Sales Handoff and Pipeline Tracking

Effective lead conversion depends on a seamless transition from marketing to sales. This section focuses on structured handoff processes and pipeline monitoring post-event.

Why it's Important

Ensures timely, relevant outreach from the right rep
Prevents hot leads from going cold
Increases alignment and accountability
Clarifies ownership and timelines
Enables accurate forecasting and attribution

How to Implement

Create a lead routing plan by rep, region, or segment
Provide reps with lead context (e.g., notes, booth engagement, scoring)
Set SLAs for sales outreach timelines
Use CRM workflows to alert reps of new leads
Monitor outreach activity (calls, emails, meetings booked)
Tag event leads in the CRM for tracking
Hold weekly syncs between marketing and sales
Use dashboards to report on lead status and pipeline movement

Available Workshops

Lead Routing Plan Design
Sales Enablement & Onboarding Sprint
CRM Attribution & Tagging Setup
Follow-Up SLA Agreement Workshop
Pipeline Review Cadence Planning
Marketing-Sales Performance Retro

Deliverables

Lead Routing and Ownership Matrix
Sales Outreach Tracker
CRM Lead Tagging System
Pipeline Conversion Dashboard
SLA & Engagement Cadence Agreement

How to Measure

Sales follow-up time (avg. hours to first touch)
Contact rate and reply rate per rep
Pipeline value created from event leads
Conversion rates by lead source/event tag
Forecast accuracy for event-sourced deals
Revenue attributed to the event

Real-World Examples

Drift

Uses real-time lead alerts in Slack to accelerate SDR follow-up post-event.

Salesforce

Integrates event touchpoints into opportunity records for multi-touch attribution.

Outreach

Automates lead routing and sends reps detailed pre-filled templates to drive action.

Get It Right

Set clear handoff rules and ownership
Provide full lead context for follow-up
Automate alerts and workflows where possible
Track every interaction and status change
Meet weekly to assess and optimize

Don't Make These Mistakes

Leaving leads unassigned for days
Lacking context for outreach ("Who are you again?")
Losing track of lead status or activity
Relying only on manual follow-up
Failing to differentiate by lead tier or interest level

Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies