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CASE / Client project

Events / entertainment · US event entertainment company (name withheld)

AI sales agent for marketplace event enquiries

New enquiries from lead marketplaces are picked up, answered by an AI sales agent and written into the company's booking system without staff re-typing anything.

Build something like thisAll work
Make.com · AI sales agent with owner approval
The real Make.com workflow for ai sales agent with owner approval, close up, with each app and step labelled.
The real workflow · anonymized client project
Client
US event entertainment company (name withheld)
Industry
Events / entertainment
Status
Live, results being measured
Stack
Make.com, OpenAI, Gmail, Webhooks

01 / The problem

  1. 01Enquiries arrive on third-party lead marketplaces where the first company to reply often wins.
  2. 02The booking system and the lead sources do not share an API.
  3. 03Staff copied each enquiry into the booking system by hand.

02 / Goals

  • Reply to every new enquiry fast, in the company's voice.
  • Create each lead in the booking system automatically.

03 / The solution

A Make.com system that collects new enquiries, drafts a reply with an AI agent and creates the lead in the planning software through its public request form, with no stored login to expire.

01

Integration without an API

Leads are created through the booking platform's own request form, so there is no session or cookie to expire.

02

Silent-failure guards

Success and failure responses were mapped explicitly, because the platform signals success with a redirect.

04 / The build

The real workflow, step for step.

This is the production Make.com workflow behind this project, redrawn from its real structure. Client names, data, credentials and settings are removed; every step and connection is real.

WebhookMail hookToolsTest modeToolsTest emailToolsTest phoneToolsSettingsGoogle SheetsRead approval modeFlow controlCollectToolsModeAIAI: askRouterHTTPGet Lead DetailsAIAI: askAIAI: askToolsWaitGoogle SheetsAdd rowHTTPSubmit PlannerRequestJSONParse JSONToolsSet variablesMailchimpAdd or updatesubscriberGoogle SheetsChat historyToolsCombine textToolsFAQsAIAI: askJSONParse JSONAIAI: askApproval gateGoogle SheetsStart theirconversation logGoogle SheetsPark for ownerapprovalTwilioText the ownerRouterGmailSend emailGoogle SheetsAdd rowTwilioSend SMSGoogle SheetsAdd rowToolsWait 5 minutesGoogle SheetsDid they reply?GmailNo reply after 5min: emailGoogle SheetsLog the fallbackemailGmailHandoff: alert theownerGoogle SheetsSearch rowsAIGet the lead'sactual messageGoogle SheetsChat historyToolsCombine textToolsFAQsAIAI: askJSONParse JSONAIAI: askToolsWaitGoogle DriveSearch for filesfoldersGoogle DriveGet a fileFlow controlAggregateApproval gateGoogle SheetsPark for ownerapprovalTwilioText the ownerRouterGoogle SheetsSearch rowsGmailReply to emailGoogle SheetsUpdate rowGoogle SheetsSearch rowsGmailReply to emailGoogle SheetsUpdate rowGoogle SheetsSearch rowsGmailReply to emailGoogle SheetsUpdate rowGoogle SheetsUpdate rowGmailHandoff: alert theownerGoogle SheetsFind the lead'smessage rowGoogle DriveVenue guide: findGoogle DriveVenue guide:downloadFlow controlVenue guide:collectGmailVenue guide: sendGoogle SheetsLog messageHTTPGet Lead DetailsAIAI: askHTTPSubmit PlannerRequestAIAI: askJSONParse JSONMailchimpAdd or updatesubscriberNew marketplace lead or replyNew leadWait for approvalSend nowEmail: no mobileText firstNo reply: emailHandoffExisting leadLead found, agent onExact pricing PDFWait for approvalSend nowWedding pricingParty pricingContinue: no pricingAgent enabledHandoff or no PDFVenue guideWedding or event listReferral lead
Make.com78 steps10 AI
ANONYMIZED CLIENT PROJECT

Answers new, returning and referral enquiries with AI-drafted replies. An approval mode in a sheet decides whether a reply goes straight out by text or email, or is parked while the owner approves it by SMS.

Rendered from the production workflow export. Labels anonymized; no data, credentials or settings included.

Read all 78 steps
  1. Webhook · Mail hook
  2. Tools · Test mode
  3. Tools · Test email
  4. Tools · Test phone
  5. Tools · Settings
  6. Google Sheets · Read approval mode
  7. Flow control · Collect
  8. Tools · Mode
  9. AI · AI: ask
  10. Flow control · Router
  11. HTTP · Get Lead Details
  12. Google Sheets · Search rows
  13. HTTP · Get Lead Details
  14. AI · AI: ask
  15. AI · Get the lead's actual message
  16. AI · AI: ask
  17. AI · AI: ask
  18. Google Sheets · Chat history
  19. HTTP · Submit Planner Request
  20. Tools · Wait
  21. Tools · Combine text
  22. AI · AI: ask
  23. Google Sheets · Add row
  24. Tools · FAQs
  25. JSON · Parse JSON
  26. HTTP · Submit Planner Request
  27. AI · AI: ask
  28. Mailchimp · Add or update subscriber
  29. JSON · Parse JSON
  30. JSON · Parse JSON
  31. Tools · Set variables
  32. AI · AI: ask
  33. Mailchimp · Add or update subscriber
  34. Tools · Wait
  35. Google Sheets · Chat history
  36. Google Drive · Search for files folders
  37. Tools · Combine text
  38. Google Drive · Get a file
  39. Tools · FAQs
  40. Flow control · Aggregate
  41. AI · AI: ask
  42. Flow control · Approval gate
  43. JSON · Parse JSON
  44. Google Sheets · Park for owner approval
  45. Flow control · Router
  46. AI · AI: ask
  47. Twilio · Text the owner
  48. Google Sheets · Search rows
  49. Google Sheets · Search rows
  50. Google Sheets · Search rows
  51. Google Sheets · Update row
  52. Gmail · Handoff: alert the owner
  53. Google Sheets · Find the lead's message row
  54. Flow control · Approval gate
  55. Gmail · Reply to email
  56. Gmail · Reply to email
  57. Gmail · Reply to email
  58. Google Drive · Venue guide: find
  59. Google Sheets · Start their conversation log
  60. Flow control · Router
  61. Google Sheets · Update row
  62. Google Sheets · Update row
  63. Google Sheets · Update row
  64. Google Drive · Venue guide: download
  65. Google Sheets · Park for owner approval
  66. Gmail · Send email
  67. Twilio · Send SMS
  68. Gmail · Handoff: alert the owner
  69. Flow control · Venue guide: collect
  70. Twilio · Text the owner
  71. Google Sheets · Add row
  72. Google Sheets · Add row
  73. Gmail · Venue guide: send
  74. Tools · Wait 5 minutes
  75. Google Sheets · Log message
  76. Google Sheets · Did they reply?
  77. Gmail · No reply after 5 min: email
  78. Google Sheets · Log the fallback email
  • Webhook
  • Google Sheets
  • AI
  • HTTP
  • Mailchimp
  • Twilio
  • Gmail
  • Google Drive

05 / Outcome

  • Leads have been created in the booking system automatically since early September 2026, with no stored login to expire.
  • The AI agent went live on email and text in late September 2026, with an approval mode the owner controls from a sheet.

06 / Walkthrough

Silent · 11 s
ANONYMIZED CLIENT PROJECTAI sales agent with owner approval: the real workflow, anonymized. A slow pan across the real AI sales-agent workflow, with a data pulse travelling from the trigger through the router to the approval gate.

A narrated walkthrough can be recorded on request; client data stays private.

Services usedAI AutomationAI Agents

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