Sales managers and sellers are both keen to optimize time for the sake of increased productivity and higher revenue. And automation is an invaluable tactic that can facilitate these goals by relieving the pressure of lengthy to-do lists and creating additional time to be devoted to the selling process. 

Sales Engagement involves various interactions between sellers and potential and existing buyers. This can involve calls, emails, social media, and tracking opportunities throughout the sales cycle aiming to send the right message to the right person at the right time. Doing it successfully reduced deal lifecycle, increases win rates, and increases sales people productivity. 

With a sales engagement platform, like Salesloft, it’s possible to track the data of all interactions in order to gain insights and develop future selling strategies, as well as implement automation and structured sales motions to reduce manual effort and get sellers to focus on what they are doing best: selling. 

Continue reading to find out how to make the most of automation in your sales processes:

Bridging your CRM to the Rest of the Stack. 

Your CRM should be at the centre of your tech integration. Especially with regards to your sales engagement platform. Leveraging the data collected from your CRM and integrating it with your sales engagement platform is key when establishing sales automation. It is important to always remember that importing leads and contacts should be done directly into the CRM system, rather than to the sales engagement platform.


Automating the process of importing leads and contacts from your CRM to your sales engagement platform, can enhance speed-to-lead and liberate salespeople from tedious, time-consuming tasks. Working directly from the sales engagement platform helps to retain focus rather than switching between tabs and different platforms all the time. Furthermore, new leads can be directly inserted into the selected sales cadence depending on specific criteria, allowing you to instantly contact highly desirable leads.

Account Management

Keeping track of a multitude of accounts can be intricate. To guarantee that the appropriate link is established, mirror the CRM automation features to your sales engagement platform. By doing so, your CRM and sales engagement platform can sync seamlessly and errors can be avoided. This ensures that your sellers have the most accurate and up-to-date data.

Rerouting Prospects Based on Call Outcome

When prospects are disqualified or become not relevant for now, utilizing the call sentiments enables the immediate deactivation of prospects who don’t align with the ideal buyer profile. If, instead, they just aren’t quite ready to commit, you can keep them in the pipeline by automatically shifting them into a warmer cadence. This requires one click from the seller, the rest is done via pre-set automation, allowing the seller to move on to the next prospect.

Personalization is a Process
It’s impossible for sellers to make time to personalize everything, yet when selling, personalization can sometimes make or break a sale.

By making use of metrics such as click count, email opens or reply counts, prospects can be automatically moved from automated cadences already personalized by industry or persona, to more personalized ones. Combining cadence strategy with automation can help sellers to devote more time to personalizing interactions with prospects who have moved to higher priority cadences, saving them time and setting them up for success. 

Making the Most of Multi-Threading

When a seller is working in an account-based approach, managing the stage of multiple decision-makers from the same account as the deal progresses has never been easier. Setting automation to update the status of all the decision makers in a single account at one time reduces the need to individually manage each one, eliminating both the difficulty and the amount of time required to do so.

Maintaining Engagement and Future Opportunities
When a rep updates the account status or stage to being a lost or closed opportunity, having automated account stages means that these accounts can be automatically transitioned to a closed/lost cadence to keep them engaged even after a deal is lost. Meaning the sales engagement platform can auto-send value-filled emails once a month to keep your organization top-of-mind and set opportunities for future follow-ups.

Automation plays a vital role in optimizing time and driving increased productivity and revenue for sales managers and sellers. By leveraging automation effectively, sales teams can unlock their full potential and achieve greater success in their sales processes. 

Read more about how to accelerate pipeline with your current sales team here.