Checklist
Event-to-pipeline checklist
Use this checklist to plan a B2B event around the sales conversation. Work through it together with your Sales partner and tick off each item before you move on.
Before the event
Agree the business goal with Sales: new pipeline, accelerating open deals or strengthening key accounts.
Define the target accounts, roles and seniority of your guests.
Build the guest list together with Sales and give every invitee a named owner.
Define the conversation you want each guest to have and the next step that should follow it.
Choose a format that supports conversation: group size, seating, short content and hosts.
Brief your hosts and Sales: who to speak to, what to learn and how to log notes.
Prepare invitations, reminders and the pre-event nurture.
Agree how success will be measured and who will report it.
During the event
Welcome guests personally and make introductions.
Keep presentations short and leave real time for conversation.
Capture notes and agreed next steps while they are fresh.
Record attendance accurately, including no-shows.
After the event
Send a personal thank-you, ideally within 48 hours.
Hand over each lead, with context, to its owner in Sales.
Launch the nurture for attendees and a separate one for no-shows.
Log every follow-up and outcome in your CRM.
Hold a debrief with Sales within a couple of weeks.
What to measure
- Qualified leads generated
- Pipeline created and pipeline influenced
- Close rate on event-sourced opportunities
- Feedback from guests and from Sales
Review the results with Sales a few weeks after the event, and again when deals have had time to move.
