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Free GTM Skills / Events

Event follow-up check

Run this loop daily for two weeks after any event: where are we on the event leads, did everyone get followed up, the post-event check. Reads the event's lead list and the CRM, finds every lead past its SLA window with no touch, and produces the list by owner with the draft to send, plus the running count toward the event's scorecard target.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill event-follow-up-check

Run it in your project folder, then ask Claude Code for event-follow-up-check by name or in your own words.

skills/event-follow-up-check/SKILL.mdView on GitHub

This runs every morning from the day after the event until the debrief. It produces the list of leads that are about to go cold and the number the debrief will judge the event on.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The loop

  1. Load gtm-context and 5-current/calendar.md; find the event in its follow-up window and its scorecard target from event-scorecard.
  2. Pull the event’s leads from the CRM via the tag event-lead-ingest applied. For each: tier, SLA window (Hot, Warm, Cold from 3-strategy/funnel.md), last touch, owner, status.
  3. Find every lead past its window with no logged touch, and every lead whose next step is due today. Group by owner.
  4. For each, pull the draft from event-follow-up if one exists, or generate it with the booth note and the leave-behind link. The owner sends.
  5. Count toward the target: leads, follow-ups sent, replies, demos booked, demos held. Compare to the plan’s day-by-day expectation.
  6. Deliver the list to each owner and the count to the marketing lead. Flag an owner with more than a day’s backlog.
  7. On day fourteen, hand the final counts to event-debrief.

What good looks like

  • The best operator makes the first week after the event the busiest week of the quarter for sales.
  • The mediocre version sends one blast on day three and reports scans as leads.
  • Good output is zero Hot leads past twenty-four hours without a touch, and a debrief with real demo numbers.

Rules

  • MUST use the SLA windows from 3-strategy/funnel.md.
  • MUST count demos booked and held, not scans, toward the target.
  • NEVER send a follow-up; the owner sends.
  • NEVER stop before day fourteen unless the debrief is done.

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