How to Automate B2B Sales in Bitrix24 and Increase Conversion

Initial Conditions and B2B Sales Characteristics

B2B sales typically involve long sales cycles, multi-stage communications, and the participation of multiple decision-makers. Sales pipelines often include more than seven stages, starting from request identification and ending with post-sales support.

A common scenario involves leads arriving from multiple channels—websites, email, call tracking, and manual entries by sales representatives. Without centralized automation, challenges arise in managing deadlines, duplicate deals, and inefficient lead handling.

Automation Objectives

• Reduce lead processing time at early stages;
• Improve transparency in pipeline stage transitions;
• Lower the amount of unqualified inquiries;
• Integrate lead data with external systems (PDF documents, calculation modules, ERP systems);
• Increase conversion rates to closed deals.

Project Implementation Structure

Automation was implemented in phases, prioritizing systems that influence response time and decision speed.

1. Standardized Pipeline and Stage Configuration

The pipeline was customized for B2B specifics, including stages such as request identification, quotation, terms negotiation, invoice issuance, contract signing, execution, and closure. Each stage was configured with transition conditions and required fields.

2. Use of Robots and Triggers

• A robot on the "New Lead" stage checks for duplicates using the crm.duplicate.findbycomm REST API method;
• Robots notify managers if a deal remains in a stage for more than one business day;
• After generating a quotation, a PDF is created and automatically attached to the deal record using the disk.folder.uploadfile REST endpoint;
• Upon receiving a client response, a trigger moves the deal to the next stage and sends a notification to the supervisor via chatbot.

3. Integration with External Services

A one-way integration with a calculation module via API was implemented. Deal data is transmitted using a webhook:

$url = 'https://external-service.com/api/calc';
$data = [
    'sum' => $deal['OPPORTUNITY'],
    'products' => $deal['PRODUCTS']
];
$response = HttpClient::post($url, $data);

The response is used to create a custom "Profitability" field and added to the deal using crm.deal.update.

4. SLA Monitoring

A custom module was developed to track the time a deal remains in each stage. When thresholds are exceeded, a task is assigned to a supervisor, outlining the delay cause. A script is executed nightly via agent to check for active deals stalled for over 72 hours.

5. Automatic Reassignment of Deal Owners

A logic was implemented for automatic reassignment when a manager becomes unavailable. If no activity occurs within 48 hours, the deal is reassigned to the next available team member using a custom REST script and the standard crm.deal.update API.

Common Mistakes

• Overreliance on standard automation: Bitrix24's basic tools may be insufficient for complex sales without extending functionality via REST API and custom workflows;
• Lack of a standardized pipeline: Excessive or redundant stages hinder automation efficiency;
• Missing analytics: Without SLA monitoring and delay data, performance evaluation becomes unreliable;
• Ignoring duplicate leads: Absence of lead duplication checks results in processing conflicts;
• Misconfigured robot logic: Excessive notifications may reduce attention to critical alerts.

FAQ

1. Can Bitrix24's standard robots alone handle this?

In basic setups—yes. However, for optimal B2B pipeline performance, combining webhooks and REST integrations is recommended.

2. Is SLA control possible without a full BPM system?

Yes, a scheduled agent script that checks stage durations and assigns tasks is sufficient.

3. How can duplicate inquiries be avoided?

Use the crm.duplicate.findbycomm method for checks via email or phone and implement logic to merge or reject duplicates.

4. How can quotation calculations be automated?

Through API integration with an external module, returning profitability or other metrics and storing them in custom fields.

5. How can managers avoid task overload?

Employ prioritization: tasks are generated only when SLA breaches exceed one standard deviation; internal notifications are group-level only.

Conclusions

B2B process automation in Bitrix24 requires a comprehensive approach—well-defined pipelines, custom robot logic, REST integrations, and SLA control. Conversion growth is achieved through reduced response times, minimized early-stage losses, and systematic pipeline management. Core components include data validation mechanisms, trigger-based scenarios, and integration with external processing modules.

Let’s discuss your project

If you are considering custom automation in Bitrix24, I’m open to discussing the scope and technical details. The first conversation is non-binding and focused on initial assessment.

• Which processes are most critical for automation;
• Whether there is an existing CRM structure or scripts in place;
• Whether external systems need to be integrated.