The Best Sales Automation Software in 2024

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    Optimization is the foundation of business growth — from small businesses to Enterprise-level corporations, all companies strive for increased productivity and profit. Optimizing sales is perhaps the most direct way to accomplish these goals and grow revenue.

    According to LinkedIn, 97% of sellers in the US and Canada find sales intelligence, sales enablement, and CRM tools to be “important” or “very important. However, choosing a sales automation solution can be challenging – there are many offers on the market, and it can be hard to select one.

    In this article, we go through the factors you need to consider when choosing a sales automation solution and present 15 sales automation platforms for businesses of different sizes.

    What Is Sales Automation Software?

    Sales automation software is the technology used to automate routine sales tasks or accelerate sales data processing, which is crucial to streamlining customer journeys. These solutions often incorporate AI and machine learning (ML) features.

    Some tools help you automate all the steps in the sales cycle, whereas others focus on one sales processes aspect, such as lead scoring, email automation, or quote management.

    Here's an example of how sales automation works in action. When a lead enters your pipeline, a sales automation tool logs all its information and assigns it a score with the help of an ML model built on historical sales data. Depending on the score, the software will direct the lead to a sales representative and recommend the following actions or launch an automated nurturing email campaign that pushes the lead closer to the sale.

    Sales automation tools are not meant to replace human professionals. They give human workers more time to use their skills instead of spending hours on tedious administrative tasks that only require time and precision, not talent.

    Benefits of Using Sales Automation Tools

    The primary purpose of sales automation tools is to speed up sales processes and help avoid human errors. Let's look at how these advantages influence specific sales and business processes. Here's a list of benefits sales automation tools bring.

    Improved sales productivity

    Performing tasks such as data entry, follow-up emails, and scheduling meetings can overwhelm salespeople's already packed schedules, detracting from the time they could dedicate to engaging with leads and clients.

    By delegating these tasks to sales automation tools, sales professionals free up valuable time to concentrate on closing sales. This efficiency can lead to shorter sales cycles and faster deal closures.

    For instance, if a sales representative spends significant time contacting prospects by phone, automating tasks like scheduling phone calls can be greatly beneficial. In addition to that, a sales automation tool can summarize the content of your phone conversation and draft follow-up emails.

    Improved lead generation and tracking

    Sales automation tools often include features for lead generation and tracking. These tools can help identify and prioritize leads based on various criteria such as demographics, behavior, and engagement level. By automating lead scoring and nurturing processes, sales teams can focus their efforts on the most promising leads, resulting in higher conversion rates and more effective use of resources.

    Improved customer service

    Sales automation extends beyond the initial sale and can also improve the overall customer experience. Automated communication tools allow sales teams to stay in touch with customers throughout the entire sales cycle and beyond. By sending timely follow-up emails, providing relevant information, and promptly addressing customer inquiries, sales automation helps build stronger relationships with customers and enhances satisfaction.

    Better collaboration with marketing

    The sales and marketing teams must synchronize their efforts to maintain seamless operations. Thus, having comprehensive reports readily available in your sales automation tool, detailing every aspect, can significantly speed up collaboration and the hand-off of leads.

    Better decision-making supported by data

    Sales automation tools empower businesses to make data-driven decisions by providing insights and analytics derived from various sales processes in real time. These systems collect and analyze data related to customer interactions, sales performance, lead generation, and conversion rates.

    By leveraging this information, businesses can identify trends, measure sales strategies' effectiveness, and pinpoint improvement areas.

    Streamlined onboarding for new sales reps

    Sales automation streamlines the onboarding process for sales representatives, reducing the learning curve. Automated workflows systematically lead new hires through procedures, guaranteeing a smooth transition into the sales environment. The user-friendly interface enables effortless navigation, while access to a knowledge base furnishes essential information.

    Increased profit

    Enhanced sales productivity, accelerated sales processes, and smarter strategic decisions ultimately lead to higher revenue for the company.

    Now that we know the actual value of sales automation software let's see what features and characteristics to look for when choosing a sales automation tool.

    How to Choose the Right Sales Automation Solution?

    In a sea of tools streamlining sellers' daily tasks, choosing the right sales automation solution can be challenging. With varying functionalities and supported use cases, careful analysis is key. Explore essential criteria to guarantee the chosen solution meets your needs and optimizes sales operations.

    • Functionality scope: If you're looking for a comprehensive sales automation tool, prioritize the following features: lead and opportunity management, AI-powered lead scoring and sales forecasting, robust analytics, quote management, and collaboration features.
    • Customizability: Ensure the solution aligns with your unique sales processes. Ideally, the platform you choose should give you the ability to easily adjust workflows, fields, and automation rules to match your business requirements.
    • Ease of use: Prioritize user-friendly interfaces to enhance adoption and efficiency. Look for intuitive designs, guided workflows, and minimal learning curves to empower your sales team without significant training investments.
    • Product maturity: A well-established product with a proven track record is likely to offer stability, advanced features, and reliable support, ensuring a more robust and effective tool for your sales team.
    • Scalability: Consider future growth when selecting a sales automation solution. Choose a platform that expands with your organization, accommodating more data, users, and features without affecting performance or requiring frequent upgrades.
    • Integration: Choose a solution that seamlessly integrates with your existing tech stack, such as customer relationship management (CRM), marketing tools, and communication platforms. Smooth integration enhances data flow, reduces manual efforts, and creates a unified ecosystem for efficient sales operations.
    • Cost-effectiveness: Evaluate the total cost of ownership, including subscription fees, implementation costs, and potential hidden expenses. Compare value to investment to verify the chosen solution meets your budget and provides the necessary features and benefits.
    • Robust mobile access: Make sure the sales automation tool of your choice can support sales teams in the field. The powerful mobile app allows sales reps to carry out sales activities on the go, which is especially important for businesses participating in conferences, showcases, and trade shows.

    15 Best Sales Automation Software and Tools

    1. Creatio

    Sales Creatio is a comprehensive sales management platform designed to accelerate sales processes of any complexity using a no-code approach and providing maximum freedom. This platform empowers companies to automate their entire sales cycle, from lead to repeat sales, and effectively handle diverse sales processes, ranging from brief e-commerce transactions to complex B2B sales.

    Sales Creatio CRM

    Powered by Studio Creatio and equipped with no-code and AI\ML automation capabilities, Sales Creatio enables users to create highly automated sales processes, implement new business rules and UI sections into the system, and create flexible opportunity management strategies based on intelligent scoring and built-in best-practice sales templates.

    Sales forecasting Creatio

    Sales Creatio seamlessly integrates with Marketing Creatio and Service Creatio, creating a unified CRM ecosystem. This integration enhances collaboration, data sharing, and customer insights across the entire customer lifecycle. The synergy among these products encourages a holistic approach to sales, marketing, and service, ensuring overall business success.


    The pricing starts at $40 per user monthly. A free trial is available.

    Boost Your Sales Efficiency with Creatio

    2. Salesforce

    Salesforce, a distinguished leader in the CRM systems market, offers its Sales Cloud, a robust cloud-based sales automation solution. It equips sales teams with lead and pipeline management, forecasting, AI insights, coaching tools, cross-channel connectivity, and sales cadences for effective outreach.

    Sales Cloud has continually evolved, now offering hundreds of features and customizable add-ons, catering comprehensively to the diverse needs of sales teams.

    Salesforce is a perfect choice for companies looking to invest in legacy sales automation software supported by a developed eco-system.


    The pricing starts at $25 per user monthly.

    3. Microsoft Dynamics 365 Sales

    Microsoft Dynamics 365 Sales enhances sales processes by enabling relationship-building, informed decision-making, and accelerated deal closures. From lead to order, it tracks accounts, nurtures sales, and facilitates the creation of sales collateral. It has a user-friendly interface and scalable architecture and caters to businesses of all sizes.

    Its strengths lie in seamless integration with Microsoft products, on-premises deployment, and a robust ecosystem of marketplace applications.


    The pricing starts at $65 per user monthly.

    4. Oracle Sales Cloud

    Oracle Sales Cloud offers a seamlessly integrated suite of sales capabilities on a single platform. It effectively manages the complete revenue generation process, including campaign creation, lead monitoring, and opportunity conversion.

    Oracle Sales Cloud, characterized by its enterprise-level scalability, product maturity, and robust analytics capabilities, emerges as an ideal choice for midmarket to enterprise customers seeking to modernize complex multichannel sales processes.


    The pricing starts at $65 per user monthly.

    5. Hubspot Sales Hub

    HubSpot's Sales Hub is a robust sales solution offering features like contact management, email tracking, pipeline management, deal management, automation, and reporting. It empowers sales teams to streamline processes, track interactions, forecast revenue, and make data-driven decisions. Integrated with other HubSpot products, it provides a unified platform for managing customer interactions throughout the sales cycle.

    HubSpot's robust digital sales capabilities support various channels, sales sequences, and predictive lead scoring. Artificial intelligence (AI) assists in generating sales emails, identifying anomalies, and managing contact duplicates.

    HubSpot is particularly well-suited for small to midsize B2C and B2B sales teams.


    The pricing starts at $20 per user monthly. A free version of the product is available.

    6. Zendesk Sell

    Zendesk Sell is an efficient and user-friendly sales automation software catering to businesses of all sizes, from enterprises to small businesses. It optimizes sales processes, saving time and resources at every selling stage.

    Designed for simplicity, Sell provides a streamlined CRM platform enabling sales teams to transition leads smoothly from conversation to conversion. It integrates seamlessly with popular sales tools like Google Suite and Microsoft 365, offering a comprehensive suite of automation features. These include prospecting, lead and pipeline management, sales calls, emails, reporting and analytics, contact management, and meeting scheduling.

    Moreover, the mobile app enhances flexibility, allowing sales representatives to stay productive anytime, anywhere. With its intuitive functionality, Zendesk Sell empowers sales teams to maximize profits and achieve their goals efficiently.

    Zendesk Sell integrates with the Zendesk customer service platform; thus, this sales automation tool is a perfect choice for businesses already using Zendesk products.


    The pricing starts at $19. A free trial is available.

    7. Freshsales

    Freshworks provides core sales capabilities as part of the Freshsales suite, which also includes marketing automation, multichannel engagement, and AI, all unified on a single platform. Freshworks excels in prepackaged support for various seller experiences and digital channels. Additionally, embedded self-serve tutorials facilitate onboarding and learning.

    However, Freshsales has forecasting, pipeline, and territory management limitations. It offers rule-based guided selling, next-best actions, and support for a limited set of packaged AI scenarios, such as identifying high-achieving sellers and surfacing deal insights.

    Freshsales is best suited for teams with straightforward sales processes.


    The pricing starts at $9. A free trial is available.

    8. Pipedrive

    Pipedrive offers robust sales automation capabilities to streamline workflows, enhance productivity, and drive sales efficiency.

    It allows users to automate tasks and actions within their sales pipelines. This includes automatically moving deals to the next stage based on predefined criteria like email interactions, deal value, or lead score. Automation rules can be set up to trigger actions like assigning tasks, sending notifications, or updating deal statuses, reducing manual effort and ensuring consistency in the sales process.

    With Pipedrive's email automation features, users can schedule and automate email communications with prospects and customers. This includes sending personalized follow-up emails, nurturing sequences, and reminders for essential milestones or deadlines.

    Pipedrive integrates seamlessly with various third-party tools and applications, allowing users to automate data syncs, notifications, and actions across different platforms.

    In addition to sales automation, Pipedrive offers CRM automation features for customer service and marketing teams. It's a great choice for companies looking for affordable, out-of-the-box CRM solutions that don't provide extensive customization options.


    The pricing starts at $15. A free trial is available.

    9. Zoho CRM

    Zoho SalesIQ is a part of a comprehensive CRM suite. It offers robust field sales and digital sales features, including rules-driven quoting, discounting, and invoice generation.

    Seller productivity features include rules-driven account and opportunity insights, with limited conversation insights focused on sentiment and emotion. The mobile app allows sellers to manage accounts, close deals, log calls, add voice notes, scan business cards, and access reports conveniently.

    Sales managers can access core reports to analyze team performance at various levels, while forecasting and territory management are primarily rules-driven.

    Zoho is well-suited for both B2B and B2C organizations with moderately complex sales processes.


    The pricing starts at $14.

    10. SAP Sales Cloud

    SAP's Sales Cloud is a component of SAP's broader customer experience portfolio and is deeply integrated with its enterprise resource planning (ERP) and human capital management (HCM) products.

    SAP provides enterprise-grade sales operations functions, including pipeline management, forecasting, order capture, AI-driven product recommendations, and configurable quoting options. It also offers robust capabilities for field sales and retail execution. It provides many third-party integrations, including deep bidirectional integration with Microsoft Teams.

    However, its packaged AI models are less extensive than those of other market leaders. SAP Sales Cloud is ideal for companies deeply committed to the SAP ecosystem and seeking end-to-end customer experiences.


    The pricing starts at $275 per month (includes 5 users). A free trial is available.

    11. Pega Infinity Sales Automation

    Pega Sales Automation combines workflow automation and a low-code platform to deliver a comprehensive sales automation solution.

    It offers deep verticalized pre-built automation for financial services, insurance, communications, healthcare, and government companies. The product includes AI-driven guided selling capabilities that leverage customer context and real-time buyer insights to optimize sales processes and outcomes.

    Pega Sales Automation supports complex territory models, hierarchies, and sales structures while offering robust forecasting and pipeline management functionalities. However, the sales automation tool requires prolonged training and presents a steep learning curve for sales representatives.

    Pegasystems is best suited for large enterprises with intricate environments and process-centric customer service requirements, prioritizing customer value management as a core objective.


    The pricing starts at $140 per user monthly.

    12. Keap

    Keap offers a comprehensive solution for maximizing sales productivity from start to finish. It allows users to capture and organize leads efficiently from a centralized location, automate follow-ups at optimal timings, and gather lead information automatically to enrich customer profiles.

    Keap's Zapier integration also enables seamless connections with over 2,000 third-party sales apps, including WordPress and Paypal, enhancing its versatility and functionality.

    This sales automation tool best fits small businesses with straightforward sales cycles.


    The pricing starts at $159 per month.

    13. Salesblink

    SalesBlink is a robust sales automation tool that offers a comprehensive suite of solutions designed to streamline the sales process from prospecting to outreach to closing deals seamlessly.

    Notable features of SalesBlink include prospecting tools, lead activity tracking, and automated outreach. SalesBlink's intuitive interface and user-friendly design make it easy for sales teams to navigate and utilize its features.

    This sales automation software best fits small businesses that need to organize sales data and automate email outreach.


    The pricing starts at $29 per month.

    14. Salesmate

    Salesmate is a comprehensive solution that maximizes visitor potential on your website by automatically collecting high-quality leads. The platform offers Sales Pipeline Management, allowing you to visualize lead flow and automate deal progression through various stages via workflow automation. With lead scoring features, every pipeline lead is evaluated, identifying promising prospects.

    Within Salesmate, all essential communication channels are available, including calls, emails, and texts, and are managed without leaving the platform.

    Salesmate also enables the preparation and execution of personalized marketing campaigns tailored to specific target audiences, providing detailed insights into open-and-click email rates for optimal campaign management.

    Overall, Salesmate is an excellent choice for small businesses looking for a robust sales automation solution.


    The pricing starts at $29 per month.

    15. Copper

    Copper is a powerful sales automation tool that helps businesses streamline sales processes, improve productivity, and drive revenue growth by providing intuitive contact management, pipeline management, task automation, and reporting features.

    Its seamless integration with Gmail and mobile accessibility makes it a popular choice for sales teams looking to enhance efficiency and effectiveness.


    The pricing starts at $29 per month.

    Boost Your Profit with Sales Automation

    As explored in this article, sales automation tools empower sales teams to focus on what they do best: building relationships, closing deals, and delivering value to customers. Whether automating repetitive tasks, providing real-time insights, or optimizing workflows, these tools play a crucial role in modern sales strategies.

    Enhance your sales processes by signing up for Sales Creatio's free trial. Experience the ultimate freedom of customizable automation and boost your productivity while increasing revenue. 

    Upgrade your sales strategy with automation