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Event Follow-up Audit

Baseline time to first follow-up, map today's steps, find the leaks and decide who does each step before your next event.

What's inside this template

Who it's for

CMOs, field and events marketing leads, and marketing ops teams who run trade shows, conferences or customer events.

When to use

Before your next event, using the numbers from your last two or three.

Key benefit

A baseline for the four KPIs that show what each event returns, and a clear view of which steps to redesign first.

Sections included

  • The goal and the four KPIs
  • Today's process map
  • Leak checklist
  • Who does each step: person, person with Claude, or agent
  • Next-event measurement
  • Keep, change or stop decision

Complete template content

Prefer Google Docs? Open this template in Google Docs to make a copy and customise it directly. Open in Google Docs →

Events are one of the biggest lines in the marketing budget, and the leads often go cold between the badge scan and the first sales call. This audit gives you a baseline for the four KPIs that show what an event returns, maps today's steps and their waits, and helps you decide which steps get an agent first.

It goes with our event follow-up process teardown, which walks through a common version of the process, where it leaks, and a redesign with an agent on your own Claude.

Get started

How to use this template

01

Write the goal

Name the goal the event serves and pull the four KPIs for your last event from the CRM.

02

Map today's steps

List every step from badge scan to report, with who does it, the hours and the days spent waiting.

03

Tick the leaks

Work through the leak checklist and note the evidence for each one.

04

Decide who does each step

Give each step to a person, a person working with Claude, or an agent. Keep the judgement calls with people.

05

Measure the next event

Read the same KPIs at the same points after your next event and record the change against the goal.

Questions

Questions

About the Event Follow-up Audit

How long does it take?
About two hours with your CRM open, per event you baseline.
Which KPI matters most?
Time to first follow-up moves first. Read it with the meeting rate at 30 days and pipeline per pound of event cost, so speed doesn't come at the expense of quality.
Does it work for customer events?
Yes. Use the same steps, and set the goal around adoption and expansion rather than first meetings.
Do we need an agent to use it?
No. The audit works on its own. If you want an agent on the routine steps, we build it on your own Claude account and measure it against this baseline.

Ready when you are

Talk through your next event

Book a free 45-minute planning session. Bring your audit, and leave with the redesigned process and the KPI to watch.

Book a planning session