Foundations
Before you build anything.
Agent Builder combines deterministic workflow steps with agentic reasoning. It reads CRM data, uses knowledge, takes actions, and writes results back to records. The modern builder is action-first and object-agnostic, so you design the logic before wiring the trigger. Set up these foundations once and every workflow below goes faster.
How every workflow is designed
All four workflows follow the same pattern. Keep it in mind as you build each one:
- Define one business problem.
- Choose one clear trigger.
- Identify the CRM records and associated records the agent may read.
- Give the agent precise instructions and only the tools it needs.
- Define a structured output.
- Add deterministic downstream actions such as property updates, notes, tasks, branches, or notifications.
- Test with representative records before publishing.
Setup checklist
0 / 6
Example destination properties
Click any property to copy it. Use your portal's naming conventions.
AI qualification score
AI qualification status
AI qualification rationale
Demo prep brief
Deal risk score
Deal risk level
Deal risk rationale
Handoff sentiment
Handoff summary
The common build sequence
- 1. Open Agent Hub > Agent Builder. In some portals it may still be labeled Breeze Studio.
- 2. Choose Create and start a new workflow or agentic flow.
- 3. Describe the outcome in plain language. Agent Builder can propose the specification, including instructions, tools, knowledge, and constraints; review and edit before publishing.
- 4. Build the action path first: agent step, CRM reads, CRM writes, branches, tasks, and notifications.
- 5. Configure the agent's instructions using Role, Goal, Method, and Output.
- 6. Add only the tools required for the job.
- 7. Add a knowledge source when the agent needs business rules such as ICP criteria, deal methodology, or sentiment definitions.
- 8. Add the trigger and trigger filters.
- 9. Add deterministic branches and downstream actions.
- 10. Run tests against representative records; review the output and the run trace.
- 11. Publish only after output and write behavior are acceptable.
- 12. Monitor run history and tune instructions as edge cases appear.
Instruction anatomy Role: who the agent is. Goal: what decision or summary it must produce. Method: which records and evidence it must inspect. Output: the exact fields or sections it must return. Share this with Breeze Assistant to get optimized instructions for the custom agent.
Workflow 1
Qualify inbound contacts.
When a new contact is created, evaluate the contact and associated company against your ICP, write a score and qualification status to the CRM, and route only the appropriate contacts to sales.
Recommended design
Trigger
Contact created, or the event that represents a new inbound submission.
Records
Contact plus associated company; optionally the form submission and existing engagement.
Agent reads
Contact properties, company properties, form/free-text fields, and ICP knowledge.
Agent writes
Qualification score, status, rationale, and timestamp.
Workflow actions
Branch on status; route, create a task, add to a list, or notify a team.
Build steps
0 / 10
Copy-ready agent instructions
Agent instructions
Tip: Share this objective with Breeze Assistant to optimize the instructions in agent building for them
You are an inbound qualification agent. Evaluate the newly created contact and associated company against the approved ICP and qualification policy. Read the available contact, company, source, form, and engagement data. Do not infer or invent missing facts; label missing evidence as Unknown. Return: (1) score from 0-100, (2) status as Qualified, Review, or Disqualified, (3) the three strongest evidence points, (4) disqualifying or missing criteria, and (5) one recommended next action. Write only the approved qualification properties and rationale to the CRM. Do not contact the prospect or change ownership unless the workflow explicitly instructs you to do so.
Success criteria
●
Every eligible new inbound contact receives a score and status.
●
Missing data produces Review or Unknown, not false certainty.
●
Sales receives fewer low-fit contacts without losing high-fit contacts.
●
A human can understand why the score was assigned from the stored rationale.
Workflow 2
Demo prep brief.
When a demo meeting is booked, automatically create a concise, personalized brief for the meeting owner using the contact, company, deal, and recent activity context.
Recommended design
Trigger
Meeting booked or created — the event that most reliably represents a confirmed demo.
Records
Meeting, contact, company, associated deal, and meeting owner.
Agent reads
Company context, contact role, open deals, recent emails, calls, notes, relevant knowledge.
Output
A prep brief written to a note or task assigned to the meeting owner.
Build steps
0 / 10
Fixed output structure
- Meeting objective and attendees.
- Company snapshot.
- Contact role and likely priorities.
- Relevant recent interactions.
- Open deal context and stage.
- Likely pain points or hypotheses, clearly labeled as hypotheses.
- Three discovery questions.
- Recommended proof points or talk track.
- Risks, gaps, and what the rep should verify.
Copy-ready agent instructions
Agent instructions
You are a sales demo preparation agent. For the booked meeting provided as input, review the associated contact, company, deal, recent emails, calls, notes, and approved sales knowledge. Prepare a concise brief for the meeting owner. Separate confirmed facts from hypotheses. Do not invent company priorities, buying authority, budget, timing, or product usage. Use this format: Meeting objective; attendees and roles; company context; contact context; recent activity; open deal context; likely priorities; three discovery questions; recommended proof points; risks or unknowns; recommended next step. Optimize for a rep who has five minutes to prepare.
Success criteria
●
The meeting owner receives the brief before the demo.
●
The brief is tied to the correct meeting, contact, company, and deal.
●
The output cites evidence from CRM activity or clearly labels unknowns.
●
Reschedules and cancellations do not create noisy or duplicate tasks.
Workflow 3
Deal risk summary.
On a recurring schedule before the weekly pipeline review, evaluate every open deal against the team's deal methodology, write a risk score and rationale, and deliver a prioritized review list without requiring rep input.
Recommended design
Trigger
Weekly schedule, timed before the pipeline review.
Records
All open deals, plus associated company, contacts, activities, and meetings.
Agent reads
Stage, amount, close date, activity recency, next step, decision process, stakeholders, call/email signals, methodology knowledge.
Agent writes
Risk score, risk level, rationale, and last-evaluated timestamp.
Workflow actions
Prioritize, notify the manager, create coaching tasks, or branch on risk.
Build steps
0 / 12
Copy-ready agent instructions
Agent instructions
You are a pipeline risk analyst. Evaluate each open deal selected by the weekly run against the approved deal methodology. Review the deal record, associated company and contacts, recent emails, calls, meetings, notes, stage history, close date, amount, next step, stakeholders, objections, and decision process. Use only available evidence and label missing information as Unknown. Return: risk score from 0-100, risk level High/Medium/Low, top risk signals, evidence for each signal, missing or stale information, confidence level, and one to three recommended actions. A deal is not Low risk merely because evidence is missing. Write the result to the approved deal properties and do not change deal stage, amount, close date, or ownership.
Success criteria
●
All in-scope open deals are evaluated before the weekly review.
●
Managers see a prioritized list rather than a raw report.
●
The score reflects the agreed methodology and evidence window.
●
The workflow never mutates critical deal fields unless that action is explicitly added and approved.
Workflow 4
Sentiment on handoff.
When an account or contact is reassigned, summarize the customer relationship and sentiment for the new owner before the first outreach.
Recommended design
Trigger
Company owner or contact owner changes, depending on how reassignment is modeled in the portal.
Records
Reassigned company/contact, new owner, associated contacts, open deals, tickets, emails, calls, meetings, notes.
Agent reads
Historical interactions and current open items.
Output
Handoff note and task assigned to the new owner.
Optional branches
Positive, Negative/At risk, or Unclear sentiment.
Build steps
0 / 11
Copy-ready agent instructions
Agent instructions
You are a customer handoff analyst. When the account or contact owner changes, review the associated notes, tickets, emails, calls, meetings, activities, open deals, and unresolved commitments. Classify current sentiment as Positive, Negative/At risk, or Unclear. Do not treat silence as positive. Do not infer sentiment without evidence. Return: relationship summary; sentiment classification; evidence with dates or source types; open issues and commitments; key stakeholders; recommended first conversation; recommended next actions; confidence; and date range reviewed. Write the summary to the approved handoff note or task output only. Do not send customer-facing communication.
Success criteria
●
The new owner receives context before contacting the customer.
●
Negative or uncertain sentiment is surfaced rather than buried in a long narrative.
●
Every conclusion is tied to available CRM evidence or marked uncertain.
●
The workflow creates one clear next action and assigns it to the new owner.
Production guardrails
- 1. Keep the first version narrow: one trigger, one decision, one output, a small number of downstream actions.
- 2. Prefer deterministic properties and branches after the agent step.
- 3. Use Unknown or Review when evidence is incomplete.
- 4. Do not let the agent change ownership, deal stage, amount, close date, or customer-facing communication without an explicit, reviewed action.
- 5. Grant only the tools and data access required for the workflow.
- 6. Keep a human approval step for high-impact CRM writes until the workflow has earned trust.
- 7. Monitor false positives, false negatives, missing-data rates, duplicate runs, and task completion.
- 8. Revisit instructions and knowledge as the ICP, qualification policy, deal methodology, or escalation policy changes.
Implementation scorecard
Track these for each workflow. Type your targets or results directly into the cells (the fields will save as you type).
| Metric | Qualify inbound | Demo prep | Deal risk | Sentiment handoff |
|---|---|---|---|---|
| Trigger success rate | ||||
| % of runs with usable output | ||||
| % of outputs needing human correction | ||||
| False-positive rate | ||||
| False-negative rate | ||||
| Time saved per run | ||||
| Downstream action completion rate | ||||
| Business outcome |
The best first deployment is not the most ambitious one. It is a contained process with a clear business event, data already in HubSpot, a repeatable need for context, and a measurable output.