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HubSpot Sequences, Workflows & Reporting for Sales

Name: HubSpot Sequences, Workflows & Reporting for Sales
Rating: 4.3 (175 reviews)

2026 UPDATE – Master HubSpot sales automation, sequences, reporting & AI workflows with a certified consultant!

Role Play

Created byThalita Milan | Marketing Automation & HubSpot expert

Last updated 5/2026

English

English [Auto],

What you'll learn

Build and manage HubSpot Workflows to automate sales tasks and processes
Set up workflow triggers to enroll the right contacts, deals, and companies at the right time
Use HubSpot Sequences to automate prospect outreach and manage enrollment strategically
Build deal-based workflows to automate pipeline management and onboarding
Use branching logic and A/B testing to create personalized, multi-path automation
Use AI actions and Breeze agents inside workflows to speed up sales tasks
Create and customize HubSpot sales reports to measure pipeline performance
Analyze performance using attribution reports, funnel reports, and customer journey reports

Course content

13 sections • 94 lectures • 6h 52m total length

You need access to Automation and Reporting for this course0:22
READ THIS before you start1:06
What can you expect from this course?3:11
Learn HubSpot sales automation with sequences, workflows, and reporting, built for sales professionals, business owners, and founders who already know HubSpot fundamentals.
Quick note for you - HubSpot updates2:08
Talita explains that HubSpot's UI updates frequently and the course is updated to reflect current features. She urges watching resource videos and notes to locate items in the new UI.

What is sales automation and why does it matter for your team?2:52
Define automation as using technology to run repetitive business tasks on autopilot, focusing on HubSpot; automate emails, data entry, handovers, and lead nurturing across sales, marketing, and operations.
How HubSpot handles sales automation from end to end7:00
Explore how automation works inside HubSpot, from marketing workflows and sales sequences to service chat flows and feedback surveys, using visual flowcharts to map flexible, multi-path processes.
When to use HubSpot Workflows vs. HubSpot Sequences3:23
Explore the distinction between HubSpot workflows and sequences, showing how sequences streamline sales communications with emails and reminders for busy sales reps, while workflows automate broader processes.
The two building blocks of every HubSpot automation: triggers and actions3:27
Discover how triggers start HubSpot workflows and how actions drive the steps, from form submissions and page visits to emails, delays, tasks, and list assignments.
Quick Quiz

Navigate the HubSpot Workflows section with confidence4:43
Explore the HubSpot workflows feature to manage automation using triggers and actions, review statuses, templates, and health insights, and learn to create and monitor workflows efficiently.
Define your goal and audience before building any workflow2:14
Plan before you create a HubSpot workflow by defining the goal and identifying who the workflow impacts, then choose triggers and actions efficiently.
Understand Workflow enrollment and unenrollment3:10
Define how to enroll and unenroll contacts in HubSpot workflows, distinguishing adding to a workflow from removing them, including manual and automatic enrollment based on triggers.
Choose the right method to create your workflow faster4:10
Learn to create HubSpot workflows from scratch, using triggers to build foundational logic. Explore templates and AI features, including Briz, once you know the basics.
Quick Quiz

What workflow triggers are and how they start your automation2:44
Discover how HubSpot workflow triggers define the starting point for automations, using form submissions, manual triggers, and schedule-based starts, and explore trigger categories.
Learn how to set up a manual trigger2:51
Set up a manual trigger to enroll records into a HubSpot workflow by choosing a record type and selecting individuals, a segment, or a custom filter.
Options you see when manually enrolling contacts into your workflow0:58
"Met filter criteria" trigger - Enroll contacts who meet specific conditions7:15
Leverage the met filter criteria trigger to automatically enroll contacts who meet defined rules in marketing workflows. Define criteria, such as job title equal to founder, and adjust re-enrollment settings.
Is any of… Is none of… Is known… Is unknown… What does all that mean?4:20
Use additional options to make your triggers more precise2:43
Explore the full range of HubSpot workflow triggers beyond contact properties, including list membership, ad interactions, email engagement, form submissions, and social interactions to automate sales processes.
Run workflows on a schedule to automate recurring sales tasks2:25
PUT THIS INTO PRACTICE – Create three workflows with different trigger types
Trigger workflows automatically based on meeting activity7:11
Trigger workflows automatically from meeting activity in HubSpot by using meeting booked and meeting outcome changed triggers, with criteria like host, start and end times, meeting type, and meeting link.
Meeting trigger criteria2:06
Trigger workflows based on how prospects interact with your emails and marketing6:40
Explore how to trigger HubSpot workflows from website and media events, including ad interactions and form submissions, with criteria like specific forms, pages, ctas, and utm tracking.
Trigger options (emails, ctas, page views, etc)6:30
Trigger workflows from calls, documents, and WhatsApp interactions2:09
Trigger workflows from calls, documents, and WhatsApp interactions in HubSpot to automatically follow up, notify sales reps, and update contact records based on engagement.
Trigger workflows when contacts submit your forms4:29
Trigger workflows when contacts submit your forms using form submission events. See form view and interaction with examples like Get a Quote form and blog subscription.
Form trigger options1:47
PUT THIS INTO PRACTICE – Trigger a workflow based on a form submission
Start a workflow when a record matches a specific set of conditions4:20
Discover data value triggers in hubspot, using record meets a set of filter conditions to enroll contacts based on criteria like country and job title into sequences and workflows.
Start a workflow when a contact property changes value2:56
Trigger workflows on property value changes by monitoring edits, additions, or removals of fields like job title, enabling alerts and enrollment for contacts, deals, or companies.
PUT THIS INTO PRACTICE – Trigger a workflow when a contact becomes a customer
Trigger a workflow automatically the moment a new record is created1:14
Trigger workflows when a new record is created in your CRM, such as a deal, company, or ticket, and notify managers or support teams.
PUT THIS INTO PRACTICE – Trigger a workflow when a new deal is created
Trigger workflows based on changes in list membership3:04
Explore how list membership changes drive workflow triggers. Contrast these change triggers with current-status options is member and is not a member.
Connect third-party apps to trigger workflows from external events3:02
Connect third-party apps to trigger HubSpot workflows from external events by syncing CRM data, such as Zoom webinar registrations and attendances, via app events and marketplace integrations.
Use custom events to trigger workflows from your own data1:43
Learn to use custom events to trigger HubSpot workflows from your own data, such as an upgrade button, with no-code visualizers or optional JavaScript for advanced tracking.
Trigger workflows using webhooks for advanced integrations5:23
Discover how webhooks create automatic notifications between apps like Brevo and HubSpot, and trigger workflows to perform actions such as sending emails when deals are created.
Three practical use cases for webhooks in HubSpot workflows1:33
Combine AND and OR logic to build smarter, more flexible triggers3:20
Explore how and and or logic shapes HubSpot workflow triggers, narrowing enrollments by multiple criteria or expanding reach with country region United States or founder.

An overview of the actions available to build your workflows3:43
Add actions to a HubSpot workflow after setting a trigger, using the plus icon to access actions panel and explore categories like AI actions, communications, CRM, marketing, and data ops.
Send automated emails to customers and prospects at the right moment4:13
Trigger automated emails from a form submission, such as an ebook download, using HubSpot workflow actions. Create automated emails in Marketing Hub and add them to the workflow.
PUT THIS INTO PRACTICE – Add a "Send email" action to your quote workflow
Keep your sales team informed with automated internal emails3:24
Automate internal alerts when a new deal is created by a workflow trigger, sending internal emails and in-app or push notifications to team members, including deal name and amount.
Send automated WhatsApp messages to contacts through workflows0:23
Learn to send WhatsApp messages via HubSpot workflow actions by selecting users or WhatsApp numbers and composing a message, alongside in-app and internal email notifications.
PUT THIS INTO PRACTICE – Add a notification to your customer check in workflow
Automatically enroll prospects into sequences from a workflow1:27
Trigger a workflow to enroll a prospect into a sequence by selecting the sequence and the sender, with enrollment and unenrollment options and audience-specific email templates.
Add delays to control the timing and pacing of your workflow9:14
Learn to add delays between emails in HubSpot workflows, using set amount of time, time of day, and days of the week to optimize sequences.
Additional use cases for delays3:24
Automatically assign tasks to your team so follow-ups never get missed3:24
Learn to automate team tasks with HubSpot workflow task actions, including create task, assign to colleagues, set due dates, and email reminders linked to contacts and companies.
PUT THIS INTO PRACTICE – Add a "Create task" action to your workflow
Create new CRM records automatically without any manual input6:00
Automate contact ownership in HubSpot with the rotate records owner workflow action, assigning leads to you or a team based on meeting links, forms, or campaigns, with optional overwrite.
PUT THIS INTO PRACTICE – Add a "Create record" action to your customer workflow
Assign contacts to the right rep automatically as they move through the pipeline3:46
Use the rotate record to owner action in HubSpot CRM to assign each new contact to the right owner, ensuring no unowned leads and even distribution across users or teams.
Build associations between records automatically as part of your workflow4:53
Automatically create associations between contacts and companies in HubSpot using workflows. Match by company name to link records, reducing manual work and enabling accurate reporting.
Keep your CRM data accurate by updating property values automatically2:47
Update contact properties automatically with the edit record action in HubSpot workflows, replacing lifecycle stage values to lead for imported contacts and clearing fields when needed.
PUT THIS INTO PRACTICE – Update lifecycle stage in your deals workflow
Manage data across related records without any manual updates1:42
Build associations between records automatically as part of your workflow in HubSpot, and create a marketing workflow to demonstrate turning it on, while noting AI actions and AI features.
Watch a full sales workflow being built step by step from scratch6:46
Build a complete sales workflow in HubSpot from a get a quote form submission, updating lead status to new, sending a thank-you email, assigning ownership, and creating tasks and reminders.
Build a Basic Workflow with Multiple Actions
Quick Quiz about the Assignment you just did
Watch a second workflow being built from scratch — a marketing use case7:43
Build a complete HubSpot workflow from a form submission, including emails, lifecycle stage updates to leads, adding to a segment, delays, and a research task for the events team.

Name your workflows so your team always knows what they do2:08
Name each HubSpot workflow clearly with a proper, descriptive title to improve findability, using a practical naming convention like get a quote form automation, and optionally add date or creator.
Set a workflow goal4:02
Edit workflow goals to automatically unenroll contacts when criteria are met, such as meeting booked or lifecycle stage changes, and measure ROI with workflow performance metrics.
Configure workflow settings before you go live3:50
Review your workflow carefully before turning it on12:22
Learn to review and test HubSpot workflows before publishing, using scenario testing, enrollment criteria checks, delays, timing, and dependency warnings to troubleshoot and verify outcomes.
PUT THIS INTO PRACTICE – Turn on your customer workflow and test it

What deal-based workflows are and when to use them2:37
Learn how to create deal-based workflows that trigger actions based on deal information and move deals through a HubSpot deal pipeline from appointment through close.
Automatically handle old inactive deals so nothing gets lost in the pipeline2:34
Learn to set up a HubSpot workflow that flags deals stuck in the contract send stage for 60 days, notifies team members, and changes the owner or updates lists.
Automate the onboarding process when a deal is won2:05
Demonstrates a simple HubSpot workflow that triggers on a closed deal to create an onboarding task for the customer care team, routing onboarding from sales to support.
Keep contacts associated with a deal engaged while the deal is in progress1:55
Configure nurturing workflows triggered by deal stage changes to automatically email contacts associated with the deal, such as when appointment is scheduled.
Flag and handle deals with missing information before they cause problems1:56
Manage HubSpot workflows that flag missing information, such as an unknown deal owner, and automatically notify the right team member to assign ownership and keep the deals pipeline healthy.
PUT THIS INTO PRACTICE - Create a Deal-Based Workflow for Onboarding

What advanced workflows can do that basic workflows cannot2:18
Master advanced HubSpot workflows by adding branches to create multiple paths, using one property or action output, and/or end or logic, and random distribution for experimentation.
Split your workflow into paths based on a single condition5:18
Explore how to branch a HubSpot workflow by choosing a property and splitting contacts into branches based on text, number, or preset properties, then apply different actions per branch.
Split your workflow into paths based on multiple conditions4:38
Learn to branch a HubSpot workflow using multiple criteria, such as job title and email engagement, with and/or logic, creating founder and CTO branches and known met outcomes.
PUT THIS INTO PRACTICE – Add a branch to your founders workflow
Run A/B experiments directly inside a workflow1:54
Use random distribution by percentage to run A/B marketing experiments directly inside a workflow, creating branches with specified percentages and comparing email variations or actions.
Measure how well your workflows are performing with workflow analytics5:33
Analyze workflow performance by using the live workflow, view performance across three tabs—performance, action logs, and enrollment history—and monitor goal conversion rate and email metrics.
Watch a complex branching workflow being built from scratch12:34
Design a multi-branch HubSpot workflow from scratch triggered by a get a quote form submission, automating notifications, tasks, delays, and follow-up emails for US and non-US leads.
PUT THIS INTO PRACTICE - Create a Company-Based Workflow with branching logic

What sequences are and how they automate your sales outreach3:11
Explore HubSpot sales sequences to automate outreach and follow ups for sales pros, focusing on dynamic sequences as the default, to encourage engagement, replies, and meetings.
Navigate the Sequences section and understand what's available3:01
Watch a full sales sequence being built from scratch17:50
Build a dynamic sales sequence that combines automated emails with rep-led tasks, using engagement signals like opens and clicks to guide next steps and pause until task completion.
Avoid overwhelming your team by managing sequence tasks strategically3:15
Limit duplicate tasks in sales sequences and separate actions, such as preparing and sending a case study. Add delays between tasks to prevent rep backlog and keep workflows efficient.
Manually enroll prospects into a sequence when the timing is right7:28
Learn how to manually enroll contacts into a HubSpot sequence, save your sequence, update company name properties, and personalize emails to avoid awkward empty fields.
Who is the sender of automated emails inside a Sequence?2:02
The sender of sequence emails is the enrolling user or the teammate using the sequence, as shown in the from field; default is team sharing, with private options.
Automatically enroll prospects into sequences based on their behavior4:57
Automated enrollment into a sales sequence triggers from form submissions or page views, guided by a workflow that adds delays and defines the sender for automated emails.
Automatically unenroll prospects when they respond or convert3:19
Unenroll contacts from a sequence automatically when they reply or book a meeting, and enroll via form submissions while emails run on business days for marketing campaign analytics.
Use simple sequences to keep your outreach focused3:40
Explore simple sequences in HubSpot, where emails and tasks run in a straight line regardless of engagement. Compare them to dynamic sequences, and learn enrollment, automation, and A-B tests.
Run A/B tests inside sequences to improve your outreach results2:01
Create a Cold Outreach Sequence
Choosing a Sales Sequence vs a Workflow for Cold Outreach

Use AI to build and improve your sales workflows faster6:50
Learn how to build AI-assisted HubSpot workflows by first creating them manually, crafting precise prompts, and using exact action names to set triggers, delays, and lifecycle stages.
What Breeze AI agents and actions can do inside your workflows2:09
Discover how Breeze AI agents and AI actions enhance HubSpot workflows. Learn to use Breeze Studio's categorized agents (marketing, sales, business development) and check plan availability in your account.
Research prospects automatically using the Breeze company research agent8:57
Learn to use the Breeze Company Research Agent in HubSpot to gather funding, profiles, and news, and to automate company research with CRM-triggered workflows.
Identify cross-sell and upsell opportunities automatically with an AI Agent4:47
Explore the cross-sell upsell Breeze Agent in the Breeze Studio marketplace, which analyzes your product library and CRM data to identify accounts primed for additional products or services in HubSpot.
Automatically generate record summaries using AI workflow actions2:32
Research company news automatically using AI workflow actions4:07
Automatically research company news using AI workflow actions when a company meets target criteria, generate a briefing summary, and create tasks for follow-up in HubSpot.

Requirements

You need to know your way around the HubSpot CRM — adding contacts, managing deals, and working with the pipeline.
You need access to Sales Automation and Reporting in your HubSpot account. If you don't have this, check the first lecture for guidance.
Basic familiarity with sales concepts (such as prospects, pipelines, and follow-up sequences) is helpful.

Description

HubSpot Sequences, Workflows & Reporting for Sales is a practical, hands-on course designed to help sales professionals automate their outreach, manage their pipeline, and measure performance with confidence inside HubSpot.

This course is ideal if you are a sales professional, sales manager, freelancer, or consultant who already has basic HubSpot knowledge and is ready to go deeper into sales automation and reporting.

You'll learn how to build workflows from scratch, set up sequences for prospect outreach, create deal-based automation, use branching logic for personalized sales journeys, apply AI inside your workflows, and build reports that actually tell you what's happening in your pipeline — all inside HubSpot.

All lessons are based on the latest HubSpot interface and features (2026) and include practical assignments that you can follow along with in your own HubSpot account.

Some sections cover paid HubSpot features, but everything is explained clearly so you understand:

what's available in free and starter HubSpot accounts
what requires a paid Sales Hub subscription
and when it actually makes sense to upgrade

By the end of this course, you will be able to:

Build and manage HubSpot Workflows for sales

Understand the two core building blocks of every workflow: triggers and actions
Navigate the workflows section and configure enrollment settings correctly
Name, organize, and manage workflows so your team always knows what they do
Review and test workflows before going live

Set up workflow triggers with precision

Use "Met filter criteria," schedule-based, and event-based triggers
Trigger workflows from form submissions, email interactions, meetings, calls, and documents
Use data value triggers to enroll contacts based on property changes, record creation, or list membership
Combine AND/OR logic to build smarter, more flexible trigger conditions
Connect third-party apps and use webhooks for advanced integrations

Automate your sales processes with workflow actions

Send automated emails, WhatsApp messages, and internal notifications
Assign tasks, create records, and update CRM data automatically
Assign contacts to the right rep automatically as they move through the pipeline
Build associations between records and manage data across related records
Enroll prospects into sequences directly from a workflow

Build deal-based workflows to manage your pipeline

Automate the onboarding process when a deal is won
Handle old inactive deals so nothing gets lost in the pipeline
Keep contacts associated with a deal engaged while the deal is in progress
Flag and handle deals with missing information before they cause problems

Build advanced workflows with branching and A/B testing

Split workflows into multiple paths based on single or multiple conditions
Run A/B experiments directly inside a workflow
Analyze workflow performance using built-in workflow analytics
Apply workflows to companies, deals, and other CRM objects — not just contacts

Use HubSpot Sequences for prospect outreach

Understand what sequences are and how they differ from workflows
Build a full sales sequence from scratch
Manage sequence tasks strategically to avoid overwhelming your team
Enroll prospects manually and automatically based on their behavior
Automatically unenroll prospects when they respond or convert
Run A/B tests inside sequences to improve outreach results

Use AI inside your HubSpot Workflows

Use Breeze AI to build and improve workflows faster
Research prospects automatically using the Breeze company research agent
Identify cross-sell and upsell opportunities automatically with an AI agent
Automate record summaries and company news research using AI actions

Create and customize HubSpot sales reports

Navigate the reporting section and create your first dashboard from a template
Understand how sales teams use HubSpot reports to track pipeline performance
Build and customize reports from templates
Build single object reports and understand what they unlock for sales teams

Build advanced reports and analyze performance

Use the custom report builder for more complex sales data needs
Build sales reports with AI assistance
Understand attribution reports to see what's actually influencing closed deals
Visualize pipeline stages and conversion rates with funnel reports
Track the full buyer journey with a customer journey report

About the instructor

I'm a certified HubSpot consultant and trainer, working with companies worldwide since 2018. I help sales teams and businesses set up HubSpot correctly, build automation that actually works, and use reporting to make smarter decisions — not just tick boxes.

Here's what one of my students said:

"I just completed the course — and my only reaction is: WOW! Super valuable for entrepreneurs, consultants, and small businesses. Thalita managed to transfer her rich knowledge in a meticulous and easy-to-follow way. I honestly never knew the actual possibilities of the HubSpot platform and now I finally do!" — Tamara Biljman, Content Strategist

You can find more testimonials on my website. I take pride in supporting my students throughout the learning journey, and you're always welcome to ask questions during the course.

— Thalita

Disclaimer

HubSpot Sequences, Workflows & Reporting for Sales is an independently developed course by Thalita Milan and has not been created, endorsed, or verified by HubSpot, Inc. HubSpot, Inc. has no liability related to this course.

Who this course is for:

Sales professionals who want to automate their outreach and follow-up processes using HubSpot Workflows and Sequences
Sales managers or team leads whose company already uses HubSpot and who want to get more out of the automation and reporting features
Freelancers or consultants who want to offer HubSpot sales automation as a service to their clients
Business owners who want to set up automated sales processes and track pipeline performance without relying on a team
Anyone who has basic HubSpot knowledge and is ready to go deeper into sales automation, sequences, and reporting

HubSpot Sequences, Workflows & Reporting for Sales

What you'll learn

Explore related topics

Course content

Before we start...4 lectures • 7min

Intro to HubSpot Sales Automation4 lectures • 17min

Understand HubSpot Workflows4 lectures • 14min

Understand HubSpot Workflow triggers - The first step in setting up Automation23 lectures • 1hr 21min

Automate your sales processes - Implement HubSpot Workflow actions15 lectures • 1hr 3min

Get ready to publish your Workflow - Configure HubSpot Workflow settings4 lectures • 22min

Create Deal-based Workflows to automate your sales processes5 lectures • 11min

Build advanced HubSpot Workflows - Branching logic and other advanced options6 lectures • 32min

Use HubSpot Sales Sequences for prospect outreach - HubSpot Sales Automation11 lectures • 51min

HubSpot Automation with AI6 lectures • 29min

Requirements

Description

Who this course is for: