Sales Force Automation

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Automation in Sales Process

Customer Relationship Management (CRM) and sales automation software are terms that refer to technology that is aimed to streamline sales organisations by automating sales processes and workflows. CRM and sales automation software are not the same thing.

Sales automation streamlines the sales process across sales teams, partners, distribution channels and customers, allowing salespeople to spend more time closing deals with high-value prospects and less time maintaining relationships with existing customers, according to the American Marketing Association.

Sales automation allows sales people to save time by handling administrative chores such as updating contact information, managing calendars and processing opportunities without having to manually enter data into their CRM system. Using pre-built applications that are integrated into their software suite, sales professionals can manage their sales pipeline in real time, proactively follow up with leads rather than waiting for them to contact them first, record touchpoints with customers and close sales more quickly than they otherwise would.

To plan out each prospect’s journey from the time they are first identified until they become a customer, most sales companies employ sales automation software to create sales funnels. Sales funnel activities include identifying relevant prospects (prospecting), obtaining contact information for those prospects (lead generation), following up with leads, moving qualified leads further along in the sales process through lead nurturing, converting these leads into opportunities and closing deals.

Through the use of CRM platforms, sales teams may automate repetitive processes connected with each stage of their sales pipeline. They can also link these tasks to their sales data, ensuring that every member of their sales team has access to up-to-date information.

Sales force automation is a technique for increasing sales productivity through fully automated personal selling. Reduces the amount of steps required to complete a sale, which results in less time and effort spent on the transaction. Sales Force Automation or SFA strives to improve customer service, increase customer happiness and cultivate long-term customer relationships. Customer retention requires sales staff to be well-versed with the products and their clients in order to maintain their business.

In order to convert an enquiry into an order, e-CRM provides a technology solution that assists sales personnel in the conversion process. Because electronic communication is more effective and timely, the efficiency of the sales process increases.

In order to communicate and finish a sales process, various technologies are accessible at this time. These technologies include VRU, OLAP, PDAs, mobile phones and email, to name a few. The ability to build, maintain and access client records through the use of e-CRM enables sales professionals to better serve customers by meeting their needs and exceeding their expectations.

One of the primary goals of SFA is to implement ecrm. It makes it easier to communicate information to people who are part of different organisational structures, which in turn decreases the effort required of sales personnel, allowing them to spend more time with their consumers.

Importance of Sales Force Automation (SFA)

  • It boosts the efficiency and effectiveness of sales representatives

  • It increases the efficiency by a factor of ten.

  • It enhances the accuracy of the sales data and accelerates the company’s sales process

  • It makes certain that the sales leads do not get lost in the shuffle.

  • It improves the efficiency and effectiveness of the company’s sales tasks.

  • It decreases response time, which has the potential to improve customer satisfaction.

  • It ensures that sales data is consistent throughout the sales organisation.

  • It makes it possible to make efficient use of otherwise scarce resources (such as a small sales team or budget).

Stages in Automating the Sales Process

The stages in sals force automation are as follows:


Potential clients may come upon a company through a Google search, a sponsored advertisement on a website or social media, or even a guest post on a blog, among other methods. The lead doesn’t know anything about the firm at this point.

It’d be better if companies send out some amazing sales offers for a limited time by email or SMS at this point in order to interact with the leads to elicit greater interest in the product or service.


If the lead expresses an interest in the items, then the company moves on to the following phase in the sales process. It is necessary for the lead to have had some type of interaction with a sales representative from the firm in order to reach this stage, such as signing up for an email newsletter or calling for a price estimate.

Now that their attention is piqued, companies must keep it, which means bombarding the lead with information about why they require the company’s products or services.


The lead has now progressed to the third step, sometimes known as the deciding stage. If companies want to save time and communicate with them effectively, they should automate their communications.

Companies should also provide them sensitive information such as product documentation, pricing contracts, invoice details and so on. Using sales automation tools, they can automate the whole process of storing, updating and exchanging all of these documents with little or little effort on the part of the company’s salespeople.


It goes without saying that the final stage would be the receipt and confirmation of payment, as well as delivery of the product to the new clients or the beginning of their relationship with the organisation. As companies are probably aware, this phase in the sales funnel can consume a significant amount of time, which prevents companies from contacting new hot leads.

It is possible to track all new deals, payments and customer information with the help of sales automation software. In addition, they can see exactly how many transactions have taken place and who has still to make a payment or receive their products from the company’s software.

CRM Links in E-business

CRM is a phrase that is frequently heard in the marketing world. There is, however, no perfect consensus on what constitutes a single definition. This is due to the fact that customer relationship management can be seen from a variety of angles.

In summary, the three points of view are as follows:

  • From the perspective of information technology (IT),
  • The Customer Life Cycle (CLC) perspective and
  • From the standpoint of business strategy

CRM is the business term of the moment on the Internet. Improved customer pleasure, as a result of which better client retention and ultimately customer loyalty are achieved, is the promise of CRM.

The different links are as follows:

Business-to-business (B2B) CRM

Organisations can manage the entire customer/partner lifecycle using Business-to-Business (B2B) customer relationship management or CRM software, as well as quickly establish a selling channel, whether it is purely conventional or online through web-based applications (E-Sales). Some examples of B2B CRM are Pipeliner CRM, Zoho CRM, Salesforce sales cloud etc.

Let us know the features of B2B CRM.

  • Marketing automation: In the service and sales industries, marketing automation provides a mutually beneficial relationship. The CRM software solution should be capable of meeting a wide range of objectives in a variety of contexts (such as business-to-business and business-to-consumer).

  • Sales Force Automation (SFA): It is a term that is used to refer to the automation of sales forces. The SFA is the process of automating the sales cycle by integrating outside sales, inside sales, technical support, management and service and customer care departments into a single system. With this project, we hope to improve communication and efficiency between sales and customer service teams.

  • Customer service and support: It helps businesses better understand their consumers and anticipate their interest in the products and/or services they offer through activities that take place across the marketing, sales and service stages of the business cycle.

  • Partner management: It provides basic functionality for partner management, which is typically provided through a web portal dedicated to partners, such as partner information management (create, search, update and delete), opportunity and lead source tracking and automatic notification, opportunity and lead assignment and automatic notification, all of which are based on user-definable rules and workflow.

  • Contract management and creation: Using the contract management and creation section, organisations can manage their contracts throughout their lifecycle, whether electronically or in a more traditional manner, from contract creation and modification to contract expiration and renewal, all while supporting multiple currencies and based on user-definable rules and workflow.

  • Projects and teams management: It enables enterprises to manage the project lifecycle and project team, from project kick-off and role definition to people assignment, project execution and completion; all of this is accomplished through the use of user-defined rules and process.

Business-to-consumer (B2C) CRM

Business-to-consumer (B2C) customer relationship management (CRM) enables firms to manage the entire consumer lifecycle, communicate with their customers in a correct and successful manner and quickly develop a selling channel.

The best example of B2C CRM is Lead Squared. Let us know the features of B2C CRM.

  • Internet-based transactions: The ability to search for and pick products of interest online allows customers to complete their purchases from the comfort of their own homes.

    As a result, the CRM software solution should have an online product catalog with real-time pricing and availability information, shopping basket management with secure payment transaction processing and profile information management, among other functions (registration, subscription, shipping and billing addresses, purchase history).

  • Management of Email responses: It manages incoming emails from customers using automated guided-through questionnaires and outbound emails combined with the customer’s data through Email Response Management. Additionally, It also provides reporting capabilities and rule-based routing capabilities.

  • B2C Analytics and Business Intelligence (BI): B2C analytics and Business Intelligence (BI) are analytical programmes that detect specific transactions and define thresholds for what is deemed “typical” buying behaviour using complicated rules-based algorithms, neural networks, pattern recognition and other profile settings within peer groups.

    B2C Analytics and BI are analytical applications that use complex rules-based techniques, neural networks, pattern recognition and other profile settings within peer groups to identify certain transactions and set thresholds for what is considered “normal” shopping behaviour.

Other CRM Related Application Areas

The most contemporary CRM software solutions enable firms to acquire, calculate, analyse, report and extract all forms of information related to their customers and their activity from a single source throughout the customer lifecycle (suspect, prospect, visitor, user, lead and client).

  • Email Marketing (also known as electronic mail marketing): Email marketing is a type of direct marketing that takes place electronically. Email marketing includes the management of mailing lists (recipients), email marketing campaigns (messages sent), email marketing content management (message content), email marketing bounce management (messages received), email marketing monitoring and report administration (campaign efficiency).

  • Relationship Capital Management (RCM): It enables sales companies to significantly shorten their sales cycle by immediately inventorying and charting their social and personal relationships, whether internal (local relationships) or external (global relationships), as well as their prospects (global relationships).

  • Survey software: It is a type of business intelligence tool that aims to increase product acceptability and customer loyalty by ensuring that the demands of customers are better recognised and met than they were previously.
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