Sales Automation

Tap into the sales automation industry—where sales strategies merge with advanced technologies to streamline processes and boost customer engagement.

Transforming the future of sales

As a dynamic SaaS market segment, the sales automation industry transforms how we sell and purchase. Its market is growing because businesses want to make sales faster, leverage AI tech more, and focus on customers’ specific needs. With enterprises seeking more effective sales strategies, the sales automation industry is poised for further innovation and expansion.

Why it matters:

The industry’s bright future and investors’ focus on early-stage startups present numerous opportunities to capitalize on:

  • AI and ML solutions
  • Personalization initiatives
  • Mobile sales tools
  • Sales analytics

Between the lines:

Not only opportunities impress, but also challenges. Thus, sales automation startups should know how to address competition, tech issues, and customer education. Plus, be able to win a funding race.

We’ve helped many sales automation startups, so we know how to make your business successful and attractive to investors

Funds secured
Companies boosted
Fields explored

What we do:

Our expertise lies in securing crucial funding, M&A advisory, and devising exceptional market entry plans and persuasive sales automation pitch decks.

Go deeper:

Explore our sales automation market analysis to learn about its trends and challenges and find essential advice on attracting investment.

2x growth
The sales automation market size is expected to double by 2032.


Most successful companies leverage automation in marketing and sales.

Driven by a growing demand for efficiency and personalized experiences and AI and ML innovations

Of sales experts claim AI and automation are key to the success of their sales strategies.

2 hours+

A day are saved due to AI and automation used for routine tasks.


Companies using AI see a 10-20% increase in their sales profits.


In 2022, sales automation startups secured over $1.9B in funds

Key verticals:

  • Software development
  • AI and ML tech
  • Data analytics and reporting
  • Integration and compatibility

Leading sales automation venture capital firms

Write to us to know more

Obstacles of sales automation startups

Overcoming obstacles is key to fostering innovation and maintaining a competitive edge.

Standing out from the crowd:

Be ready to swim with sharks. As the sales automation market is full of leading companies like, Inc., Oracle Corporation, and Microsoft Corporation. These top dogs have deep pockets, experience, and significant market share.

Why it matters

A crowded market, especially with numerous established players, can be the reason for:

  • Problems with your product differentiation
  • Inability to gain market traction
  • Failure to reach business profitability

What it takes:

  • Cater to niche markets: you will be able to differentiate yourself there
  • Develop a unique value proposition: it should respond to the needs of your targeted audience
  • Build a strong expert team: developing and executing sales automation projects requires expertise and knowledge

Tech integration:

Many companies already leverage various sales and marketing platforms and tools. And startup innovative solutions do not always play nice with the existing systems. Moreover, the process of integration is usually complex and time-consuming.

Why it matters

Failure to integrate with existing sales systems may lead to:

  • Customer disappointment
  • Issues with product launch
  • Increased costs

What it takes:

  • Focus on your product’s design: make it easy to integrate with existing systems
  • Ensure excellent customer support and clear documentation
  • Cooperate with integration experts: help clients implement your product smoothly

Educating audience:

Not all customers know what to answer if asked about the potential benefits of sales automation solutions. They simply are not aware of all the perks sales automation provides.

Why it matters:

It’s rather hard to succeed in a space where clients don’t know what and why they must implement. And a lack of knowledge usually leads to:

  • Slow product adoption
  • Problems with lead generating
  • Low customer conversion rates

What it takes:

  • Focus on creating educational content to explain sales automation clearly and concisely
  • Provide free trials and demo versions of your platforms
  • Demonstrate case studies and feedback from satisfied clients

Seeking for financial support:

The bad news is the sales automation industry sees less investment from VCs nowadays.

Compare: in 2022, over $1.9B in funds was secured. In 2023, the sales automation venture capital reached only $550M. Yet, the good news is investors prefer funding newer, smaller startups because companies want simpler tools that perform more tasks.

Why it matters:

Investor interest is not enough to secure necessary funding because competition is tough and economic conditions are far from being too favorable.

What it takes:

  • Create a robust market entry plan and a solid business strategy
  • Address the industry challenges and explore the market
  • Pitch to the right investors
  • Devise a compelling sales automation pitch deck to persuade VCs that your project is viable and profitable


How attractive is the industry to potential sales investors?

The sales automation sector is definitely attractive to investors. And most of them aim to support newer, smaller startups than bigger, more expensive ones.

If you are a sales automation startup, how easy is it to raise funding today?

Raising funds depends on several factors, including economic conditions, market saturation, investor interest, etc. And judging by the present-day economic situation, securing funding may be challenging. Yet, a reasonable and relevant approach increases a startup’s chances of becoming an investor’s darling.

How long does it take to create a pitch deck and financial model for a sales automation startup?

We aim to wrap up documentation in two to three weeks on average, but in cases of high complexity or during busy periods, it might take us up to a month. That’s why it’s better to discuss the details individually.

What are the key mistakes sales automation startups make in their pitch decks?

Many sales automation pitch decks lack coherent investment narratives and appealing intros. Showing only graphs, numbers, and charts to investors is not the best option, as the new ventures must attract attention rather than make them feel bored. Also, some pitch decks don’t answer two essential questions: Why now? and What’s your vision/mission?

How competitive is the sales automation market?

The sales automation market is highly competitive and rather dynamic. Numerous established companies, as well as lots of newcomers, are vying for a market share.

What services do you provide for investors looking to invest or already investing in sales automation?

We help investors carry out comprehensive due diligence on promising sales automation projects so they decide whether the opportunity is worth investing in. Our experts also ensure end-to-end fundraising support to portfolio companies of partner funds.

Do you provide sales automation M&A support?

Absolutely! We can help with your M&A goals, whether in the sales automation sector or beyond. We take care of everything, from finding potential deals to evaluating them and ensuring smooth collaborations after the deal is sealed.

Do you make intros to sales automation VCs?

Of course! We specialize in connecting you with sales automation venture capitalists who align with your project’s needs. After a detailed evaluation of factors such as round size, team composition, and product, we guide your fruitful collaboration with investors, from the initial deal discussions to long-term partnerships.

Do you have available data or research to purchase on the sales automation market?

Certainly! Our specialists deliver customized insights into the dynamic sales automation sector. Our in-depth research encompasses a thorough analysis of the industry landscape, competitive evaluations, and a broad market perspective, all designed to grant you a distinct edge. We leverage reliable data sources to help you recognize promising opportunities and potential challenges and identify current investment trends.

Which growth stage of companies have you worked with in the past?

We ensure growth and fundraising guidance to the new market entrants, steering them right from the early Pre-Seed phase through Series C and further.

Have a sales automation project in mind? We are here to help

From end-to-end fundraising support to M&A advisory and growth hacking, Waveup will help catapult your sales automation project to new heights. Leave your email, and let’s talk!

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