Automate Your CRM Deal Alerts Using Web Triggers

The Problem Every Sales Team Knows

Your sales rep just moved a hot deal to the Qualification stage in Freshsales (sales CRM software). Now what? Someone needs to notice that the deal was moved, pull the deal details, and alert the right stakeholders. In many teams this happens manually, with delays, missed notifications, and critical steps occasionally being missed.

Now, imagine an automation that automatically tracks deal stage updates, collects the relevant data, and alerts your team in seconds to streamline subsequent actions.

That's exactly what we're building in this tutorial. Using Freshsales’ webhooks and Automation Anywhere's Universal Web Triggers, we'll create an end-to-end automation that keeps your team instantly informed.

💡What you'll learn: How to configure a Freshsales webhook, set up an Automation Anywhere Universal Web Trigger, extract deal data from a JSON payload, and send an alert automatically.

What is a Universal Web Trigger?

• The Universal Web Trigger is an Automation Anywhere package for real-time integrations with webhook-enabled applications.
• It uses a Listener trigger with a unique URL to monitor external systems, such as Freshsales, for specific event notifications.
• Upon detecting an event, the trigger immediately executes a designated automation workflow for an instant response.

Use Case: Qualification Stage Alert

When a deal in Freshsales is moved to the "Qualification" stage, the sales owner and management team need to be notified immediately with the full deal context, so they can act fast.

The Flow

Configure Freshsales Webhook

Freshsales has a built-in workflow automation engine that lets you trigger actions based on deal events using webhooks. Here's how to configure it:

• Log into Freshsales and go to Admin Settings → Automation → Workflows
• Click New Workflow
• Under Run this workflow for, and select Deals
• Set the trigger to: When deal is created or updated
• Set run frequency to: Once for each deal
• Click Add Condition and select Deal stage → is in → Qualification. This ensures the workflow only fires when a deal actually enters the qualification stage.
• Click Add Action and select Trigger Webhook
• Click Edit Webhook Settings and paste your Automation Anywhere Universal Web Trigger URL
• Set Method to POST, and select the required payload details based on the use case

Create Listener in Automation Anywhere

• Log in to the Control Room.
• In the left pane, expand Manage and click Event Triggers
• Click Listeners tab
• Make sure you have the following permissions to see Listener under Event Triggers:
  • View event triggers
  • Manage event triggers
  • View and manage my event triggers
• Let’s create a new listener:
  • Click on Create Listener
  • Give it a name and click on Create

• Copy the URL and save it in a secure place for next steps

Automation Build

• Create a new Task Bot and give it an appropriate name
• In the left pane, click on Triggers
• Expand Universal Web Trigger and double-click on Universal Web Triggers
• Under the Listener icon, click the refresh icon and select the Listener name you created in the above step
• The same URL will be populated automatically
• Add the required Authentication Headers and Signature Scheme if required, based on the target application
• Create a Record Variable to store the payload data

• Let's test the trigger by clicking on Run Bot
• Check the Audit Log for payload details

• Use the Email: Send command to send the email alert. Fill in the following details:
  • To address
  • Subject
  • Email Body

Note: Send the email via your preferred mail server. (I am sending the email via Gmail. You can use Outlook or EWS Server or the Microsoft 365 Outlook package as per your requirements.)

• Now run the bot using Run with Triggers

• In Freshsales, open any existing deal and change its stage to Qualification

• Watch the AA Control Room Activity Log, you should see the bot triggered within seconds
• Check the bot run details to confirm all variables were extracted correctly
• Verify the email landed in the inbox of the deal owner

What did we learn?

By connecting Freshsales with Automation Anywhere’s Universal Web Triggers, you can turn deal stage changes into instant automated alerts with no manual follow-up. This helps sales teams act faster, reduce missed updates and keep everyone aligned with the latest deal information.