Business GrowthCRM BasicsCRM Best Practices

How does CRM Automation Optimize your Sales Process?

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When you automate your sales processes in CRM, your sales team will become more efficient and close deals faster. You can achieve this sales process optimization by incorporating your current business rules with your CRM workflow tools.

Think of your sales processes as a standardized and repeatable blueprint. Your entire sales team can follow this plan to transform a lead into an actual customer. Companies have their own unique sales methods; however, most sales processes use the same common (but necessary) steps.

These steps of most sales cycles include generating and qualifying leads, understanding the prospect’s needs, and solving their issues with your solution. That sounds simple, but there are a lot of activities involved in completing each of those steps. Using workflow automation tools in your CRM will guarantee the completion of each step in an efficient amount of time.

3 Common Areas of a Sales Process:

  1. Lead Generation & Qualification
  2. Understand the Needs of the Prospect
  3. Solving the Customer’s Issue with your Solution

We will take a look at the three common areas of a sales process and provide examples of how CRM automation can provide help at each step.

Lead Generation & Qualification

Lead Scoring will automatically calculate the quality of a lead. Hot leads are instantly assigned to the sales rep by region. The unqualified leads can go into the campaign process until they reach the desired status.

Workflow tools remind sales reps to follow-up with their focused leads while marketing continues to nurture leads automatically based on their current interest level.

Sales and marketing teams have instant access, or they can receive updates on where leads are in the sales cycle. Notifications keep sales reps moving their opportunities through the sales stages in a timely manner. Marketing teams can instantly see track leads in the sales cycle to calculate ROI from their marketing efforts.

Understand the Needs of the Prospect

Email marketing and campaigns provide ongoing, product-focused content to your prospects. Their reactions to these marketing attempts offer insight into their product interests.

Product-specific campaigns provide customers with continual information related to products previously purchased for re-sell and up-sell future opportunities.

Solving the Prospect’s Issue with your Solution

Once the prospect signs the contract, the sales cycle is not complete. Your “new” customer may need to track shipments, schedule services, or perform quality checks. Workflow tools can provide automatic updates to your customer and notify your team of changes that occur within the process.

Customers will need on-going support with questions related to their purchases. You need to keep the customer happy by providing instant answers or timely escalations to make sure their questions are resolved.


Sales process optimization is essential. These CRM automations provide quick and smooth transactions that keep your internal teams efficient with more sales revenue. But most importantly, they keep your customers happy and will continue to do business with your company for a long time.

These are just a few ways that CRM automation can optimize your sales process. You can view more of our sales features here or contact us if you have any questions by emailing us at or calling us at 972.304.7100.


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