AUTOMATION ACTIONS

All available actions in ParsaLink automations — everything your workflows can do automatically.

Overview

## 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 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 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

## 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

## 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.

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Add Tag & Create Note

## 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.

## 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

## 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 & Webhook

## 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

## 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 \)

• 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 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 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

## 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

## 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.

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Generate Leads

## Generate Leads

✨ Scrape a public-records source or run a web search for new businesses matching a prompt, then create Account and Contact records ready for outreach. Designed to be paired with a scheduled trigger to harvest a steady drip of leads.

**Configuration:**

• Adapter — web\_search (LLM-powered, works in any state), tx\_comptroller (Texas registered businesses), or in\_sos (Indiana Secretary of State)

• Prompt — a free-text description of your ideal customer ("Marketing companies in South Bend, Indiana with a publicly listed email")

• Target count — how many qualified contacts per run

• Source / Stage / Tags — what to stamp on the new records so downstream automations (e.g. a `contact_source_changed` rule) pick them up

• Model + Prompt template — optional overrides for which LLM to use and which lead-gen-search prompt template to drive it

Use case: A scheduled rule runs every morning at 06:00, harvests five new marketing agencies in the Dallas-Fort Worth area that have a publicly listed email, drops them into the CRM with source Automation, then triggers your "AI intro email" sequence.

📌 When you say "only contacts with an email" in the prompt, ParsaLink interprets that as a hard requirement — businesses without a verified email are skipped instead of imported with a guessed address. Email values are format-validated, so your domain reputation is protected.

⚠️ The Prompt template picker only lists templates of type lead\_gen\_search. The parser template (lead\_gen\_parser) is internal to ParsaLink and never shows up here. See the full Lead Generation guide for details.