FS-DOC-03Operations
Process Runbook / SOP
Customer Testimonial Collection
[YourCompany.com] · Marketing Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating guide for the Customer Testimonial Collection automation. It tells your marketing team exactly what the system handles on its own, what the one human step looks like, and how to respond when something unexpected happens. FullSpec has built, tested, and handed over this automation end to end. Your team's job is to act on the Slack approval card when a testimonial arrives, and to follow the exception guidance in this document when anything falls outside the normal flow.
01Process overview
The Customer Testimonial Collection process runs automatically from the moment a deal closes in HubSpot through to a fully filed testimonial entry in Notion. When a deal stage moves to 'Closed Won' or 'Completed', the Outreach Sequence Agent sends a personalised Gmail request within 24 hours, logs the outreach in HubSpot, and fires two timed follow-up reminders if the customer does not respond. When a customer submits the Typeform, the Submission Review and Library Agent posts a formatted approval card to Slack. The marketing manager clicks Approve or Flag for Review. On approval, the testimonial is saved to Notion and the HubSpot contact record is updated automatically. Nothing is published or filed until a human has approved it.
Process name
Customer Testimonial Collection
Trigger
A deal or project stage moves to 'Closed Won' or 'Completed' in HubSpot
Final output
An approved testimonial entry in Notion, an updated HubSpot contact record, and a Slack confirmation to the team
Agents running
Outreach Sequence Agent; Submission Review and Library Agent
Tools involved
HubSpot, Gmail, Typeform, Slack, Notion
Weekly volume
Approximately 30 testimonial requests per month (trigger fires on every closed deal)
Human checkpoint
Slack approval card: Approve or Flag for Review on each incoming submission
Process owner
Marketing Manager
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02Step-by-step: what happens and who acts
What you actually need to do: Your only action in this entire process is to respond to the Slack approval card that appears in the marketing channel after a customer submits the Typeform. Click Approve to file the testimonial, or Flag for Review if you want to hold it for further discussion. Every other step runs automatically.
Step
What happens
Who acts
Type
1
A deal stage moves to 'Closed Won' or 'Completed' in HubSpot. The automation platform detects the change and passes the contact's name, email address, project details, and deal ID into the outreach sequence.
Automation
Automated
2
The Outreach Sequence Agent sends a personalised testimonial request email via Gmail. The email is populated with the customer's name and project reference from HubSpot and includes a unique Typeform link. The send happens within 24 hours of the deal closing.
Outreach Sequence Agent
Automated
3
A note is written to the customer's HubSpot contact record confirming the request was sent, the date it went out, and the Typeform link used. This keeps the CRM as the single source of truth for all outreach activity.
Outreach Sequence Agent
Automated
4
If the Typeform has not been submitted after seven days, a follow-up reminder email is sent automatically via Gmail. A second reminder goes out after fourteen days if there is still no submission. The sequence stops the moment a submission is received.
Outreach Sequence Agent
Automated
5
The customer submits the Typeform. Their response, including the testimonial text, their name, their role, and a permission confirmation, is captured and passed to the Submission Review and Library Agent.
Automation
Automated
6
The Submission Review and Library Agent posts a formatted approval card to the marketing Slack channel. The card shows the full testimonial text, the customer's name and role, and two inline buttons: Approve and Flag for Review. No other tool needs to be opened.
Submission Review and Library Agent
Automated
7
You review the Slack card and click either Approve or Flag for Review. This is the only action your team takes in the process. If you click Approve, the workflow continues automatically. If you click Flag for Review, the submission is held and a note is added to HubSpot for follow-up.
Marketing Manager
Human
8
On approval, the Submission Review and Library Agent saves the testimonial as a new entry in the Notion testimonial library. The entry includes the customer name, role, date, and full quote text, formatted and ready for use by sales and content teams.
Submission Review and Library Agent
Automated
9
The customer's HubSpot contact record is updated with a 'Testimonial Collected' property and the approval date. This enables reporting on testimonial coverage across your customer base and prevents duplicate outreach to the same contact.
Submission Review and Library Agent
Automated
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03Handling exceptions
Situation
What the system does
What you do
A Typeform submission arrives with missing fields (for example, no customer role or no permission checkbox ticked)
The Submission Review and Library Agent flags the submission as incomplete and posts an alert to the Slack channel identifying which fields are missing. The entry is not saved to Notion until it is resolved.
Review the Slack alert and contact the customer directly to request the missing information, or manually complete the entry in Notion if the details are available from the HubSpot contact record. Once resolved, save the entry manually and mark the HubSpot record as updated.
A duplicate submission is received from the same customer (for example, they submit the Typeform twice)
The automation checks the HubSpot contact record for an existing 'Testimonial Collected' property before saving. If a duplicate is detected, it posts a Slack notification flagging the repeat submission and takes no further action.
Review both submissions in Slack and decide which version to keep. If the second submission is preferred, manually update the Notion entry and confirm the HubSpot record reflects the correct approval date.
The deal exists in HubSpot but the contact record cannot be found or is missing an email address
The automation logs a failed trigger event in the workflow error log and posts an amber alert to the Slack channel with the deal ID and the reason the sequence could not start.
Open the HubSpot deal, add or correct the contact's email address, and then manually trigger the outreach email from Gmail using the testimonial request template. Log the outreach note on the HubSpot record manually.
The marketing manager does not act on the Slack approval card within 48 hours
The automation sends a reminder message in the same Slack thread after 48 hours of inactivity, tagging the marketing manager directly. A second reminder fires after 96 hours if there is still no response.
Click Approve or Flag for Review on the original Slack card as soon as you see the reminder. If the submission needs more time to review, use Flag for Review to hold it safely rather than leaving the card unactioned.
The customer does not respond to the initial request or either follow-up reminder
After the second follow-up at day 14, the automation marks the outreach sequence as closed on the HubSpot contact record with a 'No Response' status. No further emails are sent to that contact for this request cycle.
No action is required unless you choose to follow up personally. If you do reach out manually, log a note on the HubSpot record so the contact is not re-entered into the sequence if the deal stage changes again.
A connected tool is unavailable (for example, Notion or Slack is experiencing an outage)
The automation platform retries the failed step up to three times with a five-minute interval between attempts. If all retries fail, the workflow is paused and an error notification is sent to the registered admin email address with the affected step and contact details.
Check the error notification email and confirm which tool is unavailable. Once the tool is restored, retry the failed workflow run from the automation platform dashboard, or contact FullSpec support at support@gofullspec.com if the step cannot be resumed.
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04Who to contact and when
Fill in the rows marked with placeholders once your team is confirmed. The FullSpec rows are fixed and do not change. Use this table as the first reference whenever you need to escalate an issue, request a change to the automation, or report an error that the system has not resolved on its own.
Role
Name
How to reach them
Process owner (Marketing Manager)
[Your name]
[Your email or Slack handle]
Operations or approval backup (covers when the Marketing Manager is unavailable)
[Backup approver name]
[Backup approver email or Slack handle]
HubSpot admin (for pipeline stage changes or CRM access issues)
[HubSpot admin name]
[HubSpot admin email]
Slack workspace admin (for bot permission issues or channel access)
[Slack admin name]
[Slack admin email]
FullSpec builder (automation changes, logic updates, new triggers)
FullSpec team
support@gofullspec.com
FullSpec support (errors, outages, failed workflow runs)
FullSpec support
support@gofullspec.com
05Ongoing maintenance
Whenever HubSpot deal stage names change
Notify FullSpec at support@gofullspec.com so the trigger condition can be updated to match the new stage label. If the stage name changes without updating the trigger, the automation will stop firing for new closed deals.
Process owner, then FullSpec
Whenever email templates need updating (tone, offer, or branding changes)
Send the revised copy to FullSpec at support@gofullspec.com. Do not edit the Gmail templates directly, as the personalisation variables and Typeform link are injected by the automation and must remain intact.
Process owner requests; FullSpec updates
Monthly spot-check (first week of each month)
Open the Notion testimonial library and confirm entries are appearing for the previous month's closed deals. Cross-reference the HubSpot 'Testimonial Collected' property count against the number of deals closed. Flag any gaps to FullSpec.
Marketing Manager
Weekly error-log review (every Monday)
Check the workflow error notification email inbox for any failed step alerts from the previous week. If any errors are present, note the deal ID and affected step and forward the notification to support@gofullspec.com.
Marketing Manager or Operations Lead
When a team member joins or leaves (process owner or approver changes)
Update the contact table in this document and notify FullSpec so the Slack approval card routing and admin email notifications can be redirected to the new owner. Do not leave the card routing pointing to a departing team member.
Process owner; FullSpec updates routing
Quarterly volume review (every three months)
Review the number of deals closed versus Typeform submissions received versus approved Notion entries. If the submission rate drops below 30% of closed deals, review whether the Typeform link is working correctly and whether the follow-up timing needs adjusting. Share findings with FullSpec.
Marketing Manager, with FullSpec support if changes are needed
The most common maintenance issue for this process is a mismatch between HubSpot deal stage names and the trigger condition. If your pipeline is reorganised or stage labels are renamed in HubSpot, the automation will silently stop firing until the trigger is updated. Always inform FullSpec before making pipeline changes in HubSpot.
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