A Guide to Sales Automation

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Integrating your sales process with an automation platform can supercharge productivity, increase visibility on product and team performance and facilitate end-to-end tracking of marketing dollars.

Automation is selectively administered and integrated, designed so that your sales team spends less time on routine, time-intensive tasks. This gives them more time to build genuine connections with customers and deliver creative product and service solutions.

So what might an automated sales process look like? Key elements include:

Streamlined Communications
Instead of retyping the same emails again and again, imagine a selection of templates easily accessed from your inbox, with key elements already personalised. Calendar integration means your sales team can send a meeting link and a prospective customer can view and book in a time that suits both of them.

Following up leads via email is another task ripe for automation. Set a series of emails and reminders, enrol your lead, and be assured that if they respond they’ll be removed from the sequence.

Digital Ecosystem for Deals
Be honest – how do you track what stage of the pipeline your deal is in? Sales automation platforms should provide you with a customisable interface so that you can see how much is in the pipeline and at what stage.

Even better, some automation platforms such as HubSpot offer deal workflows, so you can trigger a deal to automatically progress to the next stage of the pipeline when it meets certain criteria. This means less work manually updating each deal, and more time working on the next one.

Lead Generation Support
Have you ever faced the problem where you’ve had plenty of leads, but no way of telling which ones are quality and those that are useless? Sales automation provides you with an opportunity to specify a points system, so it can ‘score’ leads for you. Sales teams can then filter leads and chase up the best quality leads first.

Another common problem is that your team simply doesn’t have enough leads. Any automation platform worth its tech will provide you with tools for generating leads, such as website tracking pixels and code for lead generation forms.

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End-to-End Reporting
The reporting element of sales automation platforms is often what brings both marketing and sales managers over the line. While the deals pipeline will allow you to track real-time progression of deals, a customisable reporting dashboard should pull in key information on the individual, team and product level.

If you’re ready to start amplifying your productivity and embrace sales automation, these are the key questions you’ll need to consider:

  • Will you be integrating with your own CRM or using their CRM?
  • Can the platform integrate with your email client (e.g. Gmail) and any other core programs your company uses?
  • What does your contact and deal data look like? Will it need to be reviewed and cleaned before being uploaded?
  • Is your company looking to scale up in the future? How will this affect the features you might want to access?

We’re a certified partner of HubSpot, an international marketing and sales automation platform that is based on the inbound approach to business.

We offer both short-term onboarding for Sales Hub and Marketing Hub Pro clients and long-term strategic inbound marketing services. If you’d like to find out more, reach out to us today.

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