation Mgr.
High-Quality Data Access: G2 reviewers value the accuracy, depth, and availability of contact and company data, often mentioning better lead targeting and research.
“The app team has exceeded our expectations in terms of functionality and onboarding support. The best features of the platform so far include being able to see which companies are visiting key pages on our website, being able to update our existing CRM database, and automating our go-to-market business development strategies. The sales process was top notch (we strive to emulate it ourselves), and the onboarding process helped our team maximize the value from the platform. Even though we are in early days, the preliminary results are impressive with more qualified sales opportunities in our pipeline.” - Greg S, CEO.
Time Savings: Automation of outreach, simplified workflows, and quicker access to data streamline daily sales tasks.
“The built-in meeting scheduler – I use this all the time. It syncs with my Outlook calendar and saves so much time when booking calls. I don’t have to go back and forth on availability anymore. Templates for emails – This was a game-changer for me. I can write a message once, save it, and reuse it with a few tweaks. It’s a huge time-saver, especially when I’m reaching out to a lot of people. Real-time activity feed – I like being able to see who’s opening emails or visiting the site. It gives me a better idea of who’s interested without being too pushy.” - Avon Y, Marketing Associate.
Sales Outreach Tools: Sales engagement software emphasizes the strength of outreach features like automated cadences and multichannel touchpoints.
“This tool provided a much-needed insight into our service market buyer intent search activity and the key decision makers in those organizations. I typically use this program daily, and it is always open in my browser. It integrated well into our Hubspot CRM and Outlook email.” - Harry A, National Sales Director.
Top Sales Engagement software challenges identified by G2 reviewers
While there are several benefits of sales engagement software, users can encounter challenges that can impact usability, effectiveness, and return on investment (ROI). Analyzing thousands of G2 reviews shows persistent challenges, including data reliability issues, UX friction points, feature constraints, and onboarding difficulties. Below, we break down the most frequently reported obstacles:
1. Data accuracy and reliability issues: Reviewers often express frustration with outdated or inconsistent contact data, which undermines outreach efforts and affects conversion rates.
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Questions to ask your Sales Engagement software vendor: How often is your contact data refreshed and validated? Do you provide transparency into data sources or offer data enrichment capabilities?
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How to overcome this challenge: Look for vendors who offer real-time data validation features. Ask about data update frequencies and test sample records for accuracy before committing.
2. Steep learning curve for advanced users: Even when some tools offer intuitive interfaces for basic tasks, users frequently mention advanced features or workflow customization requiring time to master.
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Questions to ask your Sales Engagement software vendor: What onboarding, training, or certification resources are available? How do you support teams during the implementation phase?
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How to overcome this challenge: Select a vendor that offers guided onboarding, help documentation, tutorials, and live support. Consider platforms with role-based UX customization for varying experience levels.
3. Limited feature flexibility: Several users report a desire for more customizable workflows or enhanced multichannel features. Rigid systems can restrict how teams engage prospects.
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Questions to ask your Sales Engagement software vendor: Can users customize sequences, cadences, or outreach logic? What’s your product roadmap for expanding multichannel capabilities?
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How to overcome this challenge: Look for sales engagement software that often announces frequent feature releases or transparent timelines. Ask about community-driven updates or custom development options for enterprise clients.
4. Inconsistent performance and occasional bugs: Some reviewers mention platform slowdowns, glitches, or UX quirks that disrupt daily productivity, particularly with large data sets or integrations.
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Questions to ask your Sales Engagement software vendor: What uptime do you guarantee, and how are performance issues resolved? Can you share recent improvements or bug-fix logs?
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How to overcome this challenge: Evaluate platforms through trials and request SLAs. Favor vendors with dedicated success teams and visible issue-tracking or changelogs.
5. Integration complexity or limitations: While sales engagement platforms aim to be the center of outreach operations, CRM and tool integration challenges are a common complaint among G2 reviewers.
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Questions to ask your Sales Engagement software vendor: What integrations are native, and which require third-party connectors? Do you support custom integrations or offer technical implementation help?
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How to overcome this challenge: Seek platforms with app integrations to your core CRM, email, and dialer stack. Clarify whether support is available for integration setup or troubleshooting.
What is Sales Engagement software used for?
Based on thousands of G2 reviews, sales engagement software is primarily used for lead discovery, automating personalized outreach, enhancing lead quality, and improving overall sales productivity. Here is a detailed breakdown of these uses:
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Lead discovery: Users rely on sales engagement tools to identify and find potential customers. Platforms often provide verified contact data and company insights, helping sales teams build targeted lists of high-quality leads.
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Automated outreach and sequencing: Sales reps frequently use these platforms to create multistep outreach sequences that span email, phone, LinkedIn, and SMS.
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Time-saving and productivity gains: Reviewers highlight the significant time savings from automated tasks, scheduled cadences, and centralized dashboards. This allows teams to focus more on selling and less on administrative work.
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Data insights: Users value the ability to access real-time information about buyer behavior, account intent signals, and contact activity within the same platform.
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Improving outreach quality and conversion: By using engagement analytics (e.g., open rates, reply rates, call connects), teams can test messaging, optimize cadences, and increase the likelihood of securing meetings and moving deals forward.
Who uses Sales Engagement software?
There are a variety of job roles for which sales engagement software is used. Analyzing G2 reviewer demographics, typical users include CEOs, owners, founders, account executives, directors, and managers. Common industries where this software has been used include computer software, IT services, marketing and advertising, financial services, and staffing/recruiting services.
Common Sales Engagement software integrations
We analyzed extensive user-review data to identify common software categories users frequently integrate with sales engagement software:
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Customer Relationship Management (CRM) systems: These are the most essential integrations for sales engagement tools, enabling two-way sync between outreach activity and customer records.
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Email and Calendar Platforms: Sales Engagement integration with email and calendars is crucial for automating and scheduling meetings with customers.
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Dialers and VoIP Tools: Some platforms can integrate with native dialers and Voice over Internet Protocol (VoIP) features to sync call logs, recordings, and call outcomes.
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Sales Intelligence and Data Providers: These integrations allow users to enrich contact data and access buyer insights without switching platforms.
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Document & Content Management Tools: Some sales engagement platforms integrate with content management systems to include sales collateral in sequences or track content engagement.
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Marketing Automation Platforms: These integrations help unify the sales and marketing funnel, especially for lead handoffs and lifecycle tracking.
Future of Sales Engagement Software
Real-Time AI Assistance in Sales Interactions: Companies are deploying AI assistants to support sales representatives during live customer interactions. These assistants provide real-time information and suggestions, improving response times and enabling reps to focus more on consultative selling.
Integration of Buyer Intent Data: Modern sales engagement tools are incorporating buyer intent signals to identify and prioritize prospects who are actively researching relevant products or services. This integration enables sales teams to engage with potential customers at the optimal time, enhancing conversion rates.
Consolidation of Sales Tech Tools: There's a growing trend towards unifying various sales tools into comprehensive platforms that offer functionalities like revenue operations, conversation intelligence, and predictive analytics. (Source 3)
