Event Operations: Lead List Intake Process - Project Details / Task List
Tag: event-lead-intake
Total Hours: 25h
Structure: Single Milestone (<=50h)
Milestone: Event Operations: Lead List Intake Process
Description: A process optimization project that standardizes how event-generated leads are captured, validated, deduplicated, and routed into the CRM and marketing automation platform for timely follow-up and nurturing.
Task List: (Event Lead Intake) 1. Discovery, Automation & Tracking
Contains: Parts 1-3
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Event Lead Intake Process | 2h | 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) |
| 2. Define Event Lead Data Requirements | 2h | 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 |
| 3. Define Lead Source Categories and Campaign Hierarchy | 1.5h | 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 |
| 4. Configure List Import Templates and Validation | 2h | 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 |
| 5. Build Automated Lead Processing Workflows | 2.5h | 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 |
| 6. Configure Lead Assignment Rules for Event Leads | 2h | 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 |
| 7. Build Event Lead Tracking Mechanisms | 2h | 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 |
| 8. Create Event Lead Performance Reports and Dashboards | 2.5h | 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 |
Task List: (Event Lead Intake) 2. Testing, Training & Launch
Contains: Parts 4-6
| Task | Est | Description |
|---|---|---|
| 9. Conduct End-to-End Process Testing | 2h | 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 |
| 10. Perform User Acceptance Testing with Stakeholders | 1.5h | 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 |
| 11. Train Event Marketing Team on Intake Process | 1.5h | 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 |
| 12. Enable Sales Team on Event Lead Handling | 1.5h | 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 |
| 13. Execute Production Launch with Live Event | 2h | 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 |
| 14. Hand Off Process Ownership to Client | 2h | 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 |
Summary
- Total Task Lists: 2 (consolidated from 6 Parts)
- Total Tasks: 14 (one per Step)
- Total Hours: 25h
- Generated from: playbook_event-operations-lead-list-intake-process.md
- Generated on: 2025-12-31