Why Automate Deal Outcomes

Closing a deal — whether you win it or lose it — is the moment follow-up matters most. Without automation, it's easy for a new customer to go without a welcome, or a lost lead to disappear without a nurture sequence. The Deal is Closed trigger in the automation builder lets you define exactly what happens the moment a deal status changes, so no follow-up ever falls through the cracks.

Use this trigger to:

• Automatically send a welcome email or onboarding sequence the moment a deal is marked as won
• Apply a "Nurture" tag to lost deals so they continue receiving relevant content
• Notify your team when a deal closes so handoffs happen without delay
• Keep your pipeline moving without any manual follow-up steps

How to Set Up a Deal Is Closed Trigger in Your Automation Builder

The Deal is Closed trigger is available in the advanced automation builder and supports two outcomes: Deal won and Deal lost. Build a separate automation for each outcome to define the right follow-up for each.

Important: Any deals marked as won or lost before you save this automation will not run through it. The trigger only applies to deals closed after the automation is published.

Steps to Set Up the Trigger

1. In the left-hand navigation, click Automations to open the automation builder.
   
    
2. Under the When section, locate Deal is closed and drag Deal is closed onto the automation canvas 
   
    
3. Click the Deal is closed element on the canvas, then click View and edit to open the configuration panel. 
   
    
4. Under When a deal is closed in, use the Pipeline dropdown to select the pipeline this automation should apply to.
   
    
5. Under And the deal status is changed to, select either Deal won or Deal lost.
   
    
6. Click Save to apply the trigger.
   
    
7. Click the + button after the trigger block to add your "Then" actions — for example, send a "Welcome" email sequence for won deals, or apply a "Re-engage" tag for lost deals.
   

Frequently Asked Questions

Will this automation run on deals that were already closed before I set it up? No. The trigger only fires for deals closed after the automation is published. Deals that were marked as won or lost before the automation was published will not run through it.