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10 Best Sales Automation Software In 2023

Sales automation software can help businesses find a solution to poor sales performance. It’s a common problem resulting from outdated methods and a lack of task automation. On average, companies can automate more than 30% of their sales-related tasks, which means this software can free up more of your sales reps’ time to get more sales for your company. That must sound really great!

Since sales is a competitive field, you need to be able to use automation software to get the best from your team. The best automation tools will help make your sales team’s work more manageable, allowing them to focus on what they do best and leave the rest of the sales process to your automation software. So, let’s get started and help you find the best sales automation software for your business.

Best Sales Automation Software Shortlist 

Here’s the shortlist of the best tools that I’ll cover in this article.

  1. 6sense
  2. Seismic
  3. Sugar CRM
  4. LeadFuze
  5. HubSpot Sales Hub
  6. monday Sales CRM
  7. Salesforce
  8. RollWorks
  9. ZoomInfo
  10. Autoklose

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How I Selected the Best Sales Automation Software

Perhaps you're wondering how I selected the best sales automation software for this list? To build this top 10 list, I evaluated and compared a wide range of sales automation software with positive user ratings.

After determining my long list of top choices, I further honed my list by using the selection criteria below to see how each platform stacked up against the next one. I also drew on my years of RevOps experience to pinpoint the features that add a lot of value.

If you have general questions about sales automation software or how to pick the best sales automation software for your organization, take a look at our frequently asked questions section below. Or, you can skip directly to my detailed software summaries, if that's what you need the most.

Selection Criteria

Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best sales automation software for this article:

User Interface (UI):

Searching for software with an easy-to-use interface that allows users to easily use it is essential. I look for platforms that aren’t complicated or require too much time to learn, so you can efficiently train your employees and not hinder your team’s productivity. To do this, the user interface should be easy to navigate with clear titles. It should help your teams complete tasks quickly and efficiently to help increase productivity.

Usability:

A platform’s usability is one of the most critical criteria for choosing sales automation software. There’s no point in investing in something your teams can’t use to its fullest. A complex tool can be time-consuming and waste a lot of your time. So, I look for software that your sales reps can use efficiently and increase their productivity by providing the best possible features.

Level of Automation: 

It may be evident by now, but sales automation software can automatically perform the essential sales tasks your sales reps perform each day. But the level of automation a platform provides is another vital criterion for making this list. Some standard sales automation applications include lead generation, prospecting, email management, customer relationship management, marketing, and lead nurturing.

Software Integrations: 

Adding new sales automation software should help your sales reps get more from their current systems. Your sales teams probably already rely on various apps and systems to capture leads and turn them into paying customers. For this reason, I look for sales automation software that integrates well with existing software stacks to optimize workflows and enhance lead engagement.

Pricing:

Implementing new sales automation software should be a sound investment for your business. I don’t look for specific terms in the subscription, but I consider software that can automate as many tasks as possible and how many leads you can add to the platform. The platform’s rice can depend on the number of contacts you have in the system or how many team members will use it. I also look for software vendors that provide custom pricing plans based on exact requirements. This way, you can save money by not signing up for a plan you don’t need and only paying for what you use and the features you want.

Overviews of the 10 Best Sales Automation Software

Here’s a brief description of each sales automation software to showcase each tool’s best use case, some noteworthy features, and screenshots to give a snapshot of the user interface. 

1. 6sense - Best for revenue AI

6sense sales automation software screenshot
Get an overview of where leads are in your sales pipeline.

6sense helps organizations create, manage, and convert their pipelines into revenue using AI.

Why I picked 6sense: The platform offers AI-driven capabilities to help your sales, marketing, and customer success teams enhance company growth and revenue. It provides an account engagement platform that gives buyer journey insights through its proprietary intent network. 6sense collects this information and uses its AI technology to provide your teams with suggested actions and the next best steps according to these predictions to help drive revenue growth.

6sense allows enterprise businesses to know where their leads are within their pipeline. It can help businesses that operate in financial, manufacturing, technology and software, and business services. You can use this information to align your marketing and sales teams to help accelerate your pipeline’s growth.

6sense Standout Features and Integrations

Features include sales intelligence, predictive analytics, audience building, intent data, account identification, data enrichment and management, and pipeline intelligence.

Integrations include Shift Paradigm, Green Hat, Bombora, Folloze, Outreach, Uberflip, PathFactory, Salesloft, People.ai, LeanData, TrustRadius, and ROI DNA.

6sense offers custom pricing upon request.

Pros
  • Excellent intent data tracking capabilities.
  • The vendor is constantly improving the platform’s capabilities.
  • It quickly aligns sales teams when targeting accounts based on their buying stage.
Cons
  • Some analytics can be challenging to collect.
  • There are some lacking reporting capabilities.

2. Seismic - Best for providing easy document access

seismic sales automation software screenshot
Monitor sales performance to identify improvement areas.

Seismic is a unified platform that helps provide easy access to documents to enable sales teams to prepare for lead interactions.

Why I picked Seismic: Your business can use the Seismic platform to provide access to fresh and relevant content from a structured environment. This material can include collateral, product specification sheets, and comparison charts. Accessing this documentation can help your teams prepare for critical interactions and move leads through your sales process.

Seismic is a cloud-based platform that is suitable for mid-sized and large enterprises. It enables their sales and marketing teams to have a single source of truth for all marketing and sales content. Access to predictive content makes it easier for sales teams to choose the appropriate content for leads and accelerate your sales.

Seismic Standout Features and Integrations

Features include data synchronization, collaboration tools, campaign management, data import and export, mobile access, lead engagement, file sharing, document templates, and presentation tools.

Integrations include Dropbox, WordPress, Salesforce, Percolate, Marketo Engage, Okta, Microsoft 365, Jira, Allego, Sugar CRM, Slack, Adobe Campaign, and Clari.

Seismic offers custom pricing upon request.

Pros
  • It simplifies team collaboration.
  • There’s an active community, educational resources, and success managers to help answer questions.
  • The data it provides gives strategic buyer interest insights.
Cons
  • It can feel slow to refresh load screens.
  • The massive amount of data it provides can be overwhelming for new users.

3. Sugar CRM - Best for organizing lead and customer details

sugar crm sales automation software screenshot
Oversee all sales representative activity on one dashboard.

Sugar CRM enables companies to easily organize and find customer and lead data using various options.

Why I picked Sugar CRM: The platform allows users to take detailed notes on a lead’s information and create valuable sales profiles for each. This enables your sales teams to develop follow-up pipelines and reminders to enhance revenues. Sugar CRM has many modules you can utilize that interconnect with one another, allowing you to create a custom platform based on your needs.

Sugar CRM helps businesses of all sizes and industries, such as retail, business services, manufacturing and distribution, travel, and telecommunications. The lead management feature covers a variety of sales channels and provides insights into each channel’s profitability, and tracks campaign effectiveness. When leads come in, the software routes them to the right sales rep based on your specific business rules that helps automate the handoff from marketing.

Sugar CRM Standout Features and Integrations

Features include pipeline management, interaction tracking, forecasting, marketing automation, segmentation, sales activity management, proposal generation, and calendar management.

Integrations include Campaign Monitor, Constant Contact, Zendesk Suite, SyncApps, Olark, Pardot, Hootsuite, CloudAgent, Mailchimp, Epicor, and Zapier.

Sugar CRM costs from $49/user/month, billed annually for a minimum of three users. Sugar CRM offers a free demo to help you determine whether the platform is right for you.

Pros
  • It provides excellent AI-powered data analysis.
  • Users can handle the majority of daily tasks automatically.
  • The customer support team is professional and responsible when fixing issues quickly.
Cons
  • The platform’s automatic updates reconfigure the system.
  • It can take some time to learn the program.

4. LeadFuze - Best for finding leads that match user’s criteria

leadfuze sales automation software screenshot
Collect all contact information and social profiles for leads.

LeadFuze is a lead search platform that helps sales teams find leads that match their specific criteria.

Why I picked LeadFuze: Users can set various filters, such as location, company size, and job role, to generate a list of appropriate options. LeadFuze allows users to search for leads according to markets and accounts. This means you can locate leads in specific trades and jobs that match your business requirements. After a search, the platform will give you detailed information about your leads, including contact information, email address, and the technologies they use.

LeadFuze helps organizations of all sizes get their business in front of the right people. The lead details the software provides can help you enhance your marketing campaigns when personalizing them. After developing the proper target lead avatar, LeadFuze solves the issue of not having your avatar’s contact information.

LeadFuze Standout Features and Integrations

Features include audience targeting, data import and export, contact management, dashboard, contact sharing, lead management, scheduling, and A/B testing.

Integrations include Mailshake, Salesforce, Zapier, Google Sheets, SalesFlare, HubSpot, Close.io, JazzHR, Pipedrive, FreshSales, Woodpecker, Reply, and Appypie.

LeadFuze costs from $147/month. LeadFuze offers a free trial but doesn’t specify the length.

Pros
  • Connects users with access to an extensive lead database.
  • The tools help users target and customize outreach efforts.
  • All emails the platform provides are double-verified.
Cons
  • Its knowledge base could use more work.
  • The vendor might try to tie new users to a one-year contract.

5. HubSpot - Best complete set of sales tools

hubspot sales automation software screenshot
Drag deals as they move through each sales stage in the board view.

HubSpot is a toolkit built on the HubSpot CRM that optimizes your entire sales process.

Why I picked HubSpot: The tool works effectively for every stage of your sales funnel, from lead generation to nurturing and closing deals. It’s user-friendly with email templates, automated scheduling and follow-ups, behavior tracking, and automated data entry. HubSpot can give your business a deeper insight into your leads and automate repetitive tasks so your teams can effectively close more deals.

HubSpot covers the entire spectrum of the sales process for any business. The platform provides an insight tool for sales reps that shows your lead’s activities and profiles before they interact with them. For managers, HubSpot allows them to configure the lead rotator tool so they don’t have to manually assign leads to the proper sales rep.

HubSpot Standout Features and Integrations

Features include forecasting, contact management, data import and export, file transfer, conversion tracking, contact sharing, lead scoring, audience targeting, and lead management.

Integrations include Shopify, Survey Monkey, Salesforces, LiveChat, Wrike, Microsoft Dynamics CRM Online, Sugar CRM, Zapier, Wistia, and GoToWebinar.

HubSpot costs from $45/month for two members and users pay annually. It costs another $23/month for each additional user. HubSpot offers a free forever subscription tier for users considering the platform for their business.

Pros
  • It provides a wealth of information about leads and your internal procedures.
  • Offers quick user adoption of the interface.
  • The knowledge base feature allows users to share company information.
Cons
  • It may require some outside solutions to learn the platform well.
  • The customer service teams seem to only understand the basics of the software.

6. monday Sales CRM - Best for timesaving automation

monday sales crm sales automation software screenshot
See each lead’s progress through your personalized sales funnel.

monday Sales CRM empowers organizations and sales teams to automate many aspects of the sales cycle.

Why I picked monday Sales CRM: The automation available with the monday Sales CRM platform can provide you with the timesaving and organizational capabilities that you may find in a project management software. The automation uses simple trigger and action templates that work with the software’s features and are compatible with many third-party applications. This makes it incredibly easy to automate an endless list of tasks.

monday Sales CRM helps small to medium-sized companies and small business owners, sales teams, and managers customize any pipeline, process, and workflow to optimize efficiency. The platform allows sales teams to manage all post-sales operations, such as onboarding new clients and gain insight into what they need and when they need it. It’s also an excellent option if you’re already a customer of the monday CRM because they can use it on top of the operating system.

monday Sales CRM Standout Features and Integrations

Features include marketing automation, project management, expense tracking, file sharing, forecasting, lead scoring, supplier management, task scheduling and tracking, and lead management.

Integrations include Mailchimp, Zendesk Suite, Shopify, Stripe, Aircall, Slack, Dropbox, Google Drive, PandaDoc, Typeform, Gmail, Salesforce, and Zapier.

monday Sales CRM costs from $13/user/month when paying month-to-month or $10/user/month when billed annually. monday Sales CRM offers a free 14-day trial. It also has a free forever option.

Pros
  • The automation is effortless to develop and deploy.
  • Each subscription comes with 24/7 customer support.
  • Managers can easily access their team’s progress, delays, and escalations.
Cons
  • Each subscription plan has a three-user minimum.
  • Automations have a set number of actions each month.

7. Salesforce - Best for developing sales strategies

salesforce sales automation software screenshot
See which stage each sales opportunity is in.

Salesforces offers businesses the Sales Cloud option, which helps business leaders grow faster by creating effective sales strategies.

Why I picked Salesforce: The Sales Cloud platform from Salesforce helps team managers get the best insights to understand the company’s sales cycle and develop effective sales strategies to improve sales. The tools Salesforce provides make managing sales processes hassle-free. It can extract data that are beneficial when building and executing sales pipelines.

Salesforce has everything businesses of all sizes need to sell smarter and faster. These tools include lead and contact management, sales forecasting, and pipeline tracking. After implementing the software, you and your teams can win more deals by developing better customer relationships.

Salesforce Standout Features and Integrations

Features include appointment management, dashboard, audience targeting, calendar management, data import and export, reporting and analytics, forecasting, interaction tracking, and lead management.

Integrations include Dropbox, Yesware, Quickbooks, Mailchimp, ClearSlide, Five9, GoToMeeting, QlikView, Expensify, SurveyMonkey, Smartsheet, and Gmail.

Salesforce costs from $25/user/month, billed annually. Salesforce offers a 14-day free trial for new users.

Pros
  • It helps users manage leads from multiple sources.
  • Users can track all conversations to help hand them over to other teams.
  • It uses all activities and engagements to create a lead score.
Cons
  • It has a high learning curve for new users.
  • Maintaining the data can be complex when uploading it manually every day.

8. RollWorks - Best for engaging prospects

rollworks sales automation software screenshot
Engage leads with a scheduled email campaign outreach from sales reps.

RollWorks helps businesses identify lead targets, engage them, and measure success.

Why I picked RollWorks: The platform’s sales automation features focus on nurturing new leads with custom sales tools. These tools help you create ideal customer profiles and integrate with outbound sales communications to engage and convert leads to customers. It allows your business to collect accurate lead data and schedules follow-ups, so your business reaches them at the right time.

RollWorks offers B2B organizations of any size an account-based platform to align marketing and sales teams with growing revenue effectively. The platform supports pipeline acceleration, lead locating, and growth multiplication to help you uncover new contacts and target accounts and identify upsell opportunities with current customers and new leads. Your sales and marketing teams can use digital ads, web personalization, email signatures, and other methods to engage and measure your strategy’s effectiveness.

RollWorks Standout Features and Integrations

Features include visitor data analysis, de-anonymizing website traffic, tailored web experiences, chat messaging, pipeline management, account scoring, list creation, notifications, and reporting.

Integrations include HubSpot, Salesforce, Marketo, Google Analytics, Drift, Uberflip, Opensense, Bombora, Postal, Clari, LeanData, and Outreach.

RollWorks costs from $975/month. RollWorks offers a free demo to help you determine whether the platform is right for you.

Pros
  • The insights and reporting provide a valuable showcase of your team’s efforts.
  • It has an easy onboarding process.
  • There’s a responsive support team to help users.
Cons
  • Users might require an additional ad-building tool for more sophisticated ads.
  • Setting up ads can be complex.

9. ZoomInfo - Best for lead prospecting

zoominfo sales automation software screenshot
Use the organizational chart to determine the best point of contact.

ZoomInfo provides users with a database with over 50 million phone numbers and over 129 million verified emails to help with lead prospecting.

Why I picked ZoomInfo: It’s an expansive contact database that lives on the cloud and provides access to contact names, email addresses, and contact numbers. It also offers robust search functions, insightful details, searchable data points, and allows users to create actionable target lists. It’s an excellent option for enhancing sales productivity.

ZoomInfo is an excellent option for B2B organizations because it helps their sales teams identify and prioritize prospect companies that signal intent. The intent insights include online research activities, funding announcements, organizational changes, company mergers, and technology adoptions. Users can integrate with most sales platforms to fill their customer information profiles and perform various sales activities.

ZoomInfo Standout Features and Integrations

Features include lead management, data import and export, contact sharing, data visualization, notifications, dashboards, and reports.

Integrations include Salesforce, Pipedrive, Slack, Zoho CRM, Sugar CRM, Marketo Engage, Dynamics 365, HubSpot CRM, Outreach, and Microsoft Office Suite.

ZoomInfo offers custom pricing upon request.

Pros
  • Quickly learn everything about the target company.
  • It provides in-depth details about the company’s hierarchy.
  • Importing leads to other platforms is quick and easy.
Cons
  • Sometimes the info isn’t up to date.
  • Some of the contacts can have multiple profiles due to career changes.

10. Autoklose - Best for increasing the sales team’s productivity

autoklose sales automation software screenshot
See real-time, in-depth details about the hottest leads, accounts, and more.

Autoklose helps sales teams increase lead flow, automate repetitive tasks, and close deals more quickly.

Why I picked Autoklose: The platform’s primary goal is to help sales reps avoid wasting time performing redundant tasks. It provides tools to help companies manage email campaigns, handle customer contacts, and generate sales leads. Managers can use the software to track their team’s activities, add new members, and create performance reports from the dashboard.

Autoklose provides a sales force automation platform on the cloud for businesses in finance, technology, logistics, design, hospitality, and other sectors. It enables users to schedule appointments, develop email drip campaigns, and create lead segments. All of these features help businesses automate sales processes and fine-tune their strategies.

Autoklose Standout Features and Integrations

Features include email sequence templates, reporting, email tracking, team management, A/B testing, sales database, and campaign management.

Integrations include Salesflare, Calendly, Office 365, Gmail, Zapier, Pipedrive, HubSpot, Mailchimp, Copper, ActiveCampaign, Zoho, ClickFunnels, and Salesforce.

Autoklose costs from $59.99/user/month on a month-to-month contract or $49.99/user/month on an annual contract. Autoklose offers a free 14-day trial for new users.

Pros
  • Users can track every stage of their sales process.
  • The drip email feature ensures you don’t send thousands of emails simultaneously.
  • You can use it as a stand-alone platform or with a CRM.
Cons
  • There are not many email templates available for users.
  • Not everyone on your team has access to reports and dashboards.

People Also Ask

Conclusion

So, this list shows some of the most efficient sales automation software available. By using these platforms, your sales team can be free of the typical, everyday mundane tasks, and help them focus on the tasks that require the most attention. It simplifies the entire sales process for your organization.

If you want to accelerate your sales team’s productivity, you might also consider investing in sales enablement software. These tools enable sales reps to sell more products by giving them the things they need to close more deals. Implementing these tools alongside one of the sales automation software I listed above can turn your sales team into a powerhouse.

By Phil Gray

Philip Gray is the COO of Black and White Zebra, a digital publishing and tech company. He hails from rainy Glasgow, Scotland transplanted in not quite as rainy Vancouver, BC, Canada. With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. His love for data and all things revenue operations landed him this role as resident big brain for the RevOpsTeam. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.

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