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What is Sales Automation?

Salespeople have been responsible for completing administrative tasks, such as processing orders, identifying leads, filling out client information, updating sales and customer databases, and preparing monthly sales reports, for so long. Customer relations tasks include contacting leads, forming healthy relationships with prospects, handling client inquiries, resolving customer complaints, closing deals, and maintaining customer loyalty. 

It becomes increasingly difficult for salesmen to accomplish their duties as a business organization grows along with its prospects. The sales automation solution was born in response to this need for customer relations tasks that effectively generate sales and revenue over repetitive, non-value-added administrative tasks that do not add value.

How Does It Work

Essentially, sales is the process of turning prospects into customers. It is a demanding job with plenty of background work that goes into engaging with prospects. Performing background administrative tasks is time-consuming, labor-intensive, and does little to generate revenue. As a result of administrative tasks taking up 15% of a sales representative's time, he or she becomes inefficient in selling.

To reduce manual data receipt, storage, and processing, most companies have adopted spreadsheets. Even so, most of the data process still relies on human intervention to classify, interpret, and ultimately initiate feedback and actions. 

By reducing manual and repetitive tasks, sales automation software solutions have penetrated today's business models thanks to information technologies and continuous improvement initiatives.

Through artificial intelligence, sales automation tool collects information from numerous sources – such as customer databases, tracking records, marketing advice, and preprogrammed instructions – analyzes it according to priority and effectiveness, and then provides the most optimal recommendation or executes the best action.

Essentially, sales automation improves mechanization in the workload, freeing a large amount of time for the convenience and morale-boosting of sales representatives while simultaneously enhancing personal time for client relationships.

Research, lead identification, database creation, and guidance are all automated in an ideal and comprehensive sales automation system. As a result, sales representatives have enhanced knowledge, support, and confidence to accomplish their goals with the help of a supplementary setup. 

The purpose of technology is to provide customers with new opportunities to do jobs they want to be done.

According to Tim O'Reilly

Tools in Sales Automation

Tracking and Notification

As a salesperson, you are constantly addressing prospect inquiries, chasing expectations, meeting appointments, and determining which leads are on the verge of conversion. Sales representatives are often overwhelmed if they don't have structural tracking support. 

A sophisticated tracking tool is essential to facilitate coordination among various members and functions of the business, especially sales, and marketing. Information that is supposedly communicated among other sales agents and managers is crucial information like awareness campaigns and prospect engagement (e.g. phone calls, e-mails, appointments). Additionally, highly integrated software allows instantaneous feedback and real-time recording.

Tracking can be enhanced with notification systems that alert support teams, managers, or even the sales rep himself to take action at the right time.

By removing these tasks, the sales representative can engage in a more meaningful interaction with their clients, resulting in a higher conversion rate.

Strategic Pipeline and Funnel Planning

In order to better understand and optimize deals and leads, the sales pipeline and funnel are famous theories.

A pipeline represents discrete stages through which a prospect may progress toward a goal. In the context of sales, the goal is to close a deal and ensure retention (if applicable). In order to ensure leads move forward smoothly and quickly, pipeline planning and optimization are imperative. It is important to identify stages that are too lengthy, unnecessary, or redundant and to address them immediately.

The funnel demonstrates the journey of prospects toward potential conversion and retention. It provides sales analysts with insights into the weaknesses of a particular stage. To augment the highlighted stage, representatives can be provided with special attention, and support, such as sales education, training, or special support.

Although it is invaluable, building the actual data and analyzing it with set metrics is a daunting task. It is nearly impossible for sales representatives to accomplish.

Data collection, translation, and reporting is easy with automated pipeline and funnel analyzing software for dynamic businesses. The manager can focus on more useful activities such as root cause analysis and corrective action management instead of manual input and data processing.

Efficient resource assignment

Achieving sales success requires managing and matching prospects with appropriate sales representatives, considering the unique needs and expectations of clients and the availability, convenience, and individual skills of salespeople.

There is a possibility that mismatching can cause the deal to end before any real contact is made. This can leave either party feeling uncomfortable or overwhelmed, which can hinder a meaningful relationship.

The sales manager may still have bias and partiality when it comes to assigning people, even though they have good judgment. For instance, he or she would normally assign the most important clients to the most competent rep. In the long run, the assigned rep may be daunted by the task, especially when clients are far away. Due to a lack of exposure and experience, newbie reps may not be able to develop their skills.

Sales managers can supplement their judgment on how to manage resources efficiently by analyzing both prospects and affiliates objectively.


When it comes to sales, timing is everything. Catch the prospect at the wrong time, and you can kiss your deal goodbye. 

The representative's availability is also critical, of course. To avoid piling pressure on a single day and to ensure relaxation after a good day's work, it's best to evenly distribute the workload over the week. Double booking is a nightmare for anyone.

In the old days, scheduling was like playing cat-and-mouse with e-mail or text. A rep would send a demo, seminar, or appointment schedule to a prospect. The prospect replies with a preferred date. However, the rep is busy on the schedule, and they keep exchanging until they agree. That doesn't sound bad, does it? Imagine the rep's workload chasing the prospect's convenient time chasing a weekly quota.

Marketing and sales teams can easily organize campaigns and engagements with prospects through an automated scheduling tool like a shared event calendar. Furthermore, more efficient outreach to a wide audience is easier to facilitate. 

An organized calendar allows prospects to choose when it's convenient for them, while an organized calendar allows sales and marketing teams to reach a wider audience in a shorter engagement period.

Shortlisting and Lead Nurturing

Stop selling ice to Eskimos! It's crazy!

In the old days, salesmen were supposed to be able to sell anything to anyone, hence the expression "selling ice to Eskimos." But in today's busy world, would anyone do that for bragging rights?

However, some sales reps believe that widening the entry point of the sales funnel leads to the same result. The goal of sales reps is to convert as many prospects into loyal ones as possible. The problem here is that giving full attention to the massive pool of prospects may risk diluting the quality of the sales process, ultimately being counterproductive.

A more focused and strategic approach can be achieved by shortlisting qualified leads based on defined rules such as product size, growth forecast, and revenue for B2B, and income bracket and proximity for B2C.

As you already know, setting filters and encoding data isn't a man's job. Lead management software can identify which leads are most likely to advance. The lead's record can be updated with preferences, availability, and supplier history along with basic contact information. Sales representatives can use various information gathered from prospects as valuable research and support to provide more personalized sales experiences.

To maintain interest and increase conversions, automation, and customized service combine to offer clients an enticing experience.

Accurate and punctual report making

A report is an essential element of bottom-up communication. It consists of specific metrics and KPIs that higher-ups analyze in order to produce a support system that sustains process strengths and bolsters weak links. 

It takes a lot of time and effort to generate quality reports. Field time, data gathering, encoding, charting, and tabulating - are the first steps in a lengthy report-making process. 

Moreover, non-standardized procedures for individual reports can lead to inconsistencies, missing data, and redundancies, making it impossible to generate a comprehensive summary.

A sales representative should always be looking forward – close a deal now, and look forward to closing another one in the future. When a representative looks back at his previous event to complete a report, he is wasting precious time that could have been used to learn and develop his skills, engage with prospects, or close a deal.

It prevents the inclusion of unnecessary information and saves sales representatives' time and effort by providing a standardized and organized platform for collecting, securing, and processing concise and specific data. 

Management can easily understand and interpret information via comprehensive presentation formats or infographics.

Benefits of a Sales-Automated System


The prospect can experience a prompt, organized, and customized flow of transactions from beginning to end with an automated system that supports the refined sales process. 

Old marketing styles are bombarded with pushy, annoying, and spammy approaches. When a busy period occurs, advertisements and follow-up notifications may appear randomly in text messages and emails, which may squeeze their way in. Furthermore, the content is often too general and irrelevant, leaving prospects confused and disengaged.

Apparently, he just sent me 5 emails on the same day, saying the same thing. I guess I'll take it. I'll give him a call soon.

- No one

When it comes to scheduling appointments, setting convenient areas, customer personalization, and communicating information accurately, prospect experience has to be given top priority.

Presumptuous approaches that are partial and lack a personal touch have no advantage over automated software that analyzes prospect behavior patterns and preferences.

Is it possible that a machine could enhance the humanistic aspect of sales?

Sales Representative

Give our salespeople a break. They're under tremendous pressure being subject to quotas and dealing with different personalities of prospects.

By automating most administrative tasks and non-direct sales work, they can focus on more meaningful work, which is bringing in sales.

Furthermore, AI in automation solutions provides substantial insight and a flexible framework to guide reps in decision-making and action execution. As an example, it can suggest alternative strategies based on prospects' historical preferences. It can also remind reps to initiate phone calls at certain times based on prospects' online activity.


The sales automation software performs all the dirty work between data entry and report presentation as precisely, comprehensively, and timely as your organization's budget allows.

Technology allows managers to enjoy sophisticated report outputs, from quota dashboards to funnel and pipeline infographics, utilizing real-time database updates and high-speed data processing.

Therefore, executives can spend the time saved preparing and interpreting reports on creating solutions to improve organizational performance.


Sales automation is not meant to replace people in sales but rather to complement them. Automating multiple repetitive and tedious dimensions of selling, sales representatives to achieve their goals more efficiently.

Furthermore, sales automation incorporates comprehensive information on a business, its prospects, and the capabilities of sales representatives to the movement of organizational elements in addition to speed and accuracy. AI for sales automation evolves with pipelines and funnels, so future endeavors are better prepared.

A steep climb to the top requires businesses to loosen up their workloads in order to succeed.

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