Automation Rules

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SalesLoft can help automate your processes with Automation Rules, which are groups of actions that run based on meeting certain criteria. Automation rules can be used to execute any repetitive process that you'd normally have to do manually, and can include multiple actions built on a set of criteria. Automation Rules are not available on our Group plan. Professional teams can create up to three active rules, and Enterprise teams can create an unlimited number.

To set up a rule, starting from your Cadence dashboard, click on your name and Settings.

Navigate to the “Automation Rules” section in the left-hand menu.

To create a new rule, click the “+ New Rule” button in the top right.

Now, name your rule, and select the triggering event. Current options include:

  • When a Person changes in SalesLoft: Looks for a change in any Person field in SalesLoft (this can also include any Salesforce fields which are mapped to a Person field -- see details here)
    • Common uses: to start a rule based on a field that meets certain criteria, such as a Cadence Stage or an industry. (Note: This rule will run when any change is made to the Person, not just when a specific field changes to meet the criteria. Please see best practices below for detailed explanation.)
  • When a Lead is not found in SalesLoft: Uses the Lead’s email address to search for a matching Person in SalesLoft.
    • Common uses: to automatically import and create a new Person in SalesLoft
  • When a Contact is not found in SalesLoft: Uses the Contact’s email address to search for a matching Person in SalesLoft.
    • Common uses: to automatically import and create a new Person in SalesLoft
  • When a Person completes the first step of a cadence: (Does not include People who were “Skipped,” “Removed” or “Moved”)
    • Common uses: to update the Cadence Stage field in both SalesLoft and Salesforce so all members of a sales team know when a prospect is being actively worked.
  • When a Person is not found in Salesforce: Uses the Person’s email address in SalesLoft to search for a matching Lead or Contact in Salesforce
    • Common uses: to automatically create a new Lead or Contact in Salesforce
  • When a Success is recorded for a Person: Fires when the “Success” button is clicked on a Person.
    • Common uses: to automatically remove a Person and all other people on that Person’s company from all cadences, since the communications process has already been successful.
  • When a Lead is converted to a Contact: Fires when a Salesforce Lead is converted into a Contact and Account.
    • Common uses: to automatically remove a Person from all cadences, as someone in Salesforce has successfully converted the Lead into a working Contact and no longer need to put them on a communications cadence.
  • When an Email Link is clicked by a Person: Fires when a prospect clicks a URL link in an email sent through Cadence.
    • Common uses: to automatically remove an interested Person from all cadences and instead add them to a new "high interest" cadence that's specifically tailored to following up with interested prospects with more personalization.
  • When a Prospect replies to an Email: Fires when a prospect replies to an email sent through Cadence. 
    • Common uses: to automatically remove all People at a Company from all cadences across the team, which prevents team members from continuing to contact other prospects at that company.

Once you’ve selected the triggering event, you can add a set of criteria to further define when the rule should fire, or you can simply add an action to take as a result.

Current criteria operators (all case insensitive) include: 

  • Equal: The value in the criteria field is exactly this value
  • Not equal: The value in the criteria field is anything except this value
  • Greater: The value in the criteria field is greater than this value
  • Greater or equal: The value in the criteria field is greater than or exactly this value
  • Less: The value in the criteria field is less than this value
  • Less or equal: The value in the criteria field is less than or exactly this value
  • Is set: The criteria field was previously blank/null, and now has a value.
  • Is unset: The criteria field previously had a value, and is now blank/null.
  • Has changed: The criteria field was previously set (not a blank/null), and its value has changed to a different, new value.
  • Contains: The value in the criteria field includes this value
  • Doesn’t contain: The value in the criteria field does not include this value
  • Is null: The criteria field is blank/null.
  • Is not null: The criteria field is not blank/null.



You can add “groups” of criteria using Boolean “and”/”or” operators as well. This is similar to the filter logic that Salesforce uses in its reports, such as (1 AND 2) OR 3. (See an example of using groups in automation rules here)

Once you have created a rule, you can always edit it or delete it by clicking on the gear icon on the main automation rules page. You can also toggle any rule on or off by clicking the “active” toggle on the left.

 

User Management

For now, let’s do a little user management. 

In this section, you can link members of your SalesLoft team to Salesforce to allow SalesLoft to properly identify record ownership if you use an ownership Automation Rule. (Note: You will need to map the Owner ID in your field configuration after this step; see details here)

Click the gear icon with each user you’d like to link, and select “Edit.” Then, search for that user’s matching Salesforce username (usually their email address), select that user and click “Save User.”

 

Automation Rule Logs:

You have full visibility into all automation rules actions taken by viewing the Automation Rule Logs. This can be reached from the Automation Rules page by clicking the “View Rule Logs →” link. Here, you can see the timestamp, related automation rule, action, status and technical event details of each rule action:



You can also Filter by Status (Success or Failed):
 

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An example of “First Step Completed” rule with one event, no additional criteria, and one action: This rule recognizes when a Person has completed the first step of a cadence, and will automatically set the Cadence Stage to “Working.” Since the Cadence Stage field is synced to Salesforce, that field will automatically update in Salesforce as well, so all members of the sales team have visibility around this prospect’s status.

An example of "When an Email Link is clicked by a Person" rule: This rule recognizes when a link in your email has been clicked by a person, and allows you to remove that person from all cadences, and add them to a new "high interest" cadence that's specifically tailored to following up with interested prospects with more personalization.

 

An example of a “Create Person in SalesLoft” rule with one event, two sets of criteria, and three actions: This rule recognizes when a Lead in Salesforce meets the criteria (mapped fields “Title” and “Industry” match the required values), but cannot be located in SalesLoft based on the Lead’s email address. This rule will now automatically create the Person in SalesLoft, add them to the “VP of Software” cadence, and set their Cadence Stage to “Working.”


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An example of a “When a Person changes in SalesLoft” rule with one event, two GROUPS of criteria, and one actions: This rule recognizes when SalesLoft Person’s title updates to match the criteria of “CEO.” In this instance, the title could have changed from a blank field to “CEO” (“is set”), or from another value such as “VP” to “CEO” (“has changed”). Each group of criteria is connected with an “and” statement, while the two groups together are connected with an “or” statement.

In a Salesforce report, it would look like this: (1 AND 2) OR (2 AND 3)




Best Practices and Additional Notes:

  • When creating a new rule for the first time, we recommend setting a criteria that restricts it to a specific owner (typically you) for testing purposes (this allows you to try out the rule without impacting your entire team’s data). You can do this by adding a condition stating “Owner CRM ID equals XX,” where “XX” is the unique identifier of that user from Salesforce.

  • “When a Person changes in SalesLoft” even can be confusing. This event looks for any change on the Person in SalesLoft to start it off. For example, if a rule looks for “Industry equals Electronics” and a Person’s title changes from VP to CEO but they already had a value of “Electronics” in the Industry field, this rule will fire because the title field triggered a change, and the Industry field, though old, still met the criteria.
  • “When Person changes in SalesLoft” can be used to start a rule based on changes in Salesforce, if those fields are mapped. For example, if a person’s industry changes in Salesforce and that field is mapped into the SalesLoft industry field, the resulting update would then “count” as a change in SalesLoft. (See below for using this concept in some example automation rules!)
  • Automation rules are not retroactive. Just like a line of dominos needs something to start the chain reaction, a rule will only run when a record is created or updated, kicking off the rule. This is especially important to know for importing Leads/Contacts from Salesforce and creating People in SalesLoft. For example, if your rule requires a title of “VP,” existing Salesforce records with “VP” would not automatically import; only once a change has been made on a record with “VP” would that rule run. If you need to import a batch of records which currently match certain criteria, we recommend creating a list view matching those parameters and importing that list.
  • If you are using a rule based on either a Lead or a Contact not found in SalesLoft, note that the first step is to "Create a Person." This creates the Person in SalesLoft, and you can then set additional fields or take more actions. 



Some more commonly used automation rules:

When the Lead or Contact Owner changes in Salesforce, remove from all cadences and set Cadence Stage to “Do Not Contact.” This rule assumes that if the Salesforce owner changes, then no one else on the team should be reaching out to this Person. Therefore, upon owner change in Salesforce (and mapped to SalesLoft), this rule will remove the Person from all cadences, and set their Cadence Stage to “do not contact.”

 

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When marketing adds a lead to a campaign, update their Cadence Stage accordingly. This rule assumes that if marketing is reaching out to a prospect, their stage should reflect this in SalesLoft so the SDR is aware of the simultaneous marketing communication and can adjust their process. This is based on a Salesforce checkbox that indicates when the marketing team puts a Lead on a marketing campaign, which is mapped to a custom field called “On Marketing Campaign” in SalesLoft. If this field is updated to true, then the Cadence Stage is updated to “Marketing Touch.”

 

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When a Success is recorded for a Person, remove Person from all cadences. This rule assumes that if you or someone on your team mark “Success” on a Person in SalesLoft, then they should no longer be in the communication cycle and should be removed from all cadences.

 

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When a Success is recorded for a Person, remove that Person and all People at their Company from all cadences. This rule assumes that if you or someone on your team mark “Success” on a Person in SalesLoft, then they and everyone else at their Company should no longer be in the communication cycle in SalesLoft, and should be removed from all cadences.

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Set SalesLoft Owner to Salesforce Owner allows you to make sure that Salesforce ownership of a record is always reflected in SalesLoft. This will happen on import and checked for whenever a field is updated on the person's record. Before creating this rule, please make sure to set up Owner Crm Id mapping under Field Configuration 

 

 

 

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