CRM Campaign Execution SOP

1. Purpose

The purpose of this SOP is to define a structured process for creating, executing, and closing outreach campaigns within the CRM. Proper campaign execution ensures:

  1. All outreach activity is tracked centrally.
  2. Sales and Marketing gain accurate visibility into performance.
  3. Leads are correctly assigned, updated, and reported.
  4. Campaign ROI can be measured reliably.

2. Scope

This SOP applies to all outreach campaigns executed through the CRM or integrated tools.

  • Roles Covered: SDRs, AEs, Sales Operations, Sales Managers.
  • Activities Covered: Campaign creation, lead assignment, execution, tracking, and closure.
  • Systems Covered: CRM, email outreach platforms, LinkedIn integrations, call tools.

Section 3: Definitions

  1. CRM Campaign – A structured outreach effort created and tracked in CRM.
  2. Target List – A defined group of leads/accounts assigned to a campaign.
  3. Activity Logging – Automatic or manual recording of outreach actions.
  4. Campaign ROI – Performance measurement of meetings booked, opportunities created, or revenue influenced.

4. Step-by-Step Process

1. Campaign Creation (Sales Ops)

  • Define campaign name, type, start/end dates, and owner.
  • Upload/assign target lead list (ICP-approved only).
  • Tag campaign with purpose (e.g., Cold Email Q1, Webinar Follow-up).

2. Lead Assignment

  • Assign leads to SDRs in CRM.
  • Ensure ownership field is updated before campaign launch.
  • SDRs confirm lead acceptance in CRM.

3. Execution

  • SDRs run outreach (email, LinkedIn, calls) using CRM or integrated tools.
  • All activities must log automatically into CRM; manual logging required if automation fails.
  • Messaging must use approved templates/playbooks (Tasks 22–26).

4. Tracking & Monitoring

  • Sales Ops sets up dashboards for open rate, reply rate, meeting-booked rate.
  • SDRs update lead statuses (Interested, Nurture, Disqualified) as replies come in.
  • AEs mark conversions into Opportunities when qualified.

5. Campaign Closure

  • At campaign end, Sales Ops compiles a performance report:
    • Meetings booked.
    • Opportunities created.
    • Conversion rate (lead → opp).
    • Revenue influenced.
  • Unresponsive leads → recycled into nurture pool.

5. Roles & Responsibilities

  • SDRs: Execute assigned activities, personalize outreach, and update CRM.
  • AEs: Convert qualified leads into Opportunities, log discovery notes.
  • Sales Operations: Own campaign setup, integrations, dashboards, and reporting.
  • Sales Managers: Review performance metrics, coach SDRs, and approve strategy changes.

6. Governance, Violations & Consequences

  • Governance Oversight: Head of Sales & Sales Operations.
  • Monitoring: Campaign dashboards reviewed weekly; ROI tracked quarterly.
  • Examples of Violations:
    • Launching campaigns without approval.
    • Skipping CRM logging.
    • Using non-ICP leads in campaigns.
  • Consequences:
    • Minor: Retraining.
    • Moderate: Written warning, suspension of campaign privileges.
    • Severe: Escalation to Sales Leadership/HR, loss of pipeline ownership.

7. Review & Ownership

  • SOP Owner: Sales Operations.
  • Review Cycle: Quarterly, or when CRM tools change.
  • Approval Authority: Head of Sales.
  • Training & Awareness: SDRs and AEs trained on campaign execution during onboarding + quarterly refreshers.
  • Version Control: All updates logged in SOP Register with version, date, and approver.