In an ideal world your sales team spends the vast majority of their time engaging with your potential buyer.

Unfortunately, your reps get bogged down with additional responsibilities like client management, CRM upkeep, and admin responsibilities in addition to their selling tasks.

But modern sales technology automates the responsibilities that pull your reps away from prospect engagement. With those constraints out of the way, your reps can zero-in on the potential buyer and deliver the sales experience they deserve.

Let’s explore the three automation rules that will save your sales rep’s time so they can focus on engaging their potential buyer.

When A Lead/Contact Isn’t Found, Import Them Into SalesLoft

People usually spend time manually importing leads to their sales engagement platform from their CRM. This process allows them to select specific people based on their role, territory, or when they were added to your Salesforce account. But automation rules present the perfect solution to this manual process.

How? Let’s dive into an example. Say your SDRs are divided by territories and they are only reaching out to people with the title “manager.” When you create the automation rule to import these specific leads, add criteria for the specific states or territories based off your Salesforce fields as well as the title field. Once the rule is saved, the import will occur when that criteria is met constantly keeping your sales engagement up-to-date without the pain of searching for them.

Prioritize Engagement When Stats Change on an Email

Imagine this scenario: While your rep is tied down in their day-to-day tasks, a lead is engaging with an email they received the day before; clicking on links or viewing the email multiple times. Your rep is so caught up in the day-to-day activities they neglect to reach out to the warm lead who is likely to engage.

You may be internally screaming at the thought of the missed opportunity. Believe it or not, automation can be used to prioritize your rep’s actions based off of a lead’s or contact’s engagement with your email.

When stats for an email change (i.e. view or click count exceeding a certain amount) you can set the automation rule to add that person who engaged with the email to a high priority cadence. Identifying these engaged leads is a crucial part of the sales process and this automation rule can ensure you will never miss a warm opportunity.

Automatically Update Account Records

Most CRMs and sales engagement platforms are designed around a sales process focussed on either people or companies, but not both. Without automation, your rep could find themselves in a data loop, updating contact as well as account information to make sure everything is up-to-date. And that is assuming that your rep keeps up with all of this information in real time, which is rarely the case.

Automation can update both contact and account records at the same time.

For example, when your reps complete the first step of their cadence by sending an email or logging a call that contact’s status will change from “Prospecting” to “Working,” but this will only be reflected on the contact record. An automation rule can trigger changes to the account stage so that the contact and account are both logged with the same stage update. This way you can guarantee your contact and account data are accurate and correct.

There’s no denying that your reps have a lot of tasks on their plate. But automating some of those responsibilities empowers your reps to focus their time on delivering an ideal sales experience to your buyer.


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