Workflows are the place to set up the parts of your CS motion that need to be precise and predictable. They use a standard trigger / condition / action shape.

Triggers

A trigger is the thing that starts the workflow. Common triggers:

A customer mentions a specific keyword in an email or transcript.
A health score changes (for example, moves to At risk).
A signal fires.
A field in the CRM changes.
A scheduled time arrives.

Conditions

Conditions narrow when the action should actually run. For example:

Health changed to At risk and the customer has not been contacted in the last 30 days.
A competitor mention and the customer is on an annual contract.

Actions

Actions are what the workflow does when the trigger fires and the conditions hold. A workflow can chain several action steps in order. Common actions:

Create an action item for the CSM in Action Hub.
Send an automated email on behalf of the CSM (with optional CSM approval).
Run an email sequence (see below).
Update a CRM attribute.
Run a piece of account research and save the result as a custom attribute on the account.
Push a value back to an external system through a custom script.

Each step in a workflow has its own pipeline view: a Kanban board where every card is one account running through that step. The columns are the step's possible outcomes, for example Queued, Running, Sent, Replied, and Failed for an email step. You can see at a glance how many accounts reached each outcome, and search within a stage by company or contact.

This is different from Projects and Guidance, where one account moves through the stages of a single process. A workflow step's pipeline shows many accounts moving through one step, so it answers "what happened when this step ran" rather than "where is this account in the process".

The editor canvas carries the same signal at a glance: each step shows small counters for runs that are in progress, succeeded, and failed. Click a counter to jump to that step's runs, already filtered to the matching status.

Step objectives

Running a step is not the same as it working. Objectives let you define what success means for a step and measure how often it is reached.

An objective is a named condition on the step's target (the company or the contact), built with the same query builder as filters: "booked a meeting", "usage back above the threshold", "replied within a week". Each objective has an attribution window, the number of days after the step runs within which the condition must become true to count.

The pipeline view then reports performance as KPI cards: how many targets were enrolled, and for each objective, what share reached it. Click an objective card to filter the pipeline to just the runs behind that number. A step that was renamed or re-published keeps its history, so the rates stay meaningful across versions.

Email sequences

An email sequence step sends a series of emails on a schedule until the customer replies. After the final email, you can optionally wait for a reply for a set number of days before the sequence finishes. If a reply lands inside that window the sequence stops there; if it does not, the sequence completes with a no-reply outcome so a later step or workflow can take over.

Sequences handle the replies they get along the way. An out-of-office auto-reply does not count as a real answer: Cust detects it and postpones the next send instead of continuing the schedule into an empty inbox. If a sequence was interrupted (for example by a disconnected mailbox), you can resume it from where it stopped.

Sequence emails can personalize with variables, including the account's metric values and the date the company was created, alongside the usual contact and company fields.

A sequence step gives you control over volume and safety:

Multiple contacts per company: a sequence can enroll several matching contacts on the same account, and each contact is tracked separately.
Daily send limit: a per-day ceiling (between 50 and 200, 200 by default) on how many emails the step sends from one account, so a big trigger cannot flood your outbox.
Frequency cap: skip re-enrollment when the same target was already enrolled within the last X days.
Approvals with a due date: when a sequence requires CSM approval before sending, you can set how many days the approval task has before it is due, so drafts do not sit unreviewed.

Example workflows

A few patterns customers use most:

No-contact-in-30-days rescue: when health changes to At risk and there has been no contact for 30 days, queue an action item to reach out, with a draft email pre-written.
Renewal kickoff: 120 days before the renewal date, enroll the customer into the renewal Guidance and create the first action item.
Account research on key event: when a customer mentions an acquisition or funding round, kick off a research workflow that pulls news and saves a summary as an attribute on the account.

Workflows give you the deterministic side of the system. For the cases where you want AI judgement instead of fixed rules, lean on Guidance.

Set up a workflow