Campaign to opportunity

Release reviewed outreach, route genuine responses and preserve the link from campaign activity to qualified pipeline.

8 stages · 2 approvals

Roles and responsibilities

Marketing Manager Sales Ops Sales Rep System 1 Plan Campaigns 2 Select audience Segments 3 Release outreach Campaigns 4 Send and observe MessageDeliveries 5 Capture response CampaignMembers 6 Assign RoutingRules 7 Qualify and convert Leads 8 Attribute andreview CampaignAttributions
  1. Step 1Plan
    My Campaigns
    Campaign CodeNameTypeStatus
    Event
  2. Step 3Release outreach
    My Campaigns
    Campaign CodeNameTypeStatus
    Event
  3. Step 5Capture response
    My Leads
    Lead NumberFirst NameLast NameCompany
  4. Step 7Qualify and convert
    My Leads
    Lead NumberFirst NameLast NameCompany
  5. Step 8Attribute and review
    My Open Opportunities
    Opportunity NumberNameAccountStage
    Proposal
Red diamonds require approval.Rows show responsibility for each step.

Process steps

Follow the process from start to finish. Select a step to see who acts and what changes.

Plan

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.

Responsible
Marketing Manager
Records
Campaigns
Effect
Define the campaign scope and cost basis

Select audience

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.

Responsible
Marketing Manager
Records
SegmentsCampaignMembersCommunicationPreferences
Effect
Prepare the versioned recipient population
Approval required

Release outreach

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.

Responsible
Marketing Manager
Records
CampaignsDocumentVersionsApprovalDecisions
Effect
Authorize the exact bulk release

Send and observe

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.

Responsible
Marketing Manager
Records
MessageDeliveriesEmailsCommunicationPreferences
Effect
Send eligible messages and retain actual outcomes

Capture response

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.

Responsible
Marketing Manager
Records
CampaignMembersLeadsLeadScores
Effect
Preserve the enquiry and its source evidence

Assign

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.

Responsible
Sales Ops
Records
RoutingRulesRoutingAssignmentsUsers
Effect
Assign eligible sales ownership once
Approval required

Qualify and convert

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.

Responsible
Sales Rep
Records
LeadsAccountsContactsOpportunitiesApprovalDecisions
Effect
Record the sales decision and conversion result

Attribute and review

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.

Responsible
Marketing Manager
Records
CampaignAttributionsCampaignsOpportunities
Effect
Explain the disclosed campaign result
Approvals and controls

2 approvals required in this process

  • Release outreach Marketing Manager signs · send and observe waitsCampaigns, DocumentVersions, ApprovalDecisions
  • Qualify and convert Sales Rep signs · attribute and review waitsLeads, Accounts, Contacts, Opportunities, ApprovalDecisions
  • Bulk approval is independent of preparationEditing; changing the reviewed version requires another decision.
  • Dispatch rechecks current preferencesA merge, conversion or owner change cannot remove suppression.
  • Source and action identities prevent repeated capturesScore awards, messages and conversion results.
  • Sent, deliveredObserved engagement have separate evidence. An uncertain response does not justify a blind resend.
  • Qualification belongs to the assigned rep; engagement scoresCampaign status cannot supply that decision.
  • Attribution preserves source amountsWeights, currencies and cost evidence. CRM bookings do not establish accounting revenue recognition.

Records and postings

StageRecordsEffect
1 Plan Campaigns Define the campaign scope and cost basis
2 Select audience SegmentsCampaignMembersCommunicationPreferences Prepare the versioned recipient population
3 Release outreach CampaignsDocumentVersionsApprovalDecisions Authorize the exact bulk release
4 Send and observe MessageDeliveriesEmailsCommunicationPreferences Send eligible messages and retain actual outcomes
5 Capture response CampaignMembersLeadsLeadScores Preserve the enquiry and its source evidence
6 Assign RoutingRulesRoutingAssignmentsUsers Assign eligible sales ownership once
7 Qualify and convert LeadsAccountsContactsOpportunitiesApprovalDecisions Record the sales decision and conversion result
8 Attribute and review CampaignAttributionsCampaignsOpportunities Explain the disclosed campaign result
Data model →

Process reports

All reports

Campaign ROI

Approved actual campaign cost and weighted attributed pipeline/net bookings/collected net in one currency under a named frozen attribution model; shares per source/basis never exceed100, and the displayed bookings-based return ratio is (attributed net bookings − cost)/cost with zero-cost ratio unavailable, not accounting profit or recognised revenue.

Lead Funnel

Unique captured-lead cohorts using CapturedAt, QualifiedAt, ConvertedAt and actual opportunity close history, with stage denominators and elapsed-time medians stated; merged duplicates and repeated conversion callbacks count once, and unqualified/unconverted records remain in the denominator.

Revenue by Product × Territory

CRM accepted net-bookings view by frozen product/territory/region/segment and currency, with recurring, one-time and committed-usage bases separate; the retained report name does not imply recognised revenue, which remains an explicitly reconciled external accounting measure.

Renewal Pipeline

Current nonobsolete renewal term population by due quarter, separately showing prior continuing recurring base, proposed recurring/one-time amounts, agreed uplift/upsell, currency and evidenced AtRisk state; superseded and nonrenewing terms remain historical rather than generating another live opportunity.

Run by an agent

Agent support

Required human decisions remain with the accountable role. An assistant cannot turn a preparation task into qualification, commercial approval, technical exception approval or commission payout authorization. It cannot use broad access to expose another rep's pay, bypass a communication preference or reuse an old signature after terms change. Uncertain sends and payouts need reconciliation before another request can create an additional effect.

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# Example after configuration $ curl -fsSL https://www.erp.ai/skill.md | paste into your agent › campaign to opportunity · plan on Campaigns ✓ Marketing Manager defines the campaign's purpose, entity, dates, budget, currency and channels. › campaign to opportunity · select audience on Segments, CampaignMembers, CommunicationPreferences ✓ Marketing Manager prepares a versioned segment and its eligible members. › campaign to opportunity · release outreach on Campaigns, DocumentVersions, ApprovalDecisions ⏸ approval · waiting for the marketing manager # 5 more stages after approval: send and observe, capture response, assign, qualify and convert, attribute and review

Other processes

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