The difference between CRM and sales engagement is that a CRM is a data repository, and sales engagement is a tool to manage customer outreach. So while a CRM tracks, organizes, and stores customer data, a sales engagement platform will use that data to create personalized interactions with prospects across communication channels.Given CRM and sales engagement software’s complementary functions, they’re best used in tandem. For instance, a sales engagement platform will automatically update leads qualified by the CRM into automated workflows.In other words, qualified leads will be efficiently and effortlessly integrated into the buyer journey. The sales team will know who best to contact, how best to do it, and even how to frame the messages. After the sales engagement platform has been deployed, the sales team can use the data analytics dashboard to inform strategy on channels, timing, and messaging.