Automations allow you to automatically react to key business events, such as CRM objects being created or updated, calls being processed, AI Trackers being detected, schedules occurring, or milestones being reached.
You can create automation rules that trigger when predefined conditions are met, helping reduce manual work and ensuring actions are performed consistently and at the right time.
Why use automations?
Automations help ensure that information and workflows reach the right people at the right stage of the customer lifecycle.
Common use cases include:
Sending an AI-generated account brief when account ownership changes.
Sending an opportunity brief when a deal reaches a specific stage.
Enrolling new contacts or leads into a Flow automatically.
Starting onboarding, renewal, or qualification workflows based on CRM updates.
Reaching out to relevant contacts when an upsell opportunity is detected on a customer call.
Types of automations
Automations support different actions depending on the outcome you want to achieve.
Automation type | Action |
|---|---|
Generates and sends an AI-generated brief | |
Enrolls a contact/ lead into a Flow |
AI brief automations
AI Brief automations generate and distribute AI-generated account or opportunity summaries when predefined conditions are met.
Use AI Brief automations when stakeholders need timely context about an account, opportunity, or customer relationship without manually generating a brief.
Flow Automations
Flow automations automatically enroll people into a Flow when predefined conditions are met.
Flows guide prospects and customers through a series of planned outreach steps across channels such as email, phone, and LinkedIn. By using Flow automations, you can automatically add people to the appropriate Flow based on CRM changes or other business events, eliminating the need for manual enrollment.
How automations work
Every automation uses a When / If / Then structure.
When
The When section defines the type of activity that starts the automation, also known as the trigger.
Examples include:
Trigger | Supported in AI Briefs | Supported in Flows |
|---|---|---|
Account CRM record is created or updated | Yes | Yes |
Opportunity CRM record is created or updated | Yes | Yes |
Lead CRM record is created or updated | No | Yes |
Contact CRM record is created or updated | Yes | Yes |
Date based CRM record | No | Yes |
AI tracker | No | Yes |
If
The If section defines the conditions that must be met before the automation can continue. Conditions narrow the automation to only the records that meet your business requirements.
Conditions can use supported CRM fields and operators to create simple or complex business logic.
Examples include:
Opportunity stage equals Closed Won.
Opportunity amount exceeds $200,000.
Account tier equals Enterprise.
If no conditions are configured, the automation runs whenever the trigger occurs.
Then
The Then section defines the action that occurs when the trigger fires and all conditions are satisfied.
Depending on the automation type, actions include:
Sending an AI-generated brief to inbox.
Enrolling a record into a Flow.
Run history
Every automation execution is recorded in Run history. Run history helps administrators understand how automations are performing and investigate unexpected behavior. Depending on the automation type, run history can include:
When the automation ran
Which record triggered the automation
Whether the action completed successfully
Any skipped actions or errors