The follow-up that happens whether or not anyone remembers.
Most deals are not lost to a competitor. They are lost to silence — a callback nobody made, an enquiry that sat over a weekend. Automation turns the intention to follow up into scheduled work with an owner and a date.
Trigger, condition, action
Every workflow is the same three-part shape, which is why it stays understandable as you add more.
When this happens
A lead is created from a Meta ad.
And this is true
The lead's city is Bengaluru and no owner is set.
Do this
Assign to the South team, create a call task due in 2 hours, notify the owner.
What can start a workflow
A lead is created
From any source — a form, an ad, WhatsApp, the API or an import.
A record is updated
A field changes, a status moves, an owner is reassigned.
A deal changes stage
Moving forward or slipping backward can both start a workflow.
A task falls due
Or becomes overdue, which is usually the more useful one.
A message arrives
An inbound email or WhatsApp message against a record.
A schedule fires
Time-based rules for reviews, reminders and recurring checks.
What a workflow can do
Assign an owner
By source, territory, round-robin logic or any field value — always permission-checked.
Create a task
With a due date, a description and an assignee, so the next step exists as work rather than intent.
Send a notification
To the owner, their manager, a team or named people.
Update fields
Set status, priority, tags or custom fields without anyone opening the record.
Create related records
Spin up a company or a follow-up activity as part of the same rule.
Call a webhook
Push the event to another system you run. Deliveries are signed, retried and metered.
Where automation earns its keep
The rules most teams build in their first week.
- 01
Speed to first response
New lead arrives, gets an owner and a call task due within the hour. The single biggest predictor of whether an enquiry converts is how fast someone responded.
- 02
Nothing goes quiet
A deal with no activity for a set number of days creates a task for its owner and, if it stays quiet, becomes visible to their manager.
- 03
Stage changes carry work with them
Moving a deal to a proposal stage creates the proposal task and notifies whoever needs to prepare it.
- 04
Managers hear about exceptions, not everything
Notifications fire on the cases that need attention — overdue, stalled, high value — rather than on every routine update.
Questions about CRM automation
What is CRM automation?
CRM automation is a set of rules that do routine work for you inside the CRM. A rule watches for something happening — a lead arriving, a deal changing stage, a task going overdue — checks any conditions you set, and then performs actions such as assigning an owner, creating a follow-up task or notifying a manager.
Do I need to write code?
No. Workflows are built from triggers, conditions and actions you choose. Webhooks are available if you want to connect another system, but nothing in the core automation requires code.
How does automated follow-up work?
A rule creates the follow-up task with a due date when the triggering event happens, and assigns it to the lead's owner. The task appears in that person's list and, if it goes overdue, becomes visible to their manager. The reminder does not depend on anyone remembering to set it.
Can automation assign leads to the right salesperson?
Yes. Assignment can be based on the lead's source, campaign, region or any field on the record. Assignment respects your role and team structure, so a rule cannot hand work to someone who should not have it.
How many workflows can I run?
Essential includes 5 automations, Growth 50 and AI Pro 250, with a monthly execution allowance on each plan. Both the number of workflows and the executions are enforced by the platform, not just displayed.
What happens if a workflow fails?
Execution is recorded so you can see what ran and what did not. Outbound webhook deliveries are retried with backoff and are signed, so the receiving system can verify they genuinely came from your workspace.
Let the routine work run itself.
Build the rules once. They keep running while your team sells.
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