{"id":1539,"date":"2026-07-04T11:29:04","date_gmt":"2026-07-04T15:29:04","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/sales-automation-guide\/"},"modified":"2026-09-30T07:48:23","modified_gmt":"2026-09-30T11:48:23","slug":"sales-automation-guide","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/sales-automation-guide\/","title":{"rendered":"What Is Sales Automation? Benefits, Examples, &amp; How It Works"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sales reps spend just<a href=\"https:\/\/www.xant.ai\/blog\/how-sales-reps-time\/\" target=\"_blank\" rel=\"noopener noreferrer\"> 35% of their time on selling-related activities<\/a>. The rest of it is likely occupied by repetitive and unproductive tasks like data entry, searching for information across applications, etc. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sales automation can free up your sales team&#8217;s time from performing these time-intensive and less fruitful activities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By implementing sales automation, you\u2019ll be rewarded with a shorter sales cycle, a higher close rate, and all-around better experiences for your prospects, customers, and employees.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, how, exactly, can you perform sales automation? And what are all the benefits you can expect to gain from leveraging it?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This comprehensive guide will walk you through the answers to these questions. But first, let\u2019s review what sales automation means.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/AD_4nXe2Oxc2HNRt9mzaEEVYv6uIWHHQsMQ1kVgYR-oPr8Mr3x3QrPZsXtIIoNteOcWVbMFDo_VPCQHsHLy1F2ietaxr3wKHrFdBPN-MrDZHVLUDJKRX-bDiMsjnu3IyJs2KAoRprIPkeynJfVNgCwWoElUK6lMbpBO09y.png\" alt=\"QUOTE BOX: &quot;Sales automation (also known as sales process automation) is the use of automation to streamline end-to-end sales processes.&quot;\"\/><\/figure>\n\n\n\n<h2 id=\"1\" class=\"wp-block-heading\"><strong>What Is Sales Automation?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sales automation (also known as sales process automation) is the use of automation to streamline end-to-end sales processes. These processes include any part of the sales journey, from attracting prospects to upselling and cross-selling existing customers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019ve read about sales automation before, you may have noticed that this definition is significantly different. In the past, sales automation was either one of two things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a specific type of software or tool (like Reply.io or HubSpot) that can automate individual sales tasks<\/li>\n\n\n\n<li>the automation of simple, ad-hoc activities<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Our definition broadens the scope and impact that sales automation can have, allowing you to fundamentally transform how your sales team operates day to day. The examples highlighted in the next section show you exactly how.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/www.workato.com\/the-connector\/b2b-sales-automation\/\"><em>What is B2B sales automation?<\/em><\/a><\/p>\n\n\n\n<h2 id=\"2\" class=\"wp-block-heading\"><strong>Sales Automation Examples<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We could write an entire guide exclusively on the different ways you can apply sales automation to your workflows. For the sake of brevity, let&#8217;s review the top seven use cases.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Intelligent Prospecting<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As your sales team pursues leads, they\u2019ll likely consider a host of factors when determining which to prioritize. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sales automation allows them to move beyond background-type descriptors (like organization or role) and pursue leads more successfully by taking <a href=\"https:\/\/www.workato.com\/the-connector\/\/what-intent-data-is-and-how-to-use-it\/\">intent data<\/a> into account. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, they can look at the specific activities that leads perform and, using sales automation, respond to them promptly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, say a lead visits your page on the software review site G2, and then goes on to look at the pricing page on your site. Clearly, this lead is evaluating you carefully and is seriously considering your product or service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can share this buyer intent data with the appropriate sales rep instantly with a bot that can communicate between your chat platform (e.g.,<a href=\"https:\/\/www.workato.com\/integrations\/slack\/?utm_source=blog&amp;utm_medium=sales-automation\"> Slack<\/a>) and the rest of your apps. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The bot can also enrich the lead\u2019s information using a platform like <a href=\"https:\/\/www.workato.com\/integrations\/clearbit\/?utm_source=blog&amp;utm_medium=sales-automation\">Clearbit<\/a>, and by taking info that already exists in your other apps.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/AD_4nXetACV26Vfl_9qDDwYefCMS-TYRAmhFvDspt07sbNVdyHgPNQeGeIUgBCdYGgw5yZklGpHyaDymnNEmMThIMgVPd1D_I_ALYMffnW6dL0x_K2YdlNYkWlW4Hxr9UV1YX01evXrhkeynJfVNgCwWoElUK6lMbpBO09y.png\" alt=\"QUOTE BOX: &quot;If your team follows an account-based selling model, you\u2019ll need to keep your finger on the pulse for signals that reveal when a target account is open to sales outreach&quot;\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Account-Based Selling<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If your team follows an account-based selling model, you\u2019ll need to keep your finger on the pulse for signals that reveal when a target account is open to sales outreach. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These signals can include anything from a new executive being hired to a competitor contract that\u2019s close to expiring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With sales automation, you can set up a bot that, when the conditions for this signal are met, will notify the appropriate sales rep via chat. The rep can then quickly move to reach out to that target account.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Lead Routing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lead routing involves sharing inbound leads with sales reps using a chat platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To perform lead routing effectively, you\u2019ll need to consider the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which reps have the bandwidth to pursue the lead?<\/li>\n\n\n\n<li>Which reps have the expertise and background to engage the lead successfully?<\/li>\n\n\n\n<li>What information can help the rep better prioritize and respond to the lead?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have a handle on the answers to these questions and can implement them as part of your lead routing workflow, your reps can engage with leads more effectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s what lead routing can look like with <a href=\"https:\/\/www.workato.com\/the-connector\/\/lead-management-leadbot\/\">Lead Bot<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Lead Bot | Workbot Wednesdays\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/kcdmhP9UE9U?start=63&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <a href=\"https:\/\/blog2workato.wpengine.com\/lead-routing\/\">4 lead routing best practices<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Sales Enablement<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your reps might not have the time or the ability to identify the most persuasive content for a given lead. You can support them by proactively recommending the collateral they should share.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One way to implement this sales automation example is by using tags in a platform like Gong. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, when Gong tags a competitor in a deal, the rep who\u2019s managing it can automatically receive content (via chat) that\u2019s focused on differentiating the organization from that competitor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Order-to-Cash<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A slow, error-prone order-to-cash process is likely to leave everyone frustrated. Using sales automation, you can fast-track it end-to-end.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This simply involves building workflows where<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Whenever a product or service is added to the CRM, it\u2019s automatically added to your ERP (e.g.,<a href=\"https:\/\/www.workato.com\/integrations\/netsuite\/?utm_source=blog&amp;utm_medium=sales-automation\"> NetSuite<\/a>);<\/li>\n\n\n\n<li>When an opportunity gets marked as closed won, the ERP generates a sales order; and<\/li>\n\n\n\n<li>Once the sales order is completed, the CRM automatically adds it to the appropriate opportunity page.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Throughout each of these steps, the chat platform can notify the appropriate stakeholders, allowing everyone to know where things stand at any point.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/www.workato.com\/the-connector\/order-to-cash-process\/\"><em>What is order-to-cash? Here\u2019s what you need to know<\/em><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Quote Approvals<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Getting a quote signed off by higher-ups quickly can make all the difference in closing a sale\u2014or losing it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can expedite the approval process by incorporating workflow automation. Here\u2019s how it can work:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The sales rep or a customer success manager (CSM) submits the quote in your CRM.<\/li>\n\n\n\n<li>If the quote meets standard terms used by the organization, it\u2019s automatically approved.<\/li>\n\n\n\n<li>If it doesn\u2019t (e.g., the discount exceeds the standard threshold), their manager gets notified via chat.<\/li>\n\n\n\n<li>There, the manager can decide whether to approve or reject the quote, and the rep or CSM can then get alerted of the decision via chat.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>7. Threshold-Based Report-Alerting<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As your reps busy themselves with their day-to-day tasks, they might miss important information that can help them prioritize their work more effectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if the value of a rep&#8217;s pipeline is below their quota but they don&#8217;t realize it, they might not take the appropriate steps to<a href=\"https:\/\/blog.salesflare.com\/sales-pipeline\" target=\"_blank\" rel=\"noopener noreferrer\"> build up their pipeline<\/a> quickly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where threshold-based report-alerting can help. Using it, you can instantly send reps and their colleagues, like their manager, a message through a chat platform that flags them about a key metric that\u2019s dropped. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The message itself can include tips for improving that metric, but the alert on its own is typically enough to spring the rep to action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keeghan Lavin, a RevOps Manager at Workato, offers additional insight on why this automation is so valuable:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;The ability to help reps stay on top of their performance by sharing personalized, real-time data not only motivates them to work harder but also smarter.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We might have saved the best automation for last. Why? When we asked 44 executives in the technology space which sales automations they use, we found that threshold-based report alerting was most popular:<\/p>\n\n\n<div class=\"wp-block-image is-resized is-style-default\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2020\/10\/Most-Popular-Sales-Automations.png\" alt=\"A list of the most popular sales automations.\" class=\"wp-image-11964\"\/><\/figure>\n<\/div>\n\n\n<h2 id=\"3\" class=\"wp-block-heading\"><strong>Why Is Sales Automation Important?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Given these applications (and more), sales process automation offers myriad benefits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Saves Your Team Time<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Remember when we mentioned that your sales reps are only allocating 35% of their time toward selling activities? <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With all the time they\u2019re now able to save using sales automation, they can reallocate more of their efforts toward cold-calling prospects, sending personalized emails, showing demos, negotiating deals, etc. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This all but guarantees that they\u2019ll sell more and be more content in their day-to-day job.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Frees up Your Team\u2019s Headspace<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of worrying about things like whether they recorded an activity incorrectly in their CRM or whether a lead is sales-ready, your colleagues can think about their accounts more strategically. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, they can brainstorm ways to engage a champion at a target account, or they can think through how to structure a proof of concept that\u2019s more enticing for a prospect.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Gives Your Team a Competitive Advantage<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">According to our<a href=\"https:\/\/www.workato.com\/the-connector\/\/lead-response-time-study\/\"> lead response study<\/a>, B2B organizations take hours to respond to inbound leads. For example, we found that they took 11 hours and 54 minutes, on average, just to send a personalized email!<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/pjc_MneNdCsBv0ahfDbuqgXHiGRJ6KGUXnKRwuTUjSwU9rdJrZX8c5ytmrmUkrVsg6AJYb_skbMXJFuHt4WKf2mnHGV_ikoxLCado8eovrO_FUsDKhULfDR64tfSKj8hdawqSk9I.png\" alt=\"A pie chart that breaks down how long it took companies to respond to an inbound lead.\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As we reviewed in our lead routing use case, you can use sales process automation to fast-track your team\u2019s <a href=\"https:\/\/www.workato.com\/the-connector\/\/speed-to-lead\/\">response time<\/a>, taking it from hours to minutes. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This gives your organization the competitive advantage it needs, as it allows your reps to contact leads with exponentially greater success than your rivals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Case in point: according to the<a href=\"https:\/\/hbr.org\/2011\/03\/the-short-life-of-online-sales-leads\" target=\"_blank\" rel=\"noopener noreferrer\"> Harvard Business Review<\/a>, the likelihood that your attempts to successfully contact inbound leads fall 10 times if you fail to reach out within five minutes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Streamlines the Closing Process<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once your team has gone through the hard work of negotiating a deal, the last thing they need is a strenuous, lengthy process in closing it. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It can jeopardize the deal, harm your organization\u2019s reputation in the eyes of the prospect, and, at the very least, provide an unpleasant experience for the rep or CSM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Using sales automation, you can fast-track the entire closing process\u2014from creating the contract to sending the first invoice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/www.workato.com\/the-connector\/\/revops\/\"><em>How a RevOps team can deliver value to your organization<\/em><\/a><\/p>\n\n\n\n<h2 id=\"4\" class=\"wp-block-heading\"><strong>Sales Intelligence Software: Why Is It Important for Sales Automation?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sales intelligence software, or sales automation software, is a platform that helps you automate your sales process. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These platforms free you of cumbersome administrative tasks so you can focus more on targeting the right prospects and improving your conversion rate.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Besides automating your process, sales intelligence software provides insights by analyzing your data sources. It can identify potential leads, segment leads, track market trends, and follow up on leads with lead routing.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Mikael Yayon | How to Strengthen Your Client Relationships | The New Automation Mindset Ep. 10\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/vWACKETIA9o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><em>The video above shows how you can strengthen your client relationships with Workato&#8217;s automation features.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 id=\"5\" class=\"wp-block-heading\"><strong>Challenges of Sales Automation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sales automation can get complex and thus comes with some challenges.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Data<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Data is the backbone and a non-negotiable part of your automation and AI process; just as with automation, your process is only as good as your data. Your sales automation relies significantly on your data. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thus, if your data isn&#8217;t accurate, is outdated, or isn&#8217;t available, you will encounter errors, impacting the result of your automation.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Pietro Casella | Your AI Is Only as Good as Your Data | The New Automation Mindset Ep. 09\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zPJaGGrwB9M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Integration<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sales automation is only possible because your sales intelligence software integrates with your CRM and other data sources. However, this can be challenging. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hence, it&#8217;s important to pick a tool that supports multiple integrations and can work in various use cases.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Workato currently supports<a href=\"https:\/\/www.workato.com\/integrations\"> 500-plus application integrations<\/a> across multiple categories, from HR to sales and marketing, for<a href=\"https:\/\/www.workato.com\/use_cases\"> various use cases<\/a>. You should explore the<a href=\"https:\/\/www.workato.com\/accelerators\/intelligent_invoice_processing\"> Intelligent Invoice Processing<\/a> and<a href=\"https:\/\/www.workato.com\/accelerators\/sales_process_and_forecasting_alignment\"> Sales Process &amp; Forecasting Alignment Accelerator<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/AD_4nXeYpSxW6og0CU9gpzTsktFFKn6l8TkUkjIxXLdsXqCXSEHMFaqZYBdOR5_duNSH0ty9PDqZWACzGjNQt_UjG9-5nJTnaf4S6b0IvfEZMGMf1B9q4hsSeSTkW1J7HT4I-VUXIlvGngkeynJfVNgCwWoElUK6lMbpBO09y.png\" alt=\"QUOTE BOX: &quot;Implementing sales automation is much more than just clicking some buttons; it's a mindset you must embody.&quot;\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Implementation<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Implementing sales automation is much more than just clicking some buttons; it&#8217;s a<a href=\"https:\/\/www.youtube.com\/playlist?list=PLC6AmOSfz6sxWFqmmHmWpO1cIA8kD_FM9\" target=\"_blank\" rel=\"noopener noreferrer\"> mindset you must embody<\/a>. Thus, it would help if you had a strategy in place that requires careful planning and coordination. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Without support and orientation, your team will struggle, leading to low adoption. Luckily, Workato has a<a href=\"https:\/\/www.workato.com\/request_demo\"> support team<\/a> and<a href=\"https:\/\/partners.workato.com\/consultants\"> a list of partners within our network<\/a> that can help you every step of the way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Automating the Wrong Thing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, you want to automate the cumbersome task, but you also don&#8217;t want to alienate your clients. So, take a look at your sales reps&#8217; day-to-day work and automate certain tasks. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But don&#8217;t automate the one that needs a human touch, as these are needed to maintain meaningful connections with prospects and customers.<\/p>\n\n\n\n<h2 id=\"6\" class=\"wp-block-heading\"><strong>3 Steps for Automating Your Sales Process<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you know what sales automation is, all of the ways you can use it, and why it\u2019s important, you\u2019re ready to start implementing it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a general framework you can follow:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Identify Manual Tasks Within Regularly Performed Activities<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Take a look at all the day-to-day work your team performs, such as cold-calling or emailing leads. Within those activities, ask yourself, Is there anything that can be automated? Chances are, you\u2019ll find several tasks that can be.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something as simple as showing a demo can be supported by a variety of automations:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The call recording can automatically be added to the account\u2019s page in your CRM.<\/li>\n\n\n\n<li>The call can instantly get transcribed, with the transcription then being shared with the appropriate employees.<\/li>\n\n\n\n<li>If, after the demo, the prospect isn\u2019t ready to move forward, the rep can put them in a nurture sequence with the click of a button.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve mapped out the tasks that can be automated, you\u2019ll need to prioritize them based on business needs.<\/p>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#c7eded\"><strong>Alternative Idea: Work Backward From Your KPIs<\/strong><br><br>Do you want your automations to shorten your sales cycle? Increase your close rate? Improve your reps\u2019 day-to-day experiences? The KPIs you ultimately land on can help you better determine the workflows you prioritize building.<br><br>As an example, if close rate is a priority, you should focus on automating a process like quote approvals first.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Connect the Relevant Systems and Build out Your Workflows<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once you know which workflows you want to automate, you can kickstart the process by connecting all of the necessary applications in an<a href=\"https:\/\/www.workato.com\/the-connector\/\/ipaas-complete-guide\/\"> enterprise iPaaS<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can then set up a trigger (a business event) in the enterprise iPaaS, along with a corresponding set of actions (or real-time business outcomes).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s return to our order-to-cash example from earlier. Using an enterprise iPaaS, you can set up a trigger for when you mark a deal as &#8220;Closed Won&#8221; in the CRM. Then, the automated actions could include<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Notifying the appropriate stakeholders about the status change via email and\/or chat,<\/li>\n\n\n\n<li>Adding the signed contract to the account\u2019s CRM page, and<\/li>\n\n\n\n<li>Creating an invoice in your ERP.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/AD_4nXeUW7JRvu91GGSTE9xQIYM1arZuwGRDkW360YAhwLhcexlJ5ogS7Ft2f-ytOiozOOIBsYhNwp2eSLuqaMA6dGl62_c9XNW45UVKQEEjgTZzxpcHl4gAI662oFM7hGfyTv-nWa2GMQkeynJfVNgCwWoElUK6lMbpBO09y.png\" alt=\"QUOTE BOX:&quot;Once your automations are live for a few months, you can begin to measure their performance against the KPIs they aim to address&quot;\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Measure the Impact Your Automations Have, and Make Adjustments as Needed<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once your automations are live for a few months, you can begin to measure their performance against the KPIs they aim to address. If the aim was to shorten the sales cycle, for instance, you can assess how much shorter (or longer) the cycle is now versus before the automation\u2019s implementation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being able to suss out whether an automation is working, and why it is or isn\u2019t, can go a long way in helping you optimize it or change course altogether.<\/p>\n\n\n\n<h2 id=\"7\" class=\"wp-block-heading\"><strong>How Does Generative AI Fit into and Enhance Sales Automation?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey&#8217;s Global Survey on AI<\/a> shows that more companies are embracing AI and have used it to boost their marketing and sales earnings or cut costs. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A similar<a href=\"https:\/\/blog.hubspot.com\/marketing\/state-of-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer\"> report by HubSpot<\/a> also revealed that over 1,350 sales leaders use generative AI for sales. That&#8217;s why Workato has embraced GenAI in many of our processes. But how does GenAI enhance sales automation?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For starters, GenAI can personalize some processes you previously couldn&#8217;t automate. Examples include email responses and lead follow-up. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best part is that GenAI allows you to do this at scale. Besides personalization, you can use GenAI for the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create content, from emails to social media posts. However, taking a second look at it is important to ensure the content generated fits your brand image.<\/li>\n\n\n\n<li>Analyze customer data at scale so your team can focus on reaching out to the lead and closing deals.<\/li>\n\n\n\n<li>Enhanced support and engagement through AI-powered chatbots and virtual assistants allow you to be online 24\/7 and respond to customers promptly. This also leaves your team with a complex interaction.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <\/em><a href=\"https:\/\/www.youtube.com\/watch?v=6zllH5FwuIU\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Maximizing QBR success using GenAI and automation with Workato.&nbsp;<\/em><\/a><\/p>\n\n\n\n<h2 id=\"8\" class=\"wp-block-heading\"><strong>Wrapping Up<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sales automation is a powerful tool that can help your organization streamline processes and boost productivity while improving customer interactions. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By automating repetitive and time-consuming tasks, your sales team can focus on what truly matters: selling and closing deals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ready to take the next step? Workato offers a comprehensive, all-in-one platform for automating workflows and connecting applications across your organization.&nbsp;Give Workato a try by<a href=\"https:\/\/www.workato.com\/request_demo\"> requesting a free demo session today<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sales reps spend just 35% of their time on selling-related activities. The rest of it is likely occupied by repetitive and unproductive tasks like data entry, searching for information across applications, etc. Sales automation can free up your sales team&#8217;s time from performing these time-intensive and less fruitful activities. By implementing sales automation, you\u2019ll be [&hellip;]<\/p>\n","protected":false},"author":99,"featured_media":11023,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-1539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-solutions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Sales Automation? 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