# RevOps Automation Pattern
## Keywords
`webhook`, `form submission`, `automation`, `Slack`, `integration`, `Zapier`, `trigger`, `sync`, `workflow automation`, `multi-tool`
## Overview
Revenue Operations automation patterns for multi-tool orchestration. Handle webhook events, process form submissions, sync data across systems, and build automated workflows that connect Attio with external tools.
## When to Use
- Processing inbound webhooks from forms or apps
- Syncing data between Attio and external systems
- Building automated lead routing workflows
- Sending notifications to Slack, email, or other channels
- Orchestrating multi-step automation sequences
## Workflow Steps
### Form Submission Processing
When receiving webhook from form provider (Typeform, HubSpot, Tally, etc.):
#### Step 1: Search for existing company
Call `records_search` with:
```json
{
"resource_type": "companies",
"query": "acme.com"
}
```
> **Note**: Use normalized domain from form email.
#### Step 2: Create company if not found
Call `create-record` with:
```json
{
"resource_type": "companies",
"record_data": {
"name": "Acme Corp",
"domains": ["acme.com"],
"description": "Inbound from contact form"
}
}
```
> **Note**: Custom attributes (verify via schema): `lead_source`, `form_id`.
#### Step 3: Create or update person
Call `create-record` with:
```json
{
"resource_type": "people",
"record_data": {
"name": "John Doe",
"email_addresses": ["john@acme.com"],
"company": "<company_record_id>"
}
}
```
> **Note**: Custom attributes (verify via schema): `lead_source`, `form_submission_date`.
#### Step 4: Add to appropriate list
Call `add-record-to-list` with:
```json
{
"listId": "<inbound-leads-id>",
"record_id": "<person_record_id>",
"resource_type": "people"
}
```
> **Note**: List selection depends on form source (contact form → inbound-leads, demo request → demo-requests, etc.).
#### Step 5: Create follow-up task
Call `create-task` with:
```json
{
"content": "Form submission: Interested in enterprise pricing...",
"title": "Form Lead Follow-up",
"linked_records": [
{
"target_object": "people",
"target_record_id": "<person_record_id>"
}
],
"assignees": ["<routed_rep_id>"],
"dueDate": "2024-12-16T09:00:00Z"
}
```
### Notification Workflow (e.g., Slack)
After significant events (deal won, high-value lead, etc.), document the notification:
#### Step 1: Document notification sent
Call `create-note` with:
```json
{
"resource_type": "deals",
"record_id": "<deal_record_id>",
"title": "Notification Sent",
"content": "Slack notification sent to #sales-wins\nTimestamp: 2024-12-15T15:30:00Z\nMessage: Deal Won - Acme Corp ($50,000)"
}
```
### Data Sync Pattern
For syncing records between Attio and external systems (Salesforce, HubSpot, etc.):
#### Step 1: Search for existing record by external ID
Call `records_search` with:
```json
{
"resource_type": "companies",
"query": "sf_12345"
}
```
> **Note**: Search by Salesforce ID stored in custom attribute.
#### Step 2: Update existing record
Call `update-record` with:
```json
{
"resource_type": "companies",
"record_id": "<company_record_id>",
"record_data": {
"description": "Updated from Salesforce sync"
}
}
```
> **Note**: Custom attributes (verify via schema): `salesforce_id`, `industry`, `employee_count`, `annual_revenue`.
#### Step 3: Or create new record
Call `create-record` with:
```json
{
"resource_type": "companies",
"record_data": {
"name": "New Corp from Salesforce",
"domains": ["newcorp.com"],
"description": "Synced from Salesforce"
}
}
```
> **Note**: Rate limit: Add 100ms delay between sync calls for bulk operations.
### Lead Routing Automation
Route leads based on criteria (company size, industry, region):
#### Step 1: Assign to appropriate rep/team
Call `update-record` with:
```json
{
"resource_type": "people",
"record_id": "<lead_record_id>",
"record_data": {
"team": ["<assigned_rep_id>"]
}
}
```
> **Note**: `team` is standard attribute. Custom attributes (verify via schema): `assigned_date`, `routing_reason`.
#### Step 2: Notify assigned rep
Call `create-task` with:
```json
{
"content": "New lead assigned: John Doe from Acme Corp (Enterprise, Technology)",
"title": "New Lead Assignment",
"linked_records": [
{
"target_object": "people",
"target_record_id": "<lead_record_id>"
}
],
"assignees": ["<assigned_rep_id>"],
"dueDate": "2024-12-15T17:00:00Z"
}
```
### Multi-Tool Orchestration
For complex workflows spanning multiple systems:
#### Step 1: Document workflow execution
Call `create-note` with:
```json
{
"resource_type": "people",
"record_id": "<person_record_id>",
"title": "Automation Executed",
"content": "Workflow: form_submission\nSteps Completed: create_attio_record, enrich_data, send_notification, create_task\nStatus: Success\nTimestamp: 2024-12-15T15:45:00Z"
}
```
## Common Integration Patterns
| External Tool | Integration Type | Use Case |
| ------------------ | ------------------ | ------------------- |
| Typeform/Tally | Webhook → Attio | Form to lead |
| Slack | Attio → Webhook | Notifications |
| Salesforce | Bidirectional sync | CRM sync |
| Clearbit | Enrich → Attio | Data enrichment |
| Outreach/Salesloft | Attio → API | Sequence enrollment |
| Segment | Events → Attio | Product usage sync |
## Key Points
- **Webhooks = real-time triggers** - Process events as they happen
- **Idempotency** - Handle duplicate webhooks gracefully (search before create)
- **Error recovery** - Log failures, retry transients
- **Rate limiting** - Respect API limits across all systems (100ms between calls)
- **Audit trail** - Document automation actions in notes
## Cross-References
- [Golden Rules](../golden-rules.md) - Rate limiting, error handling
- [Tool Reference](../tool-reference.md) - All MCP tool signatures
- [Bulk Operations](bulk-operations.md) - Batch sync patterns
- [Error Handling](error-handling.md) - Robust error recovery
- **attio-workspace-schema skill** - Your integration-specific attributes
