Home Professionalisms How Sales Automation Makes RevOps Teams More Agile

How Sales Automation Makes RevOps Teams More Agile


team meeting presentation

by Brett Li, VP Category Marketing at Tonkean

More and more organizations are looking to automate mission-critical processes. According to the Tonkean 2022 State of Business Operations Report, 82% of IT and operations leaders said automation is becoming more important for their organization this year, and process automation is the top area of technology investment.

It’s clear that organizational leaders see the broad advantages of sales automation—massive ROI, increased revenue, better reliability, and greater agility. But the specifics of the value proposition are uncovered and used mainly by RevOps teams.

Here’s why.

RevOps is the tip of the spear.

The people within these organizations that are the tip of the sales spear are RevOps professionals.

RevOps covers every department and team involved in the entire typical customer lifecycle, from Marketing to Sales to Customer Success. Their primary job is maximizing an organization’s revenue-generating potential by enabling sales organizations to collaborate more effectively across processes, making sure all processes and workflows are as efficient as possible, and using data and technology to help.

In their hands, sales automation can be an incredibly powerful tool.

In 2019, Forrester found that organizations that deployed RevOps “in some form” grew revenue nearly three times faster than those that did not. And public companies that supported RevOps teams reported “71% higher stock performance.”

The organizations that go above and beyond to provide their RevOps teams with resources, such as sales automation tools, are seeing even stronger results. According to HubSpot, “61% of businesses leveraging automation exceeded revenue targets in 2020.”

Automated processes deliver agile operations.

The key here is agility. Sales teams need to be able to move quickly and freely to iterate on ideas and collaborate with their colleagues and other teams. By using sales automation, and specifically no-code automation, RevOps teams can generate that agility: sales teams have the bandwidth to prioritize core tasks; communication is streamlined; tools are accessible; and task heavy, day-to-day actions no longer gobble up employees’ time.

For example, manually tracked and legally binding processes like sales employee onboarding and compensation planning require RevOps teams to carry out time- and resource-intensive tasks, and with high accuracy. According to the Harvard Business Review, U.S. companies spend 20% more on training new sales representatives than they do on other workers.

To accelerate and improve onboarding, RevOps teams can create automations that, for example, prompt employees to complete actions necessary for their onboarding process, or prompt account executives to update the CRM every time they have a new meeting. And because, with a platform like Tonkean, the interface employees use to create their automations is truly no-code, RevOps pros can do it all without relying on dev or IT.

That’s a game changer.

Sales automation prioritized in 2022.

Every day, more and more organizations are turning to sales automation, and it’s in large part because of the way it increases the agility of RevOps. With no-code sales automation, RevOps can deliver solutions and fix problems in an iterative, incremental, adaptive, fundamentally agile way. They can deliver, at the end of each iterative segment of the cycle, a new version of the solution in question, implement feedback, and then repeat that process over and over until they have the most effective, elegant version of the solution possible.

This in turn empowers the rest of the sales organization to operate in a more effective and efficient fashion, as it improves the work experience of the organization overall.


Brett Li is a VP of Marketing for Tonkean, an enterprise no-code platform for operations teams. Brett has held leadership positions in Product Marketing, Product Management, and Sales Engineering for numerous B2B technology companies. Brett holds an MBA from Haas School of Business and a B.S. in Electrical Engineering and Computer Science from the University of California, Berkeley.