Workflows
A workflow is an end-to-end sequence of steps that automates a business process. Unlike a pure messaging flow, a workflow can include human actions, system-to-system handoffs, and parallel branches.
What is a workflow?
A workflow describes the complete choreography of a business process: who does what, when, with which result, and who gets it next. Workflows can be fully automated, entirely manual, or — most commonly — a mix of both.
Example: an onboarding workflow for new B2B customers includes an automatic welcome message, a manual contract review by the legal team, a technical setup by support, an onboarding demo by the customer success manager, and an automatic confirmation email at the end.
Workflow vs. flow
| Aspect | Flow | Workflow |
|---|---|---|
| Scope | A message chain | An entire business process |
| Participants | System sends, contact receives | Multiple systems, multiple teams, multiple contacts |
| Automation | Fully automated | Partially — with human steps |
| Tools | Flow Builder | Workflow engine, BPM platform, project tools |
| Duration | Seconds to days | Days to months |
A workflow can include several flows as sub-steps. The two terms complement each other, they don't compete.
Typical workflows with a messaging component
- Lead-to-customer workflow: Lead capture → bot qualification → sales handoff → demo → contract → onboarding.
- Support workflow: Ticket creation → routing → first reply by bot or L1 agent → optional L2 escalation → resolution → satisfaction survey.
- Order workflow: Order → confirmation → payment → fulfillment → shipping trigger → delivery → review request.
- HR onboarding: Contract → IT account → welcome WhatsApp on day one → probation check-ins → 90-day feedback.
Workflow controls
Robust workflows need mechanics beyond pure flows:
- State machine: What state are we in? (Pending, In Progress, Waiting on Customer, Completed)
- SLA tracking: Time limit per step — exceedance triggers escalation.
- Parallelism: Multiple branches run at the same time (e.g., credit check and contract draft in parallel).
- Conditional branching: "If order value > €5,000 → manager approval, else direct ship."
- Audit log: Who did what when — for compliance and error analysis.
Which tool for which job
| Need | Right tool |
|---|---|
| Message sequence to a contact | Flow Builder |
| Connect several systems without code | Zapier, Make, n8n — automation platforms |
| Complex BPM with human tasks | BPM platforms (Camunda, Kissflow) |
| Data pipelines / ETL | Specialized data integration tools |
SendSeven covers the first two layers: flows inside the tool, plus official connectors for Zapier, Make, and n8n for wider system choreography.
Workflow hygiene
- Documentation: Every workflow needs a written description — otherwise after 6 months nobody remembers why step 3 is there.
- Owner: One person is accountable for each workflow.
- Review cycle: Annually check whether all steps are still needed.
- Measurement points: Which data is captured where? Conversion tracking, drop-off analysis.