Tracking · Data-Capture Checklists

Build a Pre-Call Data Capture Checklist

Define the exact fields reps must fill in CRM before any discovery call so every meeting starts with full context.

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When to use

Use before a discovery or qualification call is placed on the calendar. This locks in the minimum research and CRM hygiene a rep must complete so the call opens with context, not generic questions. Roll it into your meeting-acceptance workflow.

The prompt

Prompt

You are a sales ops lead enforcing data discipline at a digital marketing agency. You design CRM checklists that reps actually use.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Deal stage / moment: Pre-Call (discovery scheduled, not yet held) | ICP: [ICP] | Typical deal size: [DEAL_SIZE]
Produce a tight pre-call data capture checklist — the REQUIRED fields a rep must complete in [CRM_TOOL] before a discovery call with [PROSPECT] starts. Each field must give the rep or AE context they cannot fake on the call.

- Maximum 15 items
- Each item has: field name / why it matters / where in [CRM_TOOL] to capture it
- Every item must be enforceable (filled by a human or pulled by an integration) and verifiable by a manager in a pipeline review
- No vanity fields — if it does not change how the call is run, cut it
- Tailor to [SERVICES] (e.g., current ad spend if paid media, current rankings if SEO)

Output a single Markdown table with columns: Field | Why it matters | Where in [CRM_TOOL] | Required? (Y/N). Below the table, list 2 fields you intentionally excluded and why.

Variables

[AGENCY_NAME]Your agency name
[SERVICES]Service lines you sell (SEO, paid media, web, creative, retainers)
[CRM_TOOL]CRM in use (HubSpot, Salesforce, Pipedrive, Close)
[ICP]Your ideal customer profile
[DEAL_SIZE]Typical MRR or project value
[PROSPECT]The company you are about to call

Example input

Input

Agency: Northstar Digital — SEO + paid social retainers | CRM: HubSpot | ICP: $5M–$30M ecom brands | Deal size: $6k MRR | Prospect: GearMonkey Bikes

Example output

Output

| Field | Why it matters | Where in HubSpot | Required? |
|---|---|---|---|
| Annual revenue band | Sizes the retainer | Company > Revenue | Y |
| Current ad spend (monthly) | Anchors paid media pitch | Deal > Custom: Ad Spend | Y |
| Current SEO vendor | Reveals incumbent | Deal > Custom: Current Vendor | Y |
| Top 3 organic keywords + rank | Frames SEO gap | Deal > Note: SEO Audit | Y |
| Meta Ads Library snapshot | Shows creative maturity | Deal > Attachment | Y |
| Decision-maker title confirmed | Avoids ghost calls | Contact > Job Title | Y |
| Stated trigger event | Why now | Deal > Custom: Trigger | Y |
| LinkedIn of attendee(s) | Personalization | Contact > LinkedIn URL | Y |
| Tech stack (Shopify? GA4?) | Scope feasibility | Company > Tech Stack | Y |
| Source of lead | Attribution | Deal > Original Source | Y |
Excluded: company founding year (no impact on call), employee count (already implied by revenue band).

Pro tips

Make the deal stage in CRM un-advanceable until all 'Required: Y' fields are filled.
Auto-populate what you can (LinkedIn, tech stack, ad library) so reps only fill the judgment fields.
Review 5 random pre-call records weekly in pipeline review — if reps know you check, they fill it.

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