Course Objective & Scope
Sales reps spend too much of their week researching accounts, updating CRM fields and writing routine follow-ups, while marketing teams see hard-won leads go cold from slow, generic outreach. This course shows how to remove friction across the marketing-to-sales funnel using AI-powered workflow automation.
Participants build end-to-end flows that enrich and score incoming leads, deliver a one-page pre-call account brief to the rep, extract qualification fields from meeting notes into the CRM and prepare tailored follow-up drafts.
Who Should Attend?
- Sales Operations (Sales Ops), Revenue Operations (RevOps) and CRM teams
- B2B/B2C marketing automation, demand generation and growth specialists
- Sales managers, SDR/BDR leads and account executives
- Analysts connecting marketing and sales systems
Key Takeaways
- Enrich incoming leads with public and CRM context and score them against ICP criteria
- Deliver automated pre-meeting account briefs with company news, past interactions and discovery questions
- Extract MEDDIC/BANT qualification fields from call notes and update CRM opportunities
- Design context-aware, human-approved follow-up sequences that avoid spammy templates
- Turn webinar, campaign and content engagement into actionable sales alerts
Curriculum
Lead Capture, Enrichment and ICP Scoring
- Unifying leads from web forms, webinars and events into one pipeline
- Enriching company/role context and scoring against Ideal Customer Profile (ICP) criteria
Automated Pre-Meeting Account and Contact Briefs
- Triggering account research and CRM history summaries from calendar bookings
- Delivering a concise call-prep card to the rep in Slack or Teams
Post-Call CRM Updates and Follow-Up Automation
- Extracting budget, pain points, stakeholders and next steps from transcripts
- Updating CRM opportunity fields and drafting tailored follow-up emails
Proposal, RFP and Sales Collateral Workflows
- Matching prospect needs to relevant case studies and product modules
- Drafting first-pass answers to RFP questionnaires from an approved knowledge base
Brand Safety, Consent Compliance and Funnel Metrics
- Human approval gates for outbound messages and privacy/opt-in compliance
- Measuring impact on speed-to-lead and stage conversion rates
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