If you’ve ever watched your sales team drown in repetitive tasks or drop leads because they’re juggling too much, you’re not alone. This guide is for managers and hands-on reps who want to use workflow automations in Close to free up time, cut out busywork, and actually help the team close more deals. No snake oil—just what works, what to skip, and how to get started without becoming the “automation person” nobody asked for.
Why Automate? (And What to Ignore)
Let’s get this out of the way: not every process needs to be automated. If your workflow is a mess, automating it just makes the mess run faster.
But there are some things Close does well:
- Sending follow-ups and reminders so leads don’t slip through the cracks.
- Assigning leads automatically to the right reps.
- Updating lead statuses based on clear triggers, so your pipeline isn’t chaos.
- Logging activities so you don’t have to “circle back” later.
Things to skip (for now):
- Overcomplicated, multi-step logic meant to “personalize at scale.” Usually breaks, often annoys leads.
- Automating anything your team can’t explain in one sentence.
- High-maintenance automations that need constant babysitting.
If you’re nodding along, let’s get practical.
Step 1: Map Out Your Workflow First (Seriously)
Before you touch Close, grab a notepad or open a doc. Write down:
- The steps your team actually takes to move a lead from new to closed/lost.
- Where things get dropped or delayed (be honest).
- Which steps are pure repetition.
Look for:
- Follow-up reminders: Are reps forgetting to follow up?
- Lead assignment: Does someone pick leads out of a shared pool, or is it random?
- Status changes: Is it clear when a lead should move stages?
- Data entry: Are people copying/pasting the same info?
Don’t skip this. Automating a broken process is just asking for trouble.
Step 2: Get to Know Close’s Automation Tools
Close gives you a few ways to automate:
- Workflows: Automate actions like sending emails, updating statuses, or creating tasks based on triggers (like a lead replying or a deal moving stages).
- Sequences: Pre-built sets of emails and tasks you can kick off for a lead—great for outreach.
- Power Dialer: Not an automation per se, but speeds up calling and logging activity.
- Integrations: Connect Close to other tools using Zapier or native integrations (for example, pushing new leads from a form fill).
For most teams, Workflows is your main automation hub. Sequences are for outbound, and integrations fill in the gaps.
Step 3: Set Up a Simple Workflow (Don’t Get Fancy Yet)
Let’s walk through a basic automation: reminding reps to follow up two days after a lead replies.
Why start here?
- It’s easy to explain.
- No one’s annoyed if it doesn’t work perfectly.
- You’ll learn how workflows work without breaking anything.
How-To
- Go to Workflows in Close (under Settings or Automation, depending on your plan).
- Create a New Workflow.
- Choose Your Trigger:
- For this example, select “Lead has a new incoming email” or “Lead status changes to X.”
- Add a Condition (Optional):
- Maybe you only want this for certain lead sources or pipeline stages.
- Add an Action:
- Create a task for the assigned rep: “Follow up with [Lead Name]” due in 2 days.
- Save and Test It:
- Try it out on a test lead before rolling it out to everyone.
Pro Tip:
Start with notifications and tasks, not sending emails. Automated emails can annoy prospects if you’re not careful.
Step 4: Automate Lead Assignments (If You Need To)
If you use round-robin or territory-based assignments, automation can save hours and stop leads from languishing in limbo.
How-To
- Set Up Assignment Rules:
- Under Workflows, use the “New Lead Created” trigger.
- Add conditions (e.g., leads from Website go to Team A; leads from Event go to Team B).
- Assign to User or Group:
- Use the “Assign Lead” action.
- Double-check your logic—don’t let all your leads pile up on one unlucky rep.
- Notify the Rep:
- Optional, but a Slack or email ping helps.
What to Watch Out For:
If your assignment rules get too complex, they’ll break when someone’s on vacation or a new rep joins. Keep it simple.
Step 5: Use Sequences for Outreach—but Keep Them Human
Sequences let you set up a series of emails and tasks for new leads. This is great for new inbound leads or cold outreach, but don’t overdo it.
How-To
- Build a Sequence:
- Write a few solid, not-too-spammy emails.
- Add a manual task (like a call) between messages.
- Add to Workflow:
- Trigger the Sequence when a lead enters a certain stage or is tagged.
- Monitor Results:
- Watch for unsubscribes or angry replies. If you’re getting a lot, back off.
Honest Take:
Automated sequences are easy to spot if you’re not careful. Keep copy tight, don’t pretend it’s a one-off, and always add manual steps so a real person can jump in.
Step 6: Automate Status Updates and Data Entry
No one likes updating lead statuses, but if you don’t, your pipeline turns to mush. Automate these where you can:
How-To
- Trigger:
When a deal moves to “Demo Scheduled,” automatically update the lead status. - Add a Note or Tag:
Mark the lead with a tag like “Requires Demo Follow-Up.” - Create a Task:
Remind the rep to send a calendar invite or prep materials.
Things to Ignore:
Don’t try to automate every possible status change. Just hit the big ones—like “Contacted,” “Qualified,” “Demo Scheduled,” and “Won/Lost.”
Step 7: Integrate with Other Tools (But Only If It Saves Real Time)
You can use Zapier or native integrations to:
- Push new leads from web forms into Close.
- Add calendar invites automatically.
- Sync notes to Slack or your project tool.
Don’t Bother If:
- The integration fails more than it works.
- It creates double data entry or confusion.
- It’s just “cool” but doesn’t save you time.
Pro Tips for Keeping Automations Useful
- Test everything on a dummy lead first. You don’t want to blast your real customers with test emails.
- Document what you’ve built. Nobody remembers three months later.
- Review automations quarterly. If nobody uses it, turn it off.
- Err on the side of fewer automations. You can always add more later.
When Automation Backfires
Sometimes, automations break trust or just annoy everyone. Watch for:
- Leads getting multiple emails at once (“Oops, sorry for the spam…”)
- Tasks that pile up but never get done (automation for its own sake)
- Confusing status changes no one understands
If your team is ignoring the automated stuff, kill it and ask what actually helps.
Recap: Start Simple, Fix What’s Broken, Iterate
Automations in Close are meant to make your life easier—not more complicated. Start with one or two basic workflows that actually solve a problem. See what works, tweak as you go, and don’t be afraid to turn off anything that doesn’t help.
Keep it simple, ask your team what’s working, and remember: The goal is to sell more, not automate for automation’s sake.