Why Sales Organizations Are Leveraging Sales Automation Software

Why Sales Organizations Are Leveraging Sales Automation

As part of Solutions Review’s Premium Content Series—a collection of contributed columns written by industry experts in maturing software categories—Jay McGrath, the Chief Revenue Officer at Tonkean, shares insights on the value sales automation software provides Revenue Operations (RevOps) teams.

Every sales organization is looking for a way to get ahead. Strategies to help personnel operate more efficiently. Tools that might help them close more deals faster. This drive—combined with an increasing appreciation for the practical importance of well-tuned internal operations—has led to the rise of Revenue Operations, or, RevOps. RevOps is a business function charged with maximizing an organization’s revenue-generating potential. It is characterized by the alignment and integration of all departments involved in the typical customer lifecycle—pre and post-sale—from Marketing to Sales to Customer Success.

Ultimately, RevOps helps make sales organizations more efficient. What separates RevOps teams who produce results for their companies—who succeed in achieving scale and growing revenue faster than siloed sales organizations alone—is how they make it easier for frontline revenue-generators to do their jobs.

RevOps teams do this by enabling sales organizations to collaborate more effectively across processes and operate more agilely. They create and maintain systems that facilitate scale. Sales focus on outcomes, while RevOps focuses on the strategies that get those outcomes. And finally, they utilize technology to go about all this more effectively. Increasingly, RevOps’ technology of choice is sales automation software.

They’re using sales automation software to simplify other mission-critical processes for their organizations and the sales, marketing, and customer success professional teams they support. According to Tonkean’s recently released State of Business Operations 2022 report, 81.5-percent of professionals working in operations are investing in automation technology. Here’s why.

Sales Automation Drives Results

The RevOps teams making the most significant difference for their organizations today are leveraging sales automation. According to Hubspot, “61 percent of businesses leveraging automation exceeded revenue targets in 2020.” By automating processes, RevOps teams can make their teammates’ lives easier and more enjoyable while empowering their organizations to operate with greater agility.

RevOps teams can create workflow solutions that, for example, automatically prompt account executives to update their CRM any time they have a new meeting. They can even do it from inside whatever application they prefer spending time in, such as Slack. That same automation software can then store that information and surface it through Business Reports, making data more easily actionable for RevOps teams while enabling sales professionals to spend more time closing deals.

Sales Automation Can Make Processes More Reliable

Think about all the manual effort required to do things such as route leads or keep customer account statuses current and accurate in a CRM like Salesforce. Performing those tasks removes account executives from closing deals and makes sales organizations more vulnerable to errors and delays. It reduces the agility of the sales organization overall.

Of course, not all sales automation software is the same. RevOps teams need an automation platform that not only succeeds in automating specific tasks but grants RevOps teams the ability to manage the platform on their own—to create and maintain their automation solutions.

That means the interface through which users interact with the platform must be no-code in nature. Many automation platforms are more “low-code” than “no-code,” meaning they require a good amount of coding ability. On the other hand, the right no-code platform gives users the power to build, change and refine their workflows as often as needed and without ever having to write a line of code.

No-code is a crucial piece of this puzzle. Empowering your RevOps teams to drive change on their own—without remaining dependent on developers to create or manage internal tools for them—is key to ensuring the RevOps function succeeds in increasing the efficiency and effectiveness of your sales org overall. However, when RevOps teams are equipped with the right no-code automation software, the sky’s the limit. 


Jay McGrath