In this compelling episode, co-hosts Kevin Lawson and Sean O'Shaughnessey delve into the crucial distinctions between workflows, automations, and artificial intelligence (AI), and why understanding these differences isn’t just technical trivia, but foundational to improving sales processes, enhancing sales management, and accelerating revenue generation. If you're a sales leader, business owner, or B2B rep striving to improve how you use technology to boost sales success, this episode is a must-listen. Packed with real-world examples and expert commentary, you'll walk away with a clearer understanding of how to integrate automation and AI into your selling environment without losing the human touch that drives value selling.

Key Topics Discussed

• The Distinction Between Workflow and Automation (approx. 01:00) Kevin and Sean explain that workflows are rule-based sequences (what should happen), while automations are system-triggered actions (when they happen).

• Applying Workflow and Automation to Common Sales Scenarios (approx. 03:00) Sean walks through onboarding, fulfillment, and follow-up processes that can be automated to save time and reduce human error.

• The Role of AI in Enhancing Sales Tasks (approx. 05:00) Discover how AI moves beyond automation by adding intelligence and insight, like writing customized thank-you messages or enriching CRM data.

• What Sales Leaders Should Expect from Modern CRM Systems (approx. 12:00) Sean lays out a vision of AI-enabled CRMs that proactively suggest key contacts and actions for deeper account penetration.

• Creating Sales Infrastructure That Supports Scale (approx. 09:00) Kevin emphasizes how business logic, automation, and AI build a more agile, informed sales team that’s prepared for disruption.

Key Quotes

Kevin Lawson (approx. 00:46): “Workflows are trigger-based events that tell business logic what to do next... but automation is what makes things happen automatically, without human intervention.”

Sean O'Shaughnessey (approx. 05:43): “We used to personalize thank-you letters with a person. Now we can automate that process and use AI to generate something that's still meaningful but takes no time.”

Kevin Lawson (approx. 10:00): “AI plus workflows plus automation creates the bedrock for a better sales organization… a more nimble organization that can adapt to changes in the environment.”

Sean O'Shaughnessey (approx. 13:08): “Does your CRM say, ‘Did you know there are three directors of manufacturing at that company?’ That’s where workflows, automation, and AI converge to fuel revenue growth.”

Additional Resources

• Join the B2B Sales Lab Community – A peer-driven space where sales professionals, managers, and leaders exchange insights, share best practices, and build smarter revenue systems.

A Significant Actionable Item from this Podcast

Audit your CRM and lead-handling processes. Ask yourself: Is my CRM working for me, or am I working for it? Review whether incoming leads are routed automatically, if emails are logged without manual entry, and whether sales leaders receive alerts on stalled opportunities. Implement at least one automation or AI-powered enhancement, such as auto-logging emails or enriching lead data, to eliminate repetitive tasks and enable your team to focus on strategic selling.

Why You Should Listen Now

This episode isn’t just a primer on sales tech buzzwords; it’s a blueprint for operational excellence in B2B sales. Kevin and Sean break down complex topics with clarity and offer practical advice that can immediately improve your sales team’s responsiveness, accountability, and business acumen. If you're serious about building a scalable sales infrastructure, aligning your team with cutting-edge sales strategies, and using AI as a force multiplier for your messaging and revenue management, then queue up this episode today. You'll walk away with new ideas, sharper thinking, and a to-do list worth acting on.

B2B Sales Lab is a private, member-led community for sales professionals who want actionable insights, not theory. It’s a space to ask real questions, share proven practices, and connect with others who are serious about improving revenue performance. Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Join us at b2b-sales-lab.com

You can reach out to Sean at New Sales Expert, LLC - [email protected] - https://www.linkedin.com/in/soshaughnessey/

You can reach out to Kevin at Lighthouse Sales Advisors & Sales Xceleration - [email protected] - https://www.linkedin.com/in/kwlawson/

You can book time on Kevin's calendar at https://lighthousesalesadvisors.pipedrive.com/scheduler/JP7rZXH3/virtual-meeting-booking-time-with-kevin

You can book time on Sean's calendar at http://newsales.expert/sean-oshaughnessey-calendar/