Scott Knowledge Base

Event Deal - Creation on CRM

Objective:
The primary objective of this SOP is to ensure a standardized and efficient process for creating and managing event deals on the CRM, thereby improving data accuracy and streamlining the event management process.

When:

Event's basic information and brief should be completed for each event request received. This practice will enable us to establish and preserve a comprehensive record and timeline of our clients' requests over time. 

Event's debrief should be completed within one week post-event to assess its overall success. 

Scope & Responsibilities:
This SOP applies to all employees involved in the creation and management of event deals on the CRM platform.

  • Key Account Executive - handles client-initiated requests 
  • Brand Manager -  Requests originating from Marketing Department or part of a predefined strategy  (E.G: PURE, H.O.T, Champions League).
  1. 1

    Create a new deal in Freshsales

    1. Log in to Freshsales.

    2. Search for the concerned Account ( E.G : The Irish)

    3. Click on the Add Deal to create a new deal.


  2. 2

    Fill the basic Information

    4. Fill in the required fields for the deal details :

        All fields marked with * are compulsory

    • Name of deal ( E.G : H.O.T @ Lux Grand-Gaube, 14.10.23)

    • Account name (Name of customer)

    • Related contacts (Contact person(s))

    • Territory (Horeca/Retail/TWS)

    • Sales Owner (Key A/C or BM)

    • Deal Pipeline (Events) - Deal Stage (New/Brief/Planning)

    • Agreed upon (The counter-part - Volume order/new listing or Sponsorship)

    • Product Category (Can be multiple-categories - Wines/Spirits/Drinks...)

    • Brand (Can be multiple-brands - Aperol/Bottega/Ballantine's...)

    • Deal Value (Sponsorship amount)

  3. 3

    Proceed to "Event Details"

    6. Click on "Show all details"

    7. Go directly to "Event details"    

  4. 4

    Fill in the "Event Details" section

    • Event Venue

    • Event Date

    • Event Time & Duration

    • Target audience (Age, Demographics etc.)

    • Expected Number of pax

    • POSM requirements (Yes/No). If yes, marketing request should follow

    • Staffing requirements

    • Transport facilities

    • Visibility Brands/Skus

    • Expected Revenue

    • Expected Expenses (Including cash/free bottles/POSM production & logistics)

  5. 5

    Create a task with collaborators

    At this stage, the concerned parties will have to decide if we are going ahead with the event request.
    This task will initiate the next step which would be for example:
    • Set a meeting with internal/external parties for further negotiation
    • Directly ask for approval from HOD.
  6. 6

    Event deal won or lost?

    ​
    Answers
  7. 7

    Fill the Event brief

    8. Complete the Event brief section

    • Total number of consumers present

    • Actual Turnover

    • Actual Expenses

    • ROI

    • Event Rating

    • Learnings (Things to improve, things that worked)

  8. 8

    Keep track of the event progress

    10. Go to the "Deals Management" section

    11. Search for the Deal name

    •  Tasks can be created with collaborators to keep track of the event progress (The tasks will go straight to collaborators mail from FreshSales)

      • *The tasks section is on Top right hand corner

    • Meetings relating to the event can be set via the CRM 

      • *Under "Add meeting" section on Top right hand corner

    • Emails linked to the event can be added

    • Files relating to the event can be added to the "Overview" section (E.G: Marketing request, Menus, Sales orders...)

  9. 9

    Event debrief

    12. Complete the event debrief by filling all the fields
    • No of consumers present
    • Actual Turnover (Sales done for the event)
    • Actual expenses (Real expenses done)

    13. Rate the  event (Successful or not) 
        & Insert your learnings (Things to improve/ Things that worked well)

  10. 10

    End

    Good job! You are done
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