What Can Businesses Achieve With CRM Automation?

May 17, 2022 5:00:00 PM

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Every business needs to continuously find ways to utilize a workday to make the most of it. So, workflow automation in various business areas is the go-to alternative for a lot of enterprises. The Customer Relationship Management (CRM) workflow for businesses, handled by marketers, customer service executives, and sales reps, also derives cost and time efficiency-related benefits from automation.

Today's cloud-based CRM software offers businesses a wide array of customizations to serve their customers the best that they can. In this article, we will talk about how automation of CRM workflows can turn a business around. Going further, we will discuss the key components of CRM automation and the types of CRM automation tools.


What Is CRM Automation?

CRM software allows companies to manage customer and lead data, support marketing operations, increase customer satisfaction, and draw actionable insights and reports, among other workflow optimizations. As there are several components and areas of CRM, constant manual intervention may be required.

A business' employees working on non-automated CRM tools may find themselves having to deal with extremely repetitive tasks leading to eventual burnout. CRM automation takes out this monotony and takes care of some of the repetitive aspects of CRM such as scheduling, customer information updates, and manual data entry.

So CRM automation is said to have the following broad workflows:

  • Marketing automation with tools for customer data syncing, setting up email marketing triggers, templates for campaigns, etc.
  • Sales automation tools for engagement of qualified leads, scheduling interactions, etc.
  • Chatbots and Virtual Assistants for automation of customer support

What's The Difference Between CRM Automation And Marketing Automation?

CRM is defined as a set of tools focused on collecting knowledge about existing customer profiles and handling new customer-related pipelines. Whereas marketing automation is more focused on staging direct communication sessions with early-stage opportunities and routing qualified leads to manage subsequent marketing and sales tasks.

Basically, CRM automation is supposedly meant to handle tasks closer to the bottom of the marketing and sales funnel, whereas more top-of-the-funnel activities are handled through marketing automation tools.

Some industry experts such as the CRM guru Paul Greenberg, Founder & Managing Principal of The 56 Group, LLC, find a clear distinction between CRM and marketing automation. However, recent schools of thought support the inclusion of marketing automation into the CRM automation umbrella. 

Customer Success Story: Daffodil helps one of the leading retail technology companies re-engineer their flagship CRM platform

What Are The Key Components For CRM Automation?

CRM automation offers a range of capabilities that empower sales and marketing teams to engage potential leads and converted prospects effectively. The end-to-end workflow of sales and marketing processes has fewer halts as many of the repetitive or mundane tasks are automated.

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CRM automation can be broken down into the following key functions or components:

1)Lead Management

This is an essential component of CRM because it takes care of the efficient nurturing and engagement of leads. How the system can help convert a lead into a potential buyer is a sign of how effective the entire system is in the sales and marketing funnel. Right from the lead generation step to scoring and conversion, the lead management component takes special care in grooming the lead and following up frequently. Apptivo is a CRM tool that specializes in efficient lead management options.

Other facets of lead management include picking high-quality leads from the basket of leads that have been acquired by the sales team. Data points around leads such as crucial steps in the customer journey, biodata, and whether the lead has demonstrated interest are also factored in. 

2)Contact Management

The storage and management of client or partners' contact information are known as contact management. It is quite a basic function of CRM compared to its other components as it does not include a ton of tracking of interactions or reviewing of relationships with the contacts.

Contact management in modern cloud-based CRMs enables sales and marketing teams to access client info in real-time, share information and collaborate with other teams seamlessly. A clean and organized user interface such as the one Zendesk has, further enhances access to customer data through queries.


One of the most essential types of documentation in the sales process is the Request For Proposal (RFP). RFP is a business document that describes everything about a project and invites potential solutions from qualified stakeholders. Salesmate is one of the best CRM tools that ensures end-to-end document management through automation.

Additionally, there are price quotes, invoices, sales templates, excel invoice templates, and transactional documentation that needs to be accessed with ease. The CRM needs to possess capabilities for easily saving, tagging, and sorting documents. The leads must receive the appropriate documents at the right stage in the sales and marketing pipeline.


CRM systems often need third-party applications to support certain functionalities and there needs to be a seamless and uninterrupted flow of data between the applications and the CRM itself. This is made possible through CRM integration by hosting complete as well as accurate data representations ranging from the business itself and the customers.

Integration can be ensured by making it a point to have all supporting applications and enhancements from the same provider. This ensures that multiple layers of the system can communicate with each other easily and can be updated parallelly without considerable downtime.

5)Analytics And Reporting Tools

Reporting, albeit a very essential and sensitive task, takes a lot of effort, time, and energy which translates to increased costs. An effective lead generation CRM system would have an automated system for the collection, organizing, the analytics of large volumes of data. Nutshell offers unlimited customizations in its reporting and analytics modules.

Reports should present data that offers valuable insights into not only the entire customer journey but the business' insights. Additionally, there should be insightful data on potential profitability, pipeline effectiveness, conversion rates, and progression towards the business goal.

What Are The Benefits Of CRM Automation?

Automated CRM vastly improves the performance of sales and marketing pipelines of businesses. Several time-consuming tasks related to prospecting clients, calendar management, and data updates can be completed within shorter time spans with automation. Some of the benefits are discussed below in detail:

1)Productivity Boost

Automating some of the tasks involved in CRM can free up your attention to focus on more creative aspects of the business. This ensures that you can carry out crucial sales and marketing pipeline tasks and clear out the calendar early. The multitasking capabilities of CRM further enhance productivity.

2)Increased Pipeline Performance

The business' bottom line is highly reliant on the performance of the sales and marketing pipeline. CRM automation can help identify the target audience more clearly. Finding, revising, and converting leads into sales becomes more streamlined. Additionally, sales metrics reviews and analysis get automated, further boosting the performance of the pipeline.

3)Increased Data Precision

CRM automation extracts marketing data through multiple sources, which sharpens the marketing campaigns and increases their reach. Drill-down business and customer data representations provide marketing and sales teams with the necessary know-how and 360-degree understanding to take better and more well-rounded business decisions.

4)Accelerated Sales Cycles

The sales process is expedited due to the automation of repetitive tasks across the sales and marketing pipeline. Moreover, the deal momentum is maintained parallelly across multiple ongoing deals, while simultaneously improving the call cycle process. A sales representative using a CRM is able to make the best use of their potential customer's time.

5)Customer Satisfaction

A customer's purchase history, interests, and preferences are taken into consideration while designing a customer-friendly product. To maximize customer satisfaction, CRM enables businesses to tailor their products as well as marketing efforts toward the customer's specific needs. Chatbots enhance customer engagement even further.

ALSO READ: 7 Reasons Why You Should Switch to Salesforce Lightning right now

Ensure Customer-Centric Success With CRM Automation

For businesses that are focused on capturing, engaging, and ultimately delighting their prospects, CRM automation is the go-to solution. The customer experience can be personalized to the most granular level so that the entire process, right from the lead generation, to nurturing and conversion is tailored.

Bad customer service reviews are business killers, and to avoid this you need seamless planning and implementation of customer engagement strategies. You can refer to Daffodil's Salesforce Development Services which can help you enhance the customer experience and ensure repeat business for years.

Topics: Salesforce

Allen Victor

Written by Allen Victor

Writes content around viral technologies and strives to make them accessible for the layman. Follow his simplistic thought pieces that focus on software solutions for industry-specific pressure points.