Lead Generation Standard Operating

Procedures Trigger Sheet

Total Time for Completion For 1

Client 3 – 4 weeks
1. Sign & Onboard Client: Duration – 2 – 3 days (all tasks at this stage
completed by Project Managers and management)
a. Collect payment
b. Send onboard document
i. Get client to sign up with Calendly
ii. Get a custom domain from client to facilitate email campaigns
iii. Client sets up Yesware
iv. Client sets up custom g-suite
v. Client sends over custom email signature
vi. Client sends over all log in information
vii. Client sends over their qualification criteria and management confirms
criteria with

2. Prepare Lists, Emails and Campaigns for Launch: Duration 2 – 4 days (all
further actions happen concurrently)
a. Project Manager and Management creates campaign strategy
i. Develop strategy which leads and industries to target
ii. Decide how many leads will be needed to reach the clients goals
iii. Build lead profile
iv. Get examples to send to list builder
b. Send details to list builder to start list building
i. List builder is sent the lead list excel sheet template
ii. List builder is instructed to complete lists based on the amount of leads
needed from the campaign strategy (usually 250 – 300 leads)
iii. List builder is instructed to complete the list in bundles of 50 so that line
writers can begin as soon as possible
iv. Information the list builder compiles is defined in the lead list excel sheet
template
c. While list is being created, project manager copies master client file and creates
Google Drive folder for each client.
i. Within each client Drive folder there is:
1. Master lead list supplied by list builder
2. Personal Line Folder with lead spreadsheet saved
3. Email Copy Folder with all email campaign templates
4. Onboarding sheet folder with all client onboarding information
5. Client accounts log in information sheet
6. Client profile and description sheet
ii. Once client Drive Folder is complete and while list is being made Project
Manager notifies personal line writers working that client account & gives
 them access to the folder so that they can begin to make themselves
familiar with the client and industry that they work in, so they are
comfortable and aware of the types of lead they will be writing lines for.
1. Project manager divides up the master list into smaller lists of 30
– 50 leads for line writers to work on.
2. The smaller personal line lead list spreadsheets are named with
the following naming convention:
a. “Line writer first name”, “Client name”, “List number”
3. In the master lead list, leads that have been divided into line
writer spreadsheets are highlighted to mark that they have
already been assigned in order to avoid accidental double sending
d. Management works with client to craft and refine their offer
i. Get client approval (back and forth process)
e. Email campaign copy and follow up sequences are written
i. Get client approval (back and forth process)
ii. Emails are completed once client approves of the emails
iii. Once emails are written and completed, they are uploaded into the email
template section for that specific client.

3. Once lead list is completed by list builder Duration: 3 – 5 days

a. Client gives approval that list meets their qualification criteria
b. Project manager notifies line writers that the list is complete so that they can
begin
i. Personal line writers are sent a link to the personal line spreadsheet
within the client google drive to complete their personal lines
ii. Each personal line writer works on and completes spreadsheets of 30 –
50 names at a time before moving onto next list
c. Personal line writers begin writing lines (100 – 150 lines/ week/ writer, approx.
2-3 hours/ day 5 days/week)
d. line writers notify project manager once personal line spreadsheets of 50 names
are completed
i. Once a list is completed line writers mark spreadsheet as completed by
re-naming the list and typing “Complete” before the title of the
spreadsheet
ii. After line writer renames the document project manager is notified by
message through Slack
e. Project manager does initial quality control of completed personal lines
i. Project manager notifies management that personal lines are completed
and proceeds to next step
4. Prepare & Send Campaign: Duration 1 day
a. Email copy should be completed by the time the personal line writers are
finished
b. Project manager takes lead lists with completed personal lines and all
information and uploads lead lists into the Clients Yesware account
c. Project manager uploads email templates and merge tags into Yesware
d. Once list and email templates are uploaded Project Manager Notifies
management for final quality control check.
e. Once Management completes and approves final quality control check campaign
begins sending.

5. Handling Responses, Analyzing Campaign, Booking Leads into Client

Schedule: Duration 7 – 10 days
a. Initial campaign emails are sent Monday – Friday
b. Campaigns are sent in batches of 30 – 50/ client
c. Project manager handles responses from leads, responding as an “admin staff”
on behalf of the client
i. When a lead expresses interest in talking more with the client, Project
Manager confirms leads preferred contact number and the time which
they want to meet with the client
ii. The project manager then uploads leads time and information and books
the lead into the clients Calendly account
iii. Confirmation is then sent back to the lead
d. Once lead is booked into Calendly Project Manager email introduces client to the
lead
i. Project manager sends over the introduction template to client and
introduces and connects the lead with the client
e. After a lead shows interest project manager saves all interested lead email
threads to the clients google drive folder for future reference
f. Project manager uploads all confirmed meetings into the live meeting tracking
spreadsheet