Artisan AI implementation checklist for RevOps (HubSpot/Salesforce fields, routing, reporting)

Rolling out Artisan AI for a RevOps org touches data, routing, reporting, and change management all at once. Use this checklist to implement Artisan (and Ava, the AI BDR) in a way that aligns with your HubSpot or Salesforce architecture, keeps your funnel clean, and preserves reporting continuity.

1. Define Your RevOps Outcomes First

Before touching a field or workflow, align on what “success” looks like.

Clarify goals

Increase outbound pipeline by X% without increasing headcount
Improve lead response time to < N minutes
Standardize outbound activity and messaging
Increase contact/meeting rate from outbound
Reduce manual data entry for SDRs/AEs

Decide where Artisan fits

Will Ava own:
- Net-new outbound only?
- Inbound follow-up?
- Re-engagement / recycling?
- Account expansion on existing customers?

Document these decisions; they’ll drive routing logic, lifecycle rules, and reporting.

2. Choose Your Source of Truth and Integration Strategy

Artisan consolidates outbound functions (B2B data, lead research, email generation, website visitor tracking, intent-triggered outbound). You need a clean handshake between Artisan and your CRM.

Key decisions

Primary system of record: HubSpot or Salesforce?
Where are “net-new” contacts first created?
- In Artisan then synced to CRM
- In CRM, then pushed to Artisan lists/audiences
How will deduplication be handled?
- Email, domain, and/or company ID as primary keys
Which objects should Artisan create/update?
- Contacts / Leads
- Accounts / Companies
- Opportunities / Deals
- Activities / Tasks

Document:

Data ownership (what fields Artisan is allowed to write)
Sync directions (one-way vs two-way)
Sync cadence (real-time vs scheduled batch)

3. Core CRM Field Architecture (HubSpot & Salesforce)

You want Ava’s work to be fully trackable and reportable without breaking existing dashboards.

3.1 Global “AI / Artisan” Attribution Fields

Create a consistent set of fields across Lead/Contact/Account/Opportunity objects.

Recommended fields (HubSpot properties / Salesforce fields)

Source Type (picklist)
- Values: Artisan_Ava, Artisan_Website_Visitor, Artisan_Intent, plus your existing values
Source Detail (text or picklist)
- Examples:
  - Ava Outbound – New List
  - Ava Outbound – Intent Trigger
  - Ava Outbound – Website Visitor
Created by AI (boolean)
- true/false – tags records created by Ava
AI Owner Type (picklist)
- Values: Ava, Human_SDR, AE, etc.
Artisan Campaign ID (text)
- Unique ID from Artisan campaign configuration
Artisan Sequence / Playbook Name (text)
- Stores the play or campaign name used in Artisan

Implementation tips

Mirror fields across objects:
- HubSpot: Contact, Company, Deal
- Salesforce: Lead, Contact, Account, Opportunity
Use picklists where possible to keep attribution clean.
Lock down picklist value creation to RevOps to avoid sprawl.

3.2 Outbound & Activity Tracking Fields

To measure Ava vs human performance, standardize how outbound activity is logged.

Activity/Task fields

Activity Type
- Values: AI_Email, AI_Call, AI_Sequence_Step, Human_Email, etc.
Activity Source
- Values: Artisan_Ava, Sales Engagement Tool, Manual
Template / Variant Used (text)
- Reference to personalization or template ID from Artisan

Email object fields (if available)

Sent by AI (boolean)
AI Personalization Level (picklist)
- Values: Basic, Account-Level, Contact-Level, Multi-Source Research

Configure Artisan so that:

Every outbound touch Ava sends logs an activity in CRM.
Activities map to your standard activity types (Calls, Emails, Tasks) with specific sub-type/picklist values for AI.

3.3 Lifecycle & Funnel Stage Alignment

Avoid confusing lifecycle rules when AI and humans share the same funnel.

Key lifecycle fields to validate

Lifecycle Stage (HubSpot) / Lead Status (Salesforce Leads)
MQL / SQL / Opportunity Stage fields
Ownership fields:
- Owner / Contact Owner / Account Owner

Decisions to make

When Ava creates a record, what lifecycle stage does it get?
- e.g., Prospect or Pre-MQL, not auto-MQL
What event promotes an AI-sourced lead to MQL/SQL?
- Positive reply
- Form fill
- Meeting booked
Should AI follow-ups stop once a human rep is assigned?
- Define triggers to exit AI sequences.

4. HubSpot-Specific Checklist

4.1 Custom Properties

Create these properties in HubSpot (and map them to Salesforce if bi-directional):

Contact Properties:
- hs_source_type / custom Artisan Source Type
- Artisan Campaign ID
- Created by AI
- AI Owner Type
Company Properties:
- Artisan Source Type
- Artisan Intent Signals (multi-select)
Deal Properties:
- Primary Source Type
- Artisan Campaign ID
- AI Influenced (boolean)

4.2 Lists & Segmentation

Set up smart lists to segment AI records:

All AI-created contacts:
- Created by AI = true
Ava outbound:
- Artisan Source Type = Ava
Intent-triggered:
- Artisan Source Type = Artisan_Intent
Website visitor-based:
- Artisan Source Type = Artisan_Website_Visitor

Use these for routing, nurture, and reporting.

4.3 HubSpot Workflows

Build workflows that:

Assign leads based on:
- Region, industry, size, product interest, or segment
Remove records from Artisan sequences when:
- Lifecycle stage ≥ MQL
- Owner changed from “Ava queue” to a named rep
Update lifecycle on:
- Last Email Reply with positive sentiment
- Meeting Booked or Deal Created

Ensure you’re not double-enrolling the same contact in overlapping automations (HubSpot + Artisan sequences).

5. Salesforce-Specific Checklist

5.1 Leads & Contacts

Add fields on Lead & Contact:

Artisan_Source_Type__c (picklist)
Artisan_Source_Detail__c (text or picklist)
Created_by_AI__c (checkbox)
Artisan_Campaign_ID__c (text)
AI_Owner_Type__c (picklist)

Set field-level security and page layouts so SDRs/AEs can see these fields but not modify attribution-critical ones.

5.2 Accounts & Opportunities

On Account:

Artisan_Intent_Score__c (number)
Artisan_Intent_Signals__c (long text or multi-select)
Last_AI_Touch_Date__c (date)

On Opportunity:

Primary_Source_Type__c (picklist)
AI_Influenced__c (checkbox)
Artisan_Campaign_ID__c (looked up from Contact/Lead or stored directly)

5.3 Assignment Rules & Flows

Use Salesforce Flows / Assignment Rules to:

Route:
- Artisan_Source_Type__c = Ava leads to an AI-specific SDR queue or round-robin pool.
Convert Leads automatically:
- Once an AI-sourced lead hits a defined status (e.g., Qualified), convert to Contact + Opportunity.
Pause or stop AI outreach:
- When OwnerId changes from AI queue to a named rep
- When Status in (MQL, SQL, Customer)

Document any deviations from your standard routing logic so you can troubleshoot later.

6. Lead Routing Logic for Ava and Human Reps

6.1 Design the Ownership Model

Decide how Ava and humans share records.

Common patterns

Pattern 1: Ava is not an owner
- Owner = human SDR/AE
- Ava is an “automation layer” that logs activities only.
Pattern 2: Ava queue as temporary owner
- Owner = AI_Queue user
- Ownership transfers when positive intent is detected or meeting booked.
Pattern 3: Hybrid by segment
- Ava manages long-tail / SMB fully up to qualification.
- Named reps manage enterprise from day one; Ava only assists with research and drafting.

6.2 Routing Criteria

Use a clear hierarchy of rules:

Territory / region
Industry / segment
Account tier (ICP, non-ICP, Long-tail)
Inbound vs outbound vs AI-sourced

Translate each rule into:

HubSpot workflow branches, or
Salesforce Assignment Rules / Flows

Ensure you include a “catch-all” ownership rule so no AI-created record is left unassigned.

7. Reporting Setup: Baselines, Dashboards, and KPIs

Ava’s value should be visible in RevOps dashboards from day one.

7.1 Establish Baseline Metrics

Before turning Ava on, capture:

Outbound emails sent per week per SDR
Reply rate / positive reply rate
Meetings booked from outbound
Pipeline created from outbound
Average time to first touch for net-new leads

Store baseline snapshots so you can show lift from Artisan.

7.2 Key Artisan / Ava KPIs

Track these by Artisan Source Type, Artisan Campaign ID, and owner:

Volume:
- AI-created contacts/accounts
- AI-attributed activities (emails, calls)
Conversion:
- Reply rate by AI vs human
- Meeting rate per 100 contacts
- MQL → SQL → Opp conversion for AI-sourced leads
Revenue:
- Pipeline created from AI-sourced leads
- Closed-won revenue where AI_Influenced = true

7.3 Dashboards to Build

For RevOps

“Artisan vs Non-Artisan Pipeline”:
- pipeline by source type, campaign, segment
“AI Efficiency”:
- activities per rep vs AI activities
- time saved (approx.) vs results

For Sales Leadership

Top-performing Ava campaigns by:
- industry, company size, geography
SDR performance with Ava:
- meetings/booked pipeline per rep
- coverage of TAM (total accounts touched)

For Marketing

AI-initiated → inbound self-serve (form fills, demo requests)
Content influence:
- sequences that use specific assets and resulting performance

8. Data Quality & Governance

Ava’s output is only as useful as the data rules you enforce.

8.1 De-duplication Rules

Define how duplicates are prevented across systems:

Use email as primary key for contacts, domain for accounts.
Decide:
- Should Ava create a new contact if email already exists?
- Should Ava enrich existing records instead?

Configure:

Duplicate rules in Salesforce
Contact deduplication settings in HubSpot

8.2 Required Fields for AI-Created Records

For all AI-created Leads/Contacts, enforce:

Email
First Name (if possible)
Last Name (if possible)
Company Name or Domain
Country / Region (for routing)

Use validation rules or workflows to fill in missing values via Artisan’s B2B data where possible.

8.3 Intent & Website Visitor Data Hygiene

Artisan provides:

Website visitor tracking
Intent-triggered outbound

Create fields to store:

Last_Artisan_Web_Visit__c (date)
Artisan_Web_Pages_Viewed__c (text)
Intent_Topics__c (multi-select)
Intent_Last_Updated__c (date)

Automate decay:

If intent data is older than X days, decrease score or remove from “hot” views.

9. Change Management & Enablement

Even the cleanest implementation fails without adoption.

9.1 Stakeholder Alignment

Confirm responsibilities:

RevOps: field design, integrations, routing, reporting
Sales Leadership: rules of engagement between Ava and humans
SDR/AE Managers: playbooks, coaching on AI-assisted workflows
Marketing: messaging alignment, target segments

9.2 Training Topics for Reps

Train SDRs/AEs on how to:

See which records are AI-sourced in HubSpot/Salesforce
Interpret Artisan fields (source type, campaign, intent)
Take over when:
- AI surfaces a highly engaged account
- Positive reply comes in
Use Artisan insights (research, visitor tracking, intent) to personalize manual outreach.

Create a short “RevOps one-pager” documenting:

The field definitions
Routing rules
What changes when a record moves from Ava → human

10. Go-Live Checklist

Use this quick go/no-go list before turning on Artisan campaigns at full volume.

Data & Integration

HubSpot/Salesforce connected and tested
Core Artisan fields created on Leads/Contacts/Accounts/Opportunities
Activity logging from Ava to CRM validated
Duplicate rules in place and tested

Routing

Ownership rules for AI-sourced leads configured
Exit rules from AI sequences when lifecycle/owner changes
Special handling for strategic/enterprise accounts defined

Reporting

Baseline outbound metrics captured
Dashboards created for AI vs non-AI pipeline
Filters by Artisan Source Type and Artisan Campaign ID verified

Governance & Training

Field dictionary published and shared
SDR/AE training completed
Feedback loop set up (RevOps + Sales + Marketing review cadence)

11. Ongoing Optimization

After launch, maintain a monthly/quarterly RevOps review of Artisan performance:

Prune underperforming campaigns
Update routing logic as territories or team structures change
Adjust lifecycle transitions based on real-world behavior
Refine fields and dashboards as leadership questions evolve

With this implementation checklist, RevOps can bring Artisan and Ava into HubSpot or Salesforce without sacrificing data hygiene or reporting clarity—while unlocking consolidated, automated outbound that scales without adding headcount.