Just because you assigned a sales rep to follow up with a prospective buyer, doesn't mean he or she is rightly positioned to add value.
Buyers still continue to visit your website and respond to online messages independently while talking to reps. However, that activity is typically not visible to sales people.
From a technological standpoint, the same platforms that marketing is using to automate campaign engagements, can help. But your CRM system can also be augmented with tools that make sales folks more productive. Think about portals that intelligently provide reps with supporting content with a proven track record of being relevant at a specific stage in the sales and buying cycles.
Last but not least: what about applets that make sales reps win precious time when performing the actual communication? LeadFabric can help you weave in these assets and tools too.