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Event Operations: Lead List Intake Process - Playbook

1. Definition​

What it is: A process optimization project that standardizes how event-generated leads (from trade shows, webinars, conferences, networking sessions) are captured, validated, deduplicated, and routed into the CRM and marketing automation platform for timely follow-up and nurturing.

What it is NOT: Not a lead scoring implementation (that defines MQL/SQL criteria). Not a lead routing rules project (that's assignment logic). Not an event marketing strategy project (that's campaign planning). Not a marketing automation platform implementation (assumes MAP already exists).

2. ICP Value Proposition​

Pain it solves: Event leads get lost, duplicated, or sit untouched for days/weeks because there's no standardized intake process. Manual list uploads create data quality issues. Marketing and sales fight over which leads came from events and who should follow up.

Outcome delivered: A repeatable, automated process where event leads flow into the CRM within 24 hours of capture, properly tagged with source/campaign, deduplicated against existing records, and assigned to the right rep or nurture track. Event ROI becomes measurable.

Who owns it: Marketing Operations or RevOps Leader, with input from Event Marketing and Sales Operations.

3. Implementation Procedure​

Part 1: Discovery & Requirements Gathering​

Step 1: Audit Current Event Lead Intake Process​

Step Overview: Document how event leads currently flow from capture to CRM, identifying manual steps, bottlenecks, and data quality gaps. End state: Current state process map with pain points identified.

  • Interview event marketing team on current list collection methods (badge scans, manual forms, third-party apps)
  • Review last 3-5 event list imports to identify common data issues (missing fields, duplicates, formatting)
  • Map current workflow from lead capture to CRM entry to sales assignment
  • Document average time from event to lead availability in CRM (typical pain point: 3-7+ days)
  • Identify which systems touch event leads (event platforms, spreadsheets, MAP, CRM)

Step 2: Define Event Lead Data Requirements​

Step Overview: Establish the required and optional data fields for event leads, aligned with CRM/MAP data model. End state: Documented field mapping template for all event lead sources.

  • Define required fields: First Name, Last Name, Email, Company, Lead Source, Event Name, Campaign ID
  • Define optional enrichment fields: Title, Phone, Industry, Company Size, Booth Interaction Notes
  • Create field mapping document that translates event platform fields to CRM/MAP fields
  • Establish data validation rules (email format, required fields, picklist values)
  • Confirm compliance requirements for GDPR/CCPA consent capture at events

Step 3: Define Lead Source Categories and Campaign Hierarchy​

Step Overview: Create standardized lead source values and campaign structure for event leads to enable accurate attribution. End state: Lead source taxonomy and campaign naming convention documented.

  • Define lead source picklist values (Trade Show, Webinar, Conference, Roadshow, Virtual Event)
  • Create sub-source categories (Booth Visit, Session Attendance, Demo Request, Badge Scan)
  • Establish campaign naming convention (e.g., EVT-2024-Dreamforce-Booth)
  • Map event types to existing campaign hierarchy in MAP/CRM
  • Document how event leads connect to parent campaigns for rollup reporting

Part 2: Integration & Automation Configuration​

Step 1: Configure List Import Templates and Validation​

Step Overview: Build standardized import templates with built-in validation to ensure data quality before records enter the system. End state: Reusable import templates with validation rules active.

  • Create CSV/Excel import templates with required columns and formatting guidelines
  • Build data validation rules in MAP (email format, required fields, duplicate checking)
  • Configure field mapping for common event platforms (Eventbrite, Cvent, Splash, ON24)
  • Set up pre-import deduplication logic (match on email, then company+name)
  • Test import template with sample data to verify field mapping accuracy

Step 2: Build Automated Lead Processing Workflows​

Step Overview: Create automation workflows that process incoming event leads through standardization, enrichment, and routing. End state: Automated workflows triggered on event lead creation.

  • Build lead processing workflow triggered by Lead Source = Event types
  • Configure data standardization steps (company name normalization, title standardization)
  • Set up automated field population (region based on country, segment based on company size)
  • Create duplicate handling rules (update existing vs. create new with merge flag)
  • Configure lead status assignment based on data completeness and engagement signals

Step 3: Configure Lead Assignment Rules for Event Leads​

Step Overview: Set up routing rules that assign event leads to appropriate sales reps or nurture tracks based on qualification criteria. End state: Event leads automatically routed within 24 hours of import.

  • Define assignment criteria (territory, company size, existing account ownership)
  • Configure round-robin assignment for unowned/new accounts
  • Set up hot lead alerts for high-priority event interactions (demo requests, pricing discussions)
  • Build fallback assignment rules for edge cases (no territory match, existing customer)
  • Test assignment logic with sample leads across all scenarios

Part 3: Tracking & Reporting Setup​

Step 1: Build Event Lead Tracking Mechanisms​

Step Overview: Implement tracking to monitor lead flow from event capture through sales follow-up. End state: Lead lifecycle tracking active with stage timestamps.

  • Configure lead status fields to track intake stages (New, Processing, Assigned, Contacted, Qualified)
  • Set up timestamp fields for key milestones (Import Date, Assignment Date, First Touch Date)
  • Create activity tracking for sales follow-up (calls, emails, meetings) linked to event source
  • Configure sync between MAP engagement data and CRM for unified view
  • Test tracking across full lead lifecycle with sample event leads

Step 2: Create Event Lead Performance Reports and Dashboards​

Step Overview: Build reports and dashboards showing event lead intake performance, conversion metrics, and ROI indicators. End state: Executive dashboard and operational reports published.

  • Build lead intake report: volume by event, source breakdown, import SLA compliance
  • Create conversion funnel report: Event Lead to MQL to SQL to Opportunity by event
  • Build speed-to-lead report: time from import to first sales touch by event/rep
  • Create data quality scorecard: duplicate rate, field completeness, invalid records
  • Assemble executive dashboard with event ROI summary and trend analysis

Part 4: Testing & Quality Assurance​

Step 1: Conduct End-to-End Process Testing​

Step Overview: Test the complete intake process with sample data to validate all automations, integrations, and routing work correctly. End state: Process validated with documented test results.

  • Create test lead list mimicking real event data (various sources, data quality levels)
  • Execute full import process and verify field mapping accuracy
  • Validate deduplication logic handles existing records correctly
  • Confirm assignment rules route leads to correct owners
  • Verify all tracking fields populate with accurate timestamps

Step 2: Perform User Acceptance Testing with Stakeholders​

Step Overview: Have event marketing and sales stakeholders validate the process meets their needs before launch. End state: Sign-off from Event Marketing and Sales on process readiness.

  • Walk event marketing team through import template and process
  • Have sales team validate lead assignment and alert notifications
  • Review reports with marketing ops to confirm attribution accuracy
  • Document any issues or change requests from UAT
  • Get formal approval to proceed with production launch

Part 5: Training & Enablement​

Step 1: Train Event Marketing Team on Intake Process​

Step Overview: Enable event marketing team to properly capture and submit event leads using the new standardized process. End state: Event team trained and confident executing the process.

  • Create step-by-step documentation for event lead submission (templates, naming, timing)
  • Conduct live training session (30-45 min) covering the full intake workflow
  • Walk through common scenarios: trade show booth, webinar, third-party event
  • Provide FAQ document addressing common questions and edge cases
  • Record training session and share with team for future reference

Step 2: Enable Sales Team on Event Lead Handling​

Step Overview: Train sales reps on how event leads will appear in CRM, SLA expectations, and follow-up best practices. End state: Sales team understands event lead workflow and follow-up expectations.

  • Brief sales team on event lead identification (source fields, campaign tags)
  • Communicate follow-up SLA (24-48 hour first touch expectation)
  • Train on using event context (booth notes, session attended) in outreach
  • Show where to find event lead reports and their pipeline
  • Provide email/call templates tailored for event lead follow-up

Part 6: Launch & Handoff​

Step 1: Execute Production Launch with Live Event​

Step Overview: Launch the new intake process with a real upcoming event to validate in production environment. End state: First live event leads processed successfully through new workflow.

  • Coordinate with event marketing on upcoming event timeline
  • Execute first production import using new templates and process
  • Monitor lead flow through automation and assignment in real-time
  • Address any issues that arise during first live execution
  • Capture lessons learned for process refinement

Step 2: Hand Off Process Ownership to Client​

Step Overview: Transfer ownership of the intake process to client marketing ops team with all documentation and admin access. End state: Client self-sufficient to execute and maintain the process.

  • Deliver complete documentation package (process guide, templates, troubleshooting)
  • Transfer admin access and credentials for all configured systems
  • Conduct final walkthrough of reporting and monitoring dashboards
  • Schedule 30-day check-in to review process performance
  • Close out project and transition to support mode

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce or HubSpot) with standard lead/contact objects configured
  • Marketing automation platform (HubSpot, Marketo, Pardot) integrated with CRM
  • Existing campaign structure or willingness to create event campaign hierarchy
  • At least one upcoming event (within 4-6 weeks) to use for live testing

What client must provide:

  • Access to CRM and MAP with admin or near-admin permissions
  • Sample event lead lists from past 2-3 events for testing
  • Event marketing team availability for requirements and UAT sessions
  • Sales leadership input on assignment rules and follow-up expectations
  • List of planned events for next quarter to prioritize launch timing

5. Common Pitfalls​

  • Pitfall 1: Delayed follow-up kills conversion - leads captured at events go cold within 48-72 hours if not contacted. Mitigation: Build automated alerts for hot leads and establish 24-hour SLA for first touch.

  • Pitfall 2: Data schema mismatch between event platforms and CRM - event tools use different field structures than CRM/MAP, causing import failures or lost data. Mitigation: Create field mapping templates for each event platform before events occur.

  • Pitfall 3: Duplicate records overwhelm sales - same person appears multiple times from badge scans, form fills, and manual entry. Mitigation: Implement pre-import deduplication and configure CRM duplicate rules to catch remaining matches.

  • Pitfall 4: No attribution connection to campaigns - event leads imported without proper campaign membership break marketing attribution and ROI reporting. Mitigation: Require campaign ID on all imports and build validation to reject records without campaign association.

6. Success Metrics​

  • Leading Indicator: Time from event close to leads available in CRM drops from 5+ days to under 24 hours; duplicate rate on imports drops below 5%.

  • Lagging Indicator: Event lead to SQL conversion rate increases by 15%+ within 90 days; sales reports higher confidence in event lead quality and follow-up clarity.