From Manual to Automated: A Sales Pro’s Guide to Zapier, Make.com, n8n, and Pipedream

From Manual to Automated: A Sales Pro’s Guide to Zapier, Make.com, n8n, and Pipedream

By Sean O'Shaughnessey

A sales manager recently told me something that stuck: “We went from twenty hours per week of manual work to two hours. Our lead response time dropped from four hours to four minutes.” That dramatic transformation wasn’t magic—it was automation.

The reality is that sales teams today have more automation tools available than ever before. But with options like Zapier, Make.com, n8n, and Pipedream, the real challenge isn’t whether you should automate—it’s choosing the right platform for your team. Each one comes with strengths, limitations, and unique philosophies. Get that choice wrong, and you’ll waste time, money, and buy-in. Get it right, and you’ll see efficiency gains that completely reshape your sales process.

Why Platform Choice Matters

Many sales teams stumble when they underestimate the cost of a mismatched platform. Some platforms are too simple to scale beyond basic automations. Others are too complex, leaving non-technical teams overwhelmed and projects abandoned. Switching platforms midstream is not only disruptive—it’s expensive and time-consuming. Integration limitations, hidden in the fine print, often surface only after a team has invested weeks in setup.

The right platform, however, unlocks real productivity gains. I’ve seen companies scale from five to fifty automations without hiring additional staff. I’ve seen sales teams reduce errors through automated data transfers, and I’ve seen response times improve from hours to mere minutes. Those results come from aligning platform capabilities with team comfort and long-term strategy.

Breaking Down the Four Platforms

Zapier is often the starting point. It’s user-friendly, highly intuitive, and backed by the largest integration library in the market. For sales teams with little to no technical experience, it’s a great way to achieve quick wins—connecting CRMs, email platforms, and lead management tools in minutes. The trade-off, of course, is cost at scale and limited customization for advanced workflows.

Make.com represents the next step up. It’s a visual workflow builder designed for teams that need more sophisticated automations but still want a no-code interface. It handles complex branching logic, advanced data transformations, and high-volume workflows at a fraction of Zapier’s cost. But it comes with a steeper learning curve and requires more planning.

n8n is the open-source powerhouse. Unlike Zapier or Make.com, there are no artificial limits on workflow complexity or execution. It can be self-hosted, giving technical teams total control over security, customization, and cost. It’s ideal for organizations with developers or strong technical resources. The downside? It requires real expertise, both to implement and to maintain.

Finally, there’s Pipedream, which includes String. It blends accessibility with developer power, offering real-time event processing, API flexibility, and built-in coding support for JavaScript and Python. It’s the platform of choice for teams that want advanced, responsive automations but are comfortable getting hands-on with APIs and code when needed.

Matching Platforms to Your Team

The key to success is not asking which platform is “best,” but which is “best for us.” If your team is non-technical and just needs quick, reliable automations, Zapier is the natural fit. If you want advanced workflows without hiring developers, Make.com is the right middle ground. If you have developers or strong technical resources, n8n gives you unlimited control at a fraction of the long-term cost. And if your workflows demand real-time responsiveness and advanced API integrations, Pipedream is worth serious consideration.

Think carefully about your team’s technical comfort, the complexity of your use cases, your budget for scale, and your integration requirements. These factors should guide your decision far more than flashy features or marketing claims.

Taking the First Step

The best way to move forward is to experiment. Sign up for free accounts on two platforms and run the same simple workflow in each. For example, capture a new lead from your website, push it into your CRM, and trigger an automated welcome email. Watch how each platform handles it. Document the process, note the pain points, and gather feedback from your team.

Once you’ve seen the difference firsthand, you’ll know where to invest. Start small, prove the value quickly, and then scale. Over time, your automation strategy can evolve into a foundational pillar of your sales operations.

You can learn more by listening to my podcast episode for AI Tools for Sales Pros. Check out the episode here:

Join the B2B Sales Lab

If this episode leaves you curious—or perhaps a bit overwhelmed—remember that you don’t have to navigate these decisions alone. Inside the B2B Sales Lab, you’ll find sales professionals who are actively testing these platforms, sharing workflows, and troubleshooting challenges. It’s a private, member-led community where sales pros exchange real-world experience, not theory.

Designed and led by veteran sales leaders, the Lab is where strategy meets execution. Whether you’re evaluating platforms, designing your first automation, or scaling to dozens of workflows, you’ll find actionable insights and peers who’ve been there before.

👉 You can join today with a free 90-day membership at b2b-sales-lab.com.

B2B Sales in the Age of AI: Why Top Salespeople Will Thrive While the Repetitive Roles Disappear

B2B Sales in the Age of AI: Why Top Salespeople Will Thrive While the Repetitive Roles Disappear

By Sean O'Shaughnessey

The buzz surrounding artificial intelligence has left many professionals wondering about the future of their careers. For B2B sales professionals, the rise of AI presents a fundamental question: Will AI replace salespeople?

The short answer is no, but it will replace some of their work. More accurately, AI will redefine the B2B sales landscape by eliminating lower-value activities, consolidating support roles, and enhancing the capabilities of top performers. In doing so, it will widen the gap between average and great salespeople.

Several years ago, I wrote a similar explanation about the fear that “the internet” would replace salespeople. That didn’t happen. You can find that article on the blog that supports my first sales book. Are salespeople necessary in the Internet age?

This blog post explores how B2B sales is positioned relative to AI disruption, referencing key insights from Benjamin Todd’s article, “How Not to Lose Your Job to AI” (80,000 Hours, 2025). Todd’s framework on skill types that increase in value in the age of AI helps us understand how high-functioning sales teams should evolve and how sales professionals can future-proof their careers.

Understanding AI’s True Impact: Augmentation, Not Replacement

A common misconception about AI is that it simply replaces humans. This isn’t true. AI devalues tasks it can perform while increasing the importance of the skills it cannot. Todd explains this dynamic through examples like the ATM: while the ATM reduced the need for transactional teller tasks, it actually increased demand for bank branch workers by allowing banks to open more branches. AI follows a similar pattern.

In B2B sales, AI will handle the most automatable tasks, such as data entry, follow-ups, list-building, and basic prospecting emails. However, this doesn’t eliminate the sales role; it sharpens its focus.

Instead of dialing hundreds of prospects daily, sales professionals will focus more on strategic engagement, account planning, and using AI-generated insights to elevate conversations. The result? Sales has become a more thoughtful, human, and strategic discipline for those who can keep up.

Four Categories of Skills That AI Will Make More Valuable

In Todd’s excellent article, he identifies four skill types that increase in value in an AI-enhanced workplace:

  1. Hard-to-automate skills
  2. Deployment-related skills
  3. Scarce, high-utility skills
  4. Skills hard for others to learn or replicate

Each of these aligns tightly with the demands of modern B2B sales.

Read the rest of the article…
Two Tall Guys Talking Sales – Patrick O’Donnell Explains How to Hire and Onboard Sales Talent That Actually Performs – Episode 139

Two Tall Guys Talking Sales – Patrick O’Donnell Explains How to Hire and Onboard Sales Talent That Actually Performs – Episode 139

By Sean O'Shaughnessey

In this high-impact episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey welcome sales acceleration expert Patrick O’Donnell to tackle one of the toughest challenges facing small business CEOs: hiring and onboarding top-performing sales talent. Together, they dive deep into proven sales strategies that help CEOs find strong candidates and keep them engaged, successful, and driving revenue. If you’ve ever hired a salesperson who didn’t work out, or you’re planning to hire your first, this conversation is your roadmap to sales success. From creating a robust onboarding plan to integrating soft skills training and cultural alignment, this episode is packed with value-selling insights you can apply immediately.

Key Topics Discussed:

  • [00:01:00] Why small business CEOs struggle to attract and retain top salespeople
  • [00:03:00] Patrick’s proven hiring and onboarding process for sales roles
  • [00:05:10] The importance of structured 30-60-90 day plans and Sean’s GUTS framework
  • [00:07:00] Kevin’s NASA Plan for onboarding: A granular, hourly approach to early success
  • [00:10:00] The role of soft skills and professional development in retaining talent
  • [00:11:50] A lighthearted look at entrepreneurship: Why Patrick bought a historic Indianapolis tavern

Key Quotes:

  • “They’re in such a hurry to take the sales hat off their head that they hire the first person who looks okay on the surface. That rushed approach almost always ends poorly.”
    – Patrick O’Donnell [00:02:06]
  • “I hand every new rep a GUTS document—Getting Up To Speed. It’s a 30-60-90 plan that clearly spells out what they need to accomplish. They can be ahead, but they can’t fall behind.”
    – Sean O’Shaughnessey [00:05:10]
  • “Most small business owners think they have a plan because it’s in their head. But if it’s not written down, it doesn’t exist.”
    – Kevin Lawson [00:07:29]
  • “We want every new hire to be the most professional person in the company, because it’s their job to make everyone around them better.”
    – Sean O’Shaughnessey [00:10:35]

Additional Resources:

  • LinkedIn profile for Patrick O’Donnell https://www.linkedin.com/in/patrickwodonnell/
  • Soft skills training programs referenced by Sean for onboarding enrichment
  • GUTS (Getting Up To Speed) framework and NASA Plan discussed during onboarding best practices

A Significant Actionable Item from this Podcast:

Implement a Written 30-60-90 Onboarding Plan with a Two-Week NASA Schedule.
Salespeople need clarity to succeed. Whether you’re a first-time sales manager or a seasoned executive, stop relying on verbal plans or “tribal knowledge.” Create a written 30-60-90 onboarding plan that details expectations, milestones, and key outcomes. For the first two weeks, apply the NASA method: a daily, hour-by-hour schedule that aligns the new hire with every department, cultural cue, and technical requirement. Doing so sets a strong foundation for success and dramatically reduces early turnover.

Summary Paragraph:

If you’re serious about improving your sales management, elevating your sales processes, and building a team that drives real revenue generation, this episode of Two Tall Guys Talking Sales is essential listening. Kevin, Sean, and Patrick break down what too many business owners get wrong—and how you can get it right. Whether you’re scaling a team or hiring your first rep, these insights around onboarding, messaging, and business acumen will accelerate your journey toward consistent sales success. Press play now and walk away with tools you can use today.

Two Tall Guys Talking Sales – Mastering Sales Hiring with John Lee – Sales Management Insights for Growth-Focused Teams – Episode 138

Two Tall Guys Talking Sales – Mastering Sales Hiring with John Lee – Sales Management Insights for Growth-Focused Teams – Episode 138

By Sean O'Shaughnessey

In this week’s episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey are joined by the “Elder Statesman” of fractional sales management: John Lee. With nearly four decades of experience and a deep track record of helping companies hire top-performing sales professionals, John shares a masterclass in sales hiring strategy. Whether you’re scaling from a two-person team to ten or trying to avoid costly hiring mistakes, this episode delivers practical, field-tested advice on building elite sales teams, strengthening your sales processes, and aligning talent with company culture.

Don’t miss this conversation if you’re committed to improving your sales success through smarter hiring, better business acumen, and scalable revenue generation.

Key Topics Discussed:

  • The Hiring Mindset for Growth Companies (00:01:45)
    Why hiring rock stars—not warm bodies—matters and how John filters for high performers.
  • From First Hire to Scaling a Team (00:04:44)
    CEOs and sales leaders must ask the evolving questions when hiring their 3rd, 5th, or 10th rep.
  • Psychographics, Not Just Resumes (00:05:24)
    How John builds candidate profiles that match top performers using behavior and motivation, not just skills.
  • Parallel Sales and Hiring Processes (00:08:00)
    Why a successful sales hiring process mirrors your value selling strategy—with defined steps, assessments, and clear messaging.
  • Avoiding Common Hiring Mistakes (00:11:43)
    The critical danger of hiring salespeople who are better at selling themselves than your solution.
  • Top 3 Rules for Hiring Sales Talent (00:13:33)
    John’s unfiltered checklist for hiring decisions that fuel revenue growth and protect your sales culture.

Key Quotes:

  • John Lee: “Don’t hire someone who can’t show they’ve been successful—and don’t hire someone who doesn’t fit your culture.” (00:13:57)
  • Sean O’Shaughnessey: “A salesperson might not be able to sell your product to save their life—but they’re often great at selling themselves. That’s a trap for business owners.” (00:11:55)
  • Kevin Lawson: “You talk about hiring the way you talk about sales infrastructure—it’s all about process, fit, and purpose.” (00:07:42)

Additional Resources Mentioned:

A Significant Actionable Item from this Podcast:

Design a Hiring Process Like a Sales Process
Treat your hiring efforts with the same rigor as your sales process. Start by defining a psychographic profile based on your top performers. Use structured assessments to evaluate “sales DNA” and focus interviews on demonstrated success, not just confidence. Then, make cultural fit a deal-breaker. Great hires aren’t just competent—they’re aligned with your mission, methods, and team dynamics.

Summary Paragraph:

This episode is essential listening for sales leaders and business owners looking to scale their teams without sacrificing culture, performance, or momentum. John Lee brings a rare mix of seasoned sales management expertise and real-world hiring acumen to the table. If you want to improve revenue generation through smarter hiring and better sales strategies, you’ll find actionable insights packed into every minute. Don’t settle for average; build a sales team that drives success. Tune in now.

Two Tall Guys Talking Sales – Steve Caton Shares When to Sell, When to Coach, and When to Hire: Strategic Sales Management That Drives Growth – Episode 137

Two Tall Guys Talking Sales – Steve Caton Shares When to Sell, When to Coach, and When to Hire: Strategic Sales Management That Drives Growth – Episode 137

By Sean O'Shaughnessey

In this powerful episode of Two Tall Guys Talking Sales, Kevin Lawson and Sean O’Shaughnessey are joined once again by Steve Caton, CEO of Altezza Solutions, for a thought-provoking conversation that zeroes in on one of the toughest decisions in sales leadership: when to sell, when to coach, and when to hire. Whether you’re a business owner, VP of Sales, or a player-coach juggling a quota and a team, this episode brings clarity to the strategic inflection point where growth hinges on letting go. With frank discussion, lived experience, and tactical advice, Kevin, Sean, and Steve guide you through the complex terrain of sales management, revenue generation, and scaling your team without sacrificing results.

Key Topics Discussed:

  • [00:01:58] The pros and cons of player-coach sales roles, and why this model often fails without intentional strategy
  • [00:05:34] How to create a psychologically safe sales environment where learning from failure drives sales success
  • [00:07:11] Steve Caton’s personal transition from sales operator to CEO—and how it triggered exponential business growth
  • [00:09:20] The difference between hiring to “swim faster” and hiring to scale—how business acumen guides the decision
  • [00:13:00] Real-world use cases for fractional sales roles to test new markets or offerings without disrupting core revenue streams

Key Quotes:

  • Kevin Lawson [00:04:57]: “Sometimes you have to let people fail. You can’t push them into failure, but you do have to give them the room to learn. The challenge is, as a leader, you’re still accountable for that failure.”
  • Sean O’Shaughnessey [00:04:01]: “It’s much easier to do one thing well. Let great salespeople sell and great managers manage—don’t dilute either role.”
  • Steve Caton [00:08:30]: “I made the decision to stop selling before I could afford it. Why? Because I knew the payoff would be big. Sometimes, you just have to invest in your business to grow.”
  • Kevin Lawson [00:11:34]: “A sales process with control metrics, plus intentional feedback loops, informs exactly how and where your business should grow.”

Additional Resources:

A Significant Actionable Item from this Podcast:

Reevaluate your team structure and decide: are you scaling or surviving?
If you’re a business owner or sales leader wearing multiple hats, it’s time to assess whether you’re enabling growth or capping it. Consider where your time is most valuable—rainmaking, coaching, or closing—and invest in building the right team around you. Start with fractional or part-time hires to test new roles or markets, then double down when the data supports it.

Closing Summary:

This episode cuts through the noise around sales team building with a refreshing mix of vulnerability, experience, and strategic depth. Whether you’re weighing your first sales hire or deciding to step out of the player-coach role, Two Tall Guys Talking Sales delivers real-world sales strategies that help you align your messaging, sales processes, and revenue management decisions with long-term growth. Don’t miss this one—it’s 15 minutes of business-building insight that could change the trajectory of your sales organization. Hit play now and discover how letting go might be the smartest way to grow.

Two Tall Guys Talking Sales – Scaling Smarter: Building Sales Teams with Steve Caton – Episode 136

Two Tall Guys Talking Sales – Scaling Smarter: Building Sales Teams with Steve Caton – Episode 136

By Sean O'Shaughnessey

What does it take to scale a sales organization in today’s unpredictable business environment? In this dynamic episode of Two Tall Guys Talking Sales, hosts Sean O’Shaughnessey and Kevin Lawson welcome back Steve Caton, CEO of Altezza Solutions, to unpack the nuances of scaling sales teams, especially through the power of fractional sales professionals. Together, they explore the critical role that sales processes, sales management, and business acumen play in enabling organizations to grow without overspending or compromising performance. Whether you’re navigating the “zero to one” phase or planning your expansion from one rep to five, this episode offers a roadmap for smart, sustainable revenue generation.

Key Topics Discussed

  • Zero to One vs. One to One Hundred: Two Models for Scaling Sales Teams (00:01:14)
    Kevin and Steve outline the difference between launching your first rep and accelerating team expansion, with a focus on structured growth.
  • Fractional Salespeople as a Low-Risk Growth Strategy (00:02:45)
    Steve explains how the fractional model supports learning, experimentation, and ROI without overcommitting resources too early.
  • Determining the Right Time to Expand Territories or Add Headcount (00:04:10)
    The team discusses key signals—like activity level, lead flow, and deal volume—that indicate when it’s time to grow.
  • Using Leading Indicators vs. Lagging Indicators in Sales Management (00:06:16)
    Steve shares the importance of measuring inputs (calls, meetings, proposals) over outputs (closed deals) to ensure predictable scale.
  • The Power of Process-Driven Selling for Sales Success (00:13:08)
    Sean and Steve emphasize why experienced sales pros rely on systems, not improvisation, and why process must precede people.

Key Quotes

  • Kevin Lawson (00:01:34):
    “Think hockey stick versus gradual—zero to one is about getting that first good hire. That’s when you unlock real scale potential.”
  • Steve Caton (00:02:45):
    “Start small, see what works, then expand. That’s the foundation of scalable revenue—and the fractional model makes that possible without spending a crazy amount of money.”
  • Sean O’Shaughnessey (00:08:00):
    “Sales is about finding the customer that is going to buy—that’s not just a marketing thing, that’s a sales thing.”
  • Steve Caton (00:13:08):
    “Process comes before people. If there’s no process, your reps will build one—and that distracts them from actually selling.”

Additional Resources

A Significant Actionable Item from this Podcast

Use leading indicators—not just closed deals—to decide when it’s time to grow your sales team. Many companies scale reactively, hiring after success arrives. But Steve Caton challenges leaders to evaluate the activity level of their reps—calls made, meetings scheduled, deals created—to make data-driven decisions before hitting a bottleneck. If your top performer is maxing out their productive hours, it’s time to split territories, not overload. Review your leading indicators this week and see where your next growth step should begin.

Why You Should Listen

This episode is a must-listen for founders, CEOs, and sales leaders trying to build smarter, not just bigger. With deep insight into the value of fractional sales professionals, the importance of sales strategies, and how to use data for effective revenue management, Steve Caton offers a practical, grounded view of what scalable sales success looks like. If you’re serious about growing your team without growing your headaches, hit play and take notes.

Unlock Revenue Growth with a Fractional VP of Sales

Unlock Revenue Growth with a Fractional VP of Sales

By Sean O'Shaughnessey

Are you feeling stuck trying to grow your company’s revenue? Do you find yourself juggling too many responsibilities, struggling with outdated sales methods, or unsure how to take your sales team to the next level? You’re not alone.

Many business owners face these challenges, and at New Sales Expert, we’re here to help.

I’m Sean O’Shaughnessey, founder of New Sales Expert, and we specialize in helping B2B companies accelerate revenue production by implementing proven sales strategies, developing top talent, and creating scalable processes.

In our latest video, I outline how we address some of the most common sales problems business owners encounter, such as:

  • No formal sales process,
  • Inaccurate revenue forecasting,
  • Losing a big customer and not knowing how to recover,
  • Struggling to hire and retain the right salespeople.

As a Fractional Vice President of Sales, we work alongside business owners to provide expert leadership and guidance. Here’s how we do it:

  • Assessing your current sales team and processes.
  • Defining winning strategies with clear metrics for success.
  • Building accurate forecasting tools for long-term planning.
  • Hiring and developing top-performing sales talent.

We operate on a fractional basis, allowing us to bring discipline, accountability, and focus to your sales organization without the full-time cost. Our detailed Scope of Work outlines clear schedules and timelines, ensuring sustained execution and measurable results.

Ready to accelerate your revenue growth? Watch the full video to learn more about how we can help your business thrive.

📌 Contact us today for a free consultation at www.NewSales.Expert.

Let’s build a culture of sales success and drive the growth your business deserves.

From Micro-Manager to Leader: Fostering Growth in Your Sales Team

From Micro-Manager to Leader: Fostering Growth in Your Sales Team

By Sean O'Shaughnessey

Are you unknowingly sabotaging your sales team’s success? The answer might surprise you. The actual cost of micromanagement extends far beyond immediate productivity concerns.

Trust forms the bedrock of every high-performing sales organization. Yet many sales leaders unconsciously undermine this foundation through micromanagement. You’ve seen the signs – constant check-ins, questioning every decision, and hovering over your team’s shoulders. The culture you’ve worked so hard to build is slowly eroding.

Your best salespeople are leaving. Team morale is plummeting.

Let’s be clear about what constitutes micromanagement in sales. It’s not about being involved or interested in your team’s work. The real issue emerges when you start dictating every move and creating an atmosphere of constant surveillance.

Consider the cost of replacing top sales talent in today’s market. Beyond the substantial financial investment, you’re losing institutional knowledge and client relationships. Your organization can’t afford this drain on resources, and the impact reverberates throughout your entire sales ecosystem.

Read the rest of the article…
Two Tall Guys Talking Sales Podcast – The Art of the Hire: Crafting a Winning Sales Team – E98

Two Tall Guys Talking Sales Podcast – The Art of the Hire: Crafting a Winning Sales Team – E98

By Sean O'Shaughnessey

Join hosts Kevin Lawson and Sean O’Shaughnessey on this revealing episode of “Two Tall Guys Talking Sales” where they dive deep into the intricacies of hiring and motivating sales teams. Whether you’re a solopreneur or heading a growing business, this episode delivers crucial insights into creating a robust sales force to propel your business forward.

Key Topics Discussed

  • Hiring Challenges and Solutions [00:00:00]: Kevin opens the discussion by highlighting the universal challenge of hiring effective sales personnel, emphasizing their critical role in delivering solutions to the market.
  • Diversity in Sales Recruitment [00:01:19]: Sean expands on the need for a varied recruitment strategy that aligns with business geography and market scope, from local to global scales.
  • Strategic Hiring Practices [00:02:00]: The conversation shifts towards strategic hiring, avoiding common pitfalls, and setting up a structured hiring process.
  • Aligning Sales and Hiring Processes [00:03:42]: Kevin parallels the sales process with hiring, stressing the importance of a methodical approach to selecting the right candidates.
  • Cultural Fit and Skills Assessment [00:04:52]: This section discusses the importance of cultural fit and rigorous skills assessment in the hiring process, which ensures candidates align with company values and capabilities.
  • Long-term Sales Success [00:06:48]: Sean discusses the broader implications of hiring decisions for long-term sales success and the essential qualities of a top-notch salesperson.

Key Quotes

  • Kevin Lawson [00:00:00]: “When it comes down to delivering your solution to the market, that solution is often sold and carried forward by a salesperson.”
  • Sean O’Shaughnessey [00:02:17]: “You can’t have the strategy to grow at 3X this year if you don’t have enough people or a big enough factory.”

Additional Resources

Summary

In this episode, Kevin and Sean tackle the often-overlooked but vital elements of building a successful sales team. From the necessity of a diverse hiring strategy to aligning the recruitment process with your business’s sales methodology, they cover a spectrum of topics that promise to enhance your hiring practices. Insightful, practical, and filled with expert advice, this episode is a must-listen for anyone looking to scale their sales efforts effectively. Tune in to “Two Tall Guys Talking Sales” to transform your approach to hiring and watch your business grow!

To understand if your company is doing a great job in sales, take this quick and easy 10-question assessment: https://salesxceleration.com/sales-agility-assessment/?locationid=26671639