Sales machine is an expression used to designate companies that have built a scalable sales model. It is a structure of actions and processes that support the constant growth of qualified leads who will become customers. To build a sales machine, however, some steps are essential.

Making a business grow is not an easy mission, nor will it ever be. And you already know that well.

The challenges of the entrepreneur are enormous and of all sorts. But you’re not going to stop looking at it, right?

Scaling sales means having a company with all areas working at maximum productive capacity.

More than that: within optimized processes and delivering solutions to the market that really make sense to the customer.

It’s all part of the whole, of what it takes for a company to build a sales machine that really works.

However, that alone is not enough: and you need to be clear about that.

Today’s article helps you understand what steps are required to successfully scale sales within a concise model and process.

We will talk about strategies, steps, actions, tools and everything that can help you in this task.

Let’s check it out?

Good reading!

First of all: what is a vending machine?

How to create a sales machine in companies?

Sales machine means having, in your company, a process for attracting customers (and retaining them) that is always:

  • scalable;
  • predictable;
  • profitable.

Must be scalable because this machine needs to be constantly improving.

Feedback with accurate information and data in real time to strengthen sales channels and lead generation.

Growth is, therefore, a consequence of the sales process that is really well structured and that has a broad and total view of everything that happens.

The vending machine is also predictable. That’s because it is important that you are able to project the future based on what happens today in your business.

It is essential to always keep in mind what is happening. Know the main customer acquisition channels, conversion rates at all stages of the pipeline.

Only then will companies be able to identify where the best opportunities come from – and focus on them.

Finally, the vending machine needs to be profitable. That is to say: each new customer needs to offer a higher return than what was spent to acquire it (ROI).

Therefore, the Cost of Customer Acquisition (CAC) must either be lower and lower or the sale must be higher and higher for you to be truly profitable.

Why is building a sales machine so important?

How to create a sales machine in companies?

The answer to the title of this topic can be answered with another question: what company does not want to scale sales?

I mean, think about it. The markets are increasingly competitive.

The bargaining power that has been with companies in the past is now in the hands of customers.

So, it is essential, even a matter of life and death for companies, to constantly seek a new competitive advantage.

Even if you want to start a business from scratch and are proposing to do something that already exists, this must be the thought: how to differentiate yourself?

To build a sales machine, it is not enough to achieve a certain level of efficiency in results and actions.

If you do this for a while and stagnate, the market will adjust and your sales performance will stagnate and then fall.

That is why businesses pursue a sales model that is scalable: to adapt to the new demands that inevitably arise from the market.

Customers change their behavior, focus and priorities. The company that sooner identifies this and adapts the product / service with delivery and sales pitch, will have an advantage.

Logically, the business will become more profitable and you, having information about the whole of your process, already being one step ahead, are able to maintain this distance to competitors – and even increase it.

This is the importance of a sales machine, of having strategies that make your company always ready to, if necessary, adapt and change.

What is the role of technology behind the vending machine?

How to create a sales machine in companies?

So just close this article, go out and start creating your sales machine from now on?

In fact, if you do that, you will be wasting time and possibly frustrating a lot of people.

It is essential that you have strategic planning behind any big action you are going to take.

The first step is to have your sales team well aligned with your marketing team.

After all, let’s do the following reasoning – which goes far beyond the so-called “baton passing”.

Marketing is the one who leads the generations of opportunities (read: leads) for basically any company.

And the commercial team is the one who tries to direct these leads through the steps of the funnel to, in fact, convert you into a customer and give the long-awaited result to the company.


From there, to turn your business into a sales machine, you will need some actions to maximize productivity and, if possible, reduce operating costs.

So, you must already imagine what we’re talking about, right? Technology investment.

The first step, therefore, is: your company must necessarily go through digital transformation to build a sales machine.

There is no (nor will there be) a process that is scalable, predictable and profitable without technology.

If we’re talking about the marketing and sales and technology team, we need to keep in mind two indispensable tools:

  1. marketing automation platform;
  2. Sales CRM.

Marketing and sales working on numbers

How to create a sales machine in companies?

The first platform mentioned above helps you in capturing leads, managing them, nourishing them and getting them prepared for the approach of your commercial team – more precisely the SDR.

You also measure all your actions; understands which marketing strategies bring the most results – and which don’t.

You will also know if you are attracting the right persona: if you are speaking in the tone that she needs and delivering quality content to attract her.

The second, the sales system, makes you qualify, continue to enchant, relate better, negotiate, sell, retain and retain customer.

It even serves, thanks to the saved history, to recover an inactive customer. That person who bought from you before and now doesn’t buy anymore.

With truly complete software, you can see where your best leads are coming from – and let marketing know that to direct efforts there!

Or, even better: set up a sales dashboard with all the relevant metrics and leave it to everyone.

Returning: with a CRM you have all the resources to transform your prospects into real sales opportunities.

Create various types of funnels for different processes within the sales sector.

It keeps the focus on the customer, on his success and builds a delivery that, at each stage, will generate value for him.

And with the numbers inside the platform, you’ll know exactly where you’re failing and where you’re strong.

Understand how to create a sales machine in 5 steps

How to create a sales machine in companies?

Come on.

Now that you understand what a vending machine is, its importance and the role of technology, it’s time to get your hands dirty.

To help you build a process that is predictable, scalable and profitable, we have separated the task into 5 steps.

It’s the beginning of everything – you’ll need to make adjustments as the numbers turn out.

However, of course, we need to start. Therefore, we separate the following step by step:

1 – Increase the number of leads

How to create a sales machine in companies?

The first step is important – and you will need to spend quite a bit here. It is important to understand exactly the profile of the ideal customer (ICP) of your business.

So, to increase the number of potential customers, you need to test your acquisition channels.

You need to know if your prospects are for example on LinkedIn and not on Facebook.

But you will only know this if you test it, right? So, invest in ads on all possible channels and monitor which ones bring in the most leads and, consequently, which have become sales.

At the same time, reinforce your content marketing and, of course, use your automation platform to manage your actions.

Do not forget, of course, to integrate the marketing tool with your CRM for the generated leads to enter your pipeline.

See what the competition is doing, have some pain mapped out and build good rich materials – and blog articles – based on that.

You need to do all this to generate volume, demand for your sales team.

Feed the top of the funnel daily to keep your vending machine up and running.

So be clear: you need to look for the best acquisition channels while generating leads for salespeople.

The wheel does not stop. You need to make adjustments with everything in progress. Or, in the popular: “change the tire with the car in motion”.

That’s right.

2 – Identify good opportunities

How to create a sales machine in companies?

Having quantity does not mean that you have quality in your sales opportunities.

What does that mean? It is not because you have many leads that it will necessarily increase sales.

The mission now is, how many of those leads are in a position to actually become a buyer?

An efficient sales machine has effective marketing actions. So, invest in a nutrition flow of emails to educate your potential buyers.

Continuously delivers more in-depth content to, in the end, “play the bait” and request a demonstration with the seller, for example.

Or a call for a diagnosis; trial period registration… This “bait” will depend on your business.

In the middle of the path you separate the chaff from the wheat: leads that are not opening their emails or clicking on their links, are left behind.

Those that are, increase the lead scoring (stay tuned to that) and advance the purchase journey.

Those are wheat. It is with them that you have a chance to sell.

Pay attention to them, approach them and be consultative so that he continues to trust you and has an interest in hearing your offer.

3 – Attention to indicators and customer feedback

How to create a sales machine in companies?

Sales metrics are essential for any company that wants to have a scalable process.

And, well, as we said before, only those businesses that already have the technology within their processes achieve this.

Here, all indicators count – whether within your marketing platform or within your CRM.

But more than that, you also need to hear what your customer – and those who are not fit with your business – have to say.

Get ready to map your pains, objections and challenges well to build value on top of that.

Value in this case is: having speech, content and actions aimed at being consultative with the potential client and delivering something that really helps them.

Show how strategically your solution helps the customer. Talk about business, be consultative in the speech and its contents.

And, of course, don’t forget the numbers to find out if a particular action at a certain stage in the funnel is converting more or less than before.

Do you remember what we talked about? The process feeds back information to always improve.

This is the construction of a really efficient sales machine, focused on the customer’s success with your brand.

4 – Strategic thinking in relation to the team

How to create a sales machine in companies?

Each person has a different profile, as well as skills that are more mature and others that need cutting.

An efficient sales machine goes through a qualified, multidisciplinary sales force and focused on doing more and better for the customer.

For this, too, it is essential to understand the concept of Customer First and how it helps companies.

Adopting agile methods, like the SCRUM methodology, is a way to get the best out of each one in terms of productivity and quality of work, for example,

The important thing is to have a successful mindset, change the mindset and understand that the actions need to be based on indicators, and not on the famous “I think”.

Customers are the ones who find, and say, and “scream” at the company all the time. Technology can capture a lot of that data and show it in reports for you.

But it is necessary to know how to interpret them and understand, within the possibilities, what is possible to do to improve them.

For this reason, more than having technology working, it has people capable and willing to do more and better.

5 – Constant improvement

How to create a sales machine in companies?

No process is 100% ready. Even though you may consider that there are no major changes to be made, the truth is that the competition is not standing still.

So that competitive advantage you have can literally disappear overnight.

That is why it is so important, to keep the vending machine in full swing, to constantly improve.

Salespeople are – and always will be – your brand’s main ambassadors.

So don’t waste time: invest in sales training periodically.

Analyze the numbers, listen to the calls recorded within your CRM, hold a sales meeting a week that is focused on improvements – not just reporting activities done.

Direct efforts and knowledge to interpret the indicators and implement improvement actions.

Place, monitor and interpret whether it is working or not. The wheel doesn’t stop and neither does your machine.

So, how can we help you?

If you are in doubt or want to know more about the role of a CRM to build a sales machine, speak to a consultant whenever you want.

Enjoy and read two articles that will help you have more and more oiled processes in your company.

The first talks about how to structure a productive and healthy sales routine in organizations.

The second addresses the importance of automating sales processes for any business.

Good sales!

A hug from CWT, your CRM. #RunCWT