Sales teams receive demo requests through multiple channels but lack a consistent process to qualify, enrich, and route them to the right rep. Unqualified leads waste sales time; qualified ones stall in inboxes. Manual qualification creates bottlenecks and inconsistent data.
This workflow captures inbound demo requests, enriches them with company and contact data, scores them against your ideal customer profile (ICP), and routes qualified opportunities to the appropriate sales rep with full context. Unqualified leads are logged for nurture or disqualified with transparency. The process eliminates manual triage and ensures reps spend time on viable prospects.
Trigger: Demo request submitted via web form, email, or inbound channel (Calendly, chatbot, landing page)
Receive demo request from web form, email, or third-party tool. Log request with timestamp and source. Ensure all required fields are present; flag incomplete submissions for manual follow-up.
Use data enrichment API (e.g., Apollo, ZoomInfo, Hunter) to append company size, industry, revenue, tech stack, and decision-maker titles. Verify email validity. Flag enrichment failures for manual review.
Query CRM to detect existing contacts or opportunities from same company or email domain. If duplicate found, merge data and link to existing record. Prevent duplicate routing.
Evaluate prospect against ICP criteria: company size, industry, revenue range, location, use case fit. Assign qualification score (0–100). Document scoring logic for transparency. Threshold example: score ≥70 = qualified.
Route qualified leads (score ≥70) to routing logic. Route lower-scoring leads to nurture sequence or manual review queue. Sales ops can override scoring for edge cases.
Route to rep based on territory, account ownership, or round-robin assignment. Consider rep capacity and current pipeline. Log assignment reason in CRM.
Create opportunity in CRM with enriched data, qualification score, source, and assigned rep. Set stage to 'Demo Scheduled' or 'Demo Requested.' Link to contact record.
Send rep email or Slack notification with prospect summary, enriched company data, use case, and direct link to opportunity. Include suggested talking points based on use case.
For leads scoring below threshold, create contact record with 'Unqualified' tag and reason. Add to nurture campaign or drip sequence. Set review date for re-qualification.
Log time from request to routing, qualification rate, conversion to demo, and rep response time. Feed metrics to dashboard for continuous optimization.
1. Define ICP criteria: company size, industry, revenue, use case fit, geography. Document scoring weights. 2. Audit CRM fields: ensure custom fields exist for enrichment data, qualification score, source, and assignment reason. 3. Select enrichment API and test integration with sample requests. Verify data quality and latency. 4. Build automation: create trigger (form submission or email), enrich step, deduplication query, scoring logic, and routing rules. Test end-to-end with 10–20 sample requests. 5. Configure rep notifications: set email or Slack template with prospect summary and CRM link. 6. Set up nurture sequence for unqualified leads: create email campaign or add to existing drip. 7. Create dashboard: track qualification rate, routing time, conversion, and cost per opp. 8. Train sales ops and reps: document ICP, scoring logic, and override process. 9. Monitor first 100 requests: validate enrichment accuracy, scoring calibration, and rep feedback. Adjust ICP or routing rules as needed. 10. Optimize: review metrics monthly; recalibrate ICP and scoring based on conversion data.