Exception report

An exception report is a report that lists only the items that miss an expected standard, such as event leads past their first-touch deadline or target accounts with no owner, so a manager can act on the gaps first.

Why does it matter?

After a show, most teams find out who dropped a lead by building a custom CRM report or asking RevOps for one. By the time that report arrives, the leads on it have gone cold. One event marketing manager who runs about 75 events a year described the week after a show this way: “After the fact I am trying to chase my team down.”

An exception report comes to you, so you skip building one. It lists only the leads, reps, and accounts that need action, and you close those gaps first.

What goes in one for events?

• Hot leads waiting on a first touch, and any past your follow-up SLA.
• Reps whose attempt rate falls below your target.
• Target accounts at an upcoming show with no owner.
• Shows whose readiness slipped, such as a missing team roster or attendee list.

Tie each line to its next step: open the lead, assign the owner, or fix the milestone.

How do you recognize a good one?

A good exception report runs short on a good day. If yours lists every lead from the show, you have a status report. Check three things: each line names an owner, each line has a next step, and each item leaves the report once its owner acts.

FieldXM’s exception reports work this way. They list the hot leads waiting on a first touch, the target accounts with no owner, and the shows that need attention, each with its next step.