Sales orchestration

Coordinating activity across reps, channels, and tools from a single rules layer so outreach fires at the right account at the right moment.

Where this term appears on Landbase

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Frequently asked questions

What is sales orchestration?
The rules layer that decides what each rep should do next based on account state, signals, and pipeline data. Different from sequencing. Orchestration is more strategic, sequencing is more tactical.
Who builds sales orchestration?
GTM engineers or technical RevOps leads, usually in a workflow tool (Tray, Workato) or custom code. Orchestration is too custom-per-org to be a generic SaaS product.
What's the simplest example of sales orchestration?
"When a Tier-A account hires a VP RevOps, alert the AE and enroll the new hire in a personalized sequence within 24 hours." Multi-step, multi-channel, signal-triggered, human-supervised.
How is sales orchestration different from marketing orchestration?
Marketing orchestration runs campaigns at scale; sales orchestration coordinates rep-by-rep decisions. They overlap when an inbound campaign hands a lead off to an AE. The orchestration layer is what makes the handoff work.
How does Landbase enable sales orchestration?
By exposing signal events as orchestration triggers. The orchestration layer subscribes to Landbase webhooks, then decides what to do based on account state, rep workload, and motion definition.