Automate CRM with AI Calls
Set up a system where every AI conversation automatically updates your CRM — creating contacts, advancing deals, extracting data fields, and triggering follow-up actions. Zero manual data entry.
What you'll accomplish
Step 1: Configure Your Agent with CRM Tools
Go to Agents → your agent → Tools and enable:
- CRM Lookup — The agent gets caller context before speaking.
- Update CRM — The agent can save information learned during the call.
- Create Deal — The agent can create a deal when someone shows buying intent.
Save. Now your agent has full CRM read/write access during every call.
Step 2: Set Up Contact Auto-Creation
This happens automatically — no setup needed. When any of these occur, a CRM contact is created:
- Someone calls your number for the first time
- Someone sends a WhatsApp/SMS message
- A campaign dials a new number
- A contact is imported via CSV
The identity resolution system normalizes phone numbers, so +91-98765-43210 and 09876543210 always map to the same contact.
Step 3: Configure a Pipeline
Go to CRM → Pipelines → Create Pipeline:
Step 4: Create a Campaign with CRM Integration
Go to Campaigns → New Campaign. In Step 2 (AI & Handler):
Link the pipeline
Under "CRM Pipeline Link", select your pipeline. Choose "Qualified" as the deal stage. Now when someone is marked interested, a deal appears at "Qualified".
Set outcome → lifecycle mapping
- Interested → SQL (Sales Qualified Lead)
- Not Interested → Inactive
Define fields to collect
Add: Budget, Timeline, Decision Maker, Company Size. The AI extracts these naturally during the conversation — it doesn't interrogate people.
Step 5: Set Up Automation Workflows
Go to Integrations → Automation and create rules:
Rule 1: Hot Lead Alert
When: contact.interested event fires
Condition: engagement_score ≥ 80
Action: Send Slack message to #sales-alerts: "Hot lead: {name} scored {score}/100 — call summary: {summary}"
Rule 2: Follow-up Task
When: contact.callback_requested
Action: Create task "Call back {name}" due in 24h, assigned to account owner
Rule 3: Deal Stage Advancement
When: Agent uses book_appointment tool
Action: Move deal to "Demo Booked" stage
Step 6: Watch It Work
Launch your campaign or take inbound calls. Here's what happens automatically:
Call connects → CRM contact created/updated
Agent talks → extracts budget ($50k), timeline (Q4), decision maker (yes)
Caller shows interest → engagement score: 82
→ Lifecycle auto-advances: Lead → SQL
→ Deal created at "Qualified" stage, value $50k
→ Slack alert fires: "Hot lead: Rahul Kumar scored 82/100"
→ Agent books a demo → deal moves to "Demo Booked"
→ Follow-up task created for account owner
Step 7: Review in CRM
Go to CRM → Contacts. Click any contact to see:
- Full timeline of all interactions
- Extracted custom fields (budget, timeline, etc.)
- Engagement score trend across calls
- Linked deals with stage progression
- AI-generated summaries of each call