If you’re still chasing prospects with manual emails, sticky notes, or “just circling back” messages, you’re fighting an uphill battle. This is for salespeople, founders, and anyone tired of letting deals slip through the cracks. We’ll walk through how to automate your sales follow-up process in Momentum — not to “set and forget,” but to actually move deals forward without losing your sanity (or your weekends).
Let’s get into it.
Why Automate Your Sales Follow-Up? (And What Not to Expect)
Quick reality check: automation isn’t going to magically close deals for you. But it can make sure you never forget to follow up, keep deals warm, and free you up to focus on conversations that actually matter.
Here’s what you can expect: - Fewer leads falling through the cracks. - Consistent, timely follow-up (even on your busiest days). - More time for real, human selling.
Here’s what you shouldn’t expect: - A bot to replace your expertise or build trust for you. - “Set it and forget it” to actually work, ever.
Momentum is a solid tool for this because it plugs right into your CRM and workflow. If you’re looking for a magic bullet, you’ll be disappointed. But if you want a real system that keeps you on track, you’re in the right place.
Step 1: Map Out Your Sales Follow-Up Process
Before you dive into automation, you need to know what you’re actually automating. This is the step most people skip — and regret later.
Ask yourself: - What does your typical sales cycle look like? (Demo, proposal, negotiation, etc.) - Where do deals usually stall? - How many follow-up attempts make sense for your business? (Hint: more than you think.) - What’s your usual follow-up cadence? (E.g., Day 1, 3, 7, 14.)
Pro tip: If your process is a mess, automating it just makes the chaos faster. Sketch your stages on paper or a whiteboard first.
Step 2: Get Your CRM and Momentum Talking
Nothing kills automation faster than messy data. Make sure your CRM (Salesforce, HubSpot, whatever you use) is cleaned up and synced with Momentum.
- Double-check contact info: Garbage in, garbage out.
- Tag or segment your leads: If you try to automate the same follow-up for everyone, you’ll annoy hot prospects and lose cold ones.
- Connect Momentum to your CRM: Usually a few clicks, but don’t skip the test step. Make sure updates flow both ways.
What to skip: Don’t bother automating for leads you’re never going to call. Focus on active pipelines, not the “someday/maybe” list.
Step 3: Build Your Follow-Up Sequences in Momentum
This is where the magic (and the grunt work) happens.
A. Create Templates That Don’t Sound Like Robots
- Start with a few proven templates: “Thanks for your time,” “Checking in,” “Here’s that resource I mentioned.”
- Edit them — personal, not precious. Use first names, reference specifics, and sound like a human.
- Avoid clichés: If you wouldn’t say it out loud, don’t put it in your automation.
B. Set Triggers and Timing
Momentum lets you set triggers based on pipeline stage, last contact, or other fields.
Common triggers: - No reply after X days. - Deal moves to “Proposal Sent.” - Call logged, but no follow-up scheduled.
Timing tips: - Don’t hit people with a barrage. Space your follow-ups: 1 day, 3 days, 7 days, then maybe a last-ditch at 14 or 21. - Stop after 4-5 attempts unless you have a good reason to keep going. Nobody likes a stalker.
C. Decide on Channels
Momentum can automate more than just email: - Email: Still the workhorse. - Tasks or reminders: For when a personal call or LinkedIn message makes more sense. - Slack or team notifications: Good for nudging yourself or a teammate.
What to skip: Don’t automate cold social DMs — they rarely work and just annoy people.
Step 4: Add “Manual Touch” Steps Where It Matters
Automation is great for nudges, not for closing big deals or fixing misunderstandings.
- In your sequence, add steps to remind yourself to call, send a custom video, or check LinkedIn activity.
- Use Momentum’s task or reminder features for these.
- Leave space for real replies — if someone writes back, don’t keep blasting them with automated emails. Momentum can (and should) pause sequences when a lead engages.
Honest take: The best reps mix automation with personal effort. If you automate everything, prospects notice (and not in a good way).
Step 5: Test Your Sequences — On Yourself First
Before you unleash your automation on prospects, send the whole sequence to yourself or a coworker.
- Check for typos, broken links, and awkward phrasing.
- Make sure the timing feels natural — not too spammy, not too sluggish.
- Test the “stop” triggers (like when someone replies).
What to ignore: Don’t obsess over making every email perfect. Aim for “good and done,” not “flawless.”
Step 6: Monitor, Adjust, and Don’t Get Lazy
Automation is a starting point, not a finish line. Track what’s working and what isn’t.
- Open and reply rates: Are people engaging, or just deleting?
- Stage movement: Are deals actually progressing, or stuck in limbo?
- Feedback from prospects: If someone complains about too many emails, listen.
Momentum gives you stats, but don’t just watch dashboards — actually read the replies and see what lands.
Pro tip: Review your sequences every month or two. Update templates, tweak timings, and cut what isn’t working. Sales changes, so should your automation.
Step 7: Keep It Simple — Don’t Automate for Automation’s Sake
It’s easy to get sucked into complex workflows and endless “if-this-then-that” logic. Resist the urge.
- Start small: Automate your most common follow-up first.
- Add layers only when you’re sure the basics work.
- Don’t chase every new feature or trend. If a step doesn’t help you close more deals, scrap it.
Biggest pitfall: Overbuilding a Rube Goldberg machine that nobody understands, least of all you. More steps ≠ more sales.
What to Ignore (and What Actually Moves the Needle)
There’s a lot of noise out there about AI, hyper-personalization, and “sales engagement platforms.” Here’s the straight talk:
- Ignore: Fancy features you’ll never use. If you’re not already sending video emails, don’t automate them.
- Ignore: Automation for the sake of it. If you’re only sending one or two emails per deal, you probably don’t need a sequence.
- Focus on: Consistency, timely follow-up, and making it easy for you to do real selling.
Wrap-Up: Start Simple, Iterate, and Stay Human
Automating your sales follow-up in Momentum can save you hours and help you close more deals, but only if you keep things simple and real. Don’t try to automate your entire process overnight. Set up one sequence, see how it works, and tweak as you go.
Remember: automation is a tool, not a strategy. Use it to handle the grunt work, so you can focus on the conversations that actually move the needle. Simple beats fancy, every time.