Determining the right sales automation software for you and your business is a trip you must take. Especially if at any point in your career you’d like to be able to free up your time to do more important things than sending the same email for the 500th time.

Creating and sending emails to customers and prospects is something salespeople and marketers have been doing for decades now. Sending the same thing over and over, though, is… simply put: Boring.

Read on to learn all about sales automation like what you need and what tools are available to make your job more fun.

What is sales automation?

Sales automation is the setup of a program that sends notifications, sales emails, social media posts, and anything else you desire. It should do this on its own once you’ve set it up and send chosen items to customers reliably.

In other words, it’s something that you can build into your sales pipeline for you and your sales team. The goal is to save you time, energy, and money while bringing you sales!

Those tedious, manual tasks that take you ages yet aren’t sales-critical are the things you can usually set up to run through a tool that does it for you. It’s a ‘set it and forget it’ style that helps you focus on what’s important like lead generation.

Why do you need sales automation?

If you want to increase or encourage sales engagement, automation software is the way to go. Both Marketing and Sales teams rely on automation for many aspects of their job. The ability to recreate manual tasks in an automatic tool will allow you to reduce boredom, for starters.

It also will:

  • create time for you to manage your leads, customers, emails, and calls much more effectively. As a salesperson, you are generally sending out a handful of the same email over and over again. Automation can help you reduce the time you spend on it.
  • improve reporting. When you have a tool that sends things for you, they usually also have data on what’s working for your business and what’s not.
  • focus your time on quality and already qualified leads. With automation, you can allow the tool to do the background work for you while you actually spend time helping higher scoring leads.

Use a sales automation software that is capable of doing that for you and your business! But how exactly does that work?

Get 3.5X more leads!

Do you want to improve the efficiency of your sales department? With LaGrowthMachine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.

By signing up today, you’ll get a free 14-day trial to test our tool!

Try now for free!

How does sales automation work?

Until we have autonomous robots, sales automation can only begin with you setting up what you want a software or tool to do. This means that the sales tasks you used to do all day every day can now be done once and never again!

Most importantly, a sales automation software should be reliable. It should work in the way that you need it to when it’s supposed to so that nothing falls through the cracks.

For example: You want real time responses to people who ask you a specific question that is often asked by a customer. Look for an automation tool that can send a response without you having to write and rewrite them every time.

Your sales automation software should also have features that can identify important aspects of your contacts like email addresses, names, and common questions that come up. These tools will come in handy if you ever want to truly make a dent in those emails and get more leads.

What do you need before you decide on a sales automation software?

As mentioned, there are a number of aspects to determine (and write down if it’s easier to see them visually) before you choose a sales automation tool. Here are some main points you’ll want to know and questions you should be asking.

  • Integration. What capabilities do they have to work with what you already use? Should you keep what you use or replace it? You should be able to find out if they specifically connect/sync to your CRM or email program; whether it’s Zoho CRM, Salesforce, HubSpot, or a lesser known tool.
  • Tasks. What tasks do you perform every day/week that could be automated? Be sure you can maintain some personalization, though, as this is key to your ultimate success with qualified leads.
  • Reporting. Are there reports you want that can help you perform your job better? Is there something your business needs to know to boost sales or reply rates?
  • GDPR and CCPA. Does it follow European or Californian rules for emailing and contact management?
  • Contact data enrichment. Can this tool help build your database of contacts or will it cause you to lose data?
  • Scheduling. Can you integrate or use this tool natively to schedule appointments or demos? Does it make it easy for a customer or prospect to schedule with you?
  • Email templates. Can you save templates to use throughout your sales pipeline? Does it automatically send when you need it to with the personalization you want?
  • Lead scoring. Knowing where you should focus your time is how you can prioritize. Does this tool help you identify where they are in the sales process?
  • Quotes. Can you use this tool to auto-fill in quotes or proposals?
  • Native app or cloud. Where do you want the information to be stored and accessed? Are there native mobile apps you can use or only desktop?

This may seem like a lot, but this all allows you to make a decision much easier. In this line, you’ll also want it to be relatively user-friendly, but most are these days. 

There also may be even more that you find you need to know, but these will be the biggest deciding factors.

Top 10 best automation software for sales

The ultimate goal may be to sell your product or service, but if you want to build a customer relationship, you’ll want to be able to focus on them. By automating tedious tasks using these softwares, you can lean on your sales automation platform to release you from the drudgery.

This is helpful for either Sales or Marketing teams looking for a sales force automation tool or a salesperson looking to automate core tasks like lead scoring and email sending. You’ll first want to determine what the most repetitive tasks for you or your team are. Then you can find a sales automation tool that’s best for it/them.


With any sales automation software you want to be sure it achieves the goals you’re looking to accomplish. With LaGrowthMachine, you’ll be able to import your leads from (almost) any source like your crm software, enrich their profiles with just one click to set it up, then create multichannel prospecting routines.

Included in the setup for automation, the integration with other CRM platforms are plentiful — including with social media platforms. It offers reps a way to design a workflow that works best for them; no matter the product or service.

These routines will run on their own with each lead, email every prospect or customer, and help you follow up with every tedious task. Save up to 40% of your daily routines with plans starting at 80 euros per month.

Whether you have a team or just you, each user can set up their own lead list and workflows for themselves. Customizing each to personalities, products, prices, and more will gain more traction for you and your company.

One of the many workflows you can have running automatically in LaGrowthMachine.


The idea of Zapier is to create “zaps” that automates things like sending information from one software to another. For example, if you use HubSpot Sales as your CRM and want to automatically add contacts from LinkedIn Sales Navigator, Zapier helps you do that. 

The integration alone is its biggest strength. With hundreds of ways to create zaps, you can develop the right triggers to make almost anything automated.

If you’d just like a basic couple of things set up, they have a free forever plan. It’s very limited, however, in the connections you can create to be automated. The paid plans have a wide range from 19.47 euros to 583.55 euros per task (not user) month. So it very much depends on the size of your team for which is a good fit.

Hubspot Sales

A great tool for someone looking to manage their contacts and call tracking is HubSpot Sales. It uses workflows to automate lead rotation and task creation and streamline prospect follow-up with sequences. It is also a connect-friendly tool if you’re using other sales automation software.

The HubSpot platform has been a reliable company for Marketing teams for many years and is consistently rated highly among users along with Salesforce. Their automation for campaigns offers a wide range of features including social media.

With both free and premium plans starting from free to $1,200/month for Enterprise, there’s a wide range available. 


Anyone who’s ever set an appointment or ever will should use Calendly. Not only does it integrate with your CRM, but with Zoom and Gmail as well. These integrations are insanely time saving before it even gets to the part that’s great about it.

Getting in an “available time” war is my nightmare. Using Calendly, you can set up your calendar to only allow people to choose times you’re available. Send them the link and let them pick whatever time they like and you both automatically receive an email confirmation.

BOOM. No more emailing 20 times until you find a mutual available slot. They even have a basic free account and paid plans starting at just $8/user/month. Scheduling with it is hassle free and simple:

DemandScience Intelligence (Leadiro)

With information on millions of companies, capabilities to connect to third-party applications, and guiding you on buyer’s intent Leadiro boasts to help you drive your lead generation and build your sales pipeline.


If you’re looking to track your prospecting “in real time” by seeing where your leads are in your sales pipeline, Clari has features that may be right for you and your business. They also focus on forecasting to help you spend your time on building relationships and selling.

Pricing is not included on their website, but you can research the features and services they provide as well as reviews about it.


Zoominfo’s SalesOS platform has sales automation tools like auto-dialing and automated outreach campaigns.You can set up flows for different stages of your prospect’s buying journey.

Geared toward B2B, they have updated company information to help you contact a customer or lead at the right time. You can set up a customizable email to go out to certain people at any time you choose.

While they have a free trial, pricing varies based on the size of your organization, users, etc. so it requires contacting them via their website to find out more.


With a focus on sales teams, Clearbit is a solution built for scale. They claim to be able to identify prospects — even if they were anonymous. They also provide lead scoring, data reporting, and contact enrichment automations.

There is a pick-and-choose approach to their setup so you can customize your solution to your needs. This would be a great tool as a sales manager to identify, route, and track your sales team and their progress.

Pricing also varies on users per month as their website declares it to be custom-fitted to your needs.

Pega Sales

Pega Sales’ automation platform identifies hot leads through lead scoring and assists sales reps in moving a prospect down the sales funnel to a quick conversion. 

It does this with features that identify key opportunities to cross-sell, upsell, and establish repeat purchases. Opportunity insights are based on current sales activity and historical benchmarks for similar deal types.

With plans starting at $140/user/month, Pega Sales aims to help teams improve their closing rates and forecasting with their automation.


As a Google Chrome extension, Yesware can log and track your email sends. Since it’s integrated with other tools well, it’s free and quick to install. It can then check any website you allow to track your emails.  

A tool like this can help you track which emails get the most reactions, which don’t work, and which get you sales. It also has a built-in calendar scheduler. 


The sales tool in Pipedrive’s arsenal contains options like triggering emails to send to keep your leads warm while you work on other priorities. It can also transfer ownership to another rep when a deal reaches a new stage or create activities each time a deal is moved along your pipeline. 

They have a great range of pricing structures as well with the lowest tier at an affordable 14.90 euros/month. You can also choose to add on features like the “Smart docs” to automate forms like signatures, emailing for next steps, and filling out information.

This might be helpful for you if you’re currently using other tools like Google Sheets/Docs.


Automate tasks and contact management with Overloop. Their LinkedIn extension is a great feature that connects to your LinkedIn account and adds contacts to your CRM automatically. Be cautious of LinkedIn limits though when bulk adding accounts to your connections. 

Pricing for this platform starts at $39/month for a single user plan and connects to 3 email accounts. You can also check out the free trial. 


One great thing marketers have embraced with every bone in their body is scheduling emails. Autoklose gives you this automation capability. It allows you to create the messages when you have the time and send them at the right moment to your prospects and customers.

They also have a product that can help you with lead scoring, contact management, and a lead builder for targeted lists. Included in their features is tracking for unlimited campaigns.

Their wide range of products give you plenty of options for your budget. If your company is looking for a plan that helps your reps nurture customers across email and social media platforms, this may be a good option for you.

Cirrus Insight

A Salesforce cloud add-on, Cirrus Insight provides scheduler, syncing, emails, and calendar automations. Since it’s an add-on to an already all-encompassing product, it’s reasonably priced by itself starting at $10/user/month. 

This product has plenty of capabilities to help management and salespeople alike to boost their sales automation tasks. It also includes things like attachment tracking and sales cadence for your outreach.

Supporting tools

What other tools might benefit you in your sales pipeline? There are many out there, but once you go through your questions above, you’ll be able to determine what you actually need. Having too many will only result in confusion, messy data, and lost clients.

Find specific B2B lead generation tools that help you collect the best data. Use LinkedIn automation tools that help you find and communicate with your top leads and companies.

Sales automation frees you

Being able to close deals faster with qualified prospects and leads is the end goal. Using automation software for sales saves you time and free you up from those boring tasks. Understand your sales process for you or your reps and you’ll be able to see the workflow that will work best.

Then you can find the sales automation solution that’s right for you and your team and you’ll see that sales pipeline flow!