“CRM workflow” refers to the modeled and (semi-)automated sequence of tasks, rules, and approvals within a customer relationship management system. The goal is to manage contacts, leads, opportunities, service cases, and retention activities consistently and efficiently—from first touch through quote, order, support, cross-/upsell, and renewal.
Lead Capture & Assignment: Auto-capture from web forms/emails, deduplication, routing by criteria (region, industry, product interest, capacity).
Qualification & Nurturing: Scoring models, follow-up tasks, multi-step sequences (email/call/LinkedIn), MQL-to-SQL handoff rules.
Pipeline & Opportunity Management: Stage transitions with required fields, automated reminders, task queues, phase-specific playbooks.
Quote & Approval Processes (Deal Desk): Quote generation, discount/price approvals, approval matrices, document creation and e-signature.
Order & Handoff Workflows: Quote-to-order, handoff to delivery/onboarding, checklists, task bundles, SLA timers.
Service & Case Management: Ticket routing, escalations, prioritization rules, knowledge base linkage, SLA monitoring.
Customer Success & Renewals: Automated renewal cycles, health scores, churn alerts, cross-/upsell triggers.
Marketing Automation Triggers: Event-based campaigns (downloads, events, inactivity), dynamic segmentation, consent/preference management.
Data Quality & Compliance: Validations, required fields, enrichment (e.g., firmographics), GDPR/opt-in workflows, audit trails.
Notifications & Task Orchestration: SLA-based alerts, email/Teams notifications, task bundling, calendar integration.
Integration & Automation: Webhooks, iPaaS/RPA connectors, bi-directional ERP/billing interfaces, change-data triggers.
Reporting & Audit: Workflow logs, bottleneck & SLA reports, conversion funnels, compliance evidence.
Territory Lead Routing: New leads are automatically assigned to the appropriate regional sales team, including a first-touch task within 24 hours.
Discount Approval: If a quote exceeds a 15% discount, an approval chain to Sales Management and Finance is triggered; approval auto-generates a signable quote.
Onboarding Checklist: After order intake, a predefined task bundle (kickoff, data import, training) starts with SLA supervision and escalations.
Support Escalation: Critical tickets with no response after 2 hours escalate to second-level engineering and are flagged with “VIP” customer status.
Renewal Reminder: At 120/60/30 days before contract end, account managers are reminded to initiate renewal; missing response triggers a customer campaign.
Inactivity Re-Engagement: If a lead is inactive for 30 days, an automated re-engagement sequence starts with a refreshed offer.
Lost-Deal Feedback: Upon marking an opportunity as lost, a mandatory survey captures competitor/price reasons and updates a learning report.
GDPR Double Opt-in: For newsletter sign-ups, the CRM sends a double opt-in email and records timestamp and source for auditability.
