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What Is a Trigger?

A trigger is the event that starts an automation. When the trigger event occurs and any associated conditions are met, the automation enrolls the matching record and begins executing the action sequence.

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Contact Triggers

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Contact Created

Fires when a new contact is created in the CRM, regardless of how it was created (manual entry, CSV import, business card scan, or API). Use cases:
  • Send a welcome email to the contact.
  • Assign the contact to a team member.
  • Create an onboarding task for the assigned rep.

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Contact Stage Changed

Fires when a contact’s pipeline stage is updated. Configuration: Optionally filter to specific stage transitions, e.g., only fire when stage changes to Customer. Use cases:
  • When a contact becomes a Customer, send a welcome-aboard email and create an onboarding task.
  • When a contact moves to Inactive, notify their assigned rep.

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Lead Triggers

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Lead Created

Fires when a new lead record is created. Use cases:
  • Immediately send an introduction email.
  • Notify the sales team via webhook or SMS.
  • Assign to a rep via round-robin.

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Lead Status Changed

Fires when a lead’s status is updated (e.g., New → Contacted, Contacted → Qualified). Configuration: Filter to specific status values, e.g., only fire when status changes to Qualified. Use cases:
  • When a lead is marked Qualified, create a conversion task and notify a senior rep.
  • When a lead is marked Lost, send a re-engagement email after 60 days.

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Account Triggers

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Account Created

Fires when a new account record is created. Use cases:
  • Create a research task for the assigned rep.
  • Send an introduction sequence to contacts linked to the account.
  • Add the account to a nurture segment.

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Opportunity Triggers

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Opportunity Created

Fires when a new opportunity is added to the pipeline. Use cases:
  • Notify the assigned rep and manager.
  • Create a standard set of tasks for the sales process.
  • Send a proposal template after a delay.

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Opportunity Stage Changed

Fires when an opportunity’s pipeline stage changes. Configuration: Filter to specific stage transitions. Use cases:
  • When stage = Closed Won, send a congratulations email to the contact and update their stage to Customer.
  • When stage = Closed Lost, create a re-engagement task for 90 days from now.
  • When stage = Proposal, generate and send a follow-up after 2 days.

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Case Triggers

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Case Created

Fires when a new support case is opened. Use cases:
  • Send an acknowledgment email to the contact.
  • Assign the case to the appropriate support agent based on type or priority.
  • Notify the account manager.

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Case Status Changed

Fires when a case’s status is updated (e.g., Open → Pending, Pending → Resolved). Use cases:
  • When status = Resolved, send a resolution confirmation email.
  • When status = Closed, create a follow-up task to check customer satisfaction.

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Proposal Triggers

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Proposal Status Changed

Fires when a proposal’s status changes (Sent, Viewed, Accepted, Rejected). Use cases:
  • When status = Viewed, notify the assigned rep to follow up.
  • When status = Accepted, update the linked opportunity to Closed Won.
  • When status = Rejected, create a task to call the prospect and understand objections.

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Task Trigger

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Task Completed

Fires when a task in the CRM is marked complete. Configuration: Filter by task name pattern, assigned user, or linked record type. Use cases:
  • When the “Send proposal” task is completed, start the proposal follow-up sequence.
  • When any task linked to a lead is completed, update the lead status.

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Email Trigger

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Email Received

Fires when an inbound email is received and matched to a CRM contact or lead (requires Gmail or Outlook integration). Use cases:
  • When a lead replies to your intro email, update their status to Contacted and create a task to follow up.
  • When a contact emails support, automatically create a case.

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Inactivity Trigger

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No Activity for X Days

Fires when a record (contact, lead, or opportunity) has had no logged activity for a specified number of days. Configuration: Set the number of days and the activity types to monitor (emails, calls, notes, tasks). Use cases:
  • Follow up with leads who haven’t responded in 5 days.
  • Alert the rep when an opportunity has had no activity in 14 days.
  • Re-engage contacts who haven’t been contacted in 60 days.
The inactivity trigger evaluates records on a daily schedule. There may be up to a 24-hour delay between when inactivity is reached and when the trigger fires.

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Scheduled Trigger

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Scheduled (Recurring)

Fires on a recurring schedule — daily, weekly, or monthly — rather than in response to a specific event. Configuration options:
  • Daily — Fires every day at a specified time.
  • Weekly — Fires on a selected day of the week at a specified time.
  • Monthly — Fires on a selected day of the month.
Combined with conditions, the scheduled trigger can work as a batch processor. For example, fire daily and apply a condition of Lead.status = New AND Lead.createdAt < 3 days ago to catch leads that slipped through. Use cases:
  • Send a weekly pipeline summary email to the sales manager.
  • Every Monday, create review tasks for all deals closing this week.
  • On the first of the month, send a check-in email to all Customer-stage contacts.