How we work events

The Athel Playbook: plays, scripts, and starter kits for field events.

Most event follow-up runs on memory and badge-scan exports. We work events differently: write down every conversation as it happens — who, where, what happened — so qualification, follow-up, and attribution come from what you captured, not from reconstruction weeks later. Free, no forms, no paywall.

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The six-stage loop

One loop per Event, from the week before to the numbers you show your boss after.

Fundamentals

Start here, in order — everything else on this site builds on these six short articles.

All fundamentals →

01 Framework

Attribution starts with writing it down

Event attribution fails because the context layer — who you met, where, and what happened — never gets written down. Fix that and the rest follows.

4 min read

02 Framework

Why capture happens in the moment or not at all

Context decays by the hour. The economics of a field event are decided in the thirty seconds after each conversation — not on the Tuesday after.

3 min read

03 Framework

Labels are your qualification system

Every label group asks one question a rep can answer in the moment. Every answer becomes a timestamped interaction — the atoms your attribution is built from.

4 min read

04 Framework

Attribution you can defend

Event ROI built from firsthand notes instead of inferred touchpoints — what writing it down lets you claim, the math, and the limits stated honestly.

3 min read

05 Framework

The wrap-up ritual

Before you leave the venue, review every contact and answer every question — once, cheaply, while you still know the answers. This is the stage that gets everything written down.

3 min read

06 Framework

Follow-through is the whole point

Writing it down only matters if it changes what happens next week. Follow-ups become real, dated commitments in one list — Overdue, Today, This week — until every promise from the Event is kept.

3 min read