Sales engagement is the process of interacting with potential clients to build relationships and encourage them to purchase a product or service. Essentially, it’s the way companies communicate with people (who may turn into customers). The goal of sales engagement is to move leads through the sales funnel more efficiently and effectively by providing the right information and touchpoints at the right time. The basic idea is that for every potential customer, there’s a certain engagement threshold they must meet to be convinced to make a purchase. Sales engagement is the strategy of moving leads towards that threshold.