Emilia Dunaj
Emilia Dunaj
Head of Technology Insights
December 2023, 8 min. read

In business, time is too precious to squander. It often takes between 8 to 15 quality interactions for your sales team to seal a deal. While personal touch is irreplaceable, certain repetitive and time-consuming tasks can, and perhaps should, be automated. Manual jobs like data entry can silently kill the efficiency of your business. This is where sales automation software steps in. It brings technology as a tool to save time, simplify tasks, and enhance overall sales outcomes.

In this article, we will explore how sales automation software can make your work easier and more effective. You’ll learn practical tips and solutions, along with real success stories, showing you how to boost your sales processes for better results.

Why is it important to automate sales processes?

Automating your sales means you can do things better and faster. Let’s see why it’s so important:

  • Accelerated sales cycles: Automation speeds up many sales tasks like data entry and scheduling. It makes your whole sales process run faster. Quicker responses and efficient handling mean your customers move through the sales funnel faster.

  • Fewer mistakes: Manual sales activities are often full of little errors, which can be a big headache. Many automation features reduce these slip-ups, ensuring things like orders and customer information are always correct.

  • Smart sales pipeline planning: With automation, sales pipeline management becomes more strategic. It provides your team with detailed reports and forecasts, helping them focus their efforts where it counts.

  • Structured information in one place: With the right software, you’ll have all client interactions, requests, and planned next steps organized in one location. It structures all detailed information about the products or services you sell. Automation ensures you never lose track of important client/product details.

  • Customization for your business process: Automation allows for tailored solutions. Your sales teams can use customized tools designed specifically for their needs, straightening interactions with customers.

  • Happy customers: Everyone likes quick and personal service. Automated systems help do just that, making sure each customer feels looked after without overburdening your sales reps.
  • Ready for growth: When your business gets bigger, there’s more work. Automation tools help you handle more customers and more sales without needing to expand your team.

According to Gartner, by 2024, we’ll see 69% of managers’ workload entirely automated. Using modern technologies to automate these tasks allows them to spend less time dealing with transactions and focus more on managing performance, learning, and goal setting.

Who uses sales automation tools?

Circle diagram illustrating what departments are using sales automation tools

Sales automation isn’t exclusive to any one industry or business size. Its benefits are universal. Whether you’re a small startup or a large corporation, there’s a place for automation in your sales strategy. Here’s a look at who’s using it.

For medium and small businesses, resources are often limited. A sales automation platform enables these companies to compete with larger entities by streamlining tasks and allowing their sales teams to focus on what they do best – selling. It’s a cost-effective way to maximize their limited resources.

In big companies, the complexity of sales processes is much higher. Automation tools, especially custom-designed software solutions, help manage this complexity by integrating different departments and streamlining communication. It ensures that nothing falls through the cracks, even in the most intricate sales networks.

From startups to well-known giants, sales process automation software is making its mark across the board. In manufacturing, it streamlines order and inventory management. Financial firms use it for client data handling and transaction processing. At the same time, in the automotive industry, it enhances customer engagement from inquiry to purchase.

And it’s not just the sales department that reaps the benefits of sales automation. Sales and marketing teams frequently leverage automation tools, including marketing automation and email marketing, to nurture leads and meticulously track campaign performance. Meanwhile, customer service departments use similar technology to efficiently manage inquiries and provide comprehensive after-sales support. 

This holistic application of automation tools across various departments ensures a seamless and integrated customer experience, from the first point of contact to post-sales interactions.

The best sales automation software types

best sales automation software types described

Choosing the best sales automation tools can be overwhelming, especially since there are so many options available. However, understanding the right tools for each aspect of sales is key to successful implementation. Here are five extremely handy types of sales tools broken down by their primary functions in the sales process.

Software for sales planning and forecasting

Tools like Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems offer functionalities that help you plan and predict future sales. ERP systems offer a comprehensive view of business operations, while CRM software focuses on leveraging customer data for forecasting. 

They analyze past sales data and market trends to give you a good idea of what to expect. The right solution will help your team set goals and keep track of how they are performing, making sure everyone’s working towards the same targets.

Moreover, powering your software with artificial intelligence (AI) capabilities takes sales forecasting to the next level. Implementing AI into these tools enables them to spot patterns and trends that humans might miss, making predictions more accurate. This means your sales team can focus on the right areas, increasing the chances of hitting their targets.

Software for configuration, pricing, and quotation

This software makes it easier to create custom quotes for customers. It takes care of the tricky part of figuring out prices for different customer needs and helps you send out quotes fast. This means you can reply to customers quickly with all the details they need, helping you close deals sooner.

CPQ systems, or Configure, Price, Quote systems, are particularly effective in creating accurate and efficient proposals. The integration of AI in CPQ systems can further refine this process. AI-powered systems offer even more personalized and competitive quotes, adapting to customer data and preferences.

Additionally, incorporating a product configurator can uplift the customer experience (CX). An online product configuration tool allows users to visually customize products to their specifications, further streamlining the quotation process.

Software for order management

Order management software helps you handle customer orders from start to finish. It keeps an eye on your inventory, so you know how much you have and what you need. This helps make sure you can deliver what your customers order, keeping them happy. For this purpose, you can use ERP systems, eCommerce platforms, inventory management software, or dedicated order management systems. 

Moreover, software powered by AI can predict stock needs, automate reordering, and suggest improvements in the supply chain. This level of automation for business reduces the risk of human error and ensures a seamless order process from the warehouse to the customer’s hands.

Software for post-sales activities

After making a sale, it’s important to keep in touch with customers. There are tools, such as brandable client portals, for managing customer service, getting feedback, and running loyalty programs. They help you stay connected, solve any problems, and keep customers coming back.

AI-powered sales CRM systems in this area offer more personalized interactions and proactive service, boosting customer satisfaction and encouraging repeat business. Collectively, these tools play a pivotal role in nurturing long-term customer relationships and driving sustained business growth.

Software for sales reporting and analytics

These tools provide comprehensive insights into sales performance and customer preferences. They collect data from different parts of the sales process and turn it into easy-to-understand reports. This information helps you figure out what’s working and what you can do better.

AI plays a crucial role in sales reporting and analytics software. It can analyze vast amounts of data to uncover insights about sales trends, customer behavior, and market opportunities. This allows for more strategic decision-making and helps sales teams adapt quickly to changing market conditions.

Sales reporting and analytics functionalities can be part of other systems like CRM and ERP. Alternatively, you can have dedicated tools like Business Intelligence (BI) platforms, data analytics and predictive tools, or sales dashboard software.

Success stories: how sales automation platform transformed businesses

To best understand the impact of sales automation software, it’s worth exploring real-world success stories.

Suzuki introduced a modern car configurator that offers an interactive, user-friendly experience for customers. Users can customize their cars online with ease and see how the changes affect the visualization and the price in real-time. The online product configurator software simplifies choosing a car and assists sales staff in standardizing the sales process. It effectively engages customers with a blend of technology and personal touch.

Another huge brand, LG, updated its customer service system to make it really smart. The company launched a service platform that uses AI to figure out problems before they even happen. This change made LG’s customer service faster and more helpful, which also helped them sell more. It’s a great example of how using new tech can optimize customer interactions and increase sales outcomes.

L’Oréal’s SalonCentric Marketplace, a recently introduced B2B sales platform, revolutionized the beauty industry’s sales process. Integrating tech solutions for orders, inventory, and management, it streamlines the online purchasing process and handles funds securely. This efficient B2B web portal is a big step in L’Oréal’s growth, with plans to expand its seller network from 100 to 700 in five years.


In summary, digital sales automation tools are reshaping how businesses approach sales processes. These tools do so much more than email automation. They give you the power to provide customers with excellent sales and customer service.

There are many reasons to invest in sales automation software, just as there are many options available, including tailor-made software solutions. These range from advanced forecasting and CPQ systems to sophisticated order management and analytics software. Your chosen solution should depend on what you aim to automate. And there’s no better way to inspire and demonstrate the tangible benefits of custom-built sales automation tools than through successful case stories

At Right Information, we specialize in building all the digital products mentioned in this article and more. We can also integrate AI to make them even smarter. If you’re ready to enjoy incomparable efficiency, customer engagement, and business growth, get in touch today.