FS-DOC-03Operations
Process Runbook / SOP
Upsell & Cross-sell Triggers
[YourCompany.com] · Sales Department · Prepared by FullSpec · [Today's Date]
This runbook is the operational reference for the Upsell & Cross-sell Triggers automation. It tells you how the process works step by step, what the system handles automatically, where your team steps in, and what to do when something goes wrong. FullSpec has built and configured the entire automation. Your responsibility as process owner is to keep the rules and contact information up to date, action the high-value review queue, and manage any exceptions flagged to you.
01Process overview
The Upsell & Cross-sell Triggers process detects the moment a customer crosses a qualifying threshold, selects the most appropriate offer from the product catalogue using live account data, and sends a personalised outreach email, all without any manual triage by a sales rep. Segment fires the starting signal when a customer hits a spend milestone, usage ceiling, or has a renewal date within 30 days. Two AI agents then score and draft the outreach. For standard accounts, the email sends automatically and is logged to HubSpot and Google Sheets. For high-value accounts, the draft is queued for a rep to review and approve before anything is sent. A Slack alert notifies the account owner in both cases.
Process name
Upsell & Cross-sell Triggers
Trigger
A qualifying event fires in Segment: a customer crosses a spend threshold, hits a usage milestone, or has a subscription renewal within 30 days with no upsell action on record.
Final output
A personalised outreach email sent via Gmail, an activity log entry in HubSpot, a Slack alert to the account owner, and a row appended to the Google Sheets tracking dashboard.
Agents running
Offer Selection Agent (scores and picks the best-fit offer); Outreach Drafting Agent (writes the personalised email and handles routing).
Tools involved
Segment, HubSpot, Gmail, Slack, Google Sheets.
Weekly volume
Approximately 30 qualifying events per week (circa 120 per month).
Human checkpoint
Rep reviews and approves the drafted email for high-value accounts before it is sent. Standard accounts are fully automated.
Process owner
[Your name] — responsible for offer catalogue updates, high-value threshold settings, and exception handling.
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FS-DOC-03Operations
02Step-by-step: what happens and who acts
What you actually need to do: Your only required action in the normal flow is to review and approve the drafted email for high-value accounts. When Slack notifies you that a high-value account is in the review queue, open the HubSpot link in the message, read the draft, make any edits, and click send. Everything else in this process runs without you.
Step
What happens
Who acts
Type
1
Segment detects that a customer has crossed a qualifying threshold, such as a spend milestone, a product usage ceiling, or a subscription renewal date within 30 days, and fires a trigger event to start the automation.
Segment (automated)
Automated
2
The automation pulls the customer's full CRM record from HubSpot, including recent activity, any open deals, and the name of the assigned account owner, to confirm the account is ready for outreach.
HubSpot (automated)
Automated
3
The Offer Selection Agent evaluates the customer record against the product catalogue and account history. It applies scoring rules based on spend tier, product usage signals, and account segment to select the single best-fit upsell or cross-sell offer, consistently and without rep judgement.
Offer Selection Agent (automated)
Automated
4
The Outreach Drafting Agent writes a personalised outreach email using the chosen offer, the customer's account details, and the approved email tone guidelines. The draft references the customer by name, cites their specific account context, and positions the offer clearly.
Outreach Drafting Agent (automated)
Automated
5
The automation checks whether the account meets the high-value threshold. If yes, the draft is placed in the rep review queue and a Slack alert is sent. If no, the email is queued for automatic sending.
Automation platform (automated)
Automated
6
For high-value accounts only: the assigned sales rep receives a Slack notification with a direct link to the HubSpot draft. The rep opens the draft, reviews it, makes any edits, and approves sending. This is the single human step in the process.
Sales Rep
Human
7
The outreach email is sent via Gmail. For standard accounts this happens automatically without any human action. For high-value accounts it sends immediately after rep approval.
Gmail (automated)
Automated
8
The automation creates a CRM activity record in HubSpot capturing the trigger event type, the offer that was selected, and the exact send timestamp, so the account history is accurate with no manual entry required.
HubSpot (automated)
Automated
9
A Slack notification is posted to the assigned account owner confirming the outreach has been sent. The message includes the offer name and a direct link to the contact record in HubSpot.
Slack (automated)
Automated
10
The customer's name, the offer selected, the send date, and the account owner are appended as a new row in the team's Google Sheets tracking dashboard, so reporting requires no additional manual entry.
Google Sheets (automated)
Automated
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FS-DOC-03Operations
03Handling exceptions
Situation
What the system does
What you do
A Segment event fires but the HubSpot CRM record is missing or incomplete (no account owner, no deal history).
The automation pauses the workflow for that customer and sends an alert to the process owner via Slack, flagging the specific account and the missing fields.
Locate the account in HubSpot, complete the missing fields, and then manually re-trigger the workflow from the automation platform dashboard. Contact FullSpec at support@gofullspec.com if the record cannot be found.
The same customer triggers a qualifying event more than once within a short window, risking a duplicate outreach email.
The automation checks for an existing activity log entry in HubSpot for that customer within the last 30 days. If one exists, the duplicate run is suppressed and a note is added to the activity log.
No action is needed. If you suspect a customer has received a duplicate email despite this check, review their HubSpot activity log and notify support@gofullspec.com so the deduplication window can be adjusted.
The Offer Selection Agent cannot match the customer to any offer in the catalogue (no eligible product found for their profile).
The workflow exits without sending an email. The customer record is flagged in Google Sheets with the status 'No offer matched' and a Slack alert is sent to the process owner.
Review the flagged record in Google Sheets and decide whether to assign an offer manually or update the catalogue eligibility rules. If offer-match failures are frequent, contact FullSpec to review the scoring logic.
A high-value account draft is placed in the review queue but the assigned rep does not act on it within 24 hours.
The automation sends a follow-up Slack reminder to the rep after 24 hours of inactivity. If the draft is still unactioned after 48 hours, an escalation alert is sent to the process owner.
Check the review queue in HubSpot, reassign the draft to another rep if the original is unavailable, and confirm it is actioned. If the escalation alert fires repeatedly, review whether the high-value threshold is drawing too many accounts into manual review.
A customer does not respond to the outreach email within the expected follow-up window.
Non-response is not acted on by this automation. The outcome row in Google Sheets remains with status 'Sent, no response' until updated. The automation does not send follow-up emails automatically.
Review the Google Sheets dashboard for unresponded outreaches as part of your regular sales cadence. Manual follow-up decisions remain with the rep. If you want automated follow-up sequences added, contact FullSpec to discuss an extension to the process.
Segment, HubSpot, or Gmail becomes temporarily unavailable (API outage or authentication failure).
The automation platform retries the failed step up to three times over a 30-minute window using exponential back-off. If all retries fail, the affected workflow run is paused and logged as an error. A Slack alert is sent to the process owner with the error detail and the affected customer record.
Check the status pages for the affected tool (Segment, HubSpot, or Gmail). Once the tool is back online, re-run the paused workflow from the automation platform dashboard. If errors persist after the tool recovers, contact FullSpec at support@gofullspec.com with the error log detail.
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04Who to contact and when
Fill in the team rows below once your team is confirmed. Keep this table current whenever roles change. The FullSpec rows are fixed and do not need to be updated.
Role
Name
How to reach them
Process owner (sales team lead)
[Your name]
[Your email or Slack handle]
Sales Manager
Rachel Kim
[Rep email]
Revenue Ops
Tom Anand
[Rep email]
Automation Specialist (internal)
Priya Osei
[Rep email]
FullSpec builder
FullSpec team
support@gofullspec.com
FullSpec support (technical issues, errors, changes to automation logic)
FullSpec support
support@gofullspec.com
If an exception cannot be resolved using the guidance in Section 03, or if the automation is producing unexpected outputs at scale, email support@gofullspec.com straight away. Include the affected customer name or record ID, the date and time of the issue, and any error message shown in Slack or the automation dashboard. Do not attempt to edit the automation logic yourself.
05Ongoing maintenance
Whenever the product catalogue changes (new offers, discontinued products, changed eligibility rules)
Update the offer catalogue document that the Offer Selection Agent references. Do not change the catalogue without also notifying FullSpec, as scoring weights may need to be adjusted to match. Failing to update the catalogue will cause the agent to recommend offers that no longer exist or are not appropriate.
Process owner, with FullSpec support
Whenever email tone, messaging guidelines, or brand voice changes
Send the updated tone and copy guidelines to FullSpec at support@gofullspec.com. The Outreach Drafting Agent's prompt instructions will be updated to reflect the new style. Do not expect the agent to adapt without this update.
Process owner notifies FullSpec
Monthly spot-check (first working Monday of each month)
Open the Google Sheets tracking dashboard and review the last month's rows. Confirm that customer names, offer names, send dates, and account owners are populated correctly. Flag any blank or anomalous rows to FullSpec.
Process owner or Revenue Ops (Tom Anand)
Weekly error-log review (every Friday)
Check the automation platform's error log and review any Slack alerts from the past seven days. Confirm all paused or failed workflow runs have been resolved or escalated. Log recurring errors in a shared note for the quarterly review.
Automation Specialist (Priya Osei) or process owner
Whenever a team member joins, leaves, or changes role
Update the contact table in this runbook (Section 04). Notify FullSpec if the change affects the Slack notification recipient or the HubSpot account owner assignment logic, so routing alerts continue to reach the right person.
Sales Manager (Rachel Kim) notifies process owner
Quarterly volume and threshold review (every three months)
Review the number of qualifying events per month against the 120/month baseline. If volume has grown significantly, confirm the high-value account threshold is still set at the right level. Assess whether the proportion of accounts routed to manual review is increasing and adjust the threshold if needed. Share findings with FullSpec if logic changes are required.
Process owner and Revenue Ops (Tom Anand), with FullSpec if thresholds change
The most common maintenance issue for this process is an outdated offer catalogue. When a product is added, renamed, or retired and the catalogue document is not updated, the Offer Selection Agent continues to recommend the old offer until the next manual correction. This causes irrelevant emails to reach customers and erodes confidence in the automation across the sales team. Make catalogue updates a standing item on your team's product-change checklist.
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