Sales Automation Setup in Bitrix24
A manager forgets to call back the client after sending a proposal. A week later, the client switches to a competitor. Another manager fails to send an invoice on time — the deal gets stuck at the "Negotiation" stage for three weeks. A third forgets to assign a task to the legal team to review the contract. These are all losses that automation in Bitrix24 CRM eliminates. Robots and triggers handle the routine: they send emails, assign tasks, move deals forward, and notify responsible parties without human intervention.
Robots and Triggers: The Difference
A trigger is a condition that automatically moves a deal to the next stage when met. Examples: incoming email from a client, web form submission, opening a proposal.
A robot is an action that executes when a deal transitions to a specific stage. Robots work sequentially or in parallel within a single stage.
The connection: trigger moves the deal to a stage → robots on that stage execute.
Common Automation Scenarios
| Deal Stage | Robot | Result |
|---|---|---|
| New | Send welcome email | Client receives message with manager contacts |
| Proposal Sent | Wait 3 days + create task "Follow up" | Manager won't forget callback |
| Invoice Issued | SMS to client with payment details | Client receives payment information |
| Contract Review | Task to legal team with deadline | Legal team gets task automatically |
| Successfully Closed | Notify manager | Manager sees completed deals |
Setting Up Robots
Robots are configured in CRM → Deals → Robots & Triggers. For each stage, add actions from categories:
- Communications — email, SMS, chat notifications
- Tasks — create task with template, assign responsible party, set deadline
- Entity Changes — reassign responsible party, fill fields, move to another stage
- Wait — pause before next action (hours, days, or until specific event)
Each robot supports field substitution from the deal: {{Contact Name}}, {{Deal Amount}}, {{Payment Link}}, custom fields.
Conditions and Branching
The "Condition" robot lets you build logic: if deal amount > 100,000 — assign senior manager, otherwise — leave current manager. Conditions check deal, contact, and company field values.
For complex scenarios, use business processes — visual builder with branching, loops, and parallel branches. Robots cover 80% of tasks, business processes handle the remaining 20%.
Common Mistakes
- Robots on all stages at once. Start with 2–3 key stages, test, then expand.
- No pause between actions. Client gets email and SMS simultaneously — looks like spam. Add a "Wait" robot.
- Duplicate robots when deal returns. If a deal moves back to a previous stage, robots execute again. Use the condition "Robot hasn't executed yet".
What We Configure
- Current funnel analysis and identification of automation points
- Robots on key stages: email, SMS, tasks, notifications
- Triggers for automatic deal movement
- Conditions and branching for different scenarios
- Email and SMS templates with field substitution
- Testing: run deal through funnel with verification of each robot