Growth Marketing

The Ultimate Guide To Sales Automation Tools

Understand what sales automation is, its benefits, and the best practices to implement it in your org.
June 15, 2023
min read

Book a Demo

Thank you! Your submission has been received!

I. Introduction

In the digital era, businesses are immersed in driving meaningful, contextual, and hyper-personalized conversations with customers. Traditional methods of engagement are no longer sufficient in boosting engagement and loyalty. Sales automation is helping SaaS companies more efficiently and successfully optimize their customer engagement strategies to improve sales outcomes.

Sales efficiency is a fast and easy way to boost sales productivity. An efficient sales team is able to use more of its valuable time on selling activities rather than on tangential tasks. In reality, salespeople spend 66% of their time on non-selling activities. By eliminating repetitive, manual, and time-consuming sales tasks, sales automation enhances efficiency and productivity.

II. Understanding Sales Automation Tools

A. Defining Sales Automation and Its Key Objectives

Sales automation software allows businesses to automate repetitive sales tasks and improve sales workflows. Its primary objective is to increase the efficiency of sales efforts in closing deals faster and managing customer relationships effectively, thereby supporting the revenue goal.

B. Overview of Sales Automation Tools and Categories

According to the McKinsey Global Institute (MGI), approximately a third of sales and sales operations tasks can be easily automated with existing technology.

Sales automation software can be customer-facing (e.g., Mailchimp automating email campaigns) or back-office (e.g., Salesforce CRM automation). Sales activities that can be automated include prospecting, email scheduling, lead enrichment, CRM data, meeting scheduling, deal management, and contracts and RFP generation and management.

Here's how sales automation differs from marketing automation.

III. Benefits of Sales Automation Tools

A. Streamlining Sales Processes and Workflow

The goal of sales workflow automation is to streamline the sales process and reduce the time and effort needed to complete tasks. For example, a SaaS company using automation to streamline its contract development without missing a critical step, and within a fraction of the time.

B. Improving Efficiency and Productivity

The repeatable contract workflows that sales automation creates saves sales teams efforts in handling all requests manually, contributing to increased efficiency, which in turn, supports their productivity.

C. Enhancing Lead Management and Conversion

Sales automation software creates automated workflows to handle tasks like automatically routing sales qualified leads (SQLs) to sales teams and updating the deal stage as the deal progresses. It enables sales reps to focus on selling.

D. Enabling Personalization at Scale

A sales automation software integrates seamlessly with marketing and customer service platforms to provide a unified view of the customer. This enables targeted messaging and personalized interactions.

E. Empowering Sales Team Collaboration

A software that automates contract lifecycle management provides templates that salespeople can work on together, simplifying collaboration. In general, sales automation software brings real-time collaboration capability, enabling sales managers and reps to work on files simultaneously.

IV. Key Features and Functionality of Sales Automation Tools

A. Customer Relationship Management (CRM) Systems

A CRM software allows you to create customized sales workflows and track customer interactions. CRM software is sales-focused and deals with customer relationship management. In contrast, marketing automation software automates marketing tasks and workflows.

B. Email Automation and Sequencing

An email automation tool sends targeted messages and follow-ups to customers based on how they interact with your business. It can provide all the features of a full-fledged email marketing tool, supporting engagement throughout the customer journey. At the end of the funnel, automation involves sending emails that push readers to a long-form sales page or a demo with a sales rep.

C. Behavioral Lead scoring

Behavioral lead-scoring tools use artificial intelligence and machine learning algorithms to assess the quality of leads based on pre-determined criteria. It prioritizes the best leads that your sales team can act on to boost conversion rates.

D. Sales Engagement and Outreach

Interactions between sales reps and customers focus on the quality and volume of activity with the goal of achieving sales and larger average deal sizes. Sales engagement automation can involve data-driven automated suggestions for planning conversations with customers. Automation comes in handy for multichannel, multitouch engagement individualized to the buyer.

E. Reporting and Analytics

Sales automation tools record all sales data and pull it up on a dashboard or generate daily and weekly reports with a single click. They provide the big picture of sales processes and team performance.

V. Popular Sales Automation Tools in the Market

A. CRM Solutions: Features and Benefits Comparison

Apart from top CRMs like Salesforce or HubSpot, explore the alternatives, comparing them on features and benefits. Some features to consider are advanced automation, customizable dashboards, integration with third-party software, and GDPR compliance. Benefits to look at include helping users make data-driven decisions, enhancing customer engagement, providing real-time insights into sales performance, and ensuring seamless data sharing between various systems.

B. Email Automation Tools: Options and Capabilities

When choosing an email automation solution, consider features like a drag-and-drop editor, ready-made templates, automated email workflow and scheduling, list segmentation, deliverability, A/B testing, integrations, and ease of use. Some email automation tools offer a free plan, some don’t. Most charge on a per-month basis, while a few may fix a price based on database size.

C. Lead scoring: Finding the Right Fit

A marketing and sales automation platform serves as a central data source for your marketing, sales, and CX teams. A specific sales-related feature to look for includes built-in communication channels like emails, calls, and texts that enables sales teams to connect with leads. Another is sales pipeline management which automates the entire sales process and helps with conversions, upsells, and cross-sells. Another handy feature is the automatic creation of multiple scoring models to keep up with sales feedback.

D. Sales Engagement Software: Enhancing Customer Interactions

Your sales engagement software should integrate various sales communication channels within a single platform. It should automate multi-channel workflows and sequences, and manage standardized sales content such as call scripts, presentations, and email templates. It should provide valuable insights into sales performance to help teams continually enhance customer interactions.

Want to dive deeper? Here are top 8 sales automation tools.

VI. Considerations for Implementing Sales Automation Tools

A. Assessing Your Sales Process and Pain Points

Does your team struggle with repetitive tasks such as updating the CRM, creating sales reports, or doing other administrative work? Are they unable to convert to the desired rate because they aren’t obtaining qualified leads? Evaluating the issues facing your sales team and your overall sales processes is the first step.

B. Identifying the Right Tools for Your Business

Once you have a clear idea of your sales pain points, you can determine the automation tools that can solve them. A powerful sales and marketing automation platform will make it easier to deliver personalized experiences across various communication channels and provide valuable insights into prospect and customer behaviors.

C. Integration and Data Management Considerations

Sales and marketing automation tools need to integrate with your existing systems in order to pull data for sales intelligence, personalized messaging, and reporting. For example, our lead-scoring platform Toplyne integrates with over 50 third-party software, including Salesforce, HubSpot, Outreach,, Appcues, and Braze. Secure data storage and compliance with data privacy laws also feature prominently in an assessment of sales automation software.

D. Balancing Automation with Personalization

Determine the right mix of automated and personalized messages based on your target audience. Define what to personalize and use analytics to determine what has worked, what hasn’t, and how best to balance automation and personalization.

VII. Best Practices for Effective Use of Sales Automation Tools

A. Aligning Sales and Marketing Efforts

Shared strategies, goals, and communication keep sales and marketing teams on the same page. Sales and marketing automation tools also have a role to play. An example would be a lead scoring software providing high-quality, nurtured leads to sales teams and a CRM providing key insights on prospect behaviors and tendencies to the marketing team to help develop more effective marketing strategies.

B. Defining Clear Objectives and KPIs

Clarity on what the sales automation tool must achieve precedes the identification of KPIs to measure the ROI from sales automation efforts. Common KPIs include conversion rate, monthly sales growth, monthly recurring revenue, customer acquisition cost, and customer lifetime value.

C. Regularly Reviewing and Optimizing Workflows

Automated workflows are triggered by pre-set events. Any changes in your sales process will require a look back at your existing workflows. Sales performance and analytics will also provide insights into process gaps that need to be plugged in and corresponding optimizations to sales workflows.

D. Ensuring Data Accuracy and Security

The data you feed into your sales automation tool should be accurate and consistent to realize the benefits of using the solution. Automation platforms are built with a laser focus on securing data. Review your CRM for suspicious logins, data extractions, or other unauthorized activity.

Want an in-depth guide for sales automation tools? Here's a comprehensive guide on leveraging sales automation tools.

VIII. Conclusion

A sales automation tool frees the sales team’s time for high-value tasks and allows them to prioritize customer relationships. It puts accurate and insightful data at sales reps’ fingertips, empowering them to make data-driven decisions in real-time. Its reporting capability enables sales managers and reps to track performance and work towards improvements proactively. Here's a quick recap:

  1. Identify sales process and team pain points
  2. Define sales pipeline stages and criteria
  3. Select a platform that meets your objectives
  4. Integrate the platform with your existing tools and systems
  5. Train your team on the proper use of the system
  6. Monitor and analyze results from automation
  7. Optimize your sales strategy based on data and insights

Table of Contents

Book a Demo

Thank you! Your submission has been received!

Unlocking higher ROAS on Meta: The complete guide

Grab your free copy of the guide to unlock higher ROAS for your D2C brand - covering creative recommendations, bidding strategies, and advanced audience selection.
Access the guide