Sales automation is the use of software to automate sales tasks, such as data entry, lead tracking and customer communication - improving efficiency and accuracy, and freeing up sales teams to focus on more strategic initiatives.
The success of your sales teams depends on their ability to make connections with new and returning customers, find and nurture leads, and smooth out areas of friction that might otherwise disrupt the flow of the sale. This is a full-time job. Unfortunately, too many sales professionals find themselves devoting countless hours to simple, repetitive supporting tasks, eating up their availability and keeping them from focusing their full attention where it matters most.
Sales automation changes all of that.
Sales automation is a transformative solution designed to relieve sales personnel of repetitive, time-consuming tasks—such as data entry, lead tracking and scheduling. Applying automation to these mundane activities makes it possible for sales professionals to redirect their energy towards engaging with clients, crafting tailored solutions and closing deals. At the same time, automated sales processes help eliminate the risks associated with human errors and other inaccuracies. This shift not only boosts the productivity and efficiency of sales teams but also enhances customer experiences, fostering stronger relationships and driving business growth.
Sales automation is essentially the management and optimisation of data throughout the sales process. From the initial customer interaction to the final stages of closing a deal, sales automation technologies streamline and enhance every step with precision and intelligence. Here, we take a closer look at the core functionalities of sales automation, illustrating how it transforms raw data into operative insights and automated actions to propel sales efforts forward.
At the heart of sales automation is the real-time updating of data triggered by various sales activities, such as making calls, receiving emails or advancing deals through the sales funnel. Customer relationship management (CRM) software often plays a key role in this process, serving as the foundational database for organising and prioritising customer information. Every piece of data from customer interactions—be it emails, meeting notes or contract details—is automatically captured and logged. This ensures that sales representatives have access to the most current information, eliminating manual data entry and the risk of overlooking critical updates.
Sales automation does not stop at data collection; it extends to synchronising this information across all the tools and platforms used by a sales team. This capability is crucial for maintaining consistency and accuracy of customer data across different software solutions, ensuring that any engagement on one platform is immediately reflected across the board. Such synchronisation not only saves time but also prevents missed opportunities due to outdated or siloed information.
With the advent of AI in sales automation, the scope of automation has broadened to include the analysis of data to predict sales outcomes and identify optimal sales actions. AI algorithms analyse sales pipeline data to detect patterns, trends and anomalies. Predictive analytics can alert sales teams to deals at risk of stalling, allowing for timely intervention. By setting specific parameters within the CRM, sales teams can automate the monitoring of deal progress, identifying when a deal deviates from the expected trajectory and requires action.
Recent advancements in sales automation involve generative AI (also called GenAI), which elevates the capability of sales tools from merely analysing data to using it to create new content. This includes drafting emails, generating sales reports, conducting market research and even crafting sales pitches. Additionally, GenAI can quickly summarise the history of a deal, including key interactions, milestones, customer feedback etc. This provides sales teams with a concise overview, enabling them to quickly get up to speed—particularly if they were not involved in the earlier stages.
Automating individual tasks within the sales process is easier said than done. As such, sales automation technology encompasses a wide range of features that work together to perform routine actions, enhance efficiency and drive sales performance.
The following are among the most valuable features associated with sales automation:
Perhaps the most foundational feature of sales automation is the capability to efficiently collect and update customer data. This includes automated data entry that eliminates the need for manual input of customer details, such as contact information and interaction history. Automation in data entry saves time while also reducing the risk of errors, ensuring that sales teams have accurate and up-to-date information at their fingertips.
Lead and opportunity management involves analysing and prioritising leads effectively before seamlessly transitioning these leads into opportunities. Sales automation software quickly identifies and scores the most promising leads, tracking each lead's journey through the sales funnel. Once a lead becomes an opportunity, it must be managed through the various stages of the sales cycle. Sales automation tools are instrumental in this process, providing insights into which opportunities are advancing as expected and flagging those that are not. This enables sales teams to implement timely interventions—re-engaging clients, adjusting offers or addressing specific concerns.
Modern customers expect an immediate response when they reach out—even though sales personnel are not always available. Sales automation extends its capabilities to communication, incorporating email automation, chatbots and appointment scheduling systems. These tools allow for rapid responses to customer inquiries and interactions, maintaining engagement when the sales team is occupied with other tasks.
With automated activity logging and record creation, every interaction with a lead (from emails sent to meetings scheduled) is tracked and logged automatically. This provides a transparent overview of the sales process, facilitating better coordination among team members. Automatically creating records for new prospects ensures that valuable information is captured and readily available for future engagement.
At the forefront of sales automation is the integration of AI for advanced data analysis and pipeline management. AI tools analyse sales data to identify trends, predict outcomes and recommend actions when there are deviations from expected KPIs. This predictive capability allows sales teams to proactively address potential issues in the sales pipeline, optimising the sales process and improving the chances of successfully closing deals.
With mobile sales automation, sales reps can advance deals on the go. Voice or text commands allow for easy entry of customer data and task completion, enhancing productivity and responsiveness. Mobile capability ensures that sales professionals can stay connected and efficient, regardless of their location.
As sales automation continues to evolve, it is being used across nearly every industry and market. This adoption is further accelerated by the wide applicability of intelligent automation within the sales process. There are many different areas that can benefit from sales automation; key use cases for this technology include:
Sales automation transforms how businesses manage their accounts and contacts. By automatically updating systems with every customer interaction, sales teams can maintain up-to-date records without devoting a substantial amount of time to the task.
This includes capturing new contact information from phone calls or emails and providing comprehensive visibility into activity history, customer communications and more. This centralised approach ensures that sales professionals have all the information they need, facilitating more personalised and effective customer interactions.
Automating the prospecting process makes it possible for sales teams to evaluate new leads efficiently, funnelling the most promising ones directly to sellers. Preset criteria assess the potential of marketing leads, while automated emails and workflows help nurture these prospects as they move through the sales funnel. This streamlined approach increases the likelihood of conversion by focusing efforts on high-value leads, rather than spending valuable time and effort on contacts that are unlikely to convert.
Sales automation extends into the domain of conversation analysis, turning sales calls into searchable transcripts. This creates a documented record of customer conversations. Sales representatives and managers can review discussions to help identify potential customer pain points and wider market trends—all without the need for manual transcription.
Sales managers can also leverage this feature to gain insights into customer sales rep performance, using keyword analysis to pinpoint areas for improvement. On a more personal level, individual sales conversations can be reviewed to find specific areas that may need to be improved in a representative's approach, making conversation analysis a valuable training tool.
Automating the creation and delivery of quotes, sales reps can provide prospects with timely and accurate pricing information. This not only speeds up the sales cycle but also enhances the customer experience by eliminating unnecessary delays. Automation solutions can be configured to take a range of variables into account when selecting products and services for a quote, and prices can be determined automatically to offer a personalised price that matches the client's specific circumstances.
Sales automation, coupled with AI, plays a pivotal role in forecasting and performance analysis. Real-time monitoring of pipeline health and AI-driven recommendations help sales leaders identify deals at risk and devise strategies to keep forecasts on track. This predictive capability allows for more accurate revenue projections and strategic decision-making.
For businesses offering subscription-based products or services, sales automation supports the entire lifecycle—from sales to renewals. It connects finance, operations and customer experience, ensuring a smooth and efficient subscription management process.
Territory management is made more efficient with sales automation. It enables sales managers to optimally allocate resources across different regions, considering factors like customer segment and seller speciality. Sales automation tools analyse and plan territories, ensuring fair and effective coverage that maximises revenue and maintains balance throughout the year.
The use cases for sales automation are expansive, but they depend heavily on what kind of automation solutions are employed. Simply put, not every approach to sales automation is created equal; leveraging the right automation platform is a prerequisite for companies that intend to fully streamline their processes and boost efficiency. These platforms enable the coordination of automation and optimisation, further improving data accuracy, eliminating risk, and creating a more seamless customer experience.
The following are several key sales automation capabilities and the vital roles they play in the sales automation ecosystem:
Top sales automation software is capable of streamlining and automating various workflows, such as sending quotes for approval, scheduling appointments and following up on leads. By automating these tasks, the software ensures that actions are taken promptly and consistently, which can significantly impact the speed and effectiveness of the overall sales process. Automated reminders and notifications serve as virtual assistants, keeping sales teams informed of upcoming tasks and deadlines. Workflow automation drives the sales process seamlessly forward, from opportunity, through quote, order, fulfilment, post-sale service and invoicing, making it a distinguishing factor that separates exceptional sales automation solutions from those that are simply acceptable.
Tools that specialise in real-time data processing are critical for maintaining up-to-date customer records and ensuring that sales teams have access to the latest information. This capability allows for the instant capture and updating of customer interactions across various channels, providing a comprehensive view of the customer journey—and giving sales representatives the data they need to personalise the experience.
Predictive AI tools take sales automation to a new level by analysing historical data and current sales activities to forecast future outcomes. These tools can predict which leads are most likely to convert, identify sales opportunities at risk, and recommend the next best actions for sales reps. By leveraging predictive AI, sales teams prioritise their efforts more effectively, optimise their sales strategies and increase the likelihood of meeting their sales targets.
GenAI technologies are invaluable for automating complex tasks that require a nuanced understanding of language and context. Perhaps more importantly, the ability of GenAI to learn from interactions and improve over time means that sales automation systems will become more efficient and effective. By automating activities that traditionally fell to living agents, GenAI will free sales professionals to focus on building deeper customer relationships.
Data security tools within the sales automation framework ensure that all data transactions are secure, and access is controlled and compliant with regulatory standards. These tools defend against data breaches and unauthorised access, protecting sensitive information, building trust with customers and safeguarding the company's reputation.
A fully integrated sales automation platform goes beyond traditional boundaries of sales and service automation to encompass other critical business processes (such as order-to-cash, procurement and inventory management). Offering a holistic solution that connects with other business systems, integrated platforms provide a seamless flow of information across departments and visibility across end-to-end business processes. Sales, service, finance and operations become fully aligned, facilitating smoother transactions, reducing errors and enhancing the overall customer experience. Additionally, managing processes from a centralised location neutralises the threat of data siloing.
Implementing sales automation can significantly enhance the efficiency and effectiveness of sales processes, but it is not without its challenges. Organisations must carefully consider several factors to ensure the successful adoption and optimal use of sales automation solutions. These considerations are crucial for avoiding common pitfalls and maximising the return on investment in sales automation technology. Key points to keep in mind when selecting and implementing a sales automation solution include:
The complexity of sales automation tools can vary greatly, and with it, the learning curve for sales teams. A solution that is too complex may require overly extensive training, which can lead to delays in adoption and resistance from sales personnel. It is important to choose a solution that balances advanced features with user-friendliness. Providing adequate education and support can help mitigate these challenges and ensure a smoother transition to the new system.
The success of a sales automation solution relies heavily on its adoption by the sales team. Solutions that are convenient to use and that integrate seamlessly with existing workflows and systems are more likely to be embraced by stakeholders. Involve the sales team in the selection process, as their buy-in is critical for ensuring that the solution is used to its full potential. Additionally, choosing a solution that allows for gradual implementation can help the team adapt more easily.
While sales automation can significantly improve efficiency, there is a risk of diminishing the personal touch that is often so crucial in sales interactions. Over-reliance on automated communications can lead to impersonal customer experiences, which is why it is important to find a balance between automation and human interaction. After all, automation should be used to enhance—not replace—personal customer service experiences.
Like any software solution, sales automation systems require ongoing maintenance to ensure they remain effective and secure. This includes regular updates, data management and troubleshooting. Potential costs and the need for dedicated IT support are important considerations. Businesses should assess their capacity to manage system maintenance and consider solutions that offer comprehensive support and easy-to-manage platforms. Enterprise SaaS options place many essential maintenance activities on the shoulders of the vendors providing the software, allowing organisations to focus on other critical concerns.
The initial cost and complexity of implementing a sales automation solution can be significant barriers to entry for some organisations. It's important to evaluate the total cost of ownership—not only the initial investment but also ongoing expenses such as training, maintenance, customisation and upgrades. Solutions that offer scalable pricing models can be more accessible for businesses of all sizes, allowing them to start with a basic setup and expand as their needs grow and their budget allows. Every solution will require some form of initial investment; calculating the ROI will provide a clearer picture of how quickly that investment will pay for itself.
Sales automation is increasingly recognised as a smart investment for businesses looking to enhance their sales operations. In basic terms, here are some of the key advantages commonly associated with implementing sales automation:
- Improved revenue through identification of new revenue opportunities
Analysing sales data and customer interactions makes it possible to identify upselling and cross-selling opportunities, unlocking new revenue streams for businesses. - Increased employee productivity
Automating routine tasks allows sales teams to focus on higher-value activities, such as engaging with customers and closing deals, thereby increasing overall sales team productivity. - Easy access to customer information
Sales automation systems consolidate customer data in one place, making it easy for sales representatives to access and manage customer information to create more personalised interactions. - Better forecasting and coaching
The integration of AI and automation provides sales managers with valuable insights for personalised coaching. This also helps sales leaders create more accurate forecasts by analysing pipeline and sales call data. - Enhanced Customer Experience
Sales automation makes it possible for companies to offer a more tailored and prompt experience. By utilising automated processes and customised interactions, customers get information that's not only relevant but also delivered right when they need it, boosting their satisfaction and fostering increased loyalty. - Better lead management
Automated systems offer enhanced tracking and management of leads, giving sales teams clear visibility into the status of each lead, thus enabling better prioritisation. - Faster and more accurate quoting
Automation tools can quickly generate quotes based on predefined criteria and customer data, reducing errors and speeding up the quoting process. - Quicker responses
Automation enables faster responses to customer inquiries and requests, improving customer satisfaction and increasing the chances of closing sales. - Enhanced sales effectiveness
Sales strategies can be executed more effectively and with greater accuracy, as repetitive tasks are eliminated and data errors are minimised.
Your sales teams are made up of valuable professionals—do not waste them on mundane, repetitive tasks. Sales automation takes these essential-yet-time consuming responsibilities off the plates of the people that keep your sales pipeline flowing. By streamlining workflows, providing real-time insights and enabling more personalised customer interactions, sales automation tools are an indispensable resource for businesses to enhance their sales efficiency and effectiveness. ServiceNow's Sales and Order Management represents a significant development in sales automation, offering a suite of capabilities designed to further empower sales teams and improve the customer journey.
Sales and Order Management helps organisations manage sales and order lifecycles on a single, easy to use platform that connects front, middle and back-office teams. These capabilities ensure that businesses can manage complex sales and order fulfilment processes more efficiently, manage post-sale commercial changes, maintain up-to-date customer contracts and entitlements, and effortlessly adapt to changing business needs—driving faster and higher revenues, reduced operational costs and improved customer experience. If you're interested in leveraging the latest in sales automation technology, ServiceNow is your path to a fully optimised lead-to-cash process.
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