Top 20 Triggers for Sales Productivity and Efficiency
Sales triggers are automated rules that monitor your data for specific events or changes, like a new lead signup or a spike in website traffic. When triggered, they send instant sales alerts - notifications that prompt your sales team to take timely action.
For example, a sales trigger could monitor for new leads from a high-value industry like healthcare. Whenever a new lead with a healthcare email domain registers, the trigger fires off an alert to the sales team so they can prioritize outreach.
Sales alerts deliver these real-time notifications via email, Slack, SMS, or other channels. This transforms your sales process from reactive to proactive. Instead of relying on manual dashboard checks, sales triggers push alerts to the right sales reps automatically when defined conditions are met.
Studies show sales teams using automated triggers close deals up to 30% faster. Let's explore how to create sales triggers that give your team an edge.
In this article, you will:
- Learn what sales triggers are and how they guide your sales journey.
- Discover why using sales triggers gives you an edge
- Understand how sales triggers can change your sales strategies for the better.
- Get a step-by-step guide on setting up sales triggers with SQL.
- Explore real examples to see how sales triggers work in action.
- Find out how to effortlessly set up SQL alerts, bypassing the need for cron job management or data team dependencies.
Ready to make your sales process smarter and close deals faster? Let’s dive in!
What are Sales Alerts?
Timing is key to staying ahead in sales and that’s where sales alerts can give your teams an unfair advantage over good old dashboards.
Sales alerts provide instant notifications, helping your team to act swiftly and never miss a beat. Whether it’s a lead showing interest or a customer at risk, these alerts make sure you have the information you need right when you need it.
But how do these alerts know when to notify you? Whom to notify? What are your customers looking out for?
This is where sales triggers come into the picture.
Understanding Sales Triggers
Sales triggers are the unsung heroes in your sales process, working tirelessly behind the scenes. They keep a vigilant eye on specific events or changes in customer behavior, serving as your sales radar. When they catch wind of something noteworthy, they trigger an alert, ensuring your team is always in the know and ready to act.
Why Your Teams Needs Sales Triggers
While dashboards are a popular tool for visualizing data and tracking performance, they have a fundamental limitation: they are passive. Dashboards rely on users to actively check them, meaning crucial insights and opportunities can be missed if not seen in time. This is where sales triggers shine.
Unlike dashboards, sales triggers are proactive, sending instant alerts when specific conditions are met, ensuring that your team never misses a beat. They transform your sales process from a reactive stance to an active one, keeping you ahead of the game and on top of every opportunity.
Streamlining Sales Triggers for Maximum Impact
Sales triggers are incredibly powerful, but remember, they're just the starting point. Once an alert is triggered, there's a whole journey ahead to turn that opportunity into a closed deal.
To ensure that your sales triggers are not just creating noise but actually driving results, you need a streamlined process that covers identification, notification, follow-up, and accountability.
Here’s how you can set it up:
Step 1: Pinpoint Crucial Sales Triggers
Start by identifying the sales triggers that are most relevant to your business. Use your existing CRM tools like Salesforce or HubSpot to analyze customer interactions and sales data. Look for patterns and events that consistently lead to successful conversions or indicate potential issues.
Step 2: Set Up Sales Alerts with SQL Queries
For example, to track high-value deals:
This query focuses on deals exceeding $10,000 in the 'Proposal Sent' stage.
Use tools like Metabase, Redash, SQL Server Agent (If you’re using Microsoft SQL Server) to execute the query at regular intervals and notify your sales team via channels like Slack or email. This strategy ensures your team swiftly addresses valuable opportunities, boosting both responsiveness and efficiency.
Step 3: Establish a Clear Follow-Up Plan
With notifications in place, create a clear and actionable follow-up plan for each trigger. Use project management tools like Asana or Trello to outline the specific steps that need to be taken once a trigger is activated. Ensure that these steps are straightforward and leave no room for ambiguity.
Step 4: Embed Accountability in Your Sales Culture
Finally, foster a culture of accountability within your sales team. Make it clear that responding to sales triggers is a priority and should be treated as such. Use your CRM’s task assignment features to assign responsibility for each trigger event to specific individuals or roles, ensuring that everyone knows what is expected of them.
By following these steps, you transform sales triggers from a passive tool into an active strategy, driving your sales team to be more proactive, responsive, and ultimately, more successful in closing deals.
20 Powerful Sales Triggers that Drive Results
1. New Lead Registration
This identifies new leads as soon as they sign up.
Use Case: Engage new leads faster for higher conversion
Data Source: Marketing automation platform
Action: Sales team prioritizes contacting new leads within 24 hrs of registration
SQL Query:
2. High Value Deal Progression
This tracks deals over $10K when they reach the proposal sent stage.
Use Case: Prioritize high value deals to boost revenue
Data Source: CRM like Salesforce
Action: Sales manager reviews deals over $10K when proposal is sent
SQL Query:
3. Increased Website Traffic
This detects when website sessions exceed the daily average by 100%.
Use Case: Engage visitors during traffic surges
Data Source: Google Analytics
Action: Sales team reaches out to high-traffic website visitors with offers
SQL Query:
4. Email Engagement Spike
This identifies high open and click rates exceeding 30% and 15%.
Use Case: Focus on highly engaged subscriber segments
Data Source: Email marketing platform
Action: Sales team prioritizes outreach to engaged email segment
SQL Query:
5. Lead Progression to Sales Qualified Lead (SQL)
This tracks when a lead advances from marketing qualified lead (MQL) to SQL.
Use Case: Prioritize higher intent leads
Data Source: CRM
Action: Transfer hot leads to sales team for prompt outreach
SQL Query:
6. Competitor Mentions
This detects competitor mentions on social media or discussion platforms.
Use Case: Respond to prospects considering competitors
Data Source: Social listening tools
Action: Sales team engages prospects mentioning competitors
SQL Query:
7. Low Net Promoter Score (NPS)
This identifies customers giving low NPS scores indicating churn risk.
Use Case: Proactively retain at-risk customers
Data Source: NPS survey results
Action: Account manager contacts customers with low NPS
SQL Query:
8. Account Executive Changes
This detects changes in account executive assignments.
Use Case: Prevent miscommunication during transitions
Data Source: CRM system
Action: Notify customer and new AE of assignment changes
SQL Query:
9. Stalled Opportunities
This flags opportunities without recent activity.
Use Case: Reactivate stalled deals
Data Source: CRM
Action: Sales team follows up on inactive opportunities
SQL Query:
10. Upsell Opportunities
This identifies upsell potential as contracts near renewal.
Use Case: Increase customer lifetime value
Data Source: CRM
Action: AE contacts customers to discuss renewals and upsells
SQL Query:
11. High Churn Risk
This detects customers with high churn risk based on engagement data.
Use Case: Retain at-risk customers
Data Source: Customer engagement platform
Action: Proactively contact high churn risk customers
SQL Query:
12. Low Feature Adoption
This identifies customers with low adoption of key features.
Use Case: Improve onboarding and training
Data Source: Product analytics platform
Action: Follow up to encourage feature adoption
SQL Query:
13. Long Sales Cycle Times
This detects sales cycles exceeding the target time frame.
Use Case: Identify and address causes of delays
Data Source: CRM
Action: Review long sales cycles
SQL Query:
14. Lead Follow-Up Delays
This identifies leads without timely sales rep follow-up.
Use Case: Reduce lead response times
Data Source: CRM
Action: Follow up on delayed lead responses
SQL Query:
15. Sales Team Activity Change
This tracks significant shifts in sales team outreach activity.
Use Case: Address changes in activity levels
Data Source: CRM
Action: Review metrics for rep call volume, emails, etc.
SQL Query:
16. Product Usage Drop
This detects when customers' product usage decreases significantly.
Use Case: Provide support to prevent churn
Data Source: Product analytics tools
Action: Follow up with customers with usage drops
SQL Query:
17. Contract Expiry
This identifies contracts nearing expiration.
Use Case: Plan renewals and prevent churn
Data Source: CRM
Action: Contact customers to renew expiring contracts
SQL Query:
18. Feature Request Uptick
This detects surges in customer feature requests.
Use Case: Prioritize feature development
Data Source: Feature request system
Action: Review and address feature requests
SQL Query:
19. Competitor Feature Release
This tracks competitors releasing new products or features.
Use Case: Respond with competitive features
Data Source: Competitive intelligence Tools
Action: Product team reviews and addresses competitor features
SQL Query:
20. Customer Inactivity
This identifies inactive customers based on logins.
Use Case: Re-engage dormant customers
Data Source: Product usage data
Action: Marketing follows up with inactive customers
SQL Query:
Bonus: Additionial Sales Triggers for PLG Companies
If you are using a product-led growth model, sales may look a little different for your company.
Even though the fundamentals of sales triggers remain the same, the specific triggers you focus on will differ from traditional sales.
For PLG, growth is driven by product usage, virality, and expansion. As a PLG company, you’ll want to identify sales triggers aligned to these core drivers.
Some examples of PLG-focused sales triggers:
1. Monitoring free to paid conversions to optimize your product-led funnel.
Example: Identify obstacles in product-led funnel
Data Source: Billing system, CRM
Action: Optimize conversion paths based on insights
2. Tracking viral sharing or referral spikes to double down on what’s working.
Example: Double down on most effective acquisition channels
Data Source: Analytics platform
Action: Increase investment in top referral sources
3. Setting up alerts for usage drops to proactively prevent churn.
Example: Reduce churn by re-engaging at-risk users
Data Source: Product analytics tools
Action: Contact users with dropping usage to provide support
4. Keeping an eye on feature adoption tied to higher retention behaviors.
Example: Notify on Low Adoption of Key Features
Data Source: Product usage data
Action: Follow-up with users who haven't adopted key features
Conclusion
Sales teams that leverage triggers react swiftly to risks and opportunities, while teams relying on dashboards are slower to act. But manually setting up trigger-based workflows requires engineering resources many teams lack.
How Locale can help
Locale.ai helps anyone set up automated alerts and response workflows in minutes without SQL, engineering support, or maintenance overhead.
With Locale.ai, you gain a centralized platform that:
- Enables easy creation of alerts tailored to your data schema
- Triggers workflows to notify stakeholders and assign tasks
- Tracks trigger outcomes over time to optimize responses
- Automates repetitive follow-up tasks like emails and reminders
Locale puts the power of sales triggers into the hands of teams, not locked away with engineering and data teams. Critical alerts ranging from lead conversion to competitive intelligence can guide actions automatically, replacing reactive habits with proactive workflows.
For instance, Locale makes it easy to monitor triggers like low adoption of key features. When usage data indicates customers haven't onboarded critical features, Locale immediately notifies the customer success team to schedule training sessions.
Stop waiting for dashboard updates. Start responding to real-time sales signals with Locale.ai.
Learn how Locale.ai empowers teams to turn alerts into workflows and close more deals.