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Event agency · B2B and B2C

Every request becomes a deal, and gets followed up the same day.

An event agency let its inbound requests go cold. A single flow now brings them into the CRM, sends the first contact and times the follow-ups to the prospect.

5 daysof sprint for the full flow, delivered with its end-to-end tests
D+1 to D+10follow-ups in business days, stopped as soon as the deal is won or lost
1 recordper request, every field filled in and the right salesperson assigned
The flow
  1. RequestWebsite, marketplace or referral partner.
  2. Deal in the CRMEvery field filled in, right pipeline, right salesperson.
  3. First contactEmail tailored to the segment and a text, straight away.
  4. Follow-upsCall, text or email, in business days, from the CRM.
  5. StopNo more follow-ups once the deal is won or lost.
One inbound request, from the form to the signature.

The context

The agency sells turnkey cocktail bars, workshops and entertainment to companies and private clients. The founder assigned requests by hand. The website form reached the CRM with empty fields, phone calls were not connected to it, follow-ups went out at the wrong time, weekends included, and emails opened new threads instead of replying to the first one.

What was built

  • Intake: the website form, then requests from a marketplace and a referral partner, read from dedicated mailboxes and checked every day.
  • Routing: a person and a deal created in the CRM, every field filled in, named according to the agency's rule, in the right pipeline (companies or private clients) and assigned to the right salesperson based on budget and event type.
  • First contact: an email tailored to the segment and a text message, sent straight away. The wording lives in a spreadsheet the team edits on its own.
  • Follow-ups: a six-step sequence driven from the CRM. The salesperson validates a step and the next one is created (call, text or email), in business days, as a reply in the existing thread.
  • Phone: every call and text logged as a note on the deal, and a text to the prospect when the quote goes out.
  • Safeguards: duplicate protection, an alert on every failure, no text without a valid number.
Follow-up sequenceFictional example
D0Email + text
D+1Call
D+4Text
D+7Email
D+10Call
D+10Closing email

Business days. Every email replies in the existing thread; every call and text is logged on the deal.

Example sequence.

How

An audit of the existing automations, then a five-business-day sprint replacing the old automation tool, with the CRM remaining the source of truth. Intervention report and end-to-end tests at delivery, then iterations with the team: the follow-up cascade rebuilt after the first feedback, new request sources added over the months, a second salesperson added to the assignment rules.

What changed

Every request received becomes a complete deal, assigned and contacted without the founder stepping in. According to the team's estimate, the salesperson saves 40% of their time on creating deals, writing messages and following up.

Further reading