Sales Automation - The Best Thing Since CRM

Last Update : 28.05.24 • Publication : 27.05.24 • Reading :

Imagine a life where every administrative task is taken care of by the algorithms, freeing up valuable human resources to focus time on exactly what matters like building relationships and fetching revenue. This is not just a utopian vision but a reality where the forward-thinking businesses are accepting today. The dynamic landscape of the evolving world realizes the essence of time and rising competition, sales teams face the daunting challenge of balancing effectiveness with efficiency. This is where the importance of the best sales automation tools is acknowledged working towards transitioning the way of handling sales processes.

Let us dive into this comprehensive guide which uncovers the realms of sales automation, its processes, nuances, and different ways it strengthens the sales professionals to achieve unprecedented levels of success.

What is Sales Automation?

Sales Automation means the apt utilization of technology and software for automating administrative tasks and streamlining processes within the sales cycle. These tasks include lead generation sales prospecting, lead scoring, email outreach, follow-ups, and data entry, among others. Automation of these routine activities, sales teams save time, reduce manual errors, and focus on more strategic activities like building relationships with prospects and closing deals.

Sales automation is not just about replacing human efforts with machines, it is more about enhancing the efficiency and effectiveness of sales processes. Through the implementation of advanced algorithms, artificial intelligence, and machine learning, sales automation software shall analyze vast amounts of data, identification of patterns, and predict outcomes, enabling sales teams to make more informed decisions while taking proactive measures for driving revenue growth and profitable customer journeys.

Understanding sales automation brings us to understand,

Green and Yellow Minimalist Business Training Agency Instagram Post (45)

What is a sales automation software or what is an automation platform?

A sales automation platform or an automation sales platform is a software solution designed for automating and streamlining various aspects of the sales process. These platforms leverage a range of features and functionalities aimed at optimizing sales workflows, improved efficiency, and sustained revenue growth.

How Does Sales Automation Platforms Benefit Your Entire Revenue Team?

Sales automation platforms share a variance of benefits to the entire revenue team, including sales representatives, managers, and executives. Some of the key advantages include:

  • Enhanced Efficiency:
    Automation of administrative tasks like data entry, lead scoring, and email follow-ups, helps sales representatives focus their time and energy on important activities like building client or prospect relationships and closing deals. This results in increased productivity and quick sales cycles.
  • Improved Collaboration:
    Sales automation CRM platforms provide a centralized system for the maintenance of leads, contacts, and opportunities making it convenient for team members to collaborate and share information. This helps to improve communication, reduce duplication of efforts, and ensure that every individual is working towards a common goal.
  • Better Lead Management:
    With features like lead scoring and automated lead nurturing workflows, sales automation CRM platforms support the team in prioritizing leads depending on their likelihood of converting and delivering personalized messages at the right time. This improves the effectiveness of lead generation efforts and enhances the rate of conversion.
  • Real-time Insights:
    These platforms of sales automation also offer advanced reporting and capabilities of analytics that provide real-time insights into sales performance, pipeline health, and individual sales rep activities. This full revenue intelligence platformhelps sales managers and executives to understand trends, track progress towards goals, and make data-driven decisions for optimizing sales strategies.
  • Scalability:
    As businesses evolve with teams, sales automation CRM easily scales to accommodate increasing sales volumes and complexity. Whether you are a small organization or a large enterprise, these platforms share the flexibility and scalability which is needed to support your growth objectives.
  • Improved Customer Experience:
    Automation of personalized communications, managing timely follow-ups, accurate sales forecasts and providing seamless experiences throughout the sales process, sales automation software help in improving the overall customer experience. This results in higher customer satisfaction, improved loyalty, and repeat business.

What is an example of process automation?

An example of process automation is the automation of the employee onboarding process in the organization. Traditionally, onboarding new employees incubates a series of manual tasks, paperwork, and coordination among various departments. However, with process automation, multiple of these tasks have been streamlined and automated which not only saves time but also reduces errors.

Green and Yellow Minimalist Business Training Agency Instagram Post (48)

It could work as mentioned below:

  • Automated Documentation:
    Using an HR management system, new employees can fill out necessary forms online before their initiation date. These forms include tax forms, direct deposit information, and employee handbooks.
  • Workflow Automation:
    As soon as the forms are submitted, the systems can automatically route them to appropriate departments or personnel for review and approval. For example, tax forms might be sent to the payroll department while IT requests are routed to the IT department.
  • Task Assignments:
    Automated task assignments ensure that all the important steps in the onboarding process are completed on time. For example, the system generates tasks for HR to set up advantages in enrollment meetings, IT can provision computer equipment, and facilitates to preparation of the new hire's workspace.
  • Automated Notifications:
    The system can send automated notifications to both new hires and relevant staff members to keep them informed about the status of the onboarding process. For example, new hires might receive reminders about upcoming orientation sessions, while HR and IT staff could be notified when tasks are completed or require action.
  • Integration with Other Systems:
    Process automation can be integrated with other systems used within the organization, such as payroll, time tracking, and employee directories, to ensure that all relevant information is accurately transferred and updated.
    As we move further in understanding more details on sales automation one of the major questions that arises is

Do sales automation tools replace sales reps?

However, even the best sales automation software does not replace the sales reps; rather it manages their capabilities and improves their efficiency. While sales automation software automates specific repetitive administrative tasks within the sales process like data entry, lead scoring, and email follow-ups, it can nowhere replace the human element of sales.

Sales reps play an important role in structuring relationships with prospects, analysis of their needs, addressing objections, and thereby closing deals. These are some of the pivotal tasks that need human empathy, reasoning, creativity, and problem-solving skills which cannot be replicated by technology.

Instead, sales automation software acts as a tool for supporting and empowering sales reps in their daily activities. Automation of routine tasks and sharing important insights and recommendations on data-driven adaptations, sales automation software allows sales reps to stay focussed on high-value activities enabling them to work more efficiently, close more deals, and drive greater revenue growth.

Having mentioned that another important aspect that needs to be understood is

How Does Automating the Sales Process Work?

Sales process automation involves the use of technology and software for streamlining and optimizing sales activity and tracking various stages of the sales cycle. It works by:

  1. Identifying Repetitive Tasks:
    The primary step of the sales process is to identify the tasks repeated and can be automated like lead generation, lead scoring, email outreach, follow-ups, data entry, pipeline management etc.
  2. Choosing the Right Set of Sales Automation Tool:
    Once the repetitive tasks of best sales automation have been understood, the next step is to select the appropriate sales automation software or tools. These tools vary on the needs and objectives of the sales team but may include customer relationship management i.e. the CRM software, marketing automation platforms, email automation tools, and sales enablement software.
  3. Customizing Workflows:
    With the chosen tools settled, sales teams now must customize the automated sales workflows for apprehending their sales pipeline. This includes setting up alerts, rules, triggers, and actions, that shall help in automating tasks like lead scoring, email nurturing, task assignment, and notifications.
  4. Integration:
    Sales automation tools often integrate with other systems and platforms used by the sales team like email clients, calendar applications, and other marketing automation tools and platforms. This is to ensure seamless communication and data synchronization across different systems.
  5. Monitoring and Optimization:
    Once everything is aligned, it is important to monitor their performance and make necessary adjustments as required. This involves keeping track of key metrics like conversion rates, response rates, and pipeline velocity along with making changes to workflows or processes for improved results.
  6. Continuous Improvement:
    Sales automation tool implementation is not just a one-time process, it is an ongoing process of continuous improvement. The sales team must regularly review and refine their process of automation so that there is no loophole in adapting to market changes, customer preferences, and business objectives.
    Automation of the sales process is an excellent choice to streamline repetitive administrative tasks, improve efficiency, and empower sales teams to dedicate their time and energy to high-value activities like building relationships with prospects and converting leads. Moreover, B2B sales automation is quite effective for sales reps too in driving revenue growth in the fast-paced competitive market.

What is B2B Sales Automation?

B2B sales automation is the appropriate usage of technology and software for automating and streamlining the sales process precisely tailored for business-to-business or B2B sales transactions. In B2B sales, the sales cycle appears to be more complex and often involves multiple decision makers, longer sales cycles, and high-value transactions as compared to business-to-consumer sales performance.

Green and Yellow Minimalist Business Training Agency Instagram Post (49)

B2B sales automation encapsulates a variety of tools and strategies defined specifically to improve efficiency, productivity, and effectiveness throughout the B2B sales process. Some major aspects of B2B sales automation include:

Lead Generation & Qualification:

B2B sales automation tools help in the identification and qualification of leads through a defined set of data analytics, lead scoring algorithms, and predictive analytics for prioritizing leads based on their specifications to convert.

CRM Integration:

B2B sales automation platforms merge with CRM systems to manage and track interactions with prospects and customers. This means capturing and storing contact information, keeping track of communication history, and management of sales pipelines.

Email Marketing Automation:

B2B sales can implement email automation tools for sending targeted, personalized emails to its customers and prospects. These tools include features like email templates, drip campaigns, and email tracking for improving engagement and nurturing leads through the sales funnel.

Sales Proposal and Contract Automation:

B2B sales automation platforms align the creation and management of sales, proposals, quotes, and contracts. This comprises the generation of templates, customization of documents, and management of electronic signatures for accelerating the sales process.

Account-Based Marketing (ABM):

B2B sales automation incorporates account-based strategies for targeting the key accounts and decision-making within those accounts. This involves personalized outreach, targeted advertising, and curated content for targeting particular companies or individuals.

Workflow Automation:

B2B sales automation tools efficiently automate the tasks and processes within the sales cycle such as lead nurturing, follow-ups, task assignments, and notifications. This enhances the efficiency of sales reps while reducing manual errors and ensures consistency across the sales team.

Analytics & Reporting:

B2B sales automation software shares insights into sales performance, pipeline health, and activities of individual representatives. This encapsulates dashboards, reports, and predictive analytics for tracking progress towards goals, identifying trends, and making data-driven decisions.

B2B sales automation tool allows sales teams to effectively manage and optimize complex sales pipelines in alignment with B2B transactions. Leveraging technology and automation allows B2B sales and marketing teams to enhance efficiency, increase productivity, and generate revenue in a highly competitive business environment.

Another critical aspect of CRM systems that needs to be understood:

What is Salesforce automation?

Salesforce automation also referred to as SFA is the aligned use of technology and software for automating and streamlining different aspects of the sales process. It blends a range of tools and functionalities designed for optimizing sales workflows, improving efficiency, and driving esteemed revenue growth.

The primary components of salesforce sales automation tool are listed below:

  1. Salesforce automation helps in lead management throughout the sales funnel from capturing leads to converting. This comprises lead scoring, lead routing, and capabilities of lead nurturing for prioritizing and engaging with prospects effectively.
  2. Salesforce automation tools also help facilitate opportunity management by tracking and managing sales opportunities through the pipeline. This includes features like opportunity tracking, forecasting, and pipeline visualization for improved visibility into sales performance and pipeline health.
  3. Salesforce automation enables marketing and sales teams everywhere to manage and track positive interactions with prospects and customers including the storage of contact information, tracking communication history, and managing customer profiles.
  4. Salesforce automation tools help in the automation of tasks and processes within the sales cycle like data entry, appointment scheduling, and follow-up reminders helping save time and reduce the chances of manual errors.
  5. This sales automation tool also offers analytics and reporting capabilities that help sales teams to keep track of key metrics, measure performance, see sales reports and identify trends. This includes dashboards, reports, and predictive analytics for sales reps in making accurate data-driven decisions and optimized sales strategies.

What is CRM in Automation?

CRM or customer relationship management in sales automation platform means to proceed with the integration of CRM software with sales automation tools and processes for streamlining and enhancing customer relationship management activities.

Some examples of sales automation software are Salesforce, HubSpot CRM, Zoho CRM, Microsoft Dynamics 365, Pipedrive, Huntme Leads, etc.

Green and Yellow Minimalist Business Training Agency Instagram Post (46)

Here is how CRM works within automation:

  • Automated Data Capture:
    CRM automation allows businesses to automatically capture and store customer data from multiple sources which includes website visits, social media interactions, email interactions, and sales calls. This means that customer information is always updated and easily accessible within the CRM system.
  • Lead Nurturing:
    CRM automation allows businesses to automate the lead nurturing processes by setting up automated email campaigns, personalized follow-ups, and targeted marketing communications based on consumer behaviours, preferences, and interactions. This helps businesses stay engaged with leads throughout the sales funnel and improves the likelihood of conversion.
  • Sales Process Automation:
    CRM automation helps streamline the sales process by automating repetitive tasks such as lead assignment, opportunity tracking, sales pipeline management, and generation of quotes. Automated workflows are created to automatically assign leads to the sales representatives, track the activities of each sales rep, and trigger follow-up actions based on predefined criteria.
  • Customer Service Automation:
    CRM automation enhances customer services through automation in the creation of support tickers, routing and resolution processes. Automated workflows are set up to route customer enquiries to the appropriate support team members, escalate urgent issues, and provide automated responses to common queries.
  • Analytics and Reporting:
    CRM automation provides businesses with valuable insights into customer behaviour, sales performance, and marketing effectiveness through automated analytics and reporting. Businesses can track key metrics, generate custom reports, and gain actionable insights for optimization of their strategies related to customer relationship management.

Many times, individuals are seen confusing and altering the usage of CRM and sales automation, it is because of the lack of knowledge in understanding the functionalities of both.

Hubspot and Huntme leads are leading customer relationship management (CRM) platforms and the best sales automation tools known globally. While Hubspot offers a suite of powerful tools and features designed to meet business needs, HuntMe Leads is a lead-generation platform that helps businesses and sales teams find and connect with potential customers.

Let us understand the details further:

What is sales automation in Hubspot?

Hubspot, a leading CRM platform offers a suite of powerful tools and features designed to meet business needs. Sales automation in Hubspot represents the integration of advanced tools and functionalities within the platform that automates various aspects of the sales process. From lead nurturing to deal tracking, Hubspot sales also empower sales teams to automate repetitive tasks, prioritize leads effectively and drive conversions.

How do I automate deals in HubSpot?

Automating deals in HubSpot involves leveraging the platform's robust automation tools to streamline the management of sales opportunities. By setting up automated workflows, tasks, and email sequences, businesses can ensure that deals progress smoothly through the sales pipeline, from initial contact to close.

Is HubSpot automation free?

As businesses evaluate their options for CRM and automation solutions, understanding the cost implications is crucial. HubSpot offers a free trial of its CRM platform, providing essential sales automation features such as contact management and deal tracking. However, certain advanced automation capabilities may require a subscription to one of HubSpot's premium plans.

What is the difference between CRM and Sales Automation?

Although both are used in sales and marketing but serve different purposes. CRM is used for managing customer relationships across different touchpoints while sales automation is precisely focused on the automation of sales-related tasks and processes that help improve sales efficiency and effectiveness. Let us get into the details below:

Green and Yellow Minimalist Business Training Agency Instagram Post (47)

Customer Relationship Management (CRM):

CRM is a system designed for managing interactions and relationships with customers and potential customers throughout the entire customer lifecycle. It includes tracking customer interactions across various touchpoints like email, phone calls, social media, and in-person meetings.

(i) CRM systems store a large range of customer data which includes: contact details and information, purchase history, preferences, and communication history.

(ii) CRM is focused on creating and maintaining strong relationships with customers, improving customer satisfaction, closing sales and driving customer loyalty.

(iii) CRM tools comprise features for sales, marketing, customer service, and analytics that help businesses to better understand their customers.

Sales Automation:

Sales automation is on the contrary a subset of CRM and is focused on automating repetitive tasks and streamlining sales pipelines. It includes the automation of tasks such as lead scoring, lead nurturing, email marketing campaigns, follow-up reminders, and the management of the sales pipeline.

  1. Sales automation tools work at increasing sales efficiency and productivity by reducing manual data entry and automation of routine sales tasks.
  2. It helps sales teams prioritize leads, track customer interactions, and management of sales pipelines more effectively.

Businesses also adopt strategies of marketing automation for delivering more personalized and timely marketing messages. This helps in improving lead generation and conversion rates, ultimately driving revenue growth through more efficient and effective marketing campaigns.

Let us understand what is considered marketing automation further:

Marketing automation is the right implementation of sales automation software and technologies and adeptly handles repetitive marketing tasks and nurtures leads more effectively. Some of the key components of marketing automation software are as follows:

  • Email Marketing Automation:
    Automated email campaigns are triggered by specific actions or events like sign-ups, purchases, or abandoned carts.
    Personalized email content is based on user behaviour, preferences, or demographics.
    Drip campaigns are the ones that deliver a series of targeted emails over time for nurturing leads through the sales funnel.
  • Lead Management and Nurturing:
    Lead scoring to prioritize leads based on their engagement level and likelihood to convert.
    Automated lead qualification and routing to the appropriate sales rep.
    Lead nurturing workflows that deliver relevant content to prospects at different stages of the buyer's journey.
  • Social Media Marketing Automation:
    Scheduled social media posts across multiple platforms.
    Social media monitoring and engagement tools to track brand mentions, comments, and interactions.
    Automated responses to common queries or interactions on social media channels.
  • Campaign Management and Analytics:
    Centralized dashboard for managing and tracking marketing campaigns across multiple channels.
    Reporting and analytics to measure the performance of marketing campaigns, track key metrics, and identify areas for improvement.
    A/B testing capabilities to optimize email subject lines, content, and calls-to-action for better results.
  • Workflow Automation:
    Workflow automation tools to streamline repetitive administrative tasks, and processes, such as form submissions, automated data entry, and follow-up communications.
    Integration with other business systems, such as CRM platforms, to synchronize data and streamline workflows across different departments.

What is the difference between Marketing Automation & Salesforce Automation?

Marketing automation and salesforce automation are both sales automation tools or sales automation software systems designed to improve business efficiency and effectiveness, but they both have different functions and focus on different aspects of the customer journey.

The breakdown of their key differences has been mentioned below:

  • Marketing Automation:
    Marketing automation is primarily focused on automating the marketing processes and activities for generating and nurturing leads for driving customer engagement and retention.
    It comprises features like automated email campaigns, lead scoring and nurturing, social media management, campaign management, and analytics.
    The goal of marketing automation is to attract, engage, and nurture leads through personalized and targeted marketing efforts which ultimately drive conversions and revenue.
  • Sales Force Automation (SFA):
    Salesforce automation is aimed at automating sales-related tasks and processes for streamlining the sales cycle, thereby improving sales efficiency, and enhancing customer relationships.
    Salesforce automation tools majorly comprise features like contact management, lead management, opportunity management, sales pipeline management, quote and proposed generation, and sales forecasting.
    The major goal of sales force automation help sales managers and teams manage their leads, opportunities, and customers more effectively, optimizing their sales processes, and increasing sales productivity and revenue.

While both marketing automation and sales force automation aim to enhance business processes and drive revenue growth, marketing automation is focused on the automation of marketing activities for attracting and nurturing leads while salesforce automation is focused on the automation of sales processes for streamlining the sales cycle and enhance the customer relationships.

What is the purpose of SFA?

The purpose of Sales Force Automation is to streamline and optimize the sales process through automation of repetitive tasks and provide sales representatives with tools and technologies for improved efficiency and effectiveness. SFA is aimed at enhancing sales productivity, increasing revenue, and improving customer satisfaction through the automation of various sales-related activities like lead management, opportunity tracking, contact management, pipeline management, and sales forecasting. Through automation of these tasks, SFA enables sales teams to focus their time and energy on building relationships with prospects, identifying new opportunities, closing deals, and ultimately driving business growth and success.

How is automation done in Salesforce?

Automation in Salesforce is achieved through various features and tools available in the platform. Salesforce offers a wide range of automation tools and capabilities to help organizations streamline their processes, improve productivity, and drive business growth. From simple workflows to complex business processes, Salesforce provides the flexibility and scalability to meet a variety of automation needs.

Some common methods of automation in Salesforce are as follows:

  • Workflows:
    Workflows in Salesforce allow users to automate standard internal procedures and processes to save time and maintain consistency across the organization. Workflows can be triggered based on certain criteria, such as when a record is created, edited, or meets specific conditions. Actions can include sending email alerts, updating fields, creating tasks, and sending outbound messages.
  • Process Builder:
    Process Builder is a visual tool in Salesforce that allows users to automate complex business processes by creating flows with point-and-click functionality.
    With Process Builder, users can define triggers, set criteria, and specify actions to be performed when certain conditions are met.
    It offers more flexibility and advanced automation capabilities compared to traditional workflows.
  • Flow Builder:
    Flow Builder is a powerful automation tool in Salesforce that allows users to build complex, multi-step processes and automate repetitive tasks.
    Flows can be triggered by various events, such as record changes, platform events, or user interactions.
    They can include logic, decision-making, and integration with external systems, enabling users to automate sophisticated business processes without writing code.
  • Apex Triggers and Batch Apex:
    For more advanced sales automation tools requirements, Salesforce provides developers with the ability to write custom code using Apex, Salesforce's programming language.
    Apex Triggers are used to execute code before or after specific data manipulation events, such as insert, update, or delete operations.
    Batch Apex allows developers to process large volumes of data asynchronously, making it ideal for tasks like data cleansing, migration, or complex calculations.
  • Approval Processes:
    Approval Processes in Salesforce automate the approval of records, such as opportunities, leads, or custom objects. Users can define criteria for when approval is required, specify approvers and approval steps, and set up email notifications and reminders. Approval Processes help ensure that critical business decisions are made efficiently and consistently.
  • Scheduled Jobs:
    Salesforce allows users to schedule jobs to run at specific times or intervals using the Apex Scheduler. Scheduled jobs can perform tasks such as data cleanup, data synchronization, or sending automated reports and notifications. They help automate routine maintenance tasks and keep Salesforce data clean and up-to-date.


It is evident enough that embracing technology is not just an option but a necessity for businesses striving for success in today's competitive landscape. Sales automation tools have revolutionized the way organizations operate, empowering sales teams to work smarter, not harder. Automation of repetitive tasks, streamlining processes, and providing valuable insights, sales automation paves the way for increased efficiency, productivity, and ultimately, revenue growth.

However, amidst the excitement of automation, it is important to remember the human element which is the relationships, the empathy, and the personalized touch that remain at the heart of every successful sales interaction.

Jagoda Myśliwiec

Meet Jagoda, she joined Infobel PRO in January 2023 and oversees all aspects of digital marketing for the company. Over the last four years, she has worked extensively in promoting and developing digital marketing strategies for both global and local American companies. Jagoda graduated with a degree in Environmental Engineering from Warsaw in 2017 and utilizes her analytical skills, creativity, and experience to implement innovative marketing strategies and digital approaches.