Google Sheets CRM Automation Workflow for Sales Teams

Why This Automation Matters

Sales teams often struggle with manual data entry, inconsistent lead tracking, and scattered customer information across multiple platforms. This n8n workflow transforms a simple Google Sheet into a powerful CRM system that automatically:

• Captures new leads from various sources
• Updates deal stages and contact information
• Triggers follow-up actions based on sales milestones
• Maintains data consistency across your sales pipeline
• Saves hours of manual data entry each week

By automating these repetitive tasks, sales professionals can focus on what they do best: building relationships and closing deals.

What You Need Before Starting

Prerequisites

• Active n8n instance (cloud or self-hosted)
• Google account with Google Sheets access
• Basic understanding of spreadsheet structure
• Gmail account for email notifications (optional)

Required Credentials

• Google Sheets API credentials configured in n8n
• Gmail OAuth2 credentials (if using email notifications)

Recommended Sheet Structure

Create a Google Sheet with these columns:

• Lead ID (A)
• Company Name (B)
• Contact Name (C)
• Email (D)
• Phone (E)
• Deal Stage (F)
• Deal Value (G)
• Last Contact Date (H)
• Next Follow-up (I)
• Notes (J)

Complete Node-by-Node Build Instructions

Step 1: Set Up the Trigger

1. Add a Webhook node as your starting point
2. Set the webhook method to POST
3. Copy the webhook URL for external integrations
4. This will receive new lead data from forms, landing pages, or other sources

Step 2: Process Incoming Data

1. Add a Set node after the webhook
2. Configure it to clean and structure the incoming data:
   • Map company to company_name
   • Map name to contact_name
   • Map email to email_address
   • Set deal_stage to “New Lead”
   • Set created_date to current timestamp

Step 3: Check for Existing Records

1. Add a Google Sheets node
2. Configure the operation as “Read”
3. Select your CRM spreadsheet
4. Set range to cover all existing data (e.g., A:J)
5. This reads all current records to check for duplicates

Step 4: Filter Duplicates

1. Add a Code node
2. Use JavaScript to check if the email already exists:

const newEmail = $node["Set"].json["email_address"];
const existingData = $node["Google Sheets"].json;

const duplicate = existingData.find(row => row.Email === newEmail);

if (duplicate) {
  return [{ json: { action: "update", rowIndex: duplicate.rowIndex } }];
} else {
  return [{ json: { action: "create" } }];
}

Step 5: Create New Lead Branch

1. Add an IF node
2. Set condition: {{ $json.action }} equals create
3. Connect the “true” output to a new Google Sheets node
4. Configure as “Append” operation
5. Map the processed data to appropriate columns

Step 6: Update Existing Lead Branch

1. From the IF node “false” output, add another Google Sheets node
2. Configure as “Update” operation
3. Use the row index from the duplicate check
4. Update relevant fields while preserving existing data

Step 7: Set Follow-up Date

1. Add a Set node after both create/update branches
2. Calculate next follow-up date (e.g., 3 days from now):

const followUpDate = new Date();
followUpDate.setDate(followUpDate.getDate() + 3);
return { next_followup: followUpDate.toISOString().split('T')[0] };

Step 8: Send Notification Email

1. Add a Gmail node
2. Configure to send email to sales team
3. Include lead details in email body:
   • Company name
   • Contact information
   • Deal stage
   • Assigned follow-up date

Step 9: Schedule Follow-up Automation

1. Add a Cron node (separate workflow branch)
2. Set to run daily at 9 AM
3. Connect to Google Sheets node to read all records
4. Filter records where Next Follow-up equals today’s date
5. Send reminder emails for due follow-ups

Step 10: Deal Stage Progression

1. Add another Webhook node for deal updates
2. Connect to Google Sheets read operation
3. Find the specific deal by Lead ID
4. Update the deal stage and value
5. Log the activity with timestamp

Full Workflow JSON Code

{
  "name": "Google Sheets CRM Automation",
  "nodes": [
    {
      "parameters": {
        "httpMethod": "POST",
        "path": "new-lead",
        "responseMode": "responseNode"
      },
      "id": "webhook1",
      "name": "New Lead Webhook",
      "type": "n8n-nodes-base.webhook",
      "typeVersion": 1,
      "position": [240, 300]
    },
    {
      "parameters": {
        "values": {
          "string": [
            {
              "name": "company_name",
              "value": "={{ $json.body.company }}"
            },
            {
              "name": "contact_name",
              "value": "={{ $json.body.name }}"
            },
            {
              "name": "email_address",
              "value": "={{ $json.body.email }}"
            },
            {
              "name": "phone",
              "value": "={{ $json.body.phone }}"
            },
            {
              "name": "deal_stage",
              "value": "New Lead"
            },
            {
              "name": "created_date",
              "value": "={{ $now.format('yyyy-MM-dd') }}"
            }
          ]
        }
      },
      "id": "set1",
      "name": "Process Lead Data",
      "type": "n8n-nodes-base.set",
      "typeVersion": 1,
      "position": [460, 300]
    },
    {
      "parameters": {
        "operation": "read",
        "sheetId": "YOUR_SHEET_ID",
        "range": "A:J",
        "keyRowIndex": 1
      },
      "id": "googlesheets1",
      "name": "Read Existing Records",
      "type": "n8n-nodes-base.googleSheets",
      "typeVersion": 3,
      "position": [680, 300]
    },
    {
      "parameters": {
        "jsCode": "const newEmail = $node[\"Process Lead Data\"].json[\"email_address\"];\nconst existingData = $input.all();\n\nconst duplicate = existingData.find(item => item.json.Email === newEmail);\n\nif (duplicate) {\n  return [{ json: { action: \"update\", existingRecord: duplicate.json } }];\n} else {\n  return [{ json: { action: \"create\" } }];\n}"
      },
      "id": "code1",
      "name": "Check Duplicates",
      "type": "n8n-nodes-base.code",
      "typeVersion": 1,
      "position": [900, 300]
    },
    {
      "parameters": {
        "conditions": {
          "string": [
            {
              "value1": "={{ $json.action }}",
              "operation": "equal",
              "value2": "create"
            }
          ]
        }
      },
      "id": "if1",
      "name": "New or Existing Lead?",
      "type": "n8n-nodes-base.if",
      "typeVersion": 1,
      "position": [1120, 300]
    },
    {
      "parameters": {
        "operation": "append",
        "sheetId": "YOUR_SHEET_ID",
        "values": {
          "Lead ID": "={{ $runIndex + 1000 }}",
          "Company Name": "={{ $node[\"Process Lead Data\"].json[\"company_name\"] }}",
          "Contact Name": "={{ $node[\"Process Lead Data\"].json[\"contact_name\"] }}",
          "Email": "={{ $node[\"Process Lead Data\"].json[\"email_address\"] }}",
          "Phone": "={{ $node[\"Process Lead Data\"].json[\"phone\"] }}",
          "Deal Stage": "={{ $node[\"Process Lead Data\"].json[\"deal_stage\"] }}",
          "Deal Value": "0",
          "Last Contact Date": "={{ $node[\"Process Lead Data\"].json[\"created_date\"] }}",
          "Next Follow-up": "={{ DateTime.now().plus({ days: 3 }).toFormat('yyyy-MM-dd') }}",
          "Notes": "New lead from website"
        }
      },
      "id": "googlesheets2",
      "name": "Create New Lead",
      "type": "n8n-nodes-base.googleSheets",
      "typeVersion": 3,
      "position": [1340, 200]
    },
    {
      "parameters": {
        "operation": "update",
        "sheetId": "YOUR_SHEET_ID",
        "values": {
          "Last Contact Date": "={{ $now.format('yyyy-MM-dd') }}",
          "Notes": "Updated contact information"
        },
        "options": {
          "valueRenderOption": "USER_ENTERED"
        }
      },
      "id": "googlesheets3",
      "name": "Update Existing Lead",
      "type": "n8n-nodes-base.googleSheets",
      "typeVersion": 3,
      "position": [1340, 400]
    },
    {
      "parameters": {
        "sendTo": "sales@yourcompany.com",
        "subject": "New Lead: {{ $node[\"Process Lead Data\"].json[\"company_name\"] }}",
        "message": "A new lead has been added to your CRM:\n\nCompany: {{ $node[\"Process Lead Data\"].json[\"company_name\"] }}\nContact: {{ $node[\"Process Lead Data\"].json[\"contact_name\"] }}\nEmail: {{ $node[\"Process Lead Data\"].json[\"email_address\"] }}\nPhone: {{ $node[\"Process Lead Data\"].json[\"phone\"] }}\n\nNext follow-up scheduled for: {{ DateTime.now().plus({ days: 3 }).toFormat('yyyy-MM-dd') }}"
      },
      "id": "gmail1",
      "name": "Send Notification",
      "type": "n8n-nodes-base.gmail",
      "typeVersion": 1,
      "position": [1560, 300]
    },
    {
      "parameters": {
        "rule": {
          "interval": [
            {
              "field": "cronExpression",
              "expression": "0 9 * * *"
            }
          ]
        }
      },
      "id": "cron1",
      "name": "Daily Follow-up Check",
      "type": "n8n-nodes-base.cron",
      "typeVersion": 1,
      "position": [240, 600]
    },
    {
      "parameters": {
        "operation": "read",
        "sheetId": "YOUR_SHEET_ID",
        "range": "A:J",
        "keyRowIndex": 1
      },
      "id": "googlesheets4",
      "name": "Read All Leads",
      "type": "n8n-nodes-base.googleSheets",
      "typeVersion": 3,
      "position": [460, 600]
    },
    {
      "parameters": {
        "conditions": {
          "string": [
            {
              "value1": "={{ $json[\"Next Follow-up\"] }}",
              "operation": "equal",
              "value2": "={{ $now.format('yyyy-MM-dd') }}"
            }
          ]
        }
      },
      "id": "if2",
      "name": "Due for Follow-up?",
      "type": "n8n-nodes-base.if",
      "typeVersion": 1,
      "position": [680, 600]
    },
    {
      "parameters": {
        "sendTo": "sales@yourcompany.com",
        "subject": "Follow-up Due: {{ $json[\"Company Name\"] }}",
        "message": "Reminder: Follow-up is due today for:\n\nCompany: {{ $json[\"Company Name\"] }}\nContact: {{ $json[\"Contact Name\"] }}\nEmail: {{ $json[\"Email\"] }}\nDeal Stage: {{ $json[\"Deal Stage\"] }}\nDeal Value: ${{ $json[\"Deal Value\"] }}\n\nLast Contact: {{ $json[\"Last Contact Date\"] }}\nNotes: {{ $json[\"Notes\"] }}"
      },
      "id": "gmail2",
      "name": "Follow-up Reminder",
      "type": "n8n-nodes-base.gmail",
      "typeVersion": 1,
      "position": [900, 600]
    }
  ],
  "connections": {
    "New Lead Webhook": {
      "main": [
        [
          {
            "node": "Process Lead Data",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Process Lead Data": {
      "main": [
        [
          {
            "node": "Read Existing Records",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Read Existing Records": {
      "main": [
        [
          {
            "node": "Check Duplicates",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Check Duplicates": {
      "main": [
        [
          {
            "node": "New or Existing Lead?",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "New or Existing Lead?": {
      "main": [
        [
          {
            "node": "Create New Lead",
            "type": "main",
            "index": 0
          }
        ],
        [
          {
            "node": "Update Existing Lead",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Create New Lead": {
      "main": [
        [
          {
            "node": "Send Notification",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Update Existing Lead": {
      "main": [
        [
          {
            "node": "Send Notification",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },
    "Daily Follow-up Check": {
      "main": [
        [
          {
            "node": "Read All Leads",
            "type": "main",
            "index": 0
          }
        ]
      ]
    },