Automate your sales process with Centerfy Workflow Builder
Build drag-and-drop automation workflows using triggers, if/else conditions, and AI actions — no code required, runs 24/7 in the background.
Workflows let you automate the repetitive parts of your sales process so your team can focus on conversations that require a human touch. A workflow watches for a specific event — like a new lead calling in, a form being submitted, or a tag being added — and then executes a sequence of actions automatically. Once published, a workflow runs around the clock without any manual intervention.
Accessing the Workflow Builder
Go to Workflows in the sidebar. Your existing workflows are listed here with their status (active or paused). To build a new one, click Create Workflow.
Workflow anatomy
Every workflow has three building blocks:
Trigger — the event that starts the workflow. A workflow only fires when its trigger condition is met.
Conditions (if/else) — optional filters that determine whether the workflow continues for a given contact. For example: “only continue if the contact’s tag includes new-lead.”
Actions — the steps that execute in sequence. Each action does something: sends a message, updates a record, waits a set amount of time, or calls an external service.
Available triggers
| Trigger | When it fires |
|---|---|
| Contact created | A new contact record is added |
| Tag added | A specific tag is applied to a contact |
| Appointment booked | An appointment is scheduled via a Centerfy calendar |
| Appointment cancelled | An appointment is cancelled |
| Form submitted | A contact fills out a connected form |
| Call completed | A call ends (inbound or outbound) |
| Campaign reply received | A contact replies to an SMS campaign |
| Inbound message received | Any new inbound message arrives in the inbox |
Available actions
| Action | What it does |
|---|---|
| Send SMS | Send a text message to the contact |
| Send email | Send an email to the contact |
| Add tag | Apply a tag to the contact record |
| Remove tag | Remove a tag from the contact record |
| Add note | Append a note to the contact record |
| Assign to user | Assign the contact or conversation to a team member |
| Move pipeline stage | Move the contact to a different stage in a pipeline |
| Book appointment | Create an appointment on a Centerfy calendar |
| Wait / delay | Pause the workflow for a set duration before continuing |
| AI text generation | Use AI to generate a personalized message |
| HTTP webhook | Call an external API or service |
Testing a workflow
Before publishing, use the Test Trigger button inside the Workflow Builder to run through the entire workflow using a test contact. This lets you verify that each action fires correctly and that any conditions route contacts as expected.
Monitoring active workflows
Open the Logs tab inside any workflow to see the Workflow Monitor — a live view showing which contacts are currently progressing through the workflow, which step they are on, and whether any errors occurred.
Example: missed call follow-up workflow
- Add a trigger
Select Call completed as the trigger. Add a condition: Call not answered = true.
- Add a wait step
Add a Wait action and set it to 2 minutes. This gives the contact a moment to leave a voicemail before receiving a text.
- Send the first SMS
Add a Send SMS action with the message: “Hi
{firstName}, sorry we missed your call! Reply here or call us back at your convenience.” - Add a condition and wait
Add another Wait action set to 1 hour. Then add an If/Else condition: Contact has replied = false.
- Send the follow-up SMS
Under the “No reply” branch, add a second Send SMS action: “We still want to connect,
{firstName}. When’s a good time to reach you?” - Publish the workflow
Click Save, then toggle the workflow to Active. Every missed call from this point forward triggers the sequence automatically.