Sales Process Automation

Automatic routing of every incoming lead to the correct rep or queue within seconds of arrival, eliminating the unowned lead queue, the coordinator bottleneck, and the territory violations that happen when routing is manual. Lead source connectors: web form webhook (HubSpot Forms, Webflow, or custom), Typeform webhook, LinkedIn Lead Gen Forms via LinkedIn Marketing API, inbound call via Twilio caller ID lookup, and marketing platform APIs (Marketo, HubSpot Marketing). Routing rule engine: configurable conditions evaluated in priority order (territory match by company headquarters country/state → company size band by employee count from Clearbit enrichment → industry classification from SIC/NAICS code → product interest from form field → round-robin within the matched group if multiple reps qualify). CRM record creation via Salesforce REST API or HubSpot CRM API: lead record created with all form fields mapped to CRM fields, source campaign attributed from UTM parameters, and duplicate detection against existing contacts and leads before creation. Rep notification: Slack message to the assigned rep's channel with a direct link to the new CRM record; email notification with lead summary; first-touch task created in the CRM with a configurable due-in window (same day for inbound demo requests, next business day for newsletter signups). Speed-to-lead reporting: average time from lead creation to first contact attempt tracked per rep and per lead source, the metric that shows whether the routing automation is being acted on promptly.

Scoring models built from your historical CRM data that rank every lead in the pipeline by conversion probability, so reps work the highest-value opportunities first rather than whatever they opened their CRM to last. Firmographic signals: company size (employee count and revenue band from Clearbit or Apollo enrichment), industry (ICP-fit scoring based on your closed-won industry distribution), funding stage (Crunchbase integration for VC-backed companies), and technology stack (BuiltWith or Clearbit Reveal identifying companies using complementary tools). Behavioural signals: pricing page visits tracked via reverse-IP or identity resolution, free trial feature activation depth, email open and click events from your marketing platform (Mailchimp, HubSpot, or Klaviyo), and meeting attendance rate from your calendar integration. Third-party intent data from Bombora or G2 Buyer Intent: accounts showing research activity for your category surfaced with an elevated score before they fill in your form. Score recalculation pipeline: scores updated on a configurable cadence (every 6 hours for active leads, daily for dormant ones) using a weighted logistic regression model trained on your historical won/lost deals with SHAP-based feature importance showing which signals drive the score for each lead. High-score leads without a first-contact attempt within a configurable window (e.g., 4 hours for demo requests) trigger an escalation notification to the rep's manager with the lead score and the time elapsed since assignment.

Automated follow-up sequences that ensure every prospect in the pipeline receives consistent outreach at the right cadence, not the cadence the rep had time for this week. Sequence architecture: each stage in the pipeline has a configured sequence (e.g., "MQL sequence" runs for 14 days with 4 email touches and 2 LinkedIn connection requests before moving the lead to a dormant state if no reply); sequences pause immediately when a prospect replies or books a meeting and resume if the reply doesn't lead to a scheduled call within 7 days. Email delivery via Outreach, SalesLoft, or a custom sequence engine built on Amazon SES with per-mailbox sending rate limits to protect domain reputation; open and click tracking with 48-hour reply detection. Branching logic based on prospect attributes: the VP of Engineering who inquired about the API receives a technical sequence referencing developer documentation; the CMO who requested a demo receives a business outcome sequence referencing revenue impact case studies, personalisation at scale from a CRM field lookup. LinkedIn automation via approved LinkedIn Sales Navigator API touchpoints: connection request with a personalised note generated from the prospect's company and role; follow-up message timed 3 days after connection acceptance. Call task creation: when a prospect opens an email 3 or more times without replying, a high-priority call task is created in the CRM with the specific email they kept opening noted in the task description, the engagement signal that tells the rep this is worth a phone call now.

Quote and proposal documents assembled from your product catalogue and pricing database in under 2 minutes, no manual calculation, no opening a Word template, no number-copying from a spreadsheet, and no proposals going out with pricing errors because someone used last quarter's rate card. Configuration layer: the rep selects the products from a searchable catalogue, the pricing tier (volume-based, contract length, or customer segment), and any applicable discounts within their approval authority; the system calculates the correct line items, applies the discount logic (volume tiers, bundle discounts, customer contract rates), and generates the total. Document generation using Docxtemplater (DOCX output for editable proposals) or WeasyPrint (PDF for sealed quotes): your branded template with your typography, section structure, and terms language; all variable fields (client name, company, product names, quantities, prices, totals, effective date, expiry date, signatory details) populated from the CRM and pricing engine automatically. Internal approval routing: proposals above a configurable discount threshold or total contract value routed to the sales manager or VP of Sales for approval via an email link before the document is sent to the prospect, the control that prevents reps from sending proposals that violate pricing policy. E-signature via DocuSign or Adobe Sign API: the approved proposal sent with a tracked signing link; signature completion triggers a webhook that updates the CRM deal to the "contract sent" stage and starts the contract-review stage countdown.

Pipeline stage updates driven by real deal events rather than by reps remembering to click through CRM stages, so the pipeline view managers use for forecasting reflects what is actually happening in the deals rather than the last time the rep updated their CRM. Event-to-stage mapping: email reply received via Gmail or Outlook integration → advances from "Outreach" to "Engaged"; calendar meeting confirmed via Calendly or Google Calendar integration → advances to "Meeting Scheduled"; proposal document viewed for over 30 seconds via DocuSign tracking → creates an engagement alert; contract signed via e-signature webhook → closes the deal as won with the close date and value recorded. Activity logging at each event: the triggering event, timestamp, and any relevant data (which email they replied to, which calendar event was booked) written to the CRM's activity feed automatically, the activity history that currently depends on reps manually logging calls and notes. Stale deal automation: deals without any activity logged in a configurable number of days (e.g., 14 days in "Proposal Sent" stage) flagged with a "Deal at Risk" tag in the CRM, a re-engagement task created and assigned to the rep with a suggested next action, and a weekly pipeline hygiene report delivered to the sales manager showing all deals exceeding their stage age target. Forecast accuracy improvement: when pipeline stages reflect real activity, the weighted pipeline value (probability × deal value by stage) becomes a reliable revenue forecast rather than an optimistic number based on how reps felt about their deals when they last updated CRM.

Commission calculations that run automatically from closed-won deal data in the CRM, applying your commission structure, quota attainment tiers, accelerators, clawback rules, and product-mix multipliers without a finance analyst rebuilding the spreadsheet at the end of every month. Commission calculation engine: the rules model covers base commission rate per product category, quota attainment accelerators (rep earns 8% at 80-100% quota, 12% at 100-125%, 15% above 125%), deal size thresholds that trigger manager approval before booking, clawback rules for deals cancelled within 90 days of booking, and split commission handling for multi-rep opportunities. Data sources: closed-won deals pulled from Salesforce or HubSpot CRM API each night; deal amount confirmed against the signed contract value from the DocuSign envelope; payment receipt status checked against the ERP or billing system before accelerated commission is credited. Rep-facing commission dashboard: current month earned commission on closed deals, pipeline-weighted commission forecast for in-progress deals (probability-adjusted by stage), quota progress bar with current attainment percentage, and a deal-level breakdown showing the commission earned per closed deal with the applicable rate and any adjustments. Finance export: a CSV per pay period listing each rep, each deal, the commission rate applied, the amount earned, and the audit reference (CRM deal ID + contract ID), the file that feeds payroll without manual spreadsheet reconciliation and provides the audit trail for commission disputes. Average commission dispute resolution time decreases from days to minutes when every calculation is traceable to the same data source.