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How to use Salesforce automation to drive sales and delight customers

Automation has fast become one of the most powerful tools in the sales and marketing professional’s arsenal. According to one survey, 8 in 10 organizations are already using automation in their CRM technology. And, if you are using Salesforce, you have access to a powerful tool that is perfectly geared up for workflow automation.

Here is everything you need to know about Salesforce automation, and where you can begin.

What is Salesforce automation?

Salesforce automation is about using digital connectors to integrate workflows within the CRM itself, as well as externally with other software your sales and marketing team uses. Although Salesforce has its own existing process builder tool, it has somewhat limited functionality when it comes to easily connecting with external technology your company uses such as, for instance, your website content management system, email marketing platform, documents, or project management tools. Salesforce automation tools let you much more easily connect the CRM to these different environments, and further improve the automation of your sales and marketing processes.

Case study: How Yamaha uses Salesforce automation

Benefits of Salesforce CRM automation

There are many reasons to consider using Salesforce automation tools, including:

  • Connect processes across technology platforms: Most modern business processes involve the use of more than one technology environment. Your sales and marketing team may rely heavily on Salesforce, but they also use other tools like MailChimp, Outlook, WordPress, and much more. Automating and connecting processes across these platforms makes the sharing of information easier.
  • Less likely that contacts fall through the cracks: If you are able to automatically connect conversations and customers between multiple systems, it is much less likely that any individual lead or customer will fall through the cracks.
  • Less manual work and errors: Another benefit of Salesforce automation is that it means your sales and marketing teams don’t have to spend so much time copying and pasting data between spreadsheets, emails, and documents. Not only does this kind of automation save them time, but it also reduces the likelihood of mistakes and typos.

Learn more: How to transform operations with Salesforce workflow automation

Examples of Salesforce workflow automation

Thanks to workflow connector technology, there are practically unlimited opportunities for Salesforce CRM automations. Almost any workflow that your organization runs where Salesforce is involved can be automated. Here are just three possible examples of Salesforce automation:

Event follow up

Imagine you have just attended a major conference and your sales team has collected hundreds of customers’ details using a simple spreadsheet – or even pen and paper. Transferring all that data into your Salesforce CRM would be time-consuming and likely lead to at least a few mistakes and misunderstandings. However, with Salesforce automation this problem can easily be avoided.

At the event, sales staff could each open up a simple app on their smartphones where they fill in a simple form to collect a new lead’s details. At the end of the conference, this information could be automatically sent to your Salesforce CRM, where it would be organized and tagged. Next, an automated workflow might send each of those new leads a personalized follow-up email so you can get the conversation going.

Managing deals

Say one of your sales team has just lost a high-value deal. This is obviously a disappointment but could be even worse if your company doesn’t learn from the experience. Salesforce automation tools can make a big difference when it comes to learning from mistakes and keeping your business relationships alive.

You could, for example, set up an automated workflow that alerts the sales VP each time a high-value deal (e.g. $100,000 or more) falls through. The VP of sales would receive a notification, so they could find out more if they wanted. The workflow could also send off a short questionnaire to the prospect to learn about what went wrong.

More efficient contract and document process

Salesforce automation tools can also help with the process of creating, sending and signing documents such as contracts. Typically, this is a slow and highly manual process with a lot of room for errors and mistakes.

A Salesforce workflow automation can help a lot with managing new contracts. Each time a new deal is agreed upon, the salesperson could quickly build out legally approved contracts based on existing templates where the employee only needs to add a few additional details. This template would then be digitally sent to the customer so they can sign it with an e-signature, and all information about the job is sent to your operations department.

Begin Salesforce automation with Nintex

For many years Nintex has partnered closely with Salesforce to deliver the most sophisticated Salesforce automation tools to the industry. Sales and marketing professionals now benefit from workflow automations in Salesforce which connect the CRM platform to other technology, including Microsoft 365, Dropbox, DocuSign, documents and PDFs, email systems, and other sales and marketing tools.



If you are ready to begin using Salesforce automation tools, try using Nintex today to start building faster, smoother, and more efficient sales and marketing processes.



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