When you automate a business process, it is easy to end up with a complex solution that addresses the greatest number of possible data elements and outcomes. You can easily be drawn into spending an inordinate time trying to handle rare exceptions, with the idea of making your business process handle every contingency.
If your company has a complex sales process, consider creating a second, fast track business process. This way you can accommodate the large number of transactions that go quickly, often with fewer approval steps. For instance, generating a quote for new products or services for an existing customer is often simpler than targeting a new customer, and competitive bids can be more complex than taking orders.
By automating more than one process, you can let the complex process be as sophisticated as it needs to be without creating extra steps for the fast track process which are not needed.
If you take this two track approach, you can later analyze how many sales used each of the processes to help you focus your future automation efforts better.