Sales Automation With Make and HubSpot for Lead Qualification and Deal Updates

Rishad Al Islam

•4 min read
a cell phone sitting next to a laptop computer

System Overview

What it is: An automated sales workflow built with Make (Integromat) and HubSpot CRM that qualifies leads, applies behavior-based tags and updates deal stages automatically. This eliminates manual updates while ensuring sales teams always have the latest pipeline visibility.

Core capabilities

  • Automatic lead qualification rules based on form responses or activity
  • Behavior-based tagging for segmentation (e.g., demo booked, email opened)
  • Deal stage updates in HubSpot CRM without manual input
  • Real-time notifications to sales reps for priority actions
  • Automated follow-up email sequences triggered by behavior
  • Integration with calendars for instant demo scheduling
  • Analytics dashboard for tracking lead movement through the funnel

Many teams we work with realize they already have HubSpot but don’t fully unlock these possibilities until automation is layered in.

Business problems solved

  • Reduce time wasted on manual CRM updates
  • Ensure consistent lead qualification and tagging
  • Keep deal stages accurate for better forecasting
  • Increase response speed to high-value leads
  • Free sales reps to focus on conversations instead of admin work

Industries served

SaaS, B2B services, agencies, enterprise sales teams, eCommerce wholesale.

Actor Identification

Primary actor: Sales representative using HubSpot CRM to manage pipeline. Secondary actors: Make automation engine, HubSpot CRM, sales manager, marketing automation tools.

Actor Goals

  • Sales Rep: Save time on manual updates, focus on closing deals.
  • Sales Manager: Get accurate pipeline data and forecasting without chasing reps for updates.
  • Make Automation: Process triggers, apply rules and update HubSpot CRM in real time.
  • CRM System: Maintain accurate records of leads, tags and deal stages.

Context and Preconditions

  • Make connected to HubSpot with API authentication
  • Lead qualification rules defined in HubSpot properties
  • Behavior triggers configured (e.g., email opens, meeting booked, trial started)
  • Sales pipeline stages mapped in HubSpot CRM
  • Slack or email notifications set up for instant alerts

Basic Flow (Successful Scenario)

  • Prospect fills out a demo request form on the website.
  • Make captures the submission and pushes it to HubSpot CRM.
  • Lead is automatically tagged as “Demo Requested” and qualified using pre-set rules.
  • HubSpot updates the deal stage to “Demo Scheduled.”
  • Sales rep receives a Slack notification with lead details and meeting info.
  • As the prospect engages further (e.g., opening emails, attending demo), HubSpot updates deal stage automatically.

Outcome: Leads are qualified and routed instantly, pipeline stays accurate, and sales reps focus on selling rather than admin.

Imagine every rep spending 20–30% more of their time in conversations instead of updates - that’s the type of gain this setup enables.

Alternate Flows

  • A1: Missing data in form: If critical data is missing, Make flags the lead for manual review and notifies the rep.
  • A2: Duplicate lead in HubSpot: System checks for duplicates and updates existing record instead of creating a new one.
  • A3: HubSpot API downtime: If API is unavailable, Make retries updates and sends a temporary Slack alert.
  • A4: Low-intent lead detected: If score is below threshold, HubSpot tags the lead as “Nurture” and triggers an email drip campaign.

Want to see how this exact workflow could cut admin work for your sales team? Book a free session with us and we’ll walk you through a live demo tailored to your pipeline.

Sales Automation with Make HubSpot