Sales Automation and Performance Management

Course Overview

Sales automation enables organizations to streamline repetitive activities, improve lead response, standardize follow-up, and provide sales teams with timely information throughout the customer journey. When combined with effective performance management, it creates a structured sales operation focused on productivity, accountability, forecasting accuracy, and sustainable revenue growth.

This practical program equips participants with the skills required to automate sales processes and manage performance using CRM systems, workflows, data, and dashboards. Participants will learn how to structure pipelines, automate lead management, monitor sales activities, define meaningful KPIs, and develop a performance improvement system aligned with business objectives.

What You Will Learn

By the end of the program, participants will be able to:

Analyze and standardize the organization’s sales process.
Identify repetitive sales activities suitable for automation.
Design automated lead capture, qualification, and assignment workflows.
Manage opportunities and customer follow-ups through CRM.
Build structured pipelines and improve sales forecasting.
Automate reminders, communications, approvals, and reporting.
Define individual and team sales performance indicators.
Develop dashboards for monitoring activity, conversion, and revenue.
Use sales data to support coaching and performance improvement.
Develop a sales automation and performance management roadmap.

Who Should Attend

This program is designed for:

Sales directors, managers, and supervisors.
Sales representatives and account executives.
Business development and account management teams.
Sales operations and revenue operations professionals.
CRM administrators and automation specialists.
Marketing and lead-generation teams.
Business owners and commercial managers.
Performance management and digital transformation professionals.

Course Curriculum

Module 1: Sales Process Design and Automation Readiness

Mapping the sales journey from lead generation to closing and retention.
Defining sales stages, responsibilities, activities, and decision criteria.
Identifying delays, manual work, missed follow-ups, and process inconsistencies.
Prioritizing automation opportunities based on impact, feasibility, and value.

Module 2: Automated Lead and Opportunity Management

Capturing leads from websites, campaigns, referrals, imports, and other channels.
Automating lead qualification, scoring, assignment, and response procedures.
Creating follow-up sequences, reminders, tasks, and communication workflows.
Managing opportunities, stage transitions, approvals, and closing activities.

Module 3: Pipeline Management and Sales Forecasting

Designing structured pipelines with clear entry and exit criteria.
Monitoring opportunity value, probability, age, velocity, and expected close dates.
Creating forecasts based on pipeline data, historical performance, and sales capacity.
Identifying stalled opportunities, revenue risks, and required management actions.

Module 4: Sales Performance Measurement and Team Development

Defining activity, productivity, conversion, revenue, and profitability indicators.
Establishing realistic targets for individuals, teams, products, and territories.
Developing dashboards, scorecards, leaderboards, and performance reports.
Using performance data for coaching, feedback, recognition, and improvement planning.

Module 5: Integration, Governance, and Continuous Optimization

Integrating CRM with marketing, email, communication, finance, and reporting systems.
Establishing data standards, access controls, process ownership, and accountability.
Measuring automation outcomes through response time, conversion, cost, and revenue.
Developing and presenting a sales automation and performance management plan.

Ready to Take the Next Step?

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Course Details

Course Fee

upon Request

Course Duration

5 Training Days – 25 Training Hours

Delivery Method

Live Online Training, In-Person Training

Training Language

English and Arabic are Available

Course Level

All Levels