CRM Automation

Automate CRM workflows for HubSpot, Salesforce, and Pipedrive including lead management, deal tracking, pipeline automation, and multi-CRM synchronization. Based on n8n workflow templates.

Overview

This skill covers:

• Lead capture and enrichment automation

• Deal stage progression workflows

• Multi-CRM data synchronization

• Automated follow-up sequences

• Sales analytics and reporting

Core Workflow Patterns

1. Lead Capture → Enrichment → Assignment

┌─────────────┐    ┌─────────────┐    ┌─────────────┐    ┌─────────────┐

│ Lead Source │───▶│ Enrich Data │───▶│ Score Lead  │───▶│ Route to    │

│ (Form/API)  │    │ (Clearbit)  │    │ (AI/Rules)  │    │ Sales Rep   │

└─────────────┘    └─────────────┘    └─────────────┘    └─────────────┘

                                                                │

                         ┌─────────────┐    ┌─────────────┐    │

                         │ Start       │◀───│ Create in   │◀───┘

                         │ Sequence    │    │ CRM         │

                         └─────────────┘    └─────────────┘

n8n Configuration:

workflow: "Lead Capture to CRM"

trigger:

  - type: webhook

    event: form_submission

    source: [website, landing_page, calendly]

steps:

  1. capture_lead:

      fields: [email, name, company, phone, source]

  2. enrich_data:

      provider: clearbit

      lookup_by: email

      append: [company_size, industry, title, linkedin]

  3. score_lead:

      model: ai_scoring  # or rule-based

      factors:

        - company_size: {1-50: 10, 51-200: 20, 201+: 30}

        - industry_fit: {high: 30, medium: 20, low: 10}

        - title_seniority: {c-level: 30, director: 20, manager: 10}

      threshold: 50  # MQL threshold

  4. route_lead:

      rules:

        - if: score >= 80 AND industry == "tech"

          assign_to: "Enterprise Team"

        - if: score >= 50

          assign_to: "SMB Team"

        - else:

          assign_to: "Marketing Nurture"

  5. create_in_crm:

      platform: hubspot

      object: contact

      properties:

        email: "{email}"

        firstname: "{first_name}"

        company: "{company}"

        lead_score: "{score}"

        lead_source: "{source}"

  6. start_sequence:

      if: score >= 50

      sequence: "New Lead Welcome"

      delay: 1_hour

2. Deal Stage Automation

workflow: "Deal Stage Progression"

trigger:

  - type: hubspot_deal_updated

    property: dealstage

stages:

  appointment_scheduled:

    actions:

      - create_task: "Prepare for meeting"

        due: 1_day_before_meeting

      - notify_slack: "#sales-pipeline"

      - update_property: last_activity_date

  qualified_to_buy:

    actions:

      - create_task: "Send proposal"

        due: 3_days

      - notify_manager: true

      - add_to_forecast: true

  presentation_scheduled:

    actions:

      - create_task: "Prepare demo environment"

      - send_reminder: 1_hour_before

      - log_activity: "Presentation scheduled"

  contract_sent:

    actions:

      - set_close_date: 14_days_from_now

      - create_task: "Follow up on contract"

        due: 7_days

      - notify_legal: if amount > 50000

  closed_won:

    actions:

      - notify_slack: "#wins"

      - trigger_onboarding: true

      - update_forecast: remove

      - celebrate: confetti  # Slack celebration

  closed_lost:

    actions:

      - log_loss_reason: required

      - add_to_nurture: true

      - schedule_reengagement: 90_days

3. Multi-CRM Synchronization

workflow: "HubSpot + Salesforce + Pipedrive Sync"

sync_rules:

  contacts:

    master: hubspot

    sync_to: [salesforce, pipedrive]

    frequency: real_time

    fields:

      - email (unique_key)

      - name

      - company

      - phone

      - owner

    conflict_resolution: most_recent_wins

    deduplication:

      provider: openai

      similarity_threshold: 0.85

  deals:

    master: salesforce

    sync_to: [hubspot, pipedrive]

    frequency: every_15_minutes

    field_mapping:

      salesforce.Opportunity.Amount → hubspot.deal.amount

      salesforce.Opportunity.CloseDate → hubspot.deal.closedate

      salesforce.Opportunity.StageName → hubspot.deal.dealstage

  activities:

    aggregate_to: google_sheets

    types: [calls, emails, meetings, notes]

    columns: [date, contact, type, summary, outcome]

n8n Implementation:

// Multi-CRM Sync Node

{

  "nodes": [

    {

      "name": "Get HubSpot Contacts",

      "type": "n8n-nodes-base.hubspot",

      "parameters": {

        "operation": "getAll",

        "limit": 100,

        "additionalFields": {

          "propertiesToInclude": ["email", "firstname", "lastname", "company"]

        }

      }

    },

    {

      "name": "Get Salesforce Contacts",

      "type": "n8n-nodes-base.salesforce",

      "parameters": {

        "operation": "getAll",

        "sobject": "Contact"

      }

    },

    {

      "name": "Deduplicate with OpenAI",

      "type": "n8n-nodes-base.openAi",

      "parameters": {

        "operation": "message",

        "model": "gpt-4",

        "prompt": "Compare these contacts and identify duplicates: {{$json}}"

      }

    },

    {

      "name": "Sync to Master Sheet",

      "type": "n8n-nodes-base.googleSheets",

      "parameters": {

        "operation": "append",

        "sheetId": "your-sheet-id"

      }

    }

  ]

}

Lead Scoring Model

Rule-Based Scoring

lead_score_rules:

  demographic:

    job_title:

      - C-Level|VP|Director: +30

      - Manager|Head: +20

      - Individual Contributor: +10

    company_size:

      - 1-50: +10

      - 51-200: +20

      - 201-1000: +25

      - 1000+: +30

    industry:

      - Technology|SaaS: +30

      - Finance|Healthcare: +25

      - Manufacturing|Retail: +15

  behavioral:

    website_visits:

      - 1-2: +5

      - 3-5: +10

      - 6+: +20

    content_downloads:

      - Whitepaper: +15

      - Case Study: +20

      - Pricing Page: +25

    email_engagement:

      - Opened: +5

      - Clicked: +10

      - Replied: +20

thresholds:

  - MQL: 50

  - SQL: 75

  - Hot Lead: 90

AI-Based Scoring

ai_scoring_model:

  provider: openai

  prompt: |

    Score this lead from 0-100 based on:

    - Fit with our ICP (ideal customer profile)

    - Buying intent signals

    - Budget authority

    - Timeline urgency

    Lead Data: {lead_data}

    ICP: B2B SaaS companies, 50-500 employees, Series A+

    Return JSON: {"score": X, "reasoning": "...", "next_action": "..."}

Automated Sequences

Sequence 1: New Lead Welcome

sequence: "New Lead Welcome"

trigger: lead_created AND score >= 50

steps:

  - day_0:

      type: email

      template: "welcome_intro"

      subject: "Welcome to {Company} - Here's what's next"

  - day_2:

      type: email

      template: "value_prop"

      subject: "How {Similar_Company} achieved {Result}"

      condition: not_replied

  - day_4:

      type: task

      action: "LinkedIn connection request"

      assign_to: owner

  - day_7:

      type: email

      template: "case_study"

      subject: "Quick case study for {Lead_Company}"

      condition: not_replied

  - day_10:

      type: email

      template: "meeting_request"

      subject: "15 min to discuss {Pain_Point}?"

      include: calendly_link

  - day_14:

      type: task

      action: "Phone call attempt"

      assign_to: owner

      condition: not_responded

Sequence 2: Deal Follow-Up

sequence: "Proposal Follow-Up"

trigger: deal_stage == "contract_sent"

steps:

  - day_3:

      type: email

      template: "contract_check_in"

      subject: "Any questions about the proposal?"

  - day_7:

      type: task

      action: "Phone call - contract follow-up"

  - day_10:

      type: email

      template: "deadline_reminder"

      subject: "Pricing valid until {deadline}"

      condition: not_responded

  - day_14:

      type: alert

      notify: sales_manager

      message: "Deal stuck in contract stage"

Integration Recipes

Recipe 1: Calendly → HubSpot

trigger: calendly.booking_created

actions:

  1. search_contact:

      hubspot.search: email == calendly.invitee_email

  2. create_or_update:

      if: contact_exists

        hubspot.update_contact:

          last_meeting_booked: calendly.start_time

      else:

        hubspot.create_contact:

          email: calendly.invitee_email

          firstname: calendly.invitee_name

          lifecycle_stage: "salesqualifiedlead"

  3. create_meeting:

      hubspot.create_engagement:

        type: MEETING

        scheduled_time: calendly.start_time

        title: calendly.event_name

  4. notify:

      slack.send:

        channel: "#sales"

        message: "Meeting booked: {name} at {time}"

Recipe 2: LinkedIn → HubSpot

trigger: linkedin.connection_accepted

actions:

  1. enrich:

      linkedin.get_profile: connection_id

  2. create_contact:

      hubspot.create:

        email: linkedin.email

        firstname: linkedin.first_name

        lastname: linkedin.last_name

        jobtitle: linkedin.title

        company: linkedin.company

        linkedin_url: linkedin.profile_url

        lead_source: "LinkedIn"

  3. add_to_sequence:

      if: title contains ["CEO", "CTO", "VP"]

      sequence: "LinkedIn C-Level Outreach"

Reporting Templates

Weekly Sales Report

# Sales Pipeline Report - Week {week_number}

## Pipeline Summary

| Stage | Deals | Value | Change |

|-------|-------|-------|--------|

| New | 15 | $150K | +5 |

| Qualified | 8 | $120K | +2 |

| Proposal | 5 | $85K | -1 |

| Negotiation | 3 | $45K | +1 |

| **Total Pipeline** | **31** | **$400K** | **+7** |

## This Week's Activity

- New leads: 45

- Meetings held: 12

- Proposals sent: 4

- Deals closed: 2 ($35K)

## Team Performance

| Rep | Meetings | Proposals | Closed |

|-----|----------|-----------|--------|

| Alice | 5 | 2 | 1 |

| Bob | 4 | 1 | 1 |

| Carol | 3 | 1 | 0 |

## Forecast

- Commit: $45K (3 deals)

- Best Case: $85K (5 deals)

- Pipeline: $400K (31 deals)

## Actions Needed

- [ ] Follow up on 3 stale deals (>14 days no activity)

- [ ] Schedule demo for Enterprise Lead X

- [ ] Send revised proposal to Company Y

Best Practices

Data Hygiene

data_hygiene_rules:

  - deduplicate: weekly

    method: email_match + company_fuzzy_match

  - validate_emails: on_create

    action: remove_invalid

  - enrich_missing: daily

    fields: [company, title, linkedin]

  - archive_stale: monthly

    criteria: no_activity > 180_days

    action: move_to_archive

Security

security_practices:

  - api_keys: rotate_quarterly

  - access_control: role_based

  - audit_log: all_changes

  - pii_handling: encrypt_at_rest

  - gdpr_compliance: consent_tracking

CRM Automation Skill - Part of Claude Office Skills