What is a CRM Workflow? Benefits of CRM Workflow for Your Business Growth

By Snigdha | Last Updated on March 24th, 2024 11:42 am

The CRM market share for small to medium enterprises is expected to grow at a CAGR of 15.5% from 2023 to 2030 (Source). As a business owner, if you have been using any CRM software, you must have dabbled with the concept of CRM workflows and its benefits for business growth. Ahead in the post, we will talk about what is a CRM workflow, CRM workflow automation, the benefits of CRM and workflow automation for business growth, and how to create a CRM workflow.

What is a CRM Workflow?

A customer relationship management workflow or CRM workflow consists of a structured and automated series of tasks, actions, and communications particularly created to manage and enhance customer interactions as they go through their journey with your business. It can be used as a blueprint for processing customer data, managing customer interactions, and sharing relevant information within the organization. Basically, a CRM workflow is created with the aim of streamlining and optimizing different processes within the organization like lead generation, lead nurturing, lead conversion, and customer support. Using CRM workflows, businesses have the opportunity to maintain and personalize customer communications so that every interaction is in line with the specific needs and preferences of the customers. Typically, a CRM workflow consists of multiple stages, including data collection, lead qualification, lead allocation to sales personnel, follow-ups, and post-purchase service and support. The workflows are created by assigning triggers for each of these events or conditions, for example, when someone fills out a form or when they submit a customer query. Any discussion about CRM workflows is incomplete without talking about automation. According to a recent survey, 57% of organizations want to use automation to boost employee productivity and performance (Source). You can look into CRM integrations to automate common tasks like drafting and sending out follow-up emails, allocating qualified leads to sales teams, and generating reports, to save time and make sure that you don’t miss any critical steps. By setting up CRM workflow automation, you can let the teams focus on more critical tasks like forging stronger customer relationships, understanding their needs, and making informed decisions based on data insights.

Benefits of Using CRM Workflows for Business Growth

  1. Reduced human errors

  2. As most of the repetitive, mundane tasks are automated through CRM workflow automation, the chances of human error are eliminated entirely. Human errors can prove to be expensive and may even cause you to lose a lot of customers.
  3. Enhanced productivity

  4. Repetitive tasks can not only eat into your productive time and are error prone when done manually. As you automate these repetitive tasks, you can greatly improve your productivity.
  5. More transparency and greater accountability

  6. Most employees in any organization often have to juggle a number of tasks and responsibilities, which is why it can get difficult to track task completion and individual performance.
  7. Lower costs

  8. CRM workflow automation can help you lower costs by reducing inefficiencies and letting companies divert funds to product development, marketing campaigns, and more.
  9. Better customer communication and engagement

  10. CRM workflow automation can help you engage with your customers in a better way. Using workflow automation in CRM, managers can provide a transparent overview of all tasks, and team members can get automated notifications, reminders, and triggers to stay updated with their tasks.

How to Automate CRM Workflows?

Once you know the series or sequence of tasks or activities that you want to create a CRM workflow, it is time to look into automation. Boost the potential of your CRM with workflow automation and save time, money, and human resources. You can use workflow automation in CRM software to automate sales processes to create workflows to guide your sales personnel through customer interactions and suggest the steps ahead to capture, nurture, or convert the lead. You can also look at integration platforms like Appy Pie Connect to create your own custom workflows between the applications that you use every day with your favorite CRM software by following the steps listed below.
  1. Sign up or log in
  2. Create an account on the apps you want to integrate and on Appy Pie Connect. Now log in to all three accounts.
  3. Choose the apps
  4. Go to Appy Pie Connect and choose the trigger and action apps as per your workflow.
  5. Authorize accounts
  6. Provide Appy Pie Connect with the authority to access your information on the apps you are planning to connect.
  7. Choose trigger and action
  8. Based on your workflow, you can now choose the trigger and actions that help you automate your workflow.
  9. Customize your workflow
  10. There are multiple out-of-the-box integrations that are ready to use for anyone. You can tailor the available integration to your specific needs by mapping data fields between the two apps, making sure that the right actions follow the triggers you chose.
  11. Do a test run
  12. Once you have set up the integration, it is a good idea to do a test run to see whether the workflow is working the way you expect it to. With this test run, you will be able to catch any flaws or kinks and straighten them out before it is too late.
  13. Go live
  14. Once you are happy with the way your CRM software workflow is working, you can go live with the automation and get your team trained to enjoy the benefits of the CRM workflow automation.


CRM workflows are critical when you want to develop successful customer relationships and the combination of CRM and workflow automation can help you expand the scope and potential of your favored CRM software. You can not only use workflow automation in CRM, but also use integrations to further enhance overall efficiency and productivity of your business operations and experience growth.

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Content Head at Appy Pie