FlowRunner
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Zoho CRM

CRM

Connect AI agents to Zoho CRM. Agents create and update records across standard and custom modules, convert leads, manage notes, tags, and related records, and deduplicate with upsert.

19 actions available
A new inbound email is captured as a potential lead
Agent reads the sender's name, email, and message
Agent uses Create or Update Record to avoid a duplicate lead
Agent creates the lead on the Leads module and tags it
Sales team gets a Slack message about the new lead
Lead conversion on a strategic account routes to a manager first

What This Integration Enables

An agent can create, update, search, and delete records across any Zoho CRM module, standard or custom, and use Create or Update Record to import data from other systems without producing duplicates. Search Records combines conditions with and/or logic to find exactly the right records inside a flow. Convert Lead runs the standard lead conversion, creating a contact and optionally an account and deal in one step. Beyond records, the agent manages notes for follow-up context, applies and removes tags for segmentation and reporting, and navigates related records to enrich data across linked modules. Zoho CRM has no event triggers in this integration, so flows start from the systems feeding it: an inbox, a form, or a scheduled sweep. The agent is the bridge that turns those signals into clean CRM records and timely conversions.

Without FlowRunner

Leads keyed in by hand A rep copies inbound details into the right module, record by record
Duplicates from every source The same lead enters twice because no lookup runs before create
Conversion delayed Qualified leads sit unconverted because the step is manual

With FlowRunner

Leads captured on arrival The agent creates or updates the record the moment a lead appears
Upsert keeps records single Create or Update Record matches and merges instead of duplicating
Conversion on qualification Convert Lead produces a contact, account, and deal as soon as a lead qualifies

Use Case Scenarios

Inbound Lead, Deduplicated

A [Gmail](/integrations/gmail-service) trigger captures a new inbound email. The agent calls Create or Update Record on the Leads module, which matches on identity and updates an existing lead or creates a new one. The same prospect emailing twice never becomes two leads, and the sales team works from clean data.

Convert and Announce

When a lead qualifies, the agent runs Convert Lead to produce a contact, account, and deal, then notifies the sales team through [Slack](/integrations/slack) Send Message To Channel with the new contact, account, and deal details. The handoff from marketing to sales happens in one motion, fully recorded.

Feed the Revenue Tracker

A monthly flow uses Search Records to fetch recently closed deals, then appends each to a revenue spreadsheet with [Google Sheets](/integrations/google-sheets) Add Row. On strategic accounts, the agent holds Convert Lead and asks a manager to confirm the conversion before the contact, account, and deal are created.

Human-in-Loop Highlight

Convert Lead is decisive: it creates a contact, an account, and a deal, and it commits the opportunity to the pipeline. On the accounts you have flagged as strategic, that commitment should not happen unsupervised. When the agent is about to convert a flagged lead, it treats the conversion as a [human-in-the-loop](/concepts/human-in-the-loop/) step: it pauses, shows the lead and the records the conversion will create, and routes the decision to a sales manager through Slack or email. The manager approves, and the agent converts and notifies. The manager holds, and the lead waits. Routine conversions run untouched; the ones that shape named accounts get a human.

Agent processes routinely
Detects exception requiring judgment
Clear match Continues automatically
Ambiguous Routes to human via Slack
Human decides
Agent resumes with decision

Agent Capabilities

19 actions

Records

7
  • Get Records Retrieves a list of records from Zoho CRM. You can choose which record type to pull from, which fields to include, and how to sort the results.
  • Get Single Record Retrieves a single record from Zoho CRM using its record ID. Returns all available fields for that record.
  • Create Record Creates a new record in Zoho CRM. The available fields depend on the record type you choose. Some fields may be required (for example, Last Name for Contacts, or Deal Name for Deals).
  • Update Record Updates an existing record in any Zoho CRM module. Only the specified fields are updated; unspecified fields remain unchanged.
  • Create or Update Record Creates a new record, or updates an existing one if a match is found. Use this to avoid creating duplicates, for example when importing data from another system.
  • Delete Record Permanently deletes a record from any Zoho CRM module by its unique ID. This action cannot be undone.
  • Search Records Searches for records in Zoho CRM by specific conditions, email, phone, or keyword. You can combine multiple conditions using "and" or "or" to narrow down results.

Notes

4
  • Get Note Retrieves a specific note by its unique ID from Zoho CRM. Returns the note title, content, and parent record information.
  • Create Note Creates a new note linked to a record in any Zoho CRM module. Notes can be used to add comments, follow-up reminders, or additional context to leads, contacts, deals, and other records.
  • Update Note Updates the title or content of an existing note in Zoho CRM. Only the specified fields are modified.
  • Delete Note Permanently deletes a note from Zoho CRM by its unique ID. This action cannot be undone.

Related Records

3
  • Get Related Records Retrieves the records related to a specific record in Zoho CRM. For example, get all Contacts associated with an Account, or all Notes linked to a Deal.
  • Update Related Record Updates the association data for a record in a many-to-many related list, for example a contact's member status in a Campaign or a product's row in a Price Book. This works for multi-association related lists (Campaigns, Products, Price Books, and similar), not lookup relationships like Contacts under an Account.
  • Unlink Related Records Removes records from a many-to-many related list, for example removing contacts from a Campaign or products from a Price Book. The records themselves are not deleted, only their association with the parent is removed. This works for multi-association related lists (Campaigns, Products, Price Books, and similar), not lookup relationships like Contacts under an Account.

Lead Conversion

1
  • Convert Lead Converts a lead into a contact, and optionally creates or links an account and a deal. This is the standard Zoho CRM lead conversion process.

Tags

4
  • Get Tags Retrieves all tags available for a specific record type in Zoho CRM. Returns the tag name, color, and creation details.
  • Add Tags to Records Adds one or more tags to one or more records in Zoho CRM. Tags help categorize records for filtering, segmentation, and reporting.
  • Remove Tags from Records Removes one or more tags from one or more records in Zoho CRM. The tags themselves are not deleted; they are only removed from the specified records.
  • Create Tag Creates a new tag for a specific record type in Zoho CRM. Once created, the tag can be added to any record of that type.

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