The Rise of Sales Process Automation and its Effects (Good and Bad)

Driven by the rapid acceleration of technology and sky-high customer expectations, the traditional sales model is giving way to a new, more dynamic approach—one powered by automation, data, and a deeper understanding of the customer.

Sales teams that harness automation see an average 10-20% boost in sales ROI, but this is a moving target. No single technology can hit the bullseye. 

It’s vital to actively review sales processes to uncover opportunities to improve existing tools and invest in any “missing links” that can connect workflows. 

In this article, we’ll assess the present and future of sales automation, uncovering the driving force behind its transition and the tools you need to consider to fuel future success. 

You’ll learn what a typical enterprise sales automation tech stack consists of and how to leverage it to maximize ROI and profitability.

Three Driving Forces Behind Sales Automation

The rise of sales process automation is not happening in a vacuum. Rather, it’s being driven by a convergence of external factors reshaping the sales landscape from the ground up. The three core trends fueling this today are:

1. Escalating Customer Demands

Thanks to the rise of the internet and the abundance of information at their fingertips, customers can now research products, compare prices, and make informed purchasing decisions—all without ever speaking to a salesperson.

It’s now well-known that B2C and B2B buyers in most industries prefer to research products online or complete the entire purchase process without speaking to a rep. 

In an interview with Forbes, TrustRadius founder and CEP Vinay Bhagat explained, “Across generations, buyers prefer a self-serve experience. They’re seeking out information on their own and finding out as much as possible about available products before making a final decision.”

2. The Rise of eCommerce

Simultaneously, the rise of eCommerce and digital marketplaces has made it easier than ever for customers to bypass sales altogether. 

McKinsey found that up to 70% of B2B buyers are willing to spend up to $500,000 on a single eCommerce transaction. At the upper end of the spectrum, McKinsey registered an 83% increase in those willing to spend above $10 million.

Buyers want smooth purchasing processes that just work from the moment they begin their customer journey to the end. And that’s something B2B sales automation can deliver. 

3. Increasing Sales Complexity

As products and services become more sophisticated and customers become more demanding, sales teams are finding themselves managing longer, more complex sales cycles. 

We’ve seen a rise in demand for customizable products that buyers can tailor to their liking. This requires coordination across multiple departments, from sales to engineering and manufacturing. 

In fact, the average sales cycle has increased for 53% of companies, and 28% of sales pros cite lengthy sales processes as a major reason prospects back out of deals.

Sales teams need platforms that provide real-time visibility into pipeline health, forecast accuracy, and rep performance.

The Typical Sales Automation Tech Stack

So, what exactly is sales automation, and how is it transforming the sales landscape? 

At its core, sales automation refers to using software and technology to streamline, standardize, and optimize the sales process.

This can include a wide range of tools and platforms, from customer relationship management (CRM) systems and marketing automation software to configure, price, quote (CPQ) solutions and sales analytics dashboards. 

Here’s a brief rundown of a typical sales automation stack:

• Marketing Automation: Marketing automation platforms help sales teams nurture leads and deliver targeted, personalized content to prospects at scale.
• Sales Intelligence: B2B sales automation tools focused on sales intelligence provide deep insights into prospects and customers, helping reps identify the right targets, craft compelling messaging, and build stronger relationships.
• Configureren, Prijs, Offerte (CPQ): CPQ-software streamlines the process of creating accurate, professional sales quotes and proposals—reducing errors and accelerating deals.
• Sales Analytics and Forecasting: Forecasting solutions give leaders real-time visibility into pipeline health, performance trends, and revenue forecasts, enabling data-driven decision–making.
• Generative AI Tools: Generative AI tools, like ChatGPT, work either as standalone tools or enhance each component’s capabilities in the sales stack. They can generate dynamic, personalized content, and automate routine tasks, allowing sales teams to focus on high-value activities.

The All-In-One Solution

Today, we’ve seen the boundaries between these platforms and technologies converge. 

For example, modern CPQs like Epicor CPQ offer CRM, sales intelligence, and even marketing automation features inside a single platform while connecting to Enterprise Resource Planning (ERP) to build a truly connected sales system. 

This enables businesses to streamline the entire sales pipeline, from when they begin interacting with products until after checkout. 

The Benefits of Sales Automation

So, how do sales automation tools come together to benefit your sales process? Here are some of the most notable advantages:

• Increased Productivity and Efficiency: Software voor verkoopautomatisering eliminates manual and administrative tasks like data entry, lead management, and quote generation, allowing sales teams to focus on high-value activities. In some cases, sales professionals can save a remarkable 2 hours and 15 minutes daily using automation tools for time-consuming manual tasks.
• Improved Data Quality and Insights: Automation enhances data capture and analysis, integrating marketing, customer service, finance, and operations information. Creating a single customer view helps reps prioritize leads, tailor messaging, and pursue the right deals.
• Better Customer Experiences: Automation enables personalized customer interactions by leveraging data and insights to understand needs and preferences. Automated lead nurturing, personalized emails, and real-time notifications ensure timely, accurate, and consistent communication throughout the sales process, building trust and loyalty.
• Efficiency and ROI: As noted, companies using AI see their sales ROI increase by up to 20%. Additionally, 80% of sellers who exceeded 150% of their quota use sales technology regularly, highlighting the strong correlation between technology adoption and sales performance.
• Enhanced Accuracy and Speed: Sales automation tools like CPQ are invaluable for companies dealing with complex, custom products. CPQ systems automate the configuration of intricate product specifications, ensuring that all combinations and customizations are accurately accounted for, reducing the risk of errors, and accelerating the quote generation process.

The Changing Game for Sales Pros in the Age of Automation

As sales process automation tools become smarter and more popular, they’re shaking things up for sales pros. 

This is especially true now generative AI is becoming more deeply woven into sales automation stacks, enabling reps to create and analyze information at scale while handling routine tasks like writing emails.

LinkedIn Marketing VP Gail Moody-Byrd states, “Fifty-nine percent of sales skills can be augmented by generative AI,” underscoring how machines are taking over many tedious, time-consuming tasks. 

With this, the name of the sales game is strategic, personal, consultative selling. It’s not just about pushing products anymore—it’s about building deep, lasting customer relationships, and that needs a whole new playbook.

Mastering the Art of Consultative Selling

Building strong consultative selling skills is key. This means truly listening to customers, understanding their needs, and offering tailored solutions. 

Reps need to become trusted advisors who can guide customers through tricky decisions and help them navigate a crowded, confusing market.

To achieve this, sales teams need to sharpen their soft skills, too. Emotional intelligence, empathy, and rapport-building abilities are more crucial than ever in the age of automation. Some 9/10 business leaders now agree that soft skills are more important than ever. 

Machines can crunch numbers and spit out insights, but they can’t replace the human touch that’s essential for building trust and strong relationships.

Sales teams also need to get comfortable with data and technology. Automation tools can crunch the numbers, but reps need to be able to use those insights effectively and work with platforms like CRM and CPQ.

What Sales Departments Need to Do

To prepare reps for this new world, sales departments should invest in training and development programs that help teams build these critical skills. This could include:

• Regular training sessions
• Mentoring programs
• Real-world learning experiences

Sales leaders must also create a culture of continuous learning and experimentation, encouraging teams to embrace new tech and try new approaches.

Getting Everyone on Board with Change

Bringing in new sales automation often means big changes to how things are done, and some reps may push back at first. To get everyone on board and see results, companies need to make change management a top priority.

This means:

• Clearly explaining the benefits and value of the new tools and processes
• Providing plenty of training and support to help teams adapt
• Getting sales pros involved in rolling out the changes to create buy-in
• Celebrating early wins and sharing success stories to build excitement

Leaders need to be ready to tackle concerns and objections head-on, working closely with their teams to identify and break through any roadblocks.

The rise of sales automation isn’t a threat to sales pros—it’s an opportunity. By freeing up time and energy from repetitive tasks, automation tools let sales teams focus on what they’re best at: building relationships, solving problems, and creating value for customers. 

How to Set New Standards Sales Automation

Businesses invest heavily in sales automation tools to optimize processes and drive growth. However, building automation systems that work for you and your business is not easy, and many of today’s tools fall short of delivering exactly what businesses and sales teams need to stay on top.

Customers now demand highly customized solutions and rich, interactive visual experiences. Configuring complex products, managing pricing, and generating accurate quotes have become daunting tasks for sales teams relying solely on traditional tools.

CPQ software often emerges as the missing link in the sales automation stack. 

Bridging the Gaps: How CPQ Complements Your Sales Stack

CPQ is a powerful solution that integrates seamlessly with your existing sales automation investments, elevating your sales process to new heights. Here’s how CPQ complements your sales stack:

• Streamlining Complex Configuration: CPQ provides a centralized platform for managing product rules and dependencies, enabling sales teams to accurately configure complex offerings. Automating the configuration process with CPQ eliminates errors and ensures precise, tailored quotes.
• Enhancing Pricing and Quoting Accuracy: CPQ manages intricate pricing structures, automatically applying appropriate rules based on customer profiles and order history. This ensures accurate, consistent, and competitive quotes, reducing the risk of lost deals or margin erosion.
• Empowering Sales Teams with Visuele configuratie: CPQ offers advanced 3D visualization capabilities, allowing sales teams to showcase products in interactive formats. This immersive experience enhances customer engagement, shortens sales cycles, and increases conversion rates.
• Enabling End-to-End Automation: CPQ integrates seamlessly with CRM, ERP, and other critical systems, enabling end-to-end automation of the sales process. By eliminating manual data entry and ensuring data consistency, CPQ reduces errors and improves efficiency.

CPQ in Action

Epicor CPQ has already been deployed as a sales automation tool in many businesses’ workflows. Here are three examples from our customer stories:

Xenith

By integrating Epicor CPQ with its eCommerce platform and ERP system, Xenith, a leading sports equipment manufacturer, created a seamless customer buying experience. 

This allowed customers to customize their products in real-time, resulting in higher engagement and conversion rates.

CMTP

CMTP, an Australian packaging company, faced challenges with its manual quoting process, which often took up to two days to complete. 

Implementing Epicor CPQ, CMTP automated its quoting process, reducing its duration to 5-10 minutes. 

NanaWall

NanaWall, a manufacturer of opening glass wall systems, leveraged Epicor CPQ to create a self-service portal that empowered customers to configure and visualize complex products online. 

This made it easier for customers to explore their offerings, understand the options, and make informed purchasing decisions. 

As we can see, CPQ is not just a nice-to-have addition to your sales stack; it’s a critical component that bridges the gaps, streamlines complexity, and empowers your sales team to sell smarter, faster, and with greater confidence. 

By integrating CPQ with your existing sales automation stack, you can create a seamless, end-to-end sales process that delivers exceptional customer experiences and drives sustainable revenue growth.

The Future of Sales Automation: The AI Revolution

AI is set to be the most significant accelerant of sales automation. It’s uniquely positioned to streamline and enhance both the customer-facing end of sales—the front-end—and the back-end processes behind the scenes. 

AI’s capability to enhance customer understanding is evident, with 65% of sales professionals agreeing that AI helps them gain better customer insights. Additionally, 69% believe AI aids in personalizing the customer experience, which is crucial for building stronger customer relationships.

Front-End AI: Smarter Interactions

On the front lines of sales, AI enables smarter, more personalized interactions with customers. This is where tools like conversational AI and intelligent agents come into play.

Conversational AI refers to chatbots and virtual assistants that can engage in natural, human-like dialogue. 

These AI-powered tools are getting increasingly sophisticated, able to understand complex queries, provide detailed answers, and even pick up on emotional cues, as we saw when OpenAI demoed ChatGPT’s all-new voice recognition features.

For sales, this means a whole new level of automated customer service and support. Imagine a chatbot that can:

• Answer detailed product questions
• Provide personalized recommendations based on a customer’s history
• Troubleshoot issues and walk customers through solutions
• Even close simple deals by processing orders and payments

All of this frees up human reps to focus on higher-value activities and more complex customer needs.

Back-End AI: Intelligent Automation

While front-end AI focuses on customer interactions, back-end AI is all about optimizing and automating internal sales processes. 

One key area is predictive analytics. By analyzing vast troves of data, AI can predict things like:

• Which leads are most likely to convert
• What products a given customer is likely to buy
• The optimal price point for each deal
• Which customers are at risk of churning

Armed with these insights, sales teams can prioritize their efforts, personalize their outreach, and proactively address issues before they cost sales. 

We can already observe that AI is instrumental in improving prospecting efforts, with 61% of sales professionals agreeing that AI enables more personalized prospect interactions.

AI can also automate many repetitive, time-consuming tasks that bog down sales reps. Think intelligent email categorization, automated data entry, and even AI-generated sales reports and forecasts.

AI in CPQ: Advanced Configuration and Optimization

CPQ systems are already powerful tools for streamlining sales processes. With the integration of AI, these systems are set to become even more impactful. Here’s how AI is poised to enhance CPQ:

• Intelligent Solution Configuration: AI will automatically craft optimal product configurations based on customer needs and preferences, learning from historical data to improve accuracy.
• Dynamisch prijzen Models: AI-driven algorithms adjust real-time pricing, balancing profitability with market competitiveness.
• Automated Proposal Generation: AI will quickly produce error-free, highly customized proposals, accelerating the sales cycle and improving customer satisfaction.
• Rapid Product Customization: AI will enable the creation of tailored products that meet unique customer specifications with unprecedented speed and precision.
• Autonomous Sales Agents: AI-powered systems can negotiate and finalize deals, managing complex sales cycles with minimal human intervention.

That’s just a sample of what we might see in the future. These AI-driven advancements in CPQ systems will speed up the sales process and ensure that each proposal is optimized for both the customer and the company. 

Summing Up

Sales is changing, driven by the rise of automation, changing customer expectations, and the increasing complexity of the sales process. 

While valuable, traditional sales process automation tools often fail to address the critical aspects of Product configuratie, pricing, and quoting.

CPQ software emerges as the missing link in the sales automation stack, bridging the gaps and enabling businesses to unlock new levels of efficiency, accuracy, and customer satisfaction. 

By streamlining complex configurations, enhancing pricing and quoting accuracy, empowering sales teams with visual configuration, and enabling end-to-end automation, CPQ complements existing sales process automation investments and elevates the sales process to new heights.

As businesses navigate the future of sales automation, embracing the power of CPQ becomes crucial. 

Epicor CPQ, with its advanced capabilities and seamless integration, stands out as the solution of choice for businesses looking to transform their sales processes and thrive in the digital age.

Frequently Asked Questions: Mastering Sales Automation

1. What are the key components of an effective sales workflow?

An effective sales workflow typically includes several stages, from lead generation to closing deals. It encompasses various sales tasks such as prospecting, qualifying leads, nurturing relationships, and follow-ups. A well-designed sales workflow automation system can streamline these processes, improving overall sales productivity and ensuring no opportunities slip through the cracks.

2. How can I optimize my sales funnel using automation tools?

Optimizing your sales funnel involves leveraging various sales tools to manage and nurture leads effectively. Platforms like HubSpot Sales offer comprehensive solutions for tracking and analyzing your sales funnel. By automating lead scoring, follow-ups, and personalized email marketing campaigns, you can guide prospects through the funnel more efficiently, ultimately increasing conversion rates.

3. What role does sales forecasting play in automation, and how can it be improved?

Sales forecasting is a critical aspect of sales management that can be significantly enhanced through automation. By analyzing historical data, current sales activity, and market trends, automated forecasting tools can provide more accurate predictions. This not only helps in setting realistic targets but also in optimizing resource allocation and strategic planning.

4. How does a sales hub differ from individual sales tools?

A sales hub, like the one offered by HubSpot, is an integrated platform that combines various sales tools into a single, cohesive system. Unlike individual tools that focus on specific aspects of the sales process, a sales hub provides a comprehensive solution for managing the entire sales lifecycle. This includes features for sales outreach, pipeline management, and performance analytics, all within a unified interface.

5. Can automated workflows improve email marketing effectiveness?

Absolutely. Automated workflows can significantly enhance email marketing efforts by ensuring timely, personalized communication with prospects and potential customers. By setting up triggered emails based on specific actions or time intervals, you can maintain consistent engagement throughout the sales process. This approach not only saves time but also helps in nurturing leads more effectively.

6. How does Salesforce Sales Cloud compare to other sales automation platforms?

Salesforce Sales Cloud is a robust platform known for its comprehensive feature set and scalability. It offers extensive capabilities for managing sales tasks, forecasting, and analytics. While it’s a powerful solution, other platforms like HubSpot Sales or Zoho CRM might be more suitable for smaller businesses or those looking for a more user-friendly interface. The choice often depends on your specific needs, budget, and existing tech stack.