Connecting CRM and AI automations
How can you prototype an AI automation linked to your CRM while retaining full control?
3500 € per session, excl. VAT
In short
“Connecting CRM and AI automations” is a private in-person session of two days for sales ops, CRM administrators and AI leads or sales managers accompanied by an IT contact. It helps you choose a low-risk automation case with clear value. Groups of up to 12 participants, in French, with exercises on your own work cases.
Why this training?
Connecting CRM to AI can avoid re-entering data and speed up certain tasks, but a poorly designed automation creates errors in customer data, information leaks or uncontrolled actions. These two days follow a cautious approach: a single use case, test data, minimal permissions, human checkpoints and a decision dossier for IT and sales management. Running case study: The fictional team at ‘Thermo Pro’ wants the report after each meeting to be summarised and proposed as an update to the opportunity record, with approval from the salesperson before saving. Participants prototype this flow using test data. Transfer to the workplace: The decision dossier is presented to IT and sales management; any deployment to production follows their approval and your internal procedures.
Objectives of this training
- Choose a low-risk automation case with clear value
- Map the required data, fields and permissions
- Design the automation scenario with its human checkpoints
- Build a prototype in a test environment
- Test the prototype with normal cases and error cases
- Write a decision dossier for IT and management
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Sales ops, CRM administrators and AI leads
- Sales managers accompanied by an IT contact
Prior skills
- Be proficient in the sales applications of generative AI (level 3 or validated equivalent prior learning).
- Have responsibility for sales organisation or tools (manager, sales ops, AI lead).
- Have access to a CRM test environment or an export of fictional data, and an authorised automation tool (checked during scoping).
- Attendance by an IT contact or CRM administrator is recommended.
What you will work on
Choosing the right case
Objective: Select a useful and manageable case. Criteria: value, volume, risk, reversibility, sensitive data; cases to exclude.
Data, fields and permissions
Objective: Know precisely what data flows through the system. Fields read and written, personal data, principle of least privilege, logging.
Scenario and checkpoints
Objective: Design a safe flow. Trigger, steps, AI call, human approval, error handling, rollback.
AI instruction and output format
Objective: Obtain output that the CRM can use. Structured instruction, controlled output format, authorised fields, expected refusals.
Prototype in a test environment
Objective: Make the flow work without risk. Building in the authorised automation tool, connecting to the test CRM or fictional export.
Tests and error cases
Objective: Check behaviour in all cases. Normal, incomplete, contradictory and out-of-scope cases; checking writes to the test CRM.
Security, compliance and operations
Objective: Prepare for IT and compliance questions. Logging, access, retention, flow owner, incident procedure.
Decision dossier
Objective: Enable an informed decision. Benefits observed during testing, risks, costs to estimate, prerequisites, options (stop, continue as a pilot, extend).
What you take away
- Selected automation case sheet
- Data and permissions map
- Scenario diagram with checkpoints
- Prototype in a test environment and test report
- Decision dossier for IT and management
Method and assessment
- Short inputs followed by immediate practice on the running case study.
- Individual work followed by work in pairs, with peer review of outputs.
- Guided group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: List time-consuming CRM data re-entry or updating tasks. Obtain test access or a fictional dataset. Check internal security and data protection rules.
Observable criteria: The selected case is justified against value and risk criteria; No data is written to the CRM without human approval; The test set covers the identified error cases; The decision dossier presents options and their prerequisites.
Frequently asked questions
Will we work on our production CRM?
No. The prototype is built in a test environment or using fictional data; no production data is used.
Which CRM systems and automation tools are covered?
Those your organisation uses and authorises; their functions and connectors are checked against their official documentation during scoping.
Will the flow be in production by the end?
No. The training produces a tested prototype and a decision dossier; deployment to production is your IT department’s responsibility.
Do I need to know how to code?
Not for a no-code automation tool; an IT contact is recommended for access and security questions.
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