Sales engagement applications (SEAs) streamline how sellers orchestrate sales activities and deal workflows at scale. They optimize seller productivity by combining three key capabilities into a single interface: multichannel engagement (e.g., email, voice, SMS, video, social media), workflow execution and time-saving AI/automation. Because the technology is a new front end for SFA/CRM, sellers rely on it to streamline guidance into whom to engage and when, and what messaging to use, while capturing sales activities back into SFA/CRM. Vendors in the market have expanded to offer a portfolio of capabilities, configurable to the needs of a wide array of customer-facing B2B selling use cases.