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Physical Event Process and ROI Reporting - Playbook

1. Definition​

What it is: A strategic and technical implementation project that establishes standardized processes for planning, executing, and measuring in-person events (trade shows, conferences, field events), including lead capture workflows, CRM/MAP integration, and ROI reporting dashboards to track event performance and pipeline impact.

What it is NOT: Not a virtual/digital event platform implementation. Not a marketing automation platform setup (assumes MAP exists). Not a general CRM implementation project. Not event logistics/vendor management (focuses on RevOps processes, not venue booking).

2. ICP Value Proposition​

Pain it solves: Marketing teams invest significant budget in physical events but lack visibility into true ROI. Lead capture is inconsistent or manual, follow-up is delayed (80% of trade show leads never receive follow-up), and there's no standardized way to measure pipeline influenced by events vs. other channels.

Outcome delivered: Standardized event playbook with documented processes for pre-event planning, on-site lead capture, and post-event follow-up. Automated lead flow from capture tools to CRM/MAP. ROI dashboards showing leads generated, pipeline influenced, and revenue attributed to each event with 30/60/90-day tracking.

Who owns it: VP of Marketing or Director of Field Marketing, with RevOps/Marketing Ops as implementation partner.

3. Implementation Procedure​

Part 1: Event Strategy & Process Definition​

Step 1: Audit Current Event Operations​

Step Overview: Assess the client's current approach to physical events, including how leads are captured, processed, and measured. End state: Gap analysis documenting what's working, what's missing, and priority areas for improvement.

  • Interview marketing and sales stakeholders on current event processes and pain points
  • Review last 3-5 events for lead capture methods used (badge scanners, paper forms, apps)
  • Analyze existing event data in CRM to assess data quality and completeness
  • Document current lead handoff process from marketing to sales post-event
  • Identify gaps in attribution and ROI tracking capabilities
  • Quantify the problem (e.g., "Average 5-day delay from event to lead upload")

Step 2: Define Event Goals and Success Metrics Framework​

Step Overview: Establish standardized goals and KPIs that will apply to all physical events, aligned with overall GTM objectives. End state: Documented event goals framework with primary and secondary metrics for different event types.

  • Define primary event objectives by event type (trade show vs. conference vs. field event)
  • Establish lead generation targets (MQLs, qualified conversations, demos booked)
  • Set pipeline influence metrics (pipeline created within 30/60/90 days)
  • Define revenue attribution methodology (first-touch, multi-touch, or influenced)
  • Create event tier classification system (Tier 1/2/3) based on investment and expected returns
  • Document expected ROI benchmarks by event tier (industry average is 5:1 for enterprise B2B)

Step 3: Design Standard Event Process Workflows​

Step Overview: Create repeatable, documented workflows for the full event lifecycle following the 40-20-40 framework (pre-event, during event, post-event). End state: Event SOP document with checklists and process maps for each phase.

  • Document pre-event planning checklist (6-8 weeks before): goals, target accounts, messaging
  • Create on-site lead capture protocol: who captures, what data, how qualified
  • Design post-event follow-up workflow: timelines, ownership, escalation paths
  • Define lead qualification criteria specific to events (BANT, engagement level)
  • Create lead routing rules for post-event handoff to sales
  • Build event briefing template for sales team pre-event

Part 2: Lead Capture & CRM Integration​

Step 1: Select and Configure Lead Capture Tools​

Step Overview: Evaluate and implement lead capture technology that integrates with the client's CRM and MAP. End state: Lead capture solution selected, configured, and ready for testing.

  • Assess current lead capture tools (badge scanners, event apps, QR codes)
  • Evaluate options based on CRM compatibility: native integrations with Salesforce/HubSpot
  • Consider tools like Cvent, Bizzabo, momencio, or built-in scanner apps
  • Configure lead capture forms with required fields (contact info, qualification questions)
  • Set up QR code or smart badge scanning capabilities
  • Test data capture with sample leads to verify field mapping

Step 2: Build CRM Campaign Structure for Events​

Step Overview: Create standardized CRM campaign structure that will house event leads and enable attribution. End state: Campaign templates and hierarchy set up in CRM for consistent event tracking.

  • Design campaign hierarchy (Parent campaign for event, child campaigns for sessions/activities)
  • Create campaign member statuses reflecting event engagement (Registered, Attended, Met with Rep, Demo Requested)
  • Build campaign templates that can be cloned for each new event
  • Configure campaign attribution settings (first-touch, influenced, multi-touch)
  • Set up UTM parameter conventions for event-related digital touchpoints
  • Document campaign naming conventions for consistency

Step 3: Configure Lead Flow Automation​

Step Overview: Set up automated workflows to move leads from capture tools into CRM/MAP with proper routing and enrichment. End state: Same-day automated lead flow from event capture to CRM with assignment rules.

  • Build integration between lead capture tool and CRM (API, native, or Zapier)
  • Configure automatic lead creation with event campaign membership
  • Set up lead enrichment triggers (ZoomInfo, Clearbit, or similar)
  • Create lead routing rules based on territory, account ownership, or round-robin
  • Build automated lead assignment notifications to sales reps
  • Configure same-day follow-up task creation for assigned reps
  • Test end-to-end flow with sample data before first event

Part 3: ROI Reporting & Dashboards​

Step 1: Define ROI Calculation Methodology​

Step Overview: Establish the specific formulas and attribution logic that will be used to calculate event ROI consistently. End state: Documented ROI methodology with clear definitions and calculation examples.

  • Define event cost tracking categories (booth, travel, sponsorship, swag, staff time)
  • Establish revenue attribution windows (30, 60, 90-day and 6-month tracking)
  • Choose attribution model (first-touch, influenced, or blended)
  • Create pipeline influence calculation logic (opportunity touched by event contact)
  • Define "event-sourced" vs. "event-influenced" pipeline distinction
  • Document ROI formula: (Pipeline Influenced - Event Cost) / Event Cost

Step 2: Build Event Performance Dashboards​

Step Overview: Create CRM/BI dashboards that visualize event performance, lead flow, and ROI metrics. End state: Live dashboards accessible to marketing and sales leadership showing event ROI.

  • Build lead metrics dashboard: leads captured, MQL conversion, SQL conversion by event
  • Create pipeline dashboard: opportunities created, pipeline value, by event and timeframe
  • Design ROI summary view: cost vs. pipeline, projected vs. actual ROI
  • Add trend analysis: event performance over time, year-over-year comparison
  • Include drill-down capability to individual event and lead level
  • Configure scheduled report delivery to stakeholders (weekly/monthly)

Step 3: Create Event Post-Mortem Report Template​

Step Overview: Build a standardized post-event report template that captures learnings and ROI for each event. End state: Reusable report template with automated data population where possible.

  • Design report template sections: goals vs. actuals, lead summary, pipeline, ROI, learnings
  • Configure automated data pulls for lead and pipeline metrics
  • Include qualitative sections for team feedback and improvement recommendations
  • Add benchmark comparison to previous events and industry averages
  • Create executive summary format for leadership reviews
  • Document report timeline (preliminary at 30 days, final at 90 days)

Part 4: Enablement & Continuous Improvement​

Step 1: Train Marketing Team on Event Processes​

Step Overview: Enable the marketing team on new event workflows, tools, and reporting. End state: Marketing team trained and confident executing events with new processes.

  • Conduct training session on event planning SOP and checklists (60-90 min)
  • Walk through lead capture tool usage and troubleshooting
  • Review campaign setup process and naming conventions
  • Demonstrate dashboard access and interpretation
  • Create quick-reference guide for on-site lead capture
  • Record training session for future team members

Step 2: Train Sales Team on Lead Follow-Up​

Step Overview: Enable sales team on event lead handling, follow-up expectations, and how to leverage event context. End state: Sales team trained on event lead workflow with clear SLAs.

  • Conduct sales training on event lead routing and assignment (30-45 min)
  • Set follow-up SLA expectations (same-day or next-day for hot leads)
  • Provide talk tracks leveraging event context ("We met at [Event]...")
  • Review how to update lead status and log activities in CRM
  • Share dashboard access for visibility into event pipeline
  • Create follow-up email templates for post-event outreach

Step 3: Document and Hand Off to Client​

Step Overview: Transfer all documentation, templates, and ownership to client team. End state: Client self-sufficient with complete documentation package.

  • Compile event playbook with all SOPs, checklists, and templates
  • Document tool configurations and admin access credentials
  • Create troubleshooting guide for common issues
  • Deliver final documentation package to client RevOps
  • Schedule 30-day check-in to review first event execution
  • Close out project with final summary and recommendations

Step 4: Establish Continuous Improvement Process​

Step Overview: Set up ongoing review cadence to iterate on event processes based on performance data. End state: Quarterly review process established with improvement framework.

  • Define quarterly event review cadence with marketing leadership
  • Create improvement tracking document for process iterations
  • Set up event benchmarking to compare performance across events
  • Establish feedback loop from sales on lead quality
  • Document process for updating SOPs based on learnings
  • Schedule first quarterly review 90 days post-implementation

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce or HubSpot) in place with admin access
  • Marketing automation platform configured and integrated with CRM
  • At least one upcoming physical event within 60 days for pilot
  • Budget approved for lead capture tool if not already in place

What client must provide:

  • Access to CRM and MAP as admin or with admin support
  • List of upcoming events for next 6 months with budget information
  • Historical event data (costs, leads, outcomes) for last 3-5 events
  • Sales and marketing stakeholders for process definition interviews
  • Current event planning documents/checklists if they exist

5. Common Pitfalls​

  • Delayed lead upload post-event: Teams wait 3-5 days to upload leads, causing cold follow-up and lost opportunities. → Mitigation: Build same-day automated lead flow and set SLA for manual upload within 24 hours.

  • Poor lead data quality from capture: Incomplete or illegible data from rushed booth conversations. → Mitigation: Design capture forms with required fields, use QR/badge scanning to auto-populate, train booth staff on data collection.

  • Misaligned attribution windows: Measuring ROI at 30 days when sales cycle is 6+ months understates event value. → Mitigation: Set attribution windows aligned to average sales cycle, track 30/60/90-day AND 6-month influenced pipeline.

  • No sales follow-up ownership: Leads sit unassigned or assigned reps don't prioritize event leads. → Mitigation: Configure automatic assignment with SLA alerts, include event lead follow-up in sales performance tracking.

6. Success Metrics​

  • Leading Indicator: Lead upload time reduced to same-day or next-day; sales follow-up within 48 hours of event; all events have CRM campaigns created
  • Lagging Indicator: Event-sourced pipeline trackable at 30/60/90 days; ROI calculable for all events; event-influenced deals converting at higher rate than baseline (industry benchmark: 34% higher than digital leads)