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:
- increases the productivity and performance of your sales reps;
- turbocharges your efficiency;
- improves the accuracy and accelerates your sales process;
- ensures your sales leads don't fall through the cracks;
- streamlines the quality of your sales tasks;
- reduces response time which can increase customer satisfaction;
- keeps sales data consistent across your sales organization;
- allows efficient use of otherwise scarce resources (like a small sales team or budget).
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.
Sales Process Automation
Sales process automation is the process of automating various steps in your sales process so
that your sales reps can focus less on administrative tasks and more on connecting with and
selling to your prospects and customers. It also ensures that your sales process is
streamlined and uniform.
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.
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).
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.
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.
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.
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
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