As we all notice the rapid growth in technology and digitalisation in the customer management and sales field. In such a dynamic and demanding environment, businesses cannot afford delays, miscommunication and inconsistencies. No matter what position you are in CRM, executive, senior, leader or head, the approval process is what makes your work more lengthy and time-consuming. But now, with the help of using smart CRM software, you can automate taking approvals at every stage. Using this software will enhance productivity, develop consistency and accelerate flexible working from start to finish. It eliminates manual interventions and assures error-free approvals. This blog will give you a detailed guide on how businesses can manage and implement custom workflows and manage approval hierarchy with the help of choosing the right CRM software.
What is a Workflow in CRM?
A workflow in CRM is a sequence of automated steps that execute specific actions based on predefined rules. These can range from assigning tasks and sending emails to updating records or triggering reminders.
For example, when a new lead is added to the CRM:
- A welcome email is automatically sent.
- The lead is assigned to a sales rep based on geography.
- A follow-up task is scheduled after 24 hours.
These steps happen without human intervention, ensuring consistent and timely engagement.
What is an Approval Process in CRM?
An approval process in CRMs refers to a structured path that records must follow to gain authorisation at various levels. This is especially useful for quotes, discounts, purchase orders, or any activity that needs manager oversight.
For instance:
- A sales rep submits a quote with a discount >20%.
- The CRM automatically sends it for managerial approval.
- If approved, the quote is forwarded to the client.
- If rejected, the rep is notified with feedback.
Approval processes help enforce governance, prevent unauthorised actions, and maintain operational transparency.
Key Benefits of Custom Workflows and Approval Processes
Integrating workflows and approvals into your CRM system delivers wide-ranging advantages:
- Faster Execution: Manual tasks like data entry or notification emails are automated.
- Reduced Errors: Automation reduces the risk of skipped steps or forgotten tasks.
- Consistency: All customers and leads receive uniform treatment based on set rules.
- Better Tracking: Every stage is logged, helping audit and analyse performance.
- Policy Enforcement: Prevents users from bypassing discount limits or approval steps.
- Real-Time Updates: Stakeholders are notified instantly when their action is required.
Features to Look for in CRM Software with Automations
Choosing the best CRM software for Indian businesses requires looking beyond contact management. For creating workflows and approvals, prioritise these capabilities:
1. Drag-and-Drop Workflow Builder
Non-technical users should be able to design workflows using a visual interface. Look for tools that allow branching, conditions, and logic flows.
2. Multi-Step Approvals
The system should allow tiered approval chains (e.g., team lead > regional manager > finance) with escalations if no response is received in a given timeframe.
3. Conditional Logic
Enable workflows to branch based on criteria such as deal size, product type, or customer segment.
4. Task Assignment and Notification
Automatically assign tasks and send reminders or alerts based on workflow triggers.
5. Real-Time Audit Logs
Maintain an activity trail for each process to ensure accountability and visibility.
6. Integrated Actions
The CRM should support actions like updating fields, changing deal stages, sending emails, or syncing with third-party tools, all from within the workflow.
How to Create a Custom Workflow in CRM: Step-by-Step
Designing a workflow is part strategy, part automation. Here’s how you can build one that aligns with your business needs:
Step 1: Define the Process Objective
Are you automating lead nurturing? A quote approval? Customer onboarding? Clarify the end goal before configuring steps.
Step 2: Map Out the Process
Draw out each step of the process manually. Identify who is responsible at each point and what triggers the next step.
Step 3: Choose Triggers
Triggers can include:
- A new lead is added
- A deal reaches a certain value
- A support ticket is closed
- A field is updated
Triggers are the starting points for workflows.
Step 4: Add Actions and Conditions
Actions might include:
- Assign a task to a user
- Send an internal email
- Update the CRM record status
- Notify a manager
Use conditions (e.g., “If deal size > ₹1,00,000”) to route processes differently.
Step 5: Integrate Approval Steps
Insert approval stages where needed:
- Quotes needing discount approvals
- Contract approvals
- Marketing campaign clearance
Set time limits for action, and specify fallback behavior if no response is received.
Step 6: Test the Workflow
Before deploying, run the workflow with sample data. Make sure all paths work as expected and notifications go to the right people.
Step 7: Go Live and Monitor
Once activated, monitor the workflow for a few weeks. Use CRM analytics to evaluate efficiency and identify bottlenecks.
How Approval Workflows Enhance Organizational Control
Structured approvals are a key part of governance in large businesses. They ensure:
- Budget compliance (discount thresholds, resource usage)
- Contractual integrity (legal reviews)
- Operational transparency (who approved what, when)
By setting up CRM-based approval workflows, you centralise decisions and documentation, which simplifies audits and reduces internal conflict.
Real-Life Use Cases for Workflow Automation
Here’s how businesses can use CRM workflows in practical situations:
- Lead Distribution: Automatically assign incoming leads to sales reps based on geography or industry.
- Deal Stage Progression: Move deals to the next stage when a condition is met (e.g., proposal sent).
- Onboarding New Clients: Trigger a series of welcome emails, document requests, and task assignments.
- Customer Retention Campaigns: Flag inactive customers and auto-enrol them into re-engagement workflows.
- Document Approval: Route NDAs, contracts, and quotes for approval before sending them to clients.
Each of these can be enhanced using CRM software with automation, reducing manual load while improving accuracy and turnaround times. Custom workflows and approval processes in CRMs aren’t just for large enterprises, they’re essential for any business that wants to scale operations without sacrificing control. These systems bring structure, speed, and intelligence to your operations. The right CRM not only automates your existing processes but also inspires better ones. Tools like DoInsights empower businesses with customizable workflow automation and intelligent approval systems, designed to simplify operations and speed up decisions, all within a single, powerful CRM platform.
