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Agency Pilot

Feature

SOPs and automations

Most agency work is the same work, done again. The difference between a business and a job is whether that fact is written down anywhere.

An SOP library that is actually used

Processes live next to the clients they run on, not in a documents folder someone bookmarked in 2023.

Procedures become tasks

Applying an SOP to a client creates the real, assignable, due-dated tasks rather than a checklist nobody ticks.

Versioned, with history

Every change to a procedure is recorded, so you can see what the process was when a job was done under it.

Rules with conditions

Trigger on an event, filter it with conditions, and run a sequence of actions — including a wait before the next step.

Actions that do real things

Send an email or SMS, notify the team, create or update a task, create a lead or client, tag records, or call a webhook.

Testable before it is trusted

Dry-run a rule against a sample payload and see what it would have done, with a full execution log afterwards.

Why SOPs usually fail

Almost every agency has written its processes down at least once. The document exists. Nobody opens it, because opening it is a separate act from doing the work, and the work is what is urgent.

The fix is not better documents. It is removing the gap between the process and the task list. When applying a procedure to a client produces the actual tasks — assigned, dated, appearing in the same place all other work appears — following the process becomes the path of least resistance rather than an act of discipline.

That also makes the process improvable. If step four is always late, you can see it, because step four is a task with a due date and not a line in a Google Doc.

What automations handle

A rule has three parts: what starts it, what has to be true, and what happens. Triggers come from events in the system or from a signed webhook, so anything that can post JSON can start a rule.

Conditions are ordinary comparisons — equals, contains, greater than, is empty, starts with — combined with and/or. They exist so that a rule can be specific enough to be safe: fire on a new lead, but only when the source is paid search and the client is this one.

Actions run in sequence and can wait between steps, which is what makes follow-up sequences possible rather than just instant reactions.

  • Email and SMS, sent through your own connected providers
  • Internal notifications to the right person on your team
  • Create a task, update a task, create a lead, create a client
  • Add or remove tags to keep segments current without manual tidying
  • Call an outbound webhook, so anything you already use can be part of the chain
  • Wait a set duration before the next step

Test it before you trust it

Automations that silently do the wrong thing to a client are worse than no automations, so a rule can be dry-run against a sample payload. You see the conditions evaluate and the actions that would have fired, without anything actually being sent.

After it goes live, every execution is logged with what triggered it and what happened. When someone asks why a client got a text at 6am, the answer is available rather than deduced.

Starting from a template

You do not have to invent the first few. Rules can be created from templates and then edited, which is usually faster than designing a process from an empty screen.

The same is true of SOPs: the useful pattern is to write the one you already do badly, apply it to one client, and fix it from what the task list tells you.

What this does not do

Better to find this out here than three weeks in.

  • SMS actions need your own Twilio or GoHighLevel account connected; email actions need a connected mailbox or sending provider.
  • Rules run asynchronously. They are queued and executed rather than firing synchronously, so an action lands within moments rather than instantly.
  • This is not a visual flowchart builder with branching paths. A rule is a trigger, conditions and an ordered list of actions.

Questions

What happens if an action fails?
The execution log records the failure with the reason, so it surfaces rather than disappearing. The rest of the sequence does not silently pretend to have run.
Can a client see our SOPs?
No. Procedures are internal. Clients see tasks and projects that have been shared with them, not the process behind them.
Can I run a rule manually?
Yes — a rule can be enqueued on demand, which is useful for backfilling or for a process you want to start by hand.

Write the process down once

Start with the one you repeat most, and let it create the tasks from then on.

Choose a process that already happens repeatedly

Agency SOPs and automations work best when they reflect a real process the team understands. Start with a recurring activity such as collecting access, preparing a client review or checking a website before handoff. Watch how the team completes it today and identify the decisions, inputs and deliverables. Do not begin by automating an unclear process simply because it involves many clicks. If colleagues disagree about what should happen, resolve that question first. A short procedure built around a known task is easier to test and maintain than a large workflow that assumes every client behaves the same way.

Write each step around an observable outcome

A task called review account leaves considerable room for interpretation. Describe what the person should inspect and what they should leave behind, such as a confirmed property ID, a list of missing access or a client-ready summary. Include the context needed to perform the work without turning every task into a manual. Decide who owns the step and what must be available before it starts. When an SOP becomes assigned, due-dated tasks, that clarity helps the team identify where work actually stalls. It also makes quality review more useful because the reviewer can evaluate an expected result rather than guessing whether someone looked at the account.

Separate judgment from routine execution

Some steps benefit from automation, while others need a person to assess the situation. Creating a follow-up task or notifying an account owner can be a good rule-based action. Deciding whether a client should increase advertising investment requires context that a simple condition may not capture. Use rules to deliver the right work and information to the right person, then preserve the human decision where it matters. This approach reduces administrative repetition without disguising a judgment call as a mechanical event. Make that boundary explicit in the SOP so colleagues know which outputs are prepared automatically and which require their review.

Design conditions from real examples and exceptions

A trigger describes an event, but conditions determine whether a particular record should enter the sequence. Collect examples that should match and examples that should not. Consider missing values, unexpected source labels and records belonging to another client. A condition that works for a perfectly filled sample may behave differently with a real webhook payload. Keep the rule narrow enough that its purpose can be explained in one sentence. For an illustrative paid-lead workflow, that sentence might identify the intended client, the expected source and the task that should be created. Broader rules deserve more careful testing because their mistakes affect more records.

Test the sequence before enabling external actions

Use the dry run to inspect condition evaluation and the actions the rule would perform. Confirm the intended recipients, task details, tags and webhook destination before relying on the workflow. Test a negative example as well as a positive one so you know the rule can decline an unrelated event. Provider-dependent actions need working connections, and an asynchronous sequence should not be described as instantaneous. After activation, inspect the execution log for representative runs. A successful test is a starting point for confidence; real execution evidence shows whether the inputs and external services behave as expected during ordinary work.

Maintain procedures when the service changes

Give each procedure a practical owner who can review it after a tool, service or client requirement changes. Version history helps explain what the process looked like when earlier work was performed, but someone still needs to decide when an update is required. Ask the people doing the tasks where instructions are unclear or consistently out of date. Remove steps that no longer serve the outcome and revise those that depend on changed access or delivery practices. A maintained SOP should reduce uncertainty for the next person. A long untouched library can become another source of conflicting instructions even when every document was originally well written.

Roll out one workflow before copying it across accounts

Apply a new SOP to a representative client and review the resulting task list with the people assigned. Check whether due dates are realistic, dependencies are understood and the output helps the next stage. For an automation, examine several real executions before widening the conditions or applying the pattern elsewhere. Record the exceptions you discover rather than silently asking experienced staff to work around them. A small rollout makes correction easier and provides a tested example for training. Once the process is dependable, reuse the parts that are common while preserving the client-specific inputs that the work actually requires.

Frequently asked questions

What makes a good first agency SOP?

Choose a repeated task with a clear beginning, a known owner and an observable output. Client onboarding or a routine account review can be suitable if the team already understands the work. Start small enough that you can apply it once, inspect the tasks and improve the instructions from real feedback.

How detailed should a procedure be?

Include enough information for a capable colleague to complete the task without relying on undocumented memory. Explain important decisions and expected outputs, but avoid repeating background material that is not needed at that step. The right level of detail becomes clearer when someone other than the author follows the procedure.

Does applying an SOP merely create a checklist document?

The documented workflow creates real assignable tasks with due dates for the client. That makes the procedure part of the team's working task list. Review those generated tasks during rollout to confirm their ownership and timing match how the service is actually delivered rather than assuming the template is ready unchanged.

When should a step stay manual?

Keep a person involved when the next action depends on interpretation, an unusual client situation or a decision requiring professional judgment. Automation can prepare the record or notify the owner without making that decision itself. Write the review expectation into the process so an automatically created task is not mistaken for completed analysis.

How do I avoid sending the wrong automated message?

Check the trigger, conditions, recipient and message content using representative sample data before enabling the rule. Include a case that should not match. Then inspect real execution logs after activation. Narrow conditions and clear recipient rules help reduce mistakes, but they still need review whenever the workflow or input data changes.

What should a negative test include?

Use a sample that differs in a way the rule is supposed to reject, such as another client, an unrelated source or a missing required field. The dry run should show that the actions would not proceed. This tests the boundary of the rule rather than only confirming the easiest successful example.

Can I build a branching visual flowchart?

The documented builder uses a trigger, conditions and an ordered list of actions rather than a visual branching flowchart. Design the workflow around that model and keep its purpose clear. If a process needs several distinct decisions, evaluate how to represent them without implying an unsupported visual branching capability.

How should I use a wait action?

Use it when the agreed process genuinely needs a delay before the next action. Explain why that interval exists and consider the client-facing timing of any later message. A delay is part of the sequence; it is not a substitute for checking whether the underlying process and recipients are appropriate.

What should I check after a failed execution?

Read the recorded failure and identify the action and dependency involved. A provider connection, input value or external webhook may need attention. Confirm what actually completed before rerunning work so the recovery does not create unnecessary duplicate tasks or messages. The execution record should guide the investigation rather than guesswork.

Who should own an automation after it launches?

Assign an owner who understands its business purpose and can review both results and exceptions. That person should know when related forms, providers or service requirements change. An automation without an owner can keep running after its original assumptions stop being valid, even if the rule itself still executes successfully.

Can a template be used without editing it?

Review it against the intended client, team responsibilities and connected services first. A template provides a starting pattern, not knowledge of your agency's exact operating agreement. Test the resulting workflow with realistic inputs before assuming that its recipients, timing and task details are appropriate for a live engagement.

How do procedures help train a new team member?

They show the expected sequence and outputs inside the work being assigned. Pair the procedure with one completed example and a named person for questions. Review the first run together so unclear instructions can be improved rather than teaching the newcomer a collection of unwritten exceptions they must remember separately.

Should clients see the internal SOP library?

The documented procedures are internal. Clients see tasks and projects that have been shared with them, rather than the agency's process library. Review the actual shared task wording so it provides useful client context without depending on internal shorthand or notes that only the delivery team understands.

How often should we revise a working procedure?

Review it when the service changes, a dependency changes or repeated execution reveals a problem. A periodic check can help identify stale instructions, but edits should solve a real issue. Preserve the reason for meaningful changes so the team understands why the new version differs from the process used previously.

How can I tell whether automation saved useful effort?

Compare the work people still need to do with the recurring administrative steps the rule now handles. Also review errors and cleanup, because a noisy workflow can create more work than it removes. The most useful result is a reliable handoff or action that staff no longer need to remember manually.