Trying to boost sales efficiency? Automation isn’t the silver bullet you think it is

Speak to any sales bro about what’s in store for 2025 and they’re likely to say one thing: automation. 

Automation’s pitched as the solver of all our problems, the ultimate booster of sales efficiency, the saver of all our souls…ok, maybe that last one’s a bit strong, but you get the picture. 

Here’s the thing – that point of view is a bit, well, simplistic. If you view automation as a golden ticket to spending as little time at your desk as possible, you’re soon going to run into trouble. Yes, it can streamline repetitive tasks, but it’s lacking one crucial skill; the personal touch. 

Use automation without a plan in place, and your prospects will soon start thinking you’re a robot. And last time we checked, nobody wants to make a purchase worth tens or hundreds of thousands from a robot. Feel free to correct us on that one. 

If you do want to get automation first, the first thing you have to do is stop thinking of it as a silver bullet for sales efficiency. Yes, we mean it. Stop it. 

The second thing you have to do is learn how to combine it with deep, data-driven personalization. And that’s exactly what we’re going to cover today: 

• The Illusion of Automation as a Silver Bullet
• Why Personalization is Non-Negotiable
• How to Strike the Balance Between Automation and Personalization
• The ROI of a Balanced Approach

By the time you’ve finished reading, you’re going to be using automation like a smart salesperson, not a silly one. 

The Illusion of Automation as a Silver Bullet

Let’s get this out of the way: automation is really powerful. It drastically cuts down on the amount of time you used to have to spend on mundane, manual tasks. See ya later, data entry and lead enrichment! 

In a world where 72% of a sales rep’s time is spent on non-selling tasks, this is a big deal – and the highest-performing sales teams agree, using on average nearly 3 times as much sales technology as underperforming ones. 

With all that in mind, it’d be easy to start automating everything you can get your hands on in the name of boosting sales efficiency. But that’s exactly where the risk of automation lies.

We’re seeing more and more businesses using automation to blast out generic emails – and *spoiler alert* this isn’t going to get results. Think about it: would you be inclined to open an email that blatantly was written for every man and his dog? Probably not. Is it any wonder, then, that only 23.9% of sales emails are opened? 

Not convinced? Go on then, automate all your workflows. We dare you. 

Come back to us in a week when your emails start bouncing, yeah? 

In all seriousness, only 50-90% of the buyer’s journey is already complete before engaging with a sales rep. When so much of the decision-making process is down to the buyer and the buyer alone, you want to make sure everything they’re reading at this stage is pitch-perfect.   

Automation can help scale outreach, but it’s difficult to get the personalization needed to capture a prospect’s interest and really help your sales efficiency skyrocket.

Why Personalization is Non-Negotiable 

We’ve said it before, and we’ll happily say it again. People like to feel special. Personalization is key at every stage of the process; from how many times you follow up (80% of sales need five follow-ups after a meeting), to what you put in your subject lines (personalization gets a 29% higher open rate), to how you interact on social media (78% of sales reps using social selling outsell their peers). 

All of these results might have you thinking that personalization is a lot of work. And yes, it’s more work than automating everything with abandon – but that doesn’t mean it has to take over your life. There are plenty of tools that can help you out. Take Surfe, for example. 

Surfe integrates with your CRM of choice and automatically syncs all new contact data – meaning that you’ll always have the most up-to-date contact information without having to waste time on manual data entry. Now that’s what proper sales efficiency looks like. 

So, what can you actually do with this contact data? Here’s an idea for you to steal: say your industry is going through a funding round boom. You could add relevant contacts to a sequence powered by this funding data, which strikes a nice balance between personalization and automation. 

With Surfe, you can also filter prospects based on criteria like job titles and company industry – giving you even more opportunities for tailored outreach, and allowing you to build complete data profiles on your prospects that include unique insights you won’t find anywhere else. 

The more unique your insights are, the more your approach will stand out to prospects. Winning. 

How to Strike the Balance Between Automation and Personalization

Just now, you might have noticed that we spoke about balancing automation and personalization being the key to sales efficiency. Let’s dig a little deeper. 

Automation should handle repetitive data-driven tasks – remember that manual data transfer we spoke about earlier, for example? This frees up your time to focus on crafting personalized messages. Nurture your leads properly, and you could see a 50% increase in sales-ready leads – at 33% lower costs. Pretty sweet. 

The more well-rounded your understanding of the prospect is, the better engagement you’re likely to have – and with automation giving you a helping hand in the right places, this new way of working doesn’t have to be overly time-consuming, either. 

Let’s take a look at how this might look in action using Surfe. 

Surfe automates data syncs to keep your CRM profiles up-to-date in real time. While it’s working away on keeping your CRM data squeaky clean, you can use its precise search capabilities to build hyper-targeted outreach campaigns based on buyer intent. 

You can then use its waterfall enrichment technology to make sure your emails – which you have personalized, right 👀- land in their inbox, not the spam folder. Magic. 

Let’s take an example. If you’re reaching out to a prospect leading a company that’s recently raised funds, make sure to include this information in your outreach to show you understand the context. Now that’s the sign of a really smart salesperson. 

The ROI of a Balanced Approach

So far, we’ve chatted a lot about maintaining a balanced approach to automation and personalization. But the proof is in the (sales efficiency) pudding – let us show you. 

Companies that focus on personalization see a 20% increase in sales opportunities – but that doesn’t mean you have to do every last little thing by hand. Use tools like Surfe, which combines automation with detailed data insights, and you can drive higher engagement rates with personalized messaging. 

Of course, you’ll need to track the right metrics to make sure your efforts are boosting sales efficiency. Key metrics to track include: 

• Email open rates, response times, and lead conversion rates 
• Time saved on manual data entry and the increase in personalized touches
• Percentage of qualified leads advancing through the funnel due to enriched data profiles 

If these are moving in the right direction, your balanced approach to automation and personalization is working. Nice!

Let’s Wrap It Up!

Hang on – where did all the sales bros go? 

Now they’ve seen you reading this article, they’ve all vanished into thin air. Weird, that! The thing is, automation alone isn’t going to boost sales efficiency – in fact, overuse it and you’re likely to get the opposite result. Use it to help improve your personalization, on the other hand, and you will get the improved bottom line you were hoping for. 

Who’s the smart salesperson now? You are! 

FAQs About Boosting Sales Efficiency

What Is Sales Efficiency, And Why Is It Important?

Sales efficiency measures how effectively your sales team turns resources – like time, tools, and budget – into revenue. It’s a key indicator of how well your team is performing with the resources they have. To calculate it, divide the revenue generated by your sales and marketing costs.

Understanding sales efficiency is crucial because it focuses on scalable growth, not just short-term wins. By improving this metric, you can create a smarter workflow, reduce wasted effort, and boost both team morale and profitability.

How Does Automation Impact Sales Efficiency?

Automation can significantly improve sales efficiency by reducing time spent on repetitive tasks, such as data entry, follow-ups, or lead enrichment. It frees up your sales team to focus on high-impact activities, like engaging directly with prospects.

However, automation isn’t a standalone solution. When used without personalization, it can lead to generic outreach that doesn’t resonate with buyers. To see real benefits, balance automation with tailored strategies that address your prospects’ unique needs.

Why Is Personalization Critical For Sales Efficiency?

Personalization builds trust and helps your outreach stand out to buyers. For instance, personalized emails see a 29% higher open rate compared to generic ones. Buyers want to feel special, not like they’re one of millions. When personalization and automation work together, you get the best of both worlds. Automation handles the repetitive stuff, while you craft messages that show a genuine understanding of your prospects’ challenges and goals. That balance is where sales efficiency truly takes off.

What Are The Risks Of Over-Reliance On Automation?

Over-reliance on automation can backfire. If your outreach lacks the personal touch, buyers may feel undervalued or even ignored. For example, mass-email campaigns with no customization often see lower open rates, making your efforts less effective.

Additionally, automation without a strategy can lead to inefficiencies, such as sending irrelevant messages to the wrong audience. Thoughtful use of automation ensures it helps, not hinders, your sales process.

How Can I Balance Automation And Personalization For Better Sales Efficiency?

Start by letting automation handle repetitive tasks, like syncing data or scheduling follow-ups. This gives you more time to focus on personalized touches that resonate with prospects. Tools like Surfe can help by automating CRM updates while providing the insights you need for tailored outreach.

If a prospect’s company recently raised funds, for example, use that information in your email to show you’ve done your homework. This approach strikes a balance between efficiency and relationship-building, making sure your efforts drive results without sacrificing quality.