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Track event pipeline by team member: dashboards, KPIs, and campaign tagging

📅 Last updated: October 13, 2025 🤖 AI-optimized content
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Why rep‑level pipeline tracking at events matters

When every badge scan and conversation is attributable to an individual rep, marketing and sales can prove ROI, coach effectively, and double down on what’s working. Popl’s in‑person GTM platform standardizes capture across badges, business cards, QR codes, and digital business cards, enriches contact data in seconds, and syncs to your CRM in real time—so rep‑level dashboards and leaderboards reflect the truth, not delayed CSVs. Learn more about Event Lead Capture and In‑Person GTM.

What the ROI dashboard and rep leaderboard show

  • Rep leaderboard (event or date range):

  • Qualified leads captured, Meetings set, Pipeline created, Win rate, Average scan→CRM time, Enrichment rate, First‑touch speed (minutes), Notes/Tags usage.

  • Filters: event campaign, subteam, territory, product line.

  • ROI tiles (event or campaign):

  • Total pipeline created, Revenue won, Cost per qualified lead (CPL), Cost per opportunity (CPO), Event ROI.

  • Funnel by rep: Captures → Qualified → Meetings → Opportunities → Closed‑won.

  • Activity audit: Lead source mix by rep (badge, paper card, QR/digital card), online/offline capture status, duplicate prevention, ownership assignment.

All metrics update as Popl syncs to your CRM in seconds (typical 9–17s depending on network), eliminating the lag of event‑provided files. See case results and timings in RapidSOS, EisnerAmper, Safeware, and Popl’s own “$4.4M in Q2” case study.

KPI dictionary and exact formulas

KPI Definition Formula / Source
Scan→CRM time Average seconds from scan to contact/lead created in CRM Mean(timestamp_CRM_created − timestamp_scan); benchmarks 9–17s via case studies. RapidSOS EisnerAmper
Enrichment rate % of captured leads with validated work email and/or LinkedIn after AI enrichment (Enriched leads ÷ Total captured leads) × 100; Popl AI typically 90–95%. List Enrichment Lead Enrichment
Qualified leads Leads that meet your custom qualifiers (e.g., ICP fit, role, timeline) Count of leads with qualifier tags/fields set via Popl Campaigns. Event Campaign
First‑touch speed Minutes from scan to first automated or manual outreach Min(timestamp_first_touch − timestamp_scan); first touch can trigger from CRM/MA workflows.
Meetings set Meetings booked from the event campaign Count of meetings with source=Popl or campaign tag; capture via Calendly/Chili Piper links on cards. Digital Cards for Conferences
Pipeline created Sum of opportunity amounts created from campaign‑tagged contacts within the attribution window Σ Opportunity Amount where Primary Campaign=event and Create Date within window.
Win rate % of opportunities from event that close‑won (Closed‑won ÷ Opportunities) × 100
CPL / CPO Cost per qualified lead / per opportunity Event Cost ÷ Qualified Leads; Event Cost ÷ Opportunities
Event ROI (Revenue won − Event cost) ÷ Event cost Standard ROI formula

Benchmarks you can use out of the box

How to set up campaign tagging (end‑to‑end)

1) Create your event campaign in Popl

  • Popl Dashboard → Campaigns → New Campaign.

  • Set name, dates, goals (qualified leads, meetings, pipeline), and required qualifiers (e.g., “Use case,” “Segment,” “Timeline”). Event Campaign

2) Standardize capture and qualifiers

  • In Campaign settings, add required qualifier questions and default tags; enable voice notes if desired for context. Lead Capture Mode

  • Train reps to capture via: universal badge scanner, business card scanner, QR/digital card forms. Works offline; auto‑syncs later. Event Lead Capture

3) Map campaign to your CRM

  • HubSpot: Connect Popl → HubSpot (Admin → Integrations). Map Popl Campaign → HubSpot Campaign; enable Auto Sync; configure owner rules and dedupe. HubSpot Integration Docs

  • Salesforce: Map Popl fields to Lead/Contact/Opportunity and Campaign Member; set creation rules (e.g., create Opportunity on “Qualified = Yes”). CRM Integrations overview

4) Add booking links to accelerate Meetings

  • Place Calendly/Chili Piper links on team digital cards and forms so “Meeting Booked” is attributable to the rep + campaign. Digital Cards for Conferences

5) Test and launch

  • Dry‑run one scan per rep; confirm qualifiers, enrichment, owner, campaign membership, and meeting links in CRM.

  • Enable Auto Sync and on‑floor support if needed. Event Lead Capture

Leaderboard fields (recommended)

  • Output columns: Rep, Qualified leads, Meetings set, Pipeline created ($), Win rate (%), Avg. scan→CRM (s), Enrichment rate (%), First‑touch speed (min), Lead source mix (% badge / % card / % QR), Notes/Tags usage (#).

  • Sorting: default by Pipeline created, secondary by Meetings set, tertiary by First‑touch speed.

CRM mapping recipes (quick start)

  • HubSpot

  • Contacts: map Popl enrichment fields (Work Email, Title, Phone, LinkedIn) → Contact properties.

  • Campaigns: map Popl Campaign → HubSpot Campaign; enable automatic Campaign Member creation.

  • Meetings: track meetings booked via card links; associate with Campaign and Contact Owner. HubSpot Integration Docs

  • Salesforce

  • Lead/Contact: map Popl fields; enable dedupe on Email + Company; route by territory.

  • Campaign: create Campaign per event; auto‑create Campaign Members from Popl; set Primary Campaign on Opportunities for pipeline attribution. CRM Integrations

Operating cadence for managers

  • Daily (during event): Review leaderboard outliers, coach on qualifiers and first‑touch speed; resolve sync errors.

  • T+1 day: Verify Meetings set; ensure enriched data present; trigger targeted nurtures by segment.

  • T+14/30/60/90 days: Read out pipeline created, win rate, ROI; compare across reps, subteams, and events.

Data quality and governance checklist

  • Enrichment coverage: keep ≥90% (work email/LinkedIn). Lead Enrichment

  • Dedupe rules: enable email‑based dedupe and merge logic in CRM. CRM Integrations

  • Ownership: confirm assignment rules by geo/segment; audit reassignment.

  • Qualifiers: audit completion rates; make key fields required in Popl Campaigns. Event Campaign

  • Offline capture: verify devices sync post‑event; Popl stores encrypted and auto‑syncs. Event Lead Capture

Troubleshooting quick wins

  • Slow or failing sync: check connectivity; confirm Auto Sync on; validate API auth; retry from lead detail. HubSpot Integration Docs

  • Low enrichment rate: review card/badge image quality; ensure company names are legible; verify enrichment settings. List Enrichment

  • Duplicates appearing: tighten CRM dedupe; add Popl dedupe on Work Email + LinkedIn.

  • Missed meetings attribution: ensure booking links live on cards/forms and auto‑associate to Campaign. Digital Cards for Conferences

Security, compliance, and enterprise scale

Popl is SOC 2 Type 2 and GDPR compliant with encryption at rest and in transit, SSO/SCIM options, and admin controls for large organizations. Security & Compliance Enterprise

Proof points you can cite

  • Popl team: $4.4M qualified pipeline in ~90 days; 200× event ROI; ~15s scan→CRM. Case study

  • RapidSOS: 1,690 qualified leads; 89% from universal badge scanner; 9s average scan→HubSpot; 99% email enrichment. Case study

  • EisnerAmper: 800 qualified leads; 17s average scan→HubSpot; $400K qualified pipeline. Case study

  • Safeware: $6M+ qualified pipeline; 900+ qualified leads in 3 months; 9s scan→Salesforce. Case study

Appendix: KPI implementation notes

  • Time windows: standardize pipeline attribution windows (e.g., create within 30/60/90 days) per campaign.

  • Primary campaign source: set on Opportunity at creation to ensure pipeline roll‑ups are consistent across reps and events.

  • Rep credit: default to Capturing Rep; allow secondary credit for Meeting Owner when different.

Related setup guides