Physical Event Process and ROI Reporting - Project Details / Task List
Tag: event-roi
Total Hours: 45h
Structure: Single Milestone (<=50h)
Milestone: Physical Event Process and ROI Reporting
Description: A strategic and technical implementation project that establishes standardized processes for planning, executing, and measuring in-person events, including lead capture workflows, CRM/MAP integration, and ROI reporting dashboards to track event performance and pipeline impact.
Task List: (Event ROI) 1. Strategy & Lead Capture
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Event Operations | 2.5h | 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") |
| 2. Define Event Goals and Success Metrics Framework | 2.5h | 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) |
| 3. Design Standard Event Process Workflows | 3h | 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 |
| 4. Select and Configure Lead Capture Tools | 3h | 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 |
| 5. Build CRM Campaign Structure for Events | 3h | 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 |
| 6. Configure Lead Flow Automation | 4h | 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 |
Task List: (Event ROI) 2. Reporting & Enablement
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Define ROI Calculation Methodology | 2.5h | 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 |
| 8. Build Event Performance Dashboards | 4h | 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) |
| 9. Create Event Post-Mortem Report Template | 2.5h | 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) |
| 10. Train Marketing Team on Event Processes | 2h | 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 |
| 11. Train Sales Team on Lead Follow-Up | 1.5h | 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 |
| 12. Document and Hand Off to Client | 2.5h | 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 |
| 13. Establish Continuous Improvement Process | 2h | 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 |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 13 (one per Step)
- Total Hours: 45h
- Generated from: playbook_physical-event-process-and-roi-reporting.md
- Generated on: 2025-12-31