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What Is an Action?

Actions are the work that automations do. When a trigger fires and conditions are met, the automation executes each action in your sequence in order. Actions can be separated by Wait steps to create time-delayed sequences.

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Send Email

Send an email to the enrolled record’s primary email address. Modes:
  • Template — Choose a saved email template. Variables like {{contact.firstName}} are substituted automatically.
  • Custom — Write a static subject and body directly in the automation builder.
  • AI-Generated — Provide a prompt and Parsa AI writes a personalized email at send time.
Configuration:
  • From name and reply-to address (defaults to workspace settings)
  • CC or BCC addresses
  • Tracking: enable open and click tracking

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Create Task

Create a task in the CRM linked to the enrolled record. Configuration:
  • Task name (supports template variables, e.g., Follow up with {{contact.firstName}})
  • Assigned to: the record’s assigned user, a specific user, or round-robin
  • Due date: relative (e.g., 2 days from now) or absolute
  • Priority: low, medium, high
  • Notes: additional task description

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Change Stage

Update the stage of the enrolled record. Available for: Contacts (contact stage), Opportunities (pipeline stage), Cases (status), Leads (status). Use case: When a proposal is accepted, automatically advance the linked opportunity to Closed Won.

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Assign User

Change the assigned team member for the enrolled record. Modes:
  • Specific user — Always assign to the same person.
  • Round-robin — Rotate assignments evenly across a selected group of users. See Round-Robin Assign.

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Add Tag

Add one or more tags to the enrolled record. Use case: When a lead comes from a specific source, tag them with a segment label for later filtering.

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Create Note

Add an internal note to the enrolled record’s timeline. Configuration: The note content, which supports template variables. For example:
Automation enrolled: Lead came from {{lead.source}} on {{lead.createdAt}}.

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Update Field

Set the value of any standard or custom field on the enrolled record. Configuration:
  • Select the field to update
  • Set the new value (static or using a template variable)
Use case: When an opportunity reaches Closed Won, set the closedDate field to today’s date.

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Send Notification

Send an in-app notification to one or more team members. Configuration:
  • Recipients: specific users, the record’s assigned user, or all admins
  • Message: notification text with variable support
  • Link: optionally deep-link to the enrolled record

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Webhook

Send an HTTP POST request to an external URL with payload data about the enrolled record. Configuration:
  • URL: the endpoint to POST to
  • Headers: add custom headers (e.g., Authorization: Bearer <token>)
  • Payload: JSON body with template variable support
Use case: Notify a Slack channel, update a spreadsheet, trigger a Zapier workflow, or sync data to an external system. Example payload: 
{
  "event": "lead_created",
  "lead_id": "{{lead.id}}",
  "name": "{{lead.firstName}} {{lead.lastName}}",
  "email": "{{lead.email}}",
  "source": "{{lead.source}}"
}

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Send SMS

Send an SMS message to the enrolled record’s phone number via Twilio. Requirements: Twilio integration must be connected in Settings → Integrations. Configuration:
  • Message body (supports template variables, max 160 characters for a single segment)
Use case: Send an SMS follow-up to a lead who hasn’t responded to email after 3 days.
SMS sending requires opt-in compliance. Make sure your contacts have consented to receive SMS messages before enabling SMS actions.

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Create Opportunity

Create a new opportunity linked to the enrolled record’s account. Configuration:
  • Opportunity name (supports variables, e.g., {{account.name}} — Upsell Q3)
  • Value
  • Pipeline stage
  • Assigned to
  • Close date
Use case: When a contact’s stage changes to Customer, automatically create a renewal opportunity for 12 months from now.

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Convert Lead to Contact

Convert the enrolled lead record to a contact, optionally creating an account and opportunity at the same time. Configuration:
  • Create account from lead’s company field (yes/no)
  • Create opportunity (yes/no, with name and value)
  • Contact stage for the new contact
Use case: When a lead is marked Qualified, automatically convert it and create a linked opportunity.

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Round-Robin Assign

Distribute assignments evenly across a group of team members. This action replaces the standard Assign User action when you want balanced lead distribution. Configuration:
  • Select the pool of users to rotate through
  • Rotation method: strict round-robin (equal distribution) or weighted (assign more to specific users)
Use case: When a new lead is created via the website form, assign it to the next available rep in the sales team rotation.
Round-robin state persists across all automations using the same pool. If three automations all use the same 3-person pool, assignments rotate across all three automations — not per-automation.