6 Common Sales Automation Mistakes in 2022

Sales automation tools are empowering businesses to do more with less. 

They free up salespeople from doing manual, repetitive tasks and allow them to spend their time on more high-value activities that can generate revenue.

From CRM systems to online chatbots for websites, sales automation tools can help businesses reduce human error, boost productivity, and improve sales. 

According to HubSpot, 61% of companies that leverage automation in their sales processes have exceeded their revenue targets in 2020. 

However, your sales automation is only as good as your setup. Businesses that dive right into automation without proper planning and research are likely to make costly mistakes.

Here are the most common sales automation mistakes businesses are still making in 2022 and how you can fix them. 

1. Not syncing marketing data to sales properly

Though you may be eager to start your automated campaigns immediately, avoid rushing into the process without planning. 

Sales automation is not a magical solution. Companies must invest time to thoroughly set up the system and sync marketing data to produce results. 

An effective automation strategy is carefully calculated and implemented. It involves outlining your objectives and validating data points to ensure everything is in order. 

This is because one of the biggest benefits of sales automation — scaling your sales outreach — can be a double-edged sword. 

If you throw your prospect’s data into an automated task without checking the outcome, a simple mistake like an email name error will not only affect conversion rates but negatively impact the company’s reputation as well. 

Solution: Create an integrated system between sales and marketing 

Keeping your sales and marketing data on two separate platforms can make customer profiles incomplete, causing inconsistent messaging at different parts of the sales journey.  

An integrated system that syncs data from the sales and marketing teams will provide better data consolidation and create a more personalized experience for your customers. 

A rule of thumb is to take a second look to ensure that your automation systems are working correctly before going live.  

2. Poor understanding of customer data

Your company can only reap the benefits of your automation tools when your salespeople know who your customers are.

While advanced technology can be a game-changer for many businesses, sales representatives still need to rely on raw data to persuade customers. 

As your company grows and collects a massive database of email addresses, the effectiveness of your automated reach will depend on the quality of the data you collect and input. 

With lead sourcing set on automation, the sales team can get out of touch with prospects and operate based on assumptions. 

This lack of customer knowledge or the fallacy of an ideal customer journey can cause you to lose potential customers through gaps. 

Solution: Combining customer segmentation and personalization

Adopt an audience-first strategy using customer segmentation to help deliver personalized messaging to your customers.

Segment audiences based on their preferences and online behavior. Use high-level content suggestions and questions to engage and get insights to help you identify the products they are looking for. 

By identifying specific pain points, you can also get to know your customer’s intent at the time. 

This will help you build a more robust customer profile that will help with personalization and creating a message they are more likely to respond to. 

3. Not redesigning the sales process

When it comes to automating sales processes that you have been using for years, it’s easy to fall back into the same old patterns. 

Teams miss the critical opportunity to improve an existing system and use automation tools to copy what is being done manually. 

Though this can save time from manually handling repetitive tasks, it simply does not realize the tool’s benefits or the efficiency of sales automation.

Solution: Automate the sales process in parts and challenge existing notions

Thoroughly evaluate your sales processes and break them down into smaller parts. 

When adopting automation, challenge how you have been doing things and carve out time to experiment to see if there is a more efficient method to reach the same result. 

Ask yourself if there are any non-value-added activities to remove and if there are any new requirements to be integrated.

For example, many businesses now adopt a multichannel marketing strategy that uses various channels for customer acquisition.  

Your CRM software then should be able to provide multichannel customer data and record customer engagement across both offline and online channels. 

Additionally, you can check if there are touchpoints to incorporate complementary cross-selling and upselling deals for your loyal customers. 

Remember, the primary goal of redesigning your sales processes is to improve customer and employee experiences. 

4. Chasing after shiny new automation tech

Nowadays, with the oversaturated market, there is always a new and upcoming automation software that promises to boost your sales. 

Entrepreneurs and startups can easily get swept up in the excitement and squander their funds on buying tools they don’t need.  

Solution: Understand your goals and needs before selecting a tool

The simple way to beat the overwhelm and make strategic choices for your sales automation tool is to start with your automation plan first. 

Map out your sales process and clarify how you want to qualify your leads, convert them and fulfill customer lifetime value. 

It will quickly help you determine the functions you need in your sales automation tool and how they can help your process. 

5. Not paying attention to analytics and data

A lot of companies tend to overlook the data analytics on their CRM.

When left unchecked, they fail to take advantage of the data to gain insights into their audience and learn how users interact with their messaging. 

Tracking meaningful customer engagement metrics such as open email rates, follow-up rates, and sales conversions can let you know what works. 

Leveraging the power of data can further help you make more informed marketing and sales decisions that will drive your customers to purchase. 

Solution: Track and analyze important metric insights. 

Keep an eye on relevant metrics. Watch engagement and tailor your automation strategy to what works for you and your customers. 

Analytics provides better data about customers and employees, which will inform the strategy that fuels brand growth. 

Use them all together, and you’re bound to see your sales campaigns improve and capture more customer attention. 

6. Lack of team involvement and supervision

There is a tendency to see sales automation as a ‘new policing tool,’ which is why it can face a strong resistance when implemented. 

Not having your team onboard when adopting automation can make them reluctant to use the tool and return to their old ways. 

As ideal as it is for digital systems to shoulder existing operational roles, do not set and forget. A lack of supervision can result in misdirected sales efforts that cost advertising dollars.

Solution: Involve your team in sales automation processes

Everyone in your team needs to be involved in the process and be familiar with the benefits of automation to accept it fully. 

Testing and implementing the automated solution with your employees who have previously been in these roles will also let you know if any areas have been missed.

Plus, assign a person responsible for the implementation process to manage ongoing problems such as handling difficult clients that go off the script. 


Ultimately, the epicentre of your automation activities is a proper understanding of your business goals and sales processes. 

Develop and fine-tune your automation process when integrating into your sales team. Don’t fall into these sales automation mistakes to use these tools to their full potential.

In the right hands, sales automation will grow your business tremendously.