What Are Workflows?
Workflows are visual automation pipelines that process accounts from CRM trigger through assignment and setup. Unlike templates (which define what happens during onboarding), workflows define how accounts get created, routed, and assigned before onboarding begins. [SCREENSHOT: Workflow list page showing multiple workflows with status indicators] Caption: The workflows page shows all your automation pipelines with run counts and statusWorkflows vs Templates
| Aspect | Workflows | Templates |
|---|---|---|
| Purpose | Account creation & routing | Onboarding execution |
| When | Before onboarding starts | During onboarding |
| Triggered by | CRM events (deal closed, etc.) | Milestone progression |
| Contains | Routing logic, assignments | Actions, content, timelines |
| Who builds | Admins only | Admins (CSMs can suggest) |
Workflows and templates work together: a workflow creates the account and assigns a CSM, then applies a template that defines the onboarding journey.
Key Concepts
Triggers
Workflows start when specific CRM events occur:- HubSpot: Deal reaches a specific stage (e.g., “Closed Won”)
- Salesforce: Opportunity reaches a specific stage
- Notion: Page status changes to specific values
Nodes
Workflows are built from nodes that you connect together:Logic Nodes
Branch based on conditions, route to different paths
Human Tasks
Pause for human review, approval, or data entry
Action Nodes
Assign CSMs, select templates, send emails
AI Nodes
Transform data, classify accounts, generate content
Runs
Each time a workflow executes, it creates a “run” that tracks:- Current position in the workflow
- Data collected at each step
- Time spent at each node
- Final outcome (completed, failed, paused)
Queues
When workflows reach human task nodes, work items appear in the Queue Dashboard for team members to claim and complete.When to Use Workflows
Good Use Cases
Automated Account Creation
Automated Account Creation
Trigger: HubSpot deal reaches “Closed Won”Flow: Extract deal data → Create account → Route to queue for CSM assignment → Apply template → Send welcome emailBenefit: Eliminates manual data entry, ensures every closed deal becomes an account automatically
Segment-Based Routing
Segment-Based Routing
Trigger: Salesforce opportunity closesFlow: Check ARR → Route enterprise deals to senior CSMs, SMB deals to general pool → Apply appropriate templateBenefit: Ensures high-value accounts get specialized attention automatically
Approval Gates
Approval Gates
Trigger: Notion database entry createdFlow: Create account → Request manager approval → If approved, assign CSM and begin onboardingBenefit: Adds governance without slowing down the process
AE Handoff Collection
AE Handoff Collection
Trigger: Deal closes in CRMFlow: Create account → Send handoff form to AE → Wait for completion → Route based on answersBenefit: Captures critical context from AEs before CSMs take over
When NOT to Use Workflows
- During onboarding - Use templates and actions instead
- One-off processes - Create accounts manually
- No CRM integration - Workflows require CRM triggers
Workflow Statuses
| Status | Meaning |
|---|---|
| Draft | Workflow is being built, not yet active |
| Active | Workflow will trigger on CRM events |
| Paused | Temporarily disabled, won’t trigger |
| Archived | No longer in use |
Getting Started
Connect Your CRM
Navigate to Connectors and connect HubSpot, Salesforce, or Notion. Workflows require at least one CRM integration.
Integration Setup
Connect your CRM first
Create Your First Workflow
Go to Workflows → Click “New Workflow” → Choose a template or start from scratch.
Building Workflows
Learn the workflow builder
Test Before Activating
Use the test panel to simulate runs with sample data before activating for real CRM events.
Monitor Runs
Check the Runs tab to see workflow executions and debug any issues.
Monitoring Runs
Learn about run monitoring
Process Queue Items
When workflows pause at human tasks, items appear in the Queue Dashboard for your team.
Queue Dashboard
Learn about work queues
Access & Permissions
| Action | Admin | CSM (User) |
|---|---|---|
| Create workflows | ✅ | ❌ |
| Edit workflows | ✅ | ❌ |
| View workflow runs | ✅ | ❌ |
| Process queue items | ✅ | ✅ |
| Complete approvals | ✅ | ✅ (if assigned) |