Sales Automation

The Extended Guide For Maximum Success

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Sales automation may just be the answer to all your selling woes. No, really.

Have you ever:

If you can relate to any — or all — of the above, you need sales automation. This guide will walk you through sales automation and the different sales automation tools that might benefit your team.

Quick access:

What is Sales Automation?
Sales Process Automation
Sales Platform vs CRM
Sales Automation Software for Reps
Sales Automation Software for Managers

What is Sales Automation?

Sales automation is speeding up manual, time-consuming sales tasks using software, artificial intelligence (AI) and other digital tools. It focuses on managing or owning responsibilities that salespeople and managers do on a daily, weekly or monthly basis.

Sales automation benefits your business, sales team, and bottom line in multiple ways because it:

The Danger of Sales Automation

As with anything, sales automation can also have its drawbacks. You never want to automate every aspect of your sales process - because then it will feel completely robotic and soulless to prospects. As a human, you add critical and irreplaceable elements to your deals.

So, if you're blasting out automated emails by the thousands or using an autodialer, you've crossed over to the dark side.

And beware, prospects don't take kindly to being pushed through this type of machine. You'll never get high conversion rates with these tactics, and worse, your company will earn an undesirable reputation.

Your team's sales process is an important asset. You have set it up so that you have an iterative process that everyone can follow. A sales process also makes it easy for you to identify gaps to improve. Sales automation software only makes your sales process more solid by streamlining the quality of certain tasks and freeing up time and energy to spend on prospecting and nurturing leads.

Sales Platform vs CRM

One type of sales automation software that you may think is particularly important: your customer relationship management (CRM) tool.

Yes and no.

Your CRM tool is a critical piece of your sales tech stack to keep track of everything that is happening but it's often not the most actionable platform.

We suggest investing in a Sales Engagement Platform that sync perfectly with your CRM. This way, you'll have a center wheel that supports and moves everything in the right direction, and still be able to be agile and flexible.

It also feeds data into the other sales automation tools and software your reps and managers use and syncs everything back to your CRM.

Sales Automation Software for Reps

Sales reps have a multitude of daily responsibilities. These aspects of sales automation will particularly help reps perform better.


Are you consistently running the same searches on LinkedIn? There's a better way. If you have a LinkedIn Premium or Sales Navigator account, you can set up a custom filter using your combination of criteria (for example, “CMO AND San Francisco”).

Choose to get email alerts every day, week, or month. Now you'll receive a prequalified list of prospects on a recurring basis without lifting a finger. (LinkedIn only sends you new profiles, so don't worry about seeing the same names again and again.)

Using an insights tool that lives in your email will also free up a ton of time. The Inbox Extension of Leadcamp pulls automatic enrichment for your prospect's contact details, social media profiles, and company so you can see everything you need to send the perfect email at a single glance. Now there's no need to open up a million tabs to discover what they tweet about, their job title, or even the last page they converted on.

Lead Enrichment

Knowledge is power. The more information you have about your prospect's company size, industry, and solutions, as well as their responsibilities, social media presence, current vendors, and so forth, the easier it will be to successfully connect with them and earn their trust.

That's where lead enrichment tools like Clearbit and ZoomInfo come in. These gather information from hundreds or thousands of data sources to give you an up-to-date, comprehensive profile of your prospect.

Clearbit Enrichment data is available in Leadcamp as standard.

Contact and Deal Creation

If you're still adding new contacts and opportunities to your CRM by hand, I've got great news: There's a much better way.

First, set up Leadcamp and set up the connection with your CRM. This will unlock automatic syncing.

Second, every lead you email will now be automatically pushed to your linkedin CRM together with all their information and company data. If a native integration isn't available, use Zapier (a third party tool that seamlessly connects your apps).

Email Templates

Prospecting, meeting confirmation, and follow-up emails usually do not and should not vary much. To increase response rates, personalize 30-50% of the content but no more.

Avoid copying and pasting messages — or even less efficiently, typing out the same basic sentences over and over — by creating email templates. Simply write master versions of the emails you regularly send to prospects, then save them as templates.

You can quickly customize them to the specific recipient and situation before sending them off. The upcoming Templates feature in Leadcamp even keeps track of which templates are top performers and which not so much.

Sales Email Automation

What if you want to send multiple emails to a prospect in a row, assuming you'll pick up the conversation once they reply to a standard email. You're leaving money on the table!

Tracking engagement in a whole enables you to nudge prospects much earlier in the stage. Something might trigger them but keeps them from replying, it's gold to be aware of this!

Leadcamp lets you do exactly that. Track all engagement from the moment an email goes out and get recommendations and reminders when engagement start to increase.

Meeting Scheduling

The process of scheduling a conversation with a prospect can feel like a tennis rally: You send over one date and time, they return with a different date and time, you send over another ... not only does this back-and-forth kill your deal's momentum, but it's also inefficient.

With an appointment and meeting scheduling tool, you can go right from “Want to see a demo?” to getting a slot on the calendar. Simply shoot the prospect a link to your schedule. They can choose any open time that works for them.

There are plenty schedulers out there, like Calendly amongst others.

Sales Calls

Self-reflection is an important part of leveling up, but let's be honest: Given the choice between listening to and reviewing your last call and getting on another one, you're always going to choose the latter. Thanks to new conversation intelligence tools, you can quickly see summaries of all your calls — both transcribed and analyzed.

Platforms like Gong, and Chorus pull out key pieces of your conversations (like which topics you covered, the action items you discussed, and which competitors came up) and even give you AI-powered insights about the opportunity.

Deal Management Automation

Get a prospect's voicemail — log the attempt in your CRM. Call two days later and reach them — log the conversation in your CRM. Send them a follow-up email — log the message in your CRM.

You're probably getting tired just reading that. Automating deal-related activity is a no-brainer; look for a tool that will remind and recommend you on key activities. Leadcamp can help with this and even create a Heat Score™ showing the overall engagement for each prospect.

Sales Automation for Managers

Sales managers have a completely different set of sales responsibilities then reps. Let's take a look at what those manager responsibilities look like in terms of sales automation.


If you lead a sales team, you might be spending an hour (or more) per day manually creating reports and then screenshotting or attaching them to emails.

There's a much easier way to keep your team informed motivated. Use your sales engagement platform to bring you key team actities. For example, you could see a daily salespeople leaderboard to spice the competition a bit.

Lead Scoring

Want to keep your reps laser-focused on the best opportunities? Use an automated lead scoring system. Lead scoring software uses demographic and behavioral data to determine how qualified a lead is, so salespeople know exactly which prospects to prioritize.

There are a few things to consider before investing in this kind of tool. Most tools require you to have a decent amount of current leads for the system to start working. Tools like Leadcamp are trained globally on a wide set of users, meaning you can start using this platform instantly.

The more touchpoints, the better. If your lead scoring tool can track as many channels as possible, combined with data enrichment, there are a ton of sources to work with.

Ready, Set, Automate!

With sales automation on your side, you can accomplish more on a "meh" day than you used to on your best days. Implement these tools, and let the results speak for themselves.

Editor's note: This post was originally published in September 2017 and has been updated for comprehensiveness.

What Leadcamp can do for you

The Sales Automation Platform for the now.

Multi-Channel Lead Heat Scoring

Leverage machine learning scoring algorithms that track and score engagement across multiple channels.

Predictive Recommendations

By analyzing interactions, AI will spot opportunities and make smart recommendations.

Native Data Integrations

Automatically send all collected data directly to your tools of choice. No more data silos.

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