Setup runs in four phases: license users, build cadences, configure templates and dialer, train the team. Plan three to six weeks for a non-trivial SDR-team rollout.
- License Sales Engagement users
Setup, Quick Find, Sales Engagement. Confirm the org has Sales Engagement licenses available. Assign the Sales Engagement permission set to every rep who needs the Work Queue and cadence tools.
- Build the first cadences
Setup, Sales Cadences, New. Define the sequence (Day 1 email, Day 3 call, Day 5 follow-up email). Configure step types, default delays, and any conditional branching. Most orgs start with 2-3 cadences (Cold Outbound, Inbound Lead Follow-Up, Reactivation) and add more as the playbook matures.
- Configure email templates and tracking
Build templates that match the cadence steps. Enable engagement tracking on outbound emails (the tracking pixel and link wrapping). Test from a sandbox or with a personal email to verify tracking events fire correctly.
- Integrate the dialer
Configure Lightning Dialer or the third-party dialer of choice. Set up call dispositions and voicemail-drop messages. Train reps on click-to-call from the Work Queue and disposition logging.
- Roll out, measure, iterate
Deploy to a pilot SDR team (3-5 reps). Measure cadence completion rates, response rates per step, conversion rates. Iterate on cadence design based on what actually drives meetings booked. Expand to the full team after the pilot proves the approach.
Email, call, LinkedIn message, custom task. Each step has its own delay, branching logic, and engagement tracking.
Manual (rep adds prospect), automatic via flow (Lead created on a campaign auto-enrolls), or rule-based (lead score above 70 triggers cadence assignment).
Lightning Dialer (Salesforce native) or third-party (Outreach Voice, Salesloft, RingDNA). Native Lightning Dialer is cheapest; third-party often has better call quality and analytics.
Sales Cloud Einstein layered on Sales Engagement adds Lead Scoring, Email Insights, Next-Best-Action recommendations. Optional but high-value.
- Sales Engagement is a per-user add-on license, not bundled with standard Sales Cloud. Budget alongside the Sales Cloud line item.
- Cadences without conditional branching feel robotic. Build branching from day one; static cadences alienate prospects within 3 to 4 touches.
- Email engagement tracking requires recipients to load images. Privacy-conscious recipients block tracking; rely on it as a signal, not a deterministic measurement.
- Lightning Dialer has call-quality limitations versus dedicated VoIP platforms. High-volume call teams typically pair Sales Engagement with a third-party dialer.
- Einstein next-best-action requires the separate Sales Cloud Einstein license. The base Sales Engagement product lacks ML-driven prioritization.