Glossary
Sales automation
Sales automation is the use of software to handle repetitive sales tasks without manual work, such as logging activity, sending follow-up emails, routing leads, updating CRM records and scheduling meetings, so reps spend more time selling.
What Is Sales Automation?
In short Automation follows rules: when something happens (a trigger), do something (an action).
A demo request is assigned to a rep by territory, a new contact is enrolled in a sequence, a booked meeting moves the deal stage, and a deal stuck for 14 days alerts the manager. IBM notes the practice is also called sales process automation.
It matters because most of a rep's week is not selling. A Salesforce study cited by IBM found that sales team members spend 28% of their time selling. Logging activity, updating records and chasing follow-ups are the first tasks to automate.
Sales Automation Example
For example, a five-rep team automates lead routing, sequence enrollment and CRM logging. Before, each rep spent about 6 hours a week on data entry and manual follow-ups. After, follow-ups go out on schedule, every email and reply logs to the CRM, and the team holds 30 more first conversations a month without a new hire.
Sales Automation in Practice
Outbound teams automate the high-volume parts: list building and enrichment, multi-step email and LinkedIn sequences, reply sorting and CRM logging. The human parts stay human: choosing the market and offer, writing the core message and holding live conversations. Automating a broken process only produces bad outcomes faster, so fix the process before you scale it.
FAQ
What can be automated in sales?
Lead capture and routing, follow-up emails and sequences, task creation as deals move, activity logging in the CRM, lead scoring, reports and, with generative AI, first drafts of outreach and call summaries.
What is the difference between sales automation and a CRM?
A CRM is the system of record for accounts, contacts and deals. Sales automation is the rules and tools that act on that data, such as routing, sequences and logging. Most CRMs include some automation, and dedicated tools add more.
Will sales automation replace salespeople?
It replaces tasks, not relationships. Automation takes over data entry, routing and scheduled follow-ups; people still choose the market, run discovery, handle objections and close.
What is a sequence in sales automation?
A series of timed steps, such as emails, calls, texts and tasks, that runs for each contact until they reply or finish. In Microsoft Dynamics 365, for example, a sequence step can wait up to 90 days before the next one.
Do This in Ken
Do This in Ken
Campaigns automate outreach in Ken: email and LinkedIn sequences send from mailboxes that Delivery sets up and warms, and replies come into Inbox.
- Module
- Campaigns
- Open in Ken
- /how-it-works
The new Ken opens to the waiting list in batches.
Related
- GTM Glossary
Every GTM term, grouped by topic.
- Workflow automation
- Sales engagement platform
- Email sequence
- CRM
- Sales operations
- RevOps (revenue operations)
- How Ken works
Sources
| Source | Checked |
|---|---|
| IBM: What is sales automation? | |
| HubSpot: What is sales automation? | |
| Microsoft Learn: Add steps to define activities for sequences |
Changelog
- Page published.