Campaign to opportunity

Step by step

1. Plan Marketing Manager

   Marketing Manager defines the campaign’s purpose, entity, dates, budget, currency and channels. Preparation identifies the configured delivery methods and the evidence needed to assess spend and results. Provider availability is verified during implementation before any operating release.

   • Define the campaign scope and cost basis
   • Updates Campaigns

2. Select audience Marketing Manager

   Marketing Manager prepares a versioned segment and its eligible members. Each member targets exactly one lead or contact through the canonical recipient identity. Duplicate records and conversion aliases retain one campaign membership, with the selection criteria and original target preserved.

   • Prepare the versioned recipient population
   • Updates Segments, Campaign members, Communication preferences

3. Release outreach Marketing Manager

   A different Marketing Manager, independent of the preparer and material editors, reviews the frozen audience, content, purpose and budget scope. Changes require renewed review. Missing reviewer authority or unresolved recipient eligibility keeps the affected release pending.

   • Authorize the exact bulk release
   • Updates Campaigns, Document versions, Approval decisions
   ApprovalA person approves before the work moves on.

4. Send and observe Marketing Manager

   Marketing Manager oversees the authorized messages. Dispatch checks current channel and purpose restrictions again, including changes received after queueing. Actual send evidence and later delivery, open, click or reply observations attach to the original action. Uncertain outcomes require reconciliation before retry.

   • Send eligible messages and retain actual outcomes
   • Updates Message deliveries, Emails, Communication preferences

5. Capture response Marketing Manager

   Marketing Manager reviews responses and lead intake with retained campaign membership, source identity and capture time. Repeated provider events reuse their existing result. Eligible scoring signals retain their policy, expiry and source; an observed response supplies evidence for sales follow-up.

   • Preserve the enquiry and its source evidence
   • Updates Campaign members, Leads, Lead scores

6. Assign Sales Ops

   Sales Ops oversees approved named-account, campaign, territory and fallback routing. Assignment chooses an eligible active Sales Rep and records the rule and previous owner. Round-robin changes apply once per assignment. Unresolved eligibility remains visible in intake; a routing change follows its separate independent Sales Manager authorization.

   • Assign eligible sales ownership once
   • Updates Routing rules, Routing assignments, Users

7. Qualify and convert Sales Rep

   Sales Rep reviews the enquiry and conversation, then records qualification or disqualification with its evidence. A qualified lead converts through reviewed matching into the exact account, contact and optional opportunity. Repeating conversion returns those same records and preserves communication restrictions.

   • Record the sales decision and conversion result
   • Updates Leads, Accounts, Contacts, Opportunities, Approval decisions
   ApprovalA person approves before the work moves on.

8. Attribute and review Marketing Manager

   Marketing Manager examines the campaign’s pipeline, net bookings or collected-net result under the disclosed attribution model. Frozen shares and currency conversions prevent several campaigns from each claiming the whole source amount. Actual cost evidence and prior snapshots remain available for review.

   • Explain the disclosed campaign result
   • Updates Campaign attributions, Campaigns, Opportunities

Marketing Manager

Owns campaigns, independent bulk review and attribution.

Sales Ops

Oversees governed routing and identity exceptions.

Sales Rep

Qualifies assigned enquiries.

Sales Manager

Authorizes commercial routing changes.

Admin

Configures the approved connections and access.