The document provides guidance on setting up automation rules in SalesLoft. It describes the anatomy of automation rules, including what events can trigger actions and what actions can be automated. Common examples of automation rules are presented for importing leads, adding contacts to cadences, and managing processes like updating stages after a success or first step completion. The document advises starting simple, testing rules, and ensuring your Salesforce configuration supports needed automations.

1. Automation Rules
Starter Kit

2. Name
Be descriptive for
easy management.
When
What event will
trigger the
automated actions?
Then
What actions should
happen when the
trigger event occurs?
Anatomy of Automation Rules

3. SalesLoft can automate actions based on
nine triggers:
1. A Person is not found in Salesforce
2. A Person changes in SalesLoft
3. A Lead is not found in SalesLoft
4. A Contact is not found in SalesLoft
5. A Lead is converted to a Contact in Salesforce
6. A Success is recorded for a Person
7. An email link is clicked by a Person
8. A Person replies to an email
9. A Person completes the first step of a cadence
When: What event will trigger the automated actions?

4. SalesLoft can automatically execute
eight actions:
1. Create a Contact in Salesforce
2. Create a Lead in Salesforce
3. Create a Person in SalesLoft
4. Set SalesLoft Owner to Salesforce Owner
5. Add Person to a cadence
6. Remove Person from all cadences
7. Remove Company from all cadences
8. Set Person Fields in SalesLoft
Then: What actions should happen when the trigger event occurs?

5. Getting
Started

6. Tips for Getting Started
Think about what processes
your reps repeat frequently,
like importing or managing
prospects once a demo is
booked
Map out common
processes
Build momentum and
confidence by tackling your
simplest rules first, then add
more complex rules when
you’re comfortable
Start small, then
expand
Be prepared to test each new
automation rule with mock
contacts or cadences to
ensure it works exactly as
intended
Always test and
revise
Polish Salesforce
configuration
The most effective automation rules rely on a strong
SalesLoft to Salesforce configuration. Revisit your Salesforce
mapping to ensure you’re prepared to implement the rules
you need.

7. Common Automation Rules
Importing

8. Import Lead and Add to
Cadence
Imports an inbound lead based on score
and marketing activity, and adds them to
the correct cadence.
Automated actions:
● Salesforce lead is imported into
SalesLoft
● Lead is added to correct cadence
● Cadence stage is set to “open”
Why: To ensure quick follow-up with
inbound leads who interact on your
website by adding them to the correct
cadence automatically.

9. Create a Contact in Salesforce
Creates a contact in Salesforce once a
cadence stage is set if a contact or lead
does not already exist for a corresponding
Salesforce record.
Trigger events:
● A person is created in SalesLoft
Automated actions:
● Creates contact in Salesforce
Why: To ensure that any prospect
currently on a cadence (determined by
cadence stage) exists as a contact in
Salesforce.

10. Import a Contact & Add to a
Cadence
Imports a contact owned by a specific rep
into SalesLoft when their “Company” field
is not empty.
Trigger events:
● In Salesforce, a contact has a
company
Automated actions:
● Imports contact into SalesLoft
● Adds contact to a specific cadence
Why: To automate importing contacts
and adding them to the correct cadence
based on certain criteria, i.e. the
“company” field not being blank.

11. Common Automation Rules
Adding to Cadences

12. Add New Deal to Welcome
Cadence
Adds the decisionmaker of a newly closed
deal to a specific account manager’s
welcome cadence.
Trigger events:
● In Salesforce, a contact has an Account
Manager set
● In Salesforce, plan type is set to
“Paying”
Automated actions:
● Customer is added to the appropriate
welcome cadence
Why: To streamline the customer handoff
between sales and services by immediately
adding new accounts to the account
manager’s welcome cadence.

13. Move to Hyperpersonalized
Cadence
Moves a prospect who shows engagement
on one cadence by clicking a link in an email
to a hyperpersonalized cadence.
Trigger event:
● Prospect clicks a link in an email
Automated actions:
● Prospect is removed from all cadences
● Prospect is then added to
hyperpersonalized cadence
Why: To ensure prospects who engage with
you on a cadence receive hyper-personalized
touches moving forward.

14. Move to Rescheduling Cadence
Moves a prospect to a “rescheduling”
cadence when they fail to show up for a
demo.
Trigger event:
● Rep sets stage to “Rescheduling”
Automated actions:
● Prospect is added to a rescheduling
demo
Why: To ensure prospects who fail to show
up for a demo do not slip through the cracks
by being added to an automatic follow-up
cadence.

15. Add New Deal to Welcome
Cadence
Adds the decisionmaker of a newly closed
deal to a specific account manager’s
welcome cadence.
Automated actions:
● Customer is added to the appropriate
welcome cadence
Why: To streamline the customer handoff
between sales and services by immediately
adding new accounts to the account
manager’s welcome cadence.

16. Common Automation Rules
Managing Process

17. Automating Successes
Automates the process when a success
is logged.
Trigger event:
● Rep logs a success for a prospect
Automated actions:
● Cadence Stage is set to
Opportunity
● Salesforce status is set to
Opportunity
● Person is removed from all
cadences
● Company is removed from all
cadences
Why: To ensure prospects and
companies are removed from cadences
when a demo is booked and stages are
updated appropriately.

18. Setting Stage After First Step
Updates cadence stage after a prospect
completes the first step of a non-nurturing
cadence.
Trigger event:
● A prospect completes the first step
of a cadence
Automated actions:
● Cadence Stage is set to Attempting
● Salesforce Status is set to
Attempting
Why: To differentiate between prospects
who are inactive on a cadence and
prospects who have been contacted.

19. Learn more about how to make the most of SalesLoft at
learn.salesloft.com