Creating a Product Requirement Document (PRD)

Source: Figma.com

Follow Along! Below is the Completed PRD:

Business Problem

Company: Tech Innovators Inc.

Business Problem: The sales team at Tech Innovators Inc. is encountering significant challenges in capturing and managing information about attendees at various industry events and conferences. These challenges are impacting their ability to follow up with potential leads effectively, resulting in missed business opportunities and incomplete data records. The current process is manual, time-consuming, and prone to errors, leading to inefficiencies and a lack of actionable insights.

Current Situation

• Manual Data Entry: Sales representatives manually enter attendee information into spreadsheets or paper forms during events. This process is slow and often leads to incomplete or inaccurate data.

• Data Fragmentation: Attendee information is scattered across multiple sources, including business cards, emails, and handwritten notes. This fragmentation makes it difficult to consolidate and analyze the data.

• Missed Follow-Ups: Due to the lack of a centralized system, follow-up actions are often delayed or missed entirely. Sales representatives struggle to keep track of which leads have been contacted and which require further engagement.

• Limited Insights: The current system does not provide the necessary tools to analyze attendee data effectively. As a result, the sales and marketing teams lack insights into attendee demographics, engagement levels, and conversion rates.

• Integration Issues: The existing tools and processes are not integrated with the company's CRM and marketing automation systems, leading to duplication of efforts and inconsistencies in data management.

Impact on Business

• Lost Revenue Opportunities: The inability to capture and follow up with leads efficiently results in lost revenue opportunities and a lower conversion rate.

• Decreased Productivity: Sales representatives spend a significant amount of time on manual data entry and follow-up tasks, reducing their overall productivity.

• Poor Customer Experience: Incomplete or inaccurate data leads to ineffective communication with potential leads, negatively impacting the customer experience.

• Lack of Strategic Insights: Without proper data analysis, the company cannot make informed decisions about event participation and marketing strategies.

Desired Functions

• Automated Data Capture: Implement a system that allows for quick and accurate capture of attendee information using mobile devices or scanners.

• Centralized Database: Create a centralized database to store all attendee information, ensuring easy access and management of data.

• Follow-Up Management: Develop a follow-up management system that tracks the status of each lead and sends reminders to sales representatives for timely engagement.

• Data Analytics: Integrate data analytics tools to generate reports on attendee demographics, engagement levels, and conversion rates, providing valuable insights for the sales and marketing teams.

• System Integration: Ensure seamless integration with the company's existing CRM and marketing automation systems to streamline data management and reduce duplication of efforts.

User Groups

• Sales Representative: These users are responsible for hosting and capturing the attendees at the event. They also do the follow up to close the deal post event. They complain about admin time to capture the event attendees and knowing who they spoke to and who to follow up with post event

• Event Planner: These users are responsible for providing the event details to the sales representative. They set up the event in the system and ensure all compliance guidelines are followed

• Sales Rep Lead: In charge of the overall performance of the sales representative

Task assigned to you by Product Leadership: "Develop a plan to start the development and implementation to solve Tech Innovators Inc business problem. Write all components using Salesforce structure and terminology."

Below I captured the user stories, data management considerations, integration information, UI/UX designs, security/compliance concerns and value metrics to evaluate the feature release accurately.

Feature Name	Mobile Capture and Automated System Salesforce Integration
Overview	This new capability enables seamless lead capture, centralized attendee data management, automated task assignment, compliance tracking, and sales performance reporting all within the Salesforce program. It includes mobile compatibility for on-site use at events, integration with external scanning tools (e.g., mobile devices, iPads), and dashboards for real-time performance monitoring. The solution is designed to reduce manual data entry and increase conversion rates all while ensuring compliance with data governance and user protection regulations.
Hypothesis	If Sales Representatives and Event Planners use a centralized, automated Salesforce system for lead capture and follow-up, then the organization will: ● Improve lead data accuracy and reduce duplicates ● Increase timely follow-ups and conversion rates ● Enhance reporting on sales activities by event ● Save time spent on manual tasks, increasing team productivity
Impacted Teams	● Salesforce IT Team ● IT/CRM Admins ● Security and Compliance Team ● Sales Team ● Event Planning Team ● Marketing Team ● Sales Management

User Story #1 - Mobile Lead Capture

Description	As a Sales Representative I want to quickly capture attendee data via mobile or QR scanning So that I reduce manual entry and ensure accurate information
UX Journey	Sales Rep is at an event → captures attendee data → saves lead
Acceptance Criteria	Scenario 1 | User can scan QR codes or business cards via mobile app: Given I am logged into the Salesforce mobile app When I scan a QR code or business card Then the lead fields (Name, Email, Title, Company) should auto-populate Scenario 2 | System prevents duplicate lead creation based on email/phone number: Given a lead with the same email or phone number already exists When I attempt to save the new lead Then the system should prevent duplication and display a warning message

User Story #2 – Attendee Data Management

Description	As an Event Planner I want to create and manage event records linked to captured attendees So that we have all event engagement data in one location
UX Journey	Planner sets up an event → all data is stored under a specific event
Acceptance Criteria	Scenario 1 | User can create an Event record with location, date, and event type: Given I have access to Salesforce When I create an Event record Then I should be able to enter location, date, and event type fields Scenario 2 | Each attendee record links to an Event via lookup relationship: Given a lead is captured at an event When the lead is saved Then it should be linked to the corresponding Event record Scenario 3 | Sales reps can view attendee lists by event: Given I navigate to an Event record When I view associated leads Then I should see a list of all attendees linked to a specific event

User Story #3 – Follow-Up Task Automation

Description	As a Sales Representative I want automated reminders and task assignments for follow-ups So that I don’t miss leads post-event
UX Journey	Lead is captured → follow-up task generated → rep can view tasks on dashboard
Acceptance Criteria	Scenario 1 | System auto-generates a follow-up Task after 24 hours of lead creation: Given a lead has been created When 24 hours have passed Then a follow-up Task should be automatically generated Scenario 2 | Task includes event name, contact method, and priority level: Given the task is generated When I view it Then it should include the event name, contact method, and priority level Scenario 3 | Tasks appear in Sales Rep’s "My Tasks" dashboard: Given I open the Salesforce dashboard When I view "My Tasks" Then the follow-up Task should appear with correct information

User Story #4 – Performance Dashboard for Sales Lead

Description	As a Sales Rep Lead I want a dashboard summarizing team engagement and conversions So that I can assess sales performance by event
UX Journey	Leadership dashboard access → views conversion and engagement
Acceptance Criteria	Scenario 1 | Dashboard shows metrics like # of leads per rep, follow-up status, and conversions: Given I have access to the sales dashboard When I open it Then I should see metrics including number of leads per rep, follow-up status, and conversion rate Scenario 2 | Data is filterable by event and date range: Given I am viewing the dashboard When I apply filters by event or date range Then the displayed data should update accordingly Scenario 3 | Visual components include bar graphs and KPIs: Given the dashboard loads When I view it Then I should see visuals like bar graphs and KPI indicators

User Story #5 – Compliance Verification by Event Planners

Description	As an Event Planner I want a checklist system for compliance on each event record So that we meet industry regulations
UX Journey	Event records view and compliance checklist view
Acceptance Criteria	Scenario 1 | Event record includes checkboxes for compliance steps (e.g., signage, disclosures): Given I create a new Event record When I view the record Then I should see a compliance checklist with required steps (e.g., signage, disclosures) Scenario 2 | Required fields prevent rep access to attendee list until checklist is complete: Given the checklist is incomplete When a sales rep tries to access the attendee list Then access should be restricted with a prompt to complete compliance steps Scenario 3 | Event compliance status appears in event list view: Given I view the list of Events When I check the compliance status column Then I should see whether each event is marked as compliant or not

The scenarios listed in each user stories allows the QA engineer to easily compile test cases and conduct User Acceptance Testing.

1. Lead Capture Automation

User: Sales Representative

Test Scenarios:

● Scan a QR code and validate lead fields auto-populate correctly

● Scan a business card and verify accuracy of extracted data

● Attempt to add a duplicate lead and confirm system blocks it based on email/phone

2. Centralized Attendee Data Management

User: Event Planner

Test Scenarios:

● Create a new event record with correct fields (date, type, location)

● Verify leads are properly linked to the specific event

● Navigate to an event and confirm all attendees appear under that record

3. Follow-Up Task Automation

User: Sales Representative

Test Scenarios:

● Create a lead and confirm a follow-up task is generated automatically after 24 hours

● View and interact with the "My Tasks" dashboard

● Complete a task and verify it updates correctly in Salesforce

4. Sales Performance Dashboard

User: Sales Rep Lead

Test Scenarios:

● Access the performance dashboard and confirm metrics display correctly

● Filter dashboard by event and date range to confirm dynamic updates

● Validate the presence and accuracy of KPIs and bar graphs

5. Salesforce Mobile Experience

User: Sales Representative

Test Scenarios:

● Access Salesforce mobile app and scan a lead

● Create and update a lead from the mobile interface

● Assign a follow-up task from the app

6. Compliance Checklist System

User: Event Planner

Test Scenarios:

● View compliance checklist when creating a new event

● Try accessing attendee data without completing checklist—validate access restriction

● View list of events and confirm compliance status column displays correct values

7. Data Accuracy & Reporting

User: Sales Rep Lead, Marketing Analyst

Test Scenarios:

● Run a report showing lead conversions by event

● Validate task completion percentages across reps

● Verify Event ROI and conversion charts reflect recent activities

Key Performance Indicators for New Feature Launch

Metric	Description	Example of Targets
Lead Conversion Rate	% of leads converted from events	20% increase post-implementation
Follow-Up Completion	% of tasks completed within 48 hours	90% task completion rate
Data Accuracy	% of lead records with complete required fields	95% accuracy
Representative Productivity	Average time spent on data entry	50% time reduction
Event ROI	Revenue generated per event	20% lift in ROI over 6 months
User Adoption	Active usage of mobile lead capture	>85% usage by month 3