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What Is Sales Automation In CRM: Best Practices & Integration

In this article, we’ll answer the question, “What is sales automation?” and share some best practices for using the software and tips for integration. ‍

Creating sales processes is important to the success of your sales team so you can identify gaps and improve performance. Using a sales automation software takes those processes one step further and streamlines the quality of your tasks and frees your team up for other revenue-generating activities like prospecting and nurturing leads. If you’re used to using a CRM, the good news is that there are ways to integrate sales automation into the technology you already have.


In this article, we’ll answer the question, “What is sales automation?” and share some best practices for using the software and tips for integration. 

What Is Sales Automation?

Sales automation is a software technology that allows you to eliminate manual, repetitive tasks by automating them within the software platform. This gives you and your sales team more time to focus on closing sales and earning revenue. With sales automation tools, you can automate follow-ups, manage your sales pipeline, send invoices and payment reminders and many more tasks that take time away from selling.


Incorporating sales automation benefits your sales team and, subsequently, your business because it increases performance of your sales team and turbocharges their efficiency. It becomes even more powerful when combined with marketing automation. This helps accelerate the sales process and keeps leads from falling through the cracks. For small sales teams with a tight budget, sales automation in CRM is the most efficient use of resources. 

What Is Sales Automation in CRM?

CRM, or customer relationship management, is a software tool that helps manage all your company’s relationships and interactions with customers and potential customers. While a CRM can support some sales automation functions, its main purpose is to provide a focus on individual relationships. You can store all your contacts, log interactions, and automate tasks that help improve your customer service. Many CRMs also have marketing automation features so you can manage email or social media marketing campaigns within the same tool.


Some CRM tools also have sales automation features or can integrate easily with another platform. For a sales team, combining these two technologies gives you the ability to fully manage customer relationships across the entire customer lifecycle from marketing, sales, eCommerce, and customer service interactions. Keeping all this information within one platform provides you with troves of invaluable data that can be used to tailor your marketing efforts and improve your sales results.

Integrating Sales Automation into CRM


If you want to know what is sales automation in CRM, start by considering why you should integrate the two. The customer journey starts long before the sales team becomes involved. Buyers are usually 57% through their journey before talking to a sales rep. Having an end-to-end solution means all the marketing and customer services interactions prior to sales involvement are collected and logged as usable data.


With the right solution, you can set the foundation for successful lead nurturing that results in satisfied customers that make larger purchases. Because leads are treated with more care and scored more accurately, you can shorten the sales process by triggering sales automation to send leads the most relevant information at the best possible time in their customer journey.


Syncing CRM with sales automation creates efficiency across the board. Repetitive tasks and duplicate efforts are eliminated, and your marketing and sales team saves time and money that can be rededicated to making sales.

What Is Sales Automation in CRM?: Features to Look For 

The next part of understanding what is sales automation in CRM is knowing what features could benefit you. Here are some key features to look for that will help make your sales processes run smoother. 

Prospect List Automation

You can use these technologies to automatically comb databases on a regular basis and put out a list of prequalified prospects. You can get a fresh list every day, week, month, or at whatever increment you choose, and you don’t have to do any work to get it. 

Lead Enrichment

The more you know about your prospects, the better positioned you are to sell. You can use automation tools to enrich your leads by gathering information from thousands of sources to collect a complete, comprehensive profile of your prospects. 

Meeting Scheduling

You can skip the back and forth trying to schedule a meeting with a prospect. Trying to nail down a date and time for a meeting can become time consuming as you both ping-pong options to each other. You can bring more efficiency to your scheduling with integrated meeting scheduling that allows prospects or clients to visit your website and view your availability in real time so they can book a spot that works for them. 

Pipeline Management

You can help streamline your sales pipeline by setting automated follow-up reminders, so you keep in touch with prospects as necessary. You can also set reports to generate at certain intervals so you can keep on top of important metrics to improve your sales efforts and help forecast revenues. 


Sales automation in CRM makes the proposal process so much faster by allowing you to create standard templates containing the information you want in your documents. Then, you can auto populate your form with the client data contained within your database. You can also set the automation to remind clients to view and respond to the proposal. 

Automated Personalized Communication

You can use the data in your CRM to nurture leads and grow your revenue by sending proactive communications. Automation within the system can send a series of personalized emails triggered by certain actions. 

Build a Landing Page

Landing pages are useful for tracking return on your ad campaigns, but without coding skills, building a page on your own can be a challenge. Luckily, sales automation and CRM often help you build nice looking, high-performance landing pages.

Ready for Sales Automation in CRM?

Now you know what is sales automation in CRM. If you ready to learn about how an end-to-end

sales automation and CRM tool can help your business, Automated Revenue wants

to help. Unlock your earning potential and schedule your free consultation today. 

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