Sales Automation Guide: Save 10+ Hours Per Week
Stop wasting time on repetitive tasks. Learn exactly which sales processes to automate, which tools to use, and workflows that work. Includes real automation examples that save 10+ hours per week.
📋 Table of Contents
- 1. What is Sales Automation? (And What It's Not)
- 2. Why Sales Automation Matters
- 3. What to Automate (And What Not To)
- 4. Automating Lead Capture & Qualification
- 5. Email Automation That Doesn't Suck
- 6. Pipeline & Deal Automation
- 7. Task & Reminder Automation
- 8. Essential Automation Tools
- 9. 15 Ready-to-Use Automation Workflows
- 10. Common Automation Mistakes
1. What is Sales Automation? (And What It's Not)
Sales automation means using software to handle repetitive tasks automatically. Instead of manually sending follow-up emails, updating CRM records, or creating reminders, you set rules once and automation handles it forever.
What Sales Automation IS:
- ✅ Automatically capturing leads from your website into CRM
- ✅ Sending follow-up emails 3 days after initial contact
- ✅ Creating a task when deal sits in Proposal stage > 14 days
- ✅ Auto-logging emails from Gmail to CRM
- ✅ Sending invoice automatically when deal closes
- ✅ Notifying you when prospect opens your email
What Sales Automation is NOT:
- ❌ Spamming 10,000 people with generic emails
- ❌ Replacing genuine relationship building
- ❌ Negotiating deals on your behalf
- ❌ Making strategic decisions
- ❌ An excuse for lazy sales work
Golden Rule of Automation:
Automate the logistics, not the relationship. Use automation to free up time for high-value human interaction.
2. Why Sales Automation Matters
Sales reps spend 65% of their time on non-selling activities (HubSpot research). That's administrative work, data entry, follow-ups, and scheduling. Automation reclaims that time.
The Time Breakdown
⏰ Where Sales Reps Waste Time
| Activity | Manual Hours/Week | With Automation | Time Saved |
|---|---|---|---|
| Data entry (CRM updates) | 5 hours | 0.5 hours | 4.5 hours |
| Follow-up emails | 4 hours | 0.5 hours | 3.5 hours |
| Scheduling meetings | 2 hours | 0.5 hours | 1.5 hours |
| Creating tasks/reminders | 1.5 hours | 0 hours | 1.5 hours |
| Sending invoices | 1 hour | 0 hours | 1 hour |
| TOTAL | 13.5 hours | 1.5 hours | 12 hours saved! |
12 hours/week = 600 hours/year = 15 full work weeks. That's nearly 4 months of productive selling time.
Benefits Beyond Time Savings
- Never miss a follow-up: Automation doesn't forget or get busy
- Consistent messaging: Every lead gets the same great experience
- Scalability: Handle 100 leads as easily as 10
- Data accuracy: Automated data entry = fewer errors
- Response speed: Reply to leads in seconds, not hours
- Better forecasting: Clean data enables accurate predictions
3. What to Automate (And What Not To)
Not everything should be automated. The key: automate repetitive, low-value tasks. Keep human touch for high-value interactions.
✅ AUTOMATE THESE
- • Lead capture from forms
- • Email logging to CRM
- • Initial acknowledgment emails
- • Follow-up reminders
- • Data entry (company info, contact details)
- • Meeting scheduling
- • Pipeline stage updates
- • Task creation
- • Invoice sending
- • Payment reminders
- • Activity logging
- • Report generation
- • Lead assignment/routing
- • Email sequences (nurture)
❌ DON'T AUTOMATE THESE
- • First personalized outreach
- • Discovery calls
- • Demos/presentations
- • Objection handling
- • Negotiation
- • Complex problem-solving
- • Relationship building
- • Strategic account planning
- • Contract review
- • Closing conversations
- • Escalations/complaints
- • Custom proposals
The Automation Decision Framework
Ask yourself these 3 questions before automating:
- Is it repetitive? If you do it the same way every time → automate
- Is it low-judgment? If it requires no strategic thinking → automate
- Does it scale poorly? If 100X the volume = 100X the time → automate
If all three are YES, automate it. If any are NO, keep it manual.
4. Automating Lead Capture & Qualification
Manual lead entry is a waste of time. Every lead should flow into your CRM automatically.
Lead Sources to Automate
📝 Website Forms
Setup: Connect form to CRM via Zapier or native integration
Automation:
- • Form submitted → New lead created in CRM
- • Auto-send confirmation email to lead
- • Assign to sales rep (round-robin or by territory)
- • Create task: "Call new lead from website"
- • Tag as "website-lead" for source tracking
Setup: Forward emails to leads@yourcrm.com (many CRMs offer this)
Automation:
- • Email forwarded → Parse contact info → New lead
- • Email body becomes first note
- • Auto-reply: "Thanks, we'll be in touch soon"
Setup: Use LinkedIn to CRM integration (e.g., via Zapier)
Automation:
- • Connection request accepted → Add to CRM
- • Pull company info from LinkedIn automatically
- • Create task: "Send LinkedIn intro message"
📞 Phone/Chat
Setup: Quick-add form or voice-to-text
Automation:
- • Voice call → Log call automatically (if using VoIP)
- • Chat widget → Conversation auto-logged to CRM
- • Manual entry minimized with auto-fill (company lookup)
Auto-Qualification Scoring
Automatically score leads based on criteria:
🎯 Lead Scoring Example
Company Size:
- • 100+ employees: +20 points
- • 10-99 employees: +10 points
- • 1-9 employees: +5 points
Industry Match:
- • Target industry: +15 points
- • Adjacent industry: +5 points
Engagement:
- • Requested demo: +25 points
- • Downloaded content: +10 points
- • Visited pricing page: +15 points
- • Opened 3+ emails: +10 points
Result:
- • 80+ points = Hot Lead (assign immediately)
- • 50-79 points = Warm Lead (follow up within 24 hrs)
- • 0-49 points = Cold Lead (nurture sequence)
5. Email Automation That Doesn't Suck
Email automation has a bad reputation because most people do it poorly. Done right, it saves hours while feeling personal.
Email Automation Use Cases
1. Instant Acknowledgment
Trigger: New lead submits form
Send immediately:
Subject: Thanks for your interest, [FirstName]!
Hi [FirstName],
Thanks for reaching out! I got your message about [topic from form].
I'll review your request and follow up within 24 hours. In the meantime, here's a resource you might find helpful: [relevant link]
Best,
[Your Name]
2. Follow-Up Sequences
Scenario: Lead downloaded white paper but hasn't responded
Day 0: Immediate
"Here's your white paper. Did you know we can help with [specific problem]?"
Day 3: If no reply
"Did you get a chance to read the white paper? I'd love to hear your thoughts."
Day 7: If no reply
"I'm guessing this isn't a priority right now. Should I check back in 3 months?"
Day 14: Final touch
"Last email from me! If things change, here's my calendar link: [link]"
3. Re-Engagement Campaigns
Trigger: Lead inactive for 90 days
Send:
Subject: Should I close your file?
Hi [FirstName],
I haven't heard from you in a while. I'm cleaning up my CRM and wanted to check: should I close your file, or is [your solution] still something you're considering?
Just reply with "close it" or "still interested" and I'll take it from there.
Best,
[Your Name]
Email Automation Best Practices
- Use merge fields: [FirstName], [Company], [Industry] - make it personal
- Trigger on behavior: Not time alone (send when they open email, not blindly Tuesday at 9am)
- Give value first: Every email should help them, not just push your sale
- Make unsubscribe easy: Don't trap people in sequences
- A/B test: Try different subject lines, see what converts
- Limit frequency: Max 1 email/week unless they engage
Warning:
Don't automate first outreach to high-value prospects. Generic automation = ignored. Save automation for follow-ups and nurture.
6. Pipeline & Deal Automation
Automate pipeline management to keep deals moving and prevent anything from slipping through cracks.
Pipeline Automation Rules
📊 Stale Deal Alerts
Rule: If deal in stage > max days → Alert owner + manager
Example:
- • Deal in "Proposal" > 14 days → Email: "Follow up on [Company] proposal"
- • Deal in "Negotiation" > 30 days → Notify manager: "Deal at risk"
🎉 Deal Won Automation
Trigger: Deal moved to "Closed Won"
Actions:
- • Auto-generate invoice
- • Send invoice to client
- • Send onboarding email with next steps
- • Create task: "Schedule kickoff call"
- • Notify team in Slack: "🎉 [Name] closed [Company] for $[amount]!"
- • Add to MRR tracking (if recurring)
📉 Deal Lost Learning
Trigger: Deal moved to "Closed Lost"
Actions:
- • Send survey: "Why didn't you choose us?" (for future learning)
- • Tag with loss reason (price, features, timing, etc.)
- • Create task for 6 months: "Re-engage with [Company]"
- • Update loss analytics dashboard
⚡ High-Value Deal Escalation
Rule: Deal value > $50,000 → Special handling
Actions:
- • Notify sales manager immediately
- • Tag as "high-value"
- • Create task: "Manager to review proposal before sending"
- • Weekly check-in reminders until closed
7. Task & Reminder Automation
Never rely on memory. Automate task creation so nothing falls through cracks.
Task Automation Examples
| Trigger | Auto-Create Task | Due Date |
|---|---|---|
| New lead created | "Qualify lead: Call to confirm budget, need, timeline" | Today |
| Demo completed | "Send proposal to [Company]" | Within 24 hours |
| Proposal sent | "Follow up on proposal" | +3 days |
| Deal inactive 7 days | "Check in with [Contact]" | Today |
| Contract signed | "Schedule onboarding call" | Within 48 hours |
| Invoice sent | "Follow up if not paid" | Due date + 3 days |
| Deal lost | "Re-engage with [Company]" | +6 months |
8. Essential Automation Tools
You need the right stack to automate effectively. Here's what actually works:
Core Automation Stack
CRM with Built-in Automation
Your CRM is the automation hub. Choose one with workflow automation built-in.
Lead16: Free automation for lead capture, pipeline rules, email sequences, task creation. Works offline.
Alternatives: HubSpot (pricey), Pipedrive (good but expensive), Salesforce (complex)
Email Integration
Bi-directional sync: CRM sees all emails, emails logged automatically.
Gmail/Google Workspace: Best integration with most CRMs
Outlook: Works but sometimes buggy
Zapier (Glue Between Tools)
Connect tools that don't natively integrate. "When X happens in Tool A, do Y in Tool B."
Example: New Typeform response → Create lead in CRM → Send Slack notification
Cost: Free for 100 tasks/month, $20-$50/mo for more
Calendar Scheduling (Calendly, etc.)
Stop the email back-and-forth. Send link, they book, it's on your calendar.
Calendly: Most popular, works well
Google Calendar Appointment Slots: Free alternative
Email Signature with Scheduling Link
Every email should end with: "Book a call: [link]"
Removes friction from prospects who want to talk.
🎯 Why Lead16 for Automation
- ✅ All-in-one platform - CRM + automation + invoicing (no Zapier needed for basics)
- ✅ Easy workflow builder - If/then rules, no coding required
- ✅ Gmail integration included - Auto-log all emails
- ✅ Works offline - Only CRM where automation syncs when back online
- ✅ Free plan with automation - Most CRMs charge extra for automation
- ✅ Setup in minutes - Not days like Salesforce
9. 15 Ready-to-Use Automation Workflows
Copy these workflows and customize for your business:
1. New Website Lead
Trigger: Form submitted on website
Actions: Create lead in CRM → Send confirmation email → Assign to rep → Create task "Call lead today" → Add tag "website-lead"
2. Demo Follow-Up
Trigger: Demo meeting completed (calendar event ends)
Actions: Send "Thanks for the demo" email → Create task "Send proposal within 24 hrs" → Move deal to "Proposal" stage
3. Proposal Sent Sequence
Trigger: Proposal sent
Day 0: "Proposal attached - let me know questions"
Day 3: "Did you get a chance to review?"
Day 7: "Following up on proposal - want to discuss?"
4. Stale Deal Alert
Trigger: Deal in "Negotiation" > 21 days with no activity
Actions: Email rep "This deal needs attention" → Create urgent task "Call [Company] today" → Notify manager
5. Deal Won Celebration
Trigger: Deal moved to "Closed Won"
Actions: Send invoice → Send onboarding email → Post to team Slack "🎉 $[amount] deal closed!" → Create kickoff task → Add to revenue dashboard
6. Invoice Payment Reminder
Trigger: Invoice overdue 3 days
Actions: Email reminder "Invoice #[X] is overdue" → Create task "Follow up on payment" → If 7 days overdue, send firmer reminder
7. High-Value Deal Routing
Trigger: New lead with company size > 500 employees
Actions: Assign to senior rep (not junior) → Tag "enterprise" → Notify sales director → Schedule qualification call
8. Email Opened → Follow Up
Trigger: Prospect opens your email 3+ times
Actions: Create task "Call [Name] - they're interested (opened email 3X)" → Increase lead score +10
9. Re-Engagement (90 Days Inactive)
Trigger: Lead inactive for 90 days
Actions: Send "Should I close your file?" email → If they reply "still interested," move back to active → If no reply, archive
10. Lost Deal Learning
Trigger: Deal marked "Closed Lost"
Actions: Send survey "Why didn't you choose us?" → Tag with loss reason → Create "check back in 6 months" task → Update loss analytics
11. New Client Onboarding
Trigger: First invoice paid
Actions: Send welcome email with resources → Create onboarding task checklist → Schedule 30-day check-in → Add to customer success system
12. Round-Robin Lead Assignment
Trigger: New lead created
Actions: Assign to next rep in rotation (Rep A → Rep B → Rep C → Rep A...) → Notify assigned rep via email + Slack
13. Weekly Pipeline Review Reminder
Trigger: Every Friday at 9am
Actions: Send email to all reps: "Review your pipeline before end of day" + link to pipeline → Manager gets summary of stale deals
14. Pricing Page Visit Alert
Trigger: Lead visits pricing page (via website tracking)
Actions: Notify sales rep "Hot lead alert" → Create task "Call today - they checked pricing" → Increase lead score +15
15. Competitor Mention Tracking
Trigger: Email or note contains "[Competitor Name]"
Actions: Tag deal "competitive" → Create task "Send competitive differentiation doc" → Alert manager for high-value deals
10. Common Automation Mistakes
1. Over-Automating
Automating everything = losing the human touch. First outreach should always be personal.
2. Set It and Forget It
Automation isn't "one and done." Review monthly: what's working, what's annoying people?
3. Generic Email Templates
"Dear Sir/Madam" automated emails get deleted. Use personalization: name, company, specific problem.
4. No Unsubscribe Option
Trapping people in sequences damages your brand. Make it easy to opt out.
5. Ignoring the Data
Track metrics: open rates, reply rates, conversion rates. If email sequence has 2% reply rate, rewrite it.
6. Too Many Emails
One email per week max unless they engage. Don't be the annoying company in their inbox.
7. Broken Automation
Test your workflows! Send yourself through the automation to catch errors before prospects see them.
8. Automating Before Process is Good
If your manual process doesn't work, automating it just scales failure faster. Fix process first, then automate.
9. No Fallback for Automation Failures
What if Zapier goes down? Have manual backup for critical workflows (like lead capture).
10. Forgetting Mobile
25% of emails are read on mobile. Test automated emails on phone—are they readable?
Key Takeaways
✅ Start Automating Today
- 1. Pick low-hanging fruit (30 min) - Start with lead capture automation (website form → CRM)
- 2. Set up email automation (1 hour) - Connect Gmail to CRM for auto-logging
- 3. Create 3 task automation rules (30 min) - New lead → task, Proposal sent → follow-up task, Invoice overdue → payment reminder
- 4. Build first email sequence (1 hour) - Simple 3-email follow-up for leads who don't respond
- 5. Set up pipeline alerts (30 min) - Alert when deals stuck > max days per stage
- 6. Add calendar scheduling (15 min) - Put Calendly link in email signature
- 7. Test everything (30 min) - Send yourself through all automations to catch issues
Total time investment: 4.5 hours → Saves 10+ hours/week forever
Sales automation isn't about replacing humans—it's about freeing humans to do what they do best: build relationships, solve problems, and close deals. Automate the logistics so you can focus on revenue.
Start simple: automate lead capture and basic follow-ups. Once that's working, layer on more sophisticated workflows. In 6 months, you'll wonder how you ever survived without automation.