Webinar To Qualified Pipeline

Use this when a webinar has produced names but the revenue team cannot tell who deserves sales attention, useful follow-up, or no action. It turns verified engagement and fit into a controlled pipeline process.

Define the commercial job

Write one sentence that names the audience, the problem taught, and the next buying step. A webinar for awareness, customer education, partner enablement, and opportunity acceleration cannot share one qualification rule.

Define the conversion ladder:

1. registration;
2. attended live, watched replay, or no-show;
3. meaningful engagement;
4. sales review accepted;
5. meeting booked;
6. qualified opportunity created.

Keep every rung separate. Registration is a content conversion, not pipeline. Attendance still does not prove fit, authority, a current problem, or willingness to buy.

Reconcile identities and states

Create one record per person and preserve source, campaign, event, answers, permission, company, role, and existing relationship. Resolve duplicates conservatively. Uncertain identity matches go to review instead of merging.

Assign one current state using references/lifecycle-states-and-suppression.md. A later, harder state overrules an earlier one. A confirmed meeting ends booking nurture. Customers and open opportunities route to their existing owner.

Score fit and intent separately

Do not let watch time rescue a poor-fit account. Score three dimensions:

• Fit, 0–40: account, persona, market, and use-case match.
• Engagement, 0–30: attendance depth, replay, questions, polls, and calls to action.
• Buying intent, 0–30: stated problem, decision-stage question, high-intent page visit, reply, or meeting request.

Use references/qualification-scorecard.md for the rubric and these starting bands:

• 0–24: record only or low-frequency nurture;
• 25–49: relevant nurture, no sales task;
• 50–69: human sales review;
• 70–100: priority sales review and handoff.

A score of 70 qualifies for handoff only when Fit is at least 20 and Buying Intent at least 10. Booked meetings move to sales. Suppression and existing relationships override scoring.

Use questions as buying evidence

Separate educational questions from workflow and decision questions. Decision questions reveal commercial, rollout, integration, compliance, approval, timing, or capacity constraints.

Preserve the buyer's wording. “Can we plan monthly target hours and see utilisation?” carries more context than “interested in workforce planning.” Aggregate repeated questions to find messaging and demo gaps without treating every questioner as sales-ready.

Route the next action

Build the next step from state, score, and relationship. Priority records receive a context-rich handoff. Review-band records require human verification. Relevant but unqualified attendees receive topic-specific value. No-shows receive a replay or summary without manufactured urgency. Existing relationships route to their owner; suppressed contacts receive no nurture.

Use references/follow-up-and-handoff-matrix.md for timing and approval. Individual sales messages, bulk sends, sequence enrolment, and ambiguous merges require explicit human approval.