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Conference Lead Cleanup & Redistribution

CRM Data Intake & Routing System
Accelerated post-event follow-up and eliminated routing confusion by building a standardized intake and redistribution process for conference lead lists.

Structured intake and cleanup workflow designed to convert raw conference lead lists into clean, actionable SDR outreach queues while preserving ownership clarity and reducing duplicate follow-up.

System Overview

Event leads were typically delivered as raw CSV exports with inconsistent formatting and unclear ownership routing. Without structured cleanup and distribution, these leads introduced delays, duplicates, and confusion around follow-up responsibility.

This project implemented a standardized intake process to normalize, deduplicate, categorize, and redistribute event leads into SDR-ready outreach lists.

Structural Gap

  • Raw event lists contained inconsistent formatting.
  • Duplicate records existed across events and CRM.
  • No standardized routing model for lead ownership.
  • Manual list sharing created delays after events.

Architecture

  • Lead Intake Layer - Raw conference lists imported into a structured working sheet.
  • Data Normalization - Standardized name formatting, company names, and contact fields.
  • Deduplication Pass - Removed obvious duplicates prior to distribution.
  • Product Categorization - Leads grouped by product interest or contextual relevance.
  • Ownership Routing - Leads distributed into SDR-specific outreach queues.
Lead Cleanup & Distribution Workflow Raw Event CSV → Data Normalization → Deduplication Pass → Product Categorization → SDR Ownership Assignment

Tools

  • Google Sheets processing workflow
  • CRM lead datasets
  • Manual QA validation pass

Scale

  • Primary users: SDR team
  • Use frequency: post-conference lead distribution
  • Objective: accelerate event follow-up and preserve routing clarity

Operational Impact

  • Accelerated post-event outreach speed.
  • Reduced duplicate follow-up incidents.
  • Improved ownership clarity for SDR teams.
  • Created repeatable intake process for future conferences.

Future Improvements

  • Require standardized lead templates from marketing.
  • Add automated duplicate detection rules.
  • Formalize routing logic into documented decision trees.