CRM Feature Wishlist Template for Small Sales and Event Teams

Stop wasting demo time: a prioritized CRM feature wishlist for small sales and event teams

Fragmented tools, missed leads and manual event logistics cost small teams time and revenue. Use this prioritized CRM feature wishlist template to scope vendor demos, score features, and negotiate contracts so your next CRM delivers measurable ops improvements—not just another inbox of integrations.

Why this matters in 2026

By 2026, CRM buyers face two new realities: vendors ship AI-assisted features as table stakes, and pricing models are increasingly modular (seat-by-seat, feature packs, AI credits). That makes demo time high-variance: one vendor’s “AI lead scoring” can be surface-level while another’s drives workflow automation that removes recurring manual tasks for events and sales. This template helps you cut through marketing claims, prioritize what truly moves the needle, and lock the right protections into contracts.

How to use this article

• Start with the prioritized wishlist (must-have → optional).
• Use the scoring matrix and sample weights during vendor demos.
• Apply the RFP and negotiation checklist when sourcing and contracting.
• Customize the template examples to your team size, budget and event cadence.

The prioritized CRM feature wishlist (template)

Split features into four priority tiers. For event + sales teams, focus on features that minimize manual event logistics and increase lead conversion.

Tier 1 — Must-have (contract blockers)

• Contact & company records with custom schemas (unified attendee and account records, custom fields for event roles).
• Two-way calendar sync & booking automation (Google/Microsoft unified availability, auto-scheduling links for 1:1s and demos).
• Real-time attendee check-in & offline-first mobile app (fast check-in at events when connectivity is poor; syncs back to CRM).
• Lead capture integrations (QR codes, badge scanners, on-site form capture that maps to CRM fields).
• Data export & portability (full access to raw data, standard CSV/JSON export, API access—critical for exit). For multinational data controls and portability, see the Data Sovereignty Checklist for Multinational CRMs.
• Role-based access controls & audit logs (GDPR/CCPA compliance needs; who changed what and when).

Tier 2 — High-value (workflow/efficiency gain)

• Workflow automation and low-code builders (auto-create tasks, send follow-ups, assign booth leads based on rules).
• Built-in event timeline and session scheduling (manage sessions, speaker profiles, attendee itineraries in CRM).
• Pre-built integrations with ticketing/payment tools (Stripe, Eventbrite, modern payment processors).
• Quotes, proposals and simple CPQ (generate event package quotes and convert to orders).
• Custom dashboards and cross-event reporting (LTV by event type, conversion by session). For cross-platform content and reporting patterns that inform event messaging, see Cross-Platform Content Workflows.

Tier 3 — Nice-to-have (competitive differentiators)

• AI-powered lead prioritization (explainable scores tied to event behaviors, not black-box outputs).
• Personalization engine for event messaging (automated email/SMS sequences based on session attendance or interests).
• Native landing pages & form builders (fast registration pages that write back to the CRM).
• API-first extensibility (webhooks, sandbox, SDK for custom integrations). For architecture and orchestration patterns that help when you integrate many edge services, see Hybrid Edge Orchestration Playbook for Distributed Teams — Advanced Strategies (2026).

Tier 4 — Optional (future-fit)

• Predictive attendee churn forecasts (longer-term value but needs high-quality data).
• Advanced attribution across campaigns & events (multi-touch attribution baked into lifecycle reporting).
• Integrated payments & revenue recognition (useful if you sell event packages directly from CRM).

Feature scoring template — how to prioritize during demos

Use a simple numeric scoring method to remove bias during demos. The team scores each feature during or immediately after the demo.

Step-by-step scoring workflow

1. Assign weights to priority tiers (example below).
2. During the demo, score each feature 0–5 (0 = not present, 5 = excellent, plug-and-play).
3. Multiply score × weight and sum to get a vendor total.
4. Use totals to rank vendors and identify negotiation targets.

Sample weights (adjust for your needs)

• Tier 1 (must-have): weight = 5
• Tier 2 (high-value): weight = 3
• Tier 3 (nice-to-have): weight = 2
• Tier 4 (optional): weight = 1

Sample calculation (illustrative)

Feature: Offline mobile check-in (Tier 1, weight 5). Vendor A scores 4. Score contribution = 4 × 5 = 20.

Do this for each feature, then compute vendor total. Compare totals across vendors. If a vendor misses high-weight features, deprioritize—even if they excel at nice-to-have items.

Demo checklist: what to test and the exact prompts to use

Bring this checklist into every demo to force evidence instead of marketing jargon.

System setup & data

• Can you import/export a sample attendee CSV? Time the import and note field mapping flexibility.
• Ask the demo team to model a typical event workflow from registration to post-event follow-up.

Event-specific tests

• Ask the vendor to run a live check-in simulation using a mobile device with airplane mode on.
• Request to capture a lead via QR code and show where that data lands in the CRM and how it triggers follow-up automation.
• Have them show attendee itinerary creation and attendee-level reporting for session attendance.

Sales & conversion tests

• Show pipeline movement with an event-generated lead (how is it assigned, how is follow-up automated, how is opportunity created).
• Request to produce a quote for an event sponsorship package and convert it to an order or invoice.

Integration & API checks

• Ask for the API docs or a sandbox account; validate webhook latency and sample payloads.
• Confirm calendar sync behavior across Google/Outlook and how they handle double-booking conflicts — for integration best practices see Integrating Your CRM with Calendar.live: Best Practices and Common Pitfalls.

AI & automation validation

• Ask the vendor to explain how AI scores leads and request a short explanation of input signals and model refresh cadence. If you need a hands-on guide to automating nomination and triage with AI for small teams, consult Automating Nomination Triage with AI.
• Test a rule-based automation vs AI-suggested action—compare control and auditability. Consider investing in team upskilling on prompt & model usage; practical training guides like From Prompt to Publish: Using Gemini Guided Learning can accelerate internal adoption.

RFP / Vendor questionnaire (copy-paste starter)

Include these questions in your RFP or initial vendor questionnaire to reduce back-and-forth.

1. Provide a list of core event+sales features you support and the release dates for the last three major releases.
2. Describe your offline mobile check-in architecture and data sync model.
3. Detail your integration options (native + marketplace + API) and provide sandbox credentials for testing.
4. Explain lead scoring and any AI features, including how model outputs are explainable and auditable. For governance and prompt/model versioning practices, see Versioning Prompts and Models: A Governance Playbook.
5. List SLAs for uptime, support response times and escalation paths for event-day incidents.
6. Describe data export and portability options, and provide sample export formats (CSV/JSON/API endpoints).
7. Outline pricing: seat costs, feature-pack costs, overage charges, AI credit model and minimum contract term.
8. Provide references from two small businesses that use the platform for events and at least one reference for live-event support.

Contract negotiation checklist — protect your operations

Negotiate protections that matter for events: uptime, support, data portability and pricing predictability.

• SLA for uptime: Minimum uptime percentage and credits for downtime—insist on higher SLAs for event-day windows.
• Dedicated event support: On-call or rapid-response blocks during your key events (paid or included).
• Data portability clause: Regular exports, guaranteed full data export on termination, API access and escrow options. For sovereign and municipal data patterns, review Hybrid Sovereign Cloud Architecture.
• Price protection: Caps on per-seat increases and notice period for pricing changes; negotiate multi-year price locks if possible.
• Feature parity & roadmap commitments: If you require a feature, get it written into SOW or deliverable milestones.
• Pilot & acceptance criteria: Run a 30–90 day pilot with success criteria tied to feature performance and event-day reliability.

Negotiation playbook for small buyer leverage

Small teams can still negotiate favorable terms. Use these tactics during contracting.

• Bundle leverage: Offer multi-year commitments in exchange for locked pricing and included event support.
• Pilot-as-proof: Convert a pilot into the contract only after acceptance criteria are met; tie final payment to operational sign-off.
• Competitive pressure: Share anonymized scoring results (vendor totals) to get concessions—many vendors will match missing high-value features to win the deal.
• Escrow & exit: For mission-critical data workflows, negotiate source code or interoperability escrow clauses if the vendor is small/strategic.

Case study: How a 12-person event team reduced check-in time by 70%

Background: A 12-person event sales team ran quarterly 300-attendee regional meetups. They were using a separate badge system, spreadsheet follow-ups and a general CRM that didn’t sync session attendance.

Approach: They used this wishlist and scoring template to run demos with three vendors. Weighting prioritized offline check-in and workflow automation. They ran a 45-day pilot with two vendors and used the RFP questionnaire to validate mobile check-in and webhook payloads.

Outcome: The chosen vendor provided offline mobile check-in and automated post-event follow-ups. Check-in time dropped from 45 seconds/person to 12 seconds/person. With automation, the team reclaimed ~30 hours per event for outreach and qualification. Contract clauses included a 99.9% SLA during event windows and a 12-month price cap.

2026 trends and why your wishlist needs an update now

• AI features vary widely: In late 2025 and into 2026, vendors shipped AI tools for scoring and content generation. Demand explainability—don’t buy scoreboard outputs without input signals and tuning controls. To ramp your team on generative tools and evaluation, consider guided learning like Gemini Guided Learning.
• Modular pricing & AI credits: Expect seat-based fees plus optional feature packs and AI consumption credits. Negotiate bundling for event-heavy months.
• API-first and headless integrations: Modern CRMs expose richer APIs—use them to stitch registration platforms, venue systems and payment providers together.
• Privacy & data portability expectations: Regulators and customers expect better data controls. Ensure your contract includes portability and deletion guarantees. For a practical checklist on data portability and multinational concerns, see Data Sovereignty Checklist for Multinational CRMs.

Actionable takeaways (use immediately)

1. Download and customize the prioritized wishlist above for your event cadence and team size. Set weights before demos.
2. Use the demo checklist verbatim on your next vendor call—time imports, simulate offline check-in and request API sandbox keys.
3. Insist on pilot acceptance criteria and price caps in the contract; require data export and sandbox access as part of procurement.
4. Score vendors numerically and share anonymized results internally to remove selection bias.

“A short demo can hide long operational debt.” — Practical advice for small operations negotiating CRM deals in 2026

Templates you can copy

Demo script (30–45 minutes)

1. 5 mins: Introductions & high-level use case (your team explains event flow).
2. 10 mins: Data import and schema mapping (ask vendor to import your CSV).
3. 10 mins: Mobile check-in & offline test (explicitly ask for airplane mode demo).
4. 5 mins: Automation test (lead capture → opportunity creation → follow-up).
5. 5 mins: Integration & API review (ask for sandbox credentials).
6. 5 mins: Pricing, SLA and implementation timeline review.

Contract clause snippet (data portability)

“Vendor shall provide, at no additional cost, full export of Customer Data in machine-readable CSV and JSON formats and API access sufficient to extract data. Upon termination, Vendor will provide a full export within 10 business days.”

Final checklist before you sign

• Have you validated offline check-in and sync behavior during a simulated event?
• Is the cost model predictable for your busiest months (event spikes)?
• Does the SLA cover event windows and include credits or support escalation?
• Is data portability and a clear export process written into the contract?
• Do you have a pilot with clear acceptance criteria?

Next steps — implement this in 5 days

1. Day 1: Customize the wishlist and assign weights (team workshop).
2. Day 2: Send the RFP questions to shortlisted vendors.
3. Day 3–4: Run demos with the demo script and score vendors.
4. Day 5: Choose pilot vendor, negotiate SLA and pilot acceptance criteria.

Closing — your call to action

Use this prioritized CRM feature wishlist to stop chasing shiny features and start demanding the operational guarantees your event and sales teams need. Ready-to-use templates and checklist files make procurement faster—book a 30-minute procurement planning session with your team to customize weights and run your first demo with confidence.

Get started now: assemble your 3-vendor shortlist, copy the RFP questions, and schedule your first demo this week.

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• Versioning Prompts and Models: A Governance Playbook for Content Teams
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