Lifecycle states and suppression

A webinar record needs one current state plus its event history. Do not overwrite the history when the state advances.

State precedence

Highest state wins for routing:

1. unsubscribed or disqualified;
2. customer or active opportunity;
3. meeting booked;
4. sales review accepted;
5. priority sales review pending;
6. attended live or watched replay;
7. no-show;
8. registered, event pending.

Unsubscribed and disqualified are communication stops, not deletion instructions. Retain only the data that the organisation is permitted or required to keep.

State definitions

State	Required evidence	Allowed next action
Registered, pending	Valid registration for a future event	Event confirmation and permitted reminder
Attended live	Verified event attendance	Score engagement and questions
Watched replay	Verified replay event	Score replay and any later intent
No-show	Registered; event ended; no verified live/replay activity	Replay or summary, subject to permission
Sales review pending	Score and gates met; no hard suppression	Human checks fit, identity, relationship, and next step
Sales review accepted	Named owner accepted the handoff	Personalised sales action with approval
Meeting booked	Confirmed active meeting matched to the person	Stop lower-level booking nurture; prepare sales context
Customer	Verified current customer relationship	Route to customer owner; treat as adoption or expansion context
Active opportunity	Verified open opportunity	Route to opportunity owner; do not create a duplicate lead motion
Unsubscribed	Valid opt-out or objection	Suppress external marketing and sales nurture
Disqualified	Documented reason	Suppress or route according to the reason

Hard stops

Stop booking and qualification nurture when:

• a meeting is confirmed;
• the contact unsubscribes or objects;
• sales disqualifies the record;
• an active opportunity or customer relationship requires a different owner;
• the event or registration is cancelled;
• identity cannot be resolved safely.

A cancelled or rescheduled meeting is not the same as a no-show. Re-open the correct state only after reading the current meeting status.

Conflict resolution

Use this order:

1. read current relationship and suppression state;
2. verify identity and event;
3. apply the latest harder state;
4. retain earlier events as history;
5. calculate the permitted next action;
6. confirm that competing sequences or owners will not act simultaneously.

Reconciliation table

Person/account:
Original source:
Event:
Registration state:
Attendance/replay evidence:
Current relationship:
Current lifecycle state:
Suppression reason:
Owner:
Last permitted action:
Next permitted action:
Evidence checked at:

Reconcile event records against the customer system and meeting system after each webinar. A webinar platform can prove registration or viewing; it cannot by itself prove customer status, opportunity ownership, or a valid meeting.