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Sales Automation · CRM Workflows

Sales automation services for clear ownership and follow-up.

For service businesses and teams managing assisted sales, quotes, or commercial opportunities.

Connect pipeline stages, lead assignment, follow-up, and prioritization with the way your team manages inquiries and opportunities. We help define and configure a practical process in your agreed CRM.

Schedule a meetingExplore the sales automation scope
Illustrative sales pipeline
New lead
Qualified
Proposal
Won
NorthwindMR $12,400 · inbound Call within 24h No reply · 3 days Follow-up sent Won
When a lead is created → assign an ownerWhen the call is logged → move to QualifiedWhen qualified → create the proposal taskWaiting for a reply · 3-day ruleIf no reply in 3 days → send a follow-upWhen the proposal is accepted → mark as WonAutomation rule

An opportunity needs an owner, context, and a next action.

A CRM can hold customer information while the sales process still relies on individual memory. We review where assignment, priorities, and follow-up need clearer rules. The scope starts with an existing commercial process or a clearly defined process to implement.

  • New inquiries lack ownership

    Define who receives each inquiry and what happens when the usual route is unavailable.

  • Opportunities sit without a next action

    Connect the stage with a task, responsible person, and review condition.

  • Every lead receives the same priority

    Separate commercial fit from activity and define useful qualification criteria.

  • Updates depend on individual habits

    Document what the team needs to record and when the process should change.

Define the sales process before configuring its automation.

We agree on the process to support, then translate it into stages, ownership rules, selected workflows, and operating instructions. Pipelines, workflows, users, data sources, connections, and ongoing responsibilities are agreed for each project, within the capabilities of the agreed CRM.

  • Sales process automation

    Review the steps, data, responsibilities, and decisions that the CRM should support.

  • Sales pipeline automation

    Define stages, required information, and the conditions for advancing or closing an opportunity.

  • Lead routing and assignment

    Configure agreed routes and owner rules, with a defined response to exceptions.

  • Follow-up workflows

    Set up selected tasks, reminders, and communication conditions around the next action.

  • Lead qualification and scoring

    Define useful criteria for prioritization and review them with the team.

  • Documentation and adoption

    Give your team practical instructions for using and maintaining the selected process.

Every route needs a defined exception.

An inquiry is received, its information is reviewed, a destination is defined, an owner is assigned, and a next action is set. When data is missing or no rule matches, the inquiry goes to a review path instead of disappearing.

A record owner is not the same as a salesperson who has accepted or answered. We define what happens to existing owners, duplicates, and closed opportunities so automation does not reassign work by accident.

Lead scoring should help the team decide what to review next.

We define qualification criteria around the customer’s request, commercial fit, and relevant activity. Rule-based scoring is scoped to the available data. Predictive scoring requires a separate feasibility and validation assessment.

  • Does the request fit the offer?

    Review the need, service or product requested, and the information available.

  • Is there a meaningful buying signal?

    Distinguish a direct inquiry or quote request from general content activity.

  • What is missing?

    Identify the information needed before deciding the next action.

  • What should the team do?

    Connect the priority with a review, task, or follow-up appropriate to the case.

Build rules the team can use and review.

Measurement informs the work throughout the process. Your team should know how to use the process, who maintains the rules, and when human review is needed.

  1. Discover

    Review the commercial process, CRM records, team responsibilities, and current friction.

  2. Define

    Agree on stages, assignment rules, qualification criteria, follow-up, and measures.

  3. Develop

    Configure the selected workflows and test the relevant paths and exceptions.

  4. Deliver

    Prepare the agreed release, documentation, team adoption, and review plan.

A sales automation scope your team can operate.

Review ownership, first useful response, overdue follow-up, time in stage, and recorded outcomes. Reporting distinguishes workflow execution from customer response and closed business.

  • Process and pipeline map: the selected stages, responsibilities, and criteria for moving opportunities
  • Assignment specification: entry rules, owner logic, and the agreed handling of exceptions
  • Follow-up plan: selected tasks, reminders, communication conditions, and stopping rules
  • Qualification criteria: an agreed approach to reviewing and prioritizing inquiries
  • CRM configuration and test record: the selected workflows, checks, open issues, and release responsibilities
  • Operating and review guide: instructions for daily use, monitoring, changes, and the next review

From the Blog

Further reading.

Articles from our blog on the topics this page covers.

View all articles

Before defining the sales automation scope.

Teams that manage inquiries, quotes, or commercial opportunities and need clearer assignment, prioritization, and follow-up. That includes service businesses and selected assisted-sales or wholesale processes.

Marketing automation coordinates selected marketing data, rules, and actions. Sales automation focuses on the commercial team’s pipeline, ownership, qualification, and next steps.

We review the current process and CRM first. Platform changes are considered when the agreed requirements and available capabilities justify them.

We start with useful qualification criteria and the available data. Predictive scoring needs a separate assessment of data readiness, platform capabilities, and validation.

It can be an agreed conversation channel when the tools and operating conditions support it. Conversation design and channel-specific work are covered in WhatsApp & Conversational Sales.

The process, pipelines, users, workflows, data readiness, connections, testing, and ongoing responsibilities. Service fees and platform costs are defined separately in the proposal.

The scope supports agreed tasks and decisions. Qualification, customer conversations, negotiation, and commercial responsibility remain with the people assigned to them.

We define what the process should support and how to measure it. Response and sales outcomes also depend on team capacity, the offer, customer needs, and daily execution.

Connect sales automation with the wider customer process.

Where does your sales process lose its next step?

Bring your current CRM, one assignment or follow-up problem, and the commercial priority behind it.

We’ll help define a practical starting scope.

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