swan-gtm 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:
- registration;
- attended live, watched replay, or no-show;
- meaningful engagement;
- sales review accepted;
- meeting booked;
- 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.
Measure the complete funnel
Report each rung by source, audience, and event topic:
registrations → live/replay engagement → sales reviews accepted
→ meetings booked → qualified opportunities → sourced or influenced revenue
Do not report registration as a lead, a sales task as pipeline, or a processed conversion event as revenue. Track source, duplicates, suppression, owner acceptance, rejection reasons, and whether meetings exited lower-level nurture. Compare cohorts only when definitions match.
See references/worked-webinar-case.md for an anonymised operating pattern built from real B2B webinar question types.
What good looks like
- The operator notices the gap between attendance and buying intent before celebrating registration volume.
- Sales receives a short queue with account fit, exact engagement, buyer wording, source, existing relationship, and recommended next step.
- No-show, attendee, replay viewer, customer, open opportunity, and booked meeting never receive the same treatment.
- Every qualified handoff can be traced back to source evidence and every rejected handoff has a reason.
- The weak version sends the same “thanks for attending, book a demo” email to everyone. The strong version protects trust, routes real intent quickly, and leaves low-signal contacts out of sales sequences.
- Funnel reporting distinguishes sourced pipeline from influenced pipeline and preserves the difference between meeting and opportunity.
Rules
- MUST keep registration, engagement, meeting, opportunity, and revenue as separate funnel events.
- MUST score account fit independently from engagement and buying intent.
- MUST preserve buyer wording, source, permission, and existing relationship in every handoff.
- MUST stop booking nurture after a confirmed meeting and reroute customers or active opportunities to their owner.
- NEVER infer marketing permission, buying intent, or qualification from attendance alone.
- NEVER auto-send individual sales outreach, run bulk follow-up, merge uncertain identities, or enrol sequences without explicit human approval.
- NEVER invent attendance, watch time, questions, attribution, or revenue when the event platform does not provide it.