Follow-up and handoff matrix

Timing starts when the underlying signal becomes available and reliable, not merely when the webinar ends.

Default matrix

Segment	Default timing	Content	Sales action
Priority score with decision signal	Same business day review	Reflect exact problem or question	Named owner reviews and approves personal follow-up
Review score	Within one business day	Verify fit and relationship first	Accept, reject with reason, or return for research
Attended, relevant, below sales threshold	Within one business day	Session takeaway or answer tied to attended topic	No sales task unless another signal appears
Replay viewer with new intent	Within one business day of replay signal	Continue the topic they watched	Re-score; create review only if gates are met
No-show	Within one business day of event end	Replay or concise summary	No sales task from no-show alone
Existing customer	Same business day routing when signal is material	Customer-relevant context	Route to customer owner
Active opportunity	Same business day routing	Add question and engagement to deal context	Route to opportunity owner
Meeting booked	Immediate state update	Only meeting logistics and useful preparation	Stop booking nurture; prepare handoff
Unsubscribed or disqualified	No marketing follow-up	None	Apply suppression and retain reason

These timings are operating defaults. If platform data arrives late or changes, use the verified state rather than sending against stale data.

Sales handoff packet

Every accepted handoff should contain:

Person and account:
Role and fit evidence:
Original source and campaign:
Webinar and session/topic:
Live/replay/no-show evidence:
Exact registration answer or question:
Fit score / Engagement score / Intent score:
Existing customer, opportunity, or prior conversation:
Recommended conversation angle:
Reason to act now:
Owner:
Approval state:

The handoff should take less than a minute to understand. Link to source evidence rather than pasting unnecessary personal data into multiple systems.

Approval gates

Require explicit human approval before:

• sending an individual sales message;
• launching or changing a bulk follow-up;
• enrolling anyone in a sales or marketing sequence;
• merging uncertain identities;
• overriding an unsubscribe, customer owner, opportunity owner, or disqualification;
• making product, pricing, legal, compliance, security, or timing promises.

Automatic internal updates are acceptable when they are idempotent, reversible, and monitored: recording events, calculating scores, adding suppression, creating review tasks, and attaching source context.

Message rules

• Reference the topic or exact question, not generic attendance.
• Do not claim someone attended when only registration is known.
• Do not say “sorry we missed you” unless no-show state is verified.
• Do not manufacture scarcity or urgency.
• Use one clear next step.
• A replay link is value delivery, not permission for an unrelated sales sequence.
• If a personal message is approved, read back the final recipient, text, and send result. An ambiguous result is investigated, not retried automatically.