How Sales Automation Can Improve Accuracy in Business

Martech Outlook | Tuesday, September 14, 2021

Sales automation can enhance accuracy and consistency by preventing human errors and streamlining procedures.

FREMONT, CA: Faced with declining profits, worldwide consumer electronics companies are choosing to restructure their operations, focusing on cost reduction, sales productivity, and customer contentment. To meet these objectives, the organizations are automating customer and product master data, disputes and claims resolution, supply replenishment, and discount management. To increase competitive information gathering, the companies are also using automated web-crawler techniques. With leadership support, the organizations can cut the expense of select procedures by 15 percent in just three years.

The problems that the consumer electronics company is facing are widespread in today's sales groups. According to a recent study, over 30 percent of sales operations may be automated to increase efficiency and effectiveness. But adoption is hampered by a lack of understanding of automation's possibilities, insufficient tracking, concerns about return on investment (ROI), and delivery delays. Many firms have struggled to reach automation project goals, even after overcoming these obstacles, with just 50 percentage reporting project success.

Companies are exploring sales automation with incredible results on the other end of the spectrum. Organizations are cutting costs, enhancing customer service, and scaling operations by utilizing five key technologies: machine learning (ML), robotic process automation (RPA), natural language processing or generation (NLG), smart workflows, and cognitive agents.

Principles for Sustained Sales Automation Success

Thorough Process Re-Design

Analyze the sales process to see where value-adding activities can be added, and non-value-adding activities can be eliminated. When inefficient procedures are automated, the inefficiency is transferred from humans to algorithms, which typically magnifies the inefficiency. The worldwide consumer electronics company spent time learning about the "as-is" sales process before collaborating with specialists to design the "to-be" approach.

Responsive IT Support

IT is crucial in educating and empowering frontline employees, assisting with automation planning, and providing security clearances. The worldwide consumer electronics company developed a development team within its sales unit to develop in-house automation solutions. To achieve success, operations teams collaborate with the automation team. This minimized the need for external vendors and increased the flexibility of custom solutions.

Agile Practices

Implementation issues are mitigated by a dual operating system of flexibility and automation. Iteratively deliver end-products through multi-deployed teams with shared KPIs while encouraging experimentation and progress through coaching and feedback.

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