Front-end lead generation through to telesales booking. PEX (Property Education Consultants) covers the marketing funnel + the telesales / booking flow that hands leads off to Discovery — a single discovery session because the two processes share the same lead record and PECs run the booking calls.
Everything that's already documented in Confluence for this department, surfaced for the discovery session itself. Each section below mirrors the structure of the section page in the source (and the consolidated cross-department doc) but filtered to just this team's scope.
Two whiteboards in scope — the marketing funnel feeds into the telesales/PEC booking process. PEX is the single team that owns both: lead intake and the conversion call to book the Discovery session.
| Role | Name | Notes |
|---|---|---|
| Marketing and Project Director | Cassandra Scarpino | |
| Marketing Coordinator | Mary May Saguban / Elisha Di Julio (shared access) | |
| Executive Director Strategy and Growth | Bianca Anton | |
| PEC Department Manager | Josh Baker | |
| PEC Team Leader | Benjamin Smith | |
| PEC Team Leader | Sam Bennett | |
| PEC | Andrew Ritchie | |
| PEC | Luca Pantaleo | |
| PEC | Dennis Moon | |
| PEC | Harrison Davie | |
| PEC | Kevin Garden | |
| PEC | Bernard Smith | |
| PEC | Pavlos Zougras | |
| PEC | Benjamin Copeland | |
| PEC | Jamie Rodgers | |
| PEC | Henry Shortridge | |
| PEC | Nicholas Ramirez | |
| PEC | Jackey Ye | |
| PEC | Priscilla Toa | |
| PEC | Anthony Green | |
| PEC | Ben Alon | |
| PEC | Jakob Van Der Vliet | |
| PEC | Samuel Rolfe | |
| PEC | Patrick Nong | |
| PEC | Harrison Truscott | |
| PEC | Jessica Wang | |
| PEC | Ned Hawkins | |
| PEC | Pam Tran |
28 role(s) documented.
Yellow MUST HAVE pills mark items targeted for Stage 1 Mission Migrate. Nice-to-haves can land in Stage 2 or behind a feature flag.
| Source | Requirement / user story | Importance | Notes |
|---|---|---|---|
| 1. Marketing | Lead Capture via Hubspot Forms As a Marketer, I want hubspot leads to be captured in real time with the correct data and attribution tracking down to an ad level (UTMs) from Facebook, Google, Website and WOM forms | MUST HAVE | Working currently in Hub |
| 1. Marketing | Lead Capture via Zapier As a Marketer, I want Zapier leads to be captured in real time with the correct data and attribution tracking | MUST HAVE | Working currently in Hub |
| 1. Marketing | Lead Scoring As a Marketer, I want to know how engaged leads are by scoring them on certain activities such as: downloading an eBook, watching the masterclass, leaving us a google review, engaging with us on social media, participating in a social media competition, opening/clicking on emails etc. | MUST HAVE | Not present currently but needs assessment on gravity forms. Currently, we have gravity forms and hubspot forms. To assess if lead scoring works with gravity forms. If not, it will be parked for website redesign. |
| 1. Marketing | Database Mining & Allocation As a Marketer, I want to ensure there isn’t any leakage in the database and that we can automatically mine and reopen opportunities based on condition workflows to reallocate to the PECs. | MUST HAVE | Lead scoring should work for these as well. Re-engaged leads - Automatic reallocation Older than 3 months - Manual reallocation Reallocation for Stage 1 will work on std. hubspot process. Stage 2 for allocation transformation mentioned below. Allocation Condition - [Notes](https://docs.google.com/document/d/1hcA9bN1gIT-EhdxSwFJTRCbz-n3oX3SU_suMINmXyrQ/edit?tab=t.0#heading=h.hhid2msobbwd) |
| 1. Marketing | SMS Capability At what points, is Pendula SMS triggered. Any other Pendula capability? Just list the scenarios/forms which we would like to work in future as well. | MUST HAVE | [Notes](https://docs.google.com/document/d/1hcA9bN1gIT-EhdxSwFJTRCbz-n3oX3SU_suMINmXyrQ/edit?tab=t.0#heading=h.hhid2msobbwd) |
| 2. Telesales / PECs | Call Customers via CRM As a PEC, I want to talk to customers using Aircall | MUST HAVE | |
| 2. Telesales / PECs | List Prioritisation As a PEC, I want a list of clients that I need to call today automatically ordered by priority based on 1. create date, 2.new lead form date, 3.scheduled call back date and 4.lead scoring in database call drives. | Nice to have | Need prioritisation logic document |
| 2. Telesales / PECs | Dialing Process As a PEC, I want to know who I’m calling, why I’m calling them (based off a tag), how they came to us (lead source), what their recent (ad, website and email) activities have been, when they became a lead (database vs new vs reengaged) and call notes history before I press dial. I also want to be able to input all of the booking requirements easily on the contact record | MUST HAVE | As per B, Use of Tasks to initiate the process. |
| 2. Telesales / PECs | Compliance As a PEC Team Leader, PEC Manager and Executive Director, I want to be able to see upcoming appointments that haven’t met compliance requirements | MUST HAVE | |
| 2. Telesales / PECs | Performance As a PEC Team Leader, PEC Manager and Executive Director, I want to be able to see all performance across productivity (talk time and dials), speed to response, connect rate, lead list erosion, dial durations for not connected (to see if PECS are short dialling to get their numbers up), bookings, registrations, DNQ’s, TUR, Masterclass View Rate, Database Bookings, Database Registrations, Booking BC’s and DNQ’s pre booking, booking to app average days and post booking. I want all of this segmented by New/Reengaged Leads vs Database Leads | MUST HAVE | Part of PECs Dashboards |
| 2. Telesales / PECs | Customer Touchpoint Matrix Its lists all the conditions of sending emails to customer during different stages of leads. This already works and should continue to work in Hubspot. | MUST HAVE |
11 requirements · 10 MUST HAVE.
Department-specific fields are inline. Fields living on the cross-department reference pages (Leads Fields, Opportunity Fields, Property Stock Fields) are filtered to those flagged "Needed by this department" in the source — expand the relevant block.
| # | SF Object | HS Object | Section | Field name | Data type | Why / notes | Options |
|---|---|---|---|---|---|---|---|
| 1 | Lead | Contact | Lead Information | First Name | Text | ||
| 2 | Lead | Contact | Lead Information | Last Name | Text | ||
| 3 | Lead | Contact | Lead Information | Text | |||
| 4 | Lead | Contact | Lead Information | Mobile | Number | ||
| 5 | Lead | Contact | Lead Information | UTM Source | Text | ||
| 6 | Lead | Contact | Lead Information | UTM Campaign | Text | ||
| 7 | Lead | Contact | Lead Information | UTM Medium | Text | ||
| 8 | Lead | Contact | Lead Information | UTM Content | Text | ||
| 9 | Lead | Contact | Lead Information | UTM Term | Text | ||
| 10 | Lead | Contact | Lead Information | Funnel Type | Drop Down | Investment, Finance or Blank (most latest) | |
| 11 | Lead | Contact | Lead Information | Funnel Type (M) | Multi Select | Investment, Finance or Blank (History snapshot) | |
| 12 | Lead | Contact | Lead Information | 1:1 Request Date | Date | ||
| 13 | Lead | Contact | Lead Information | Created Date | Date | ||
| 14 | Lead | Contact | Lead Information | New Lead Form Date | Date | ||
| 15 | Lead | Contact | Paid Masterclass | Attended | Drop down | Yes, No | |
| 16 | Lead | Contact | Paid Masterclass | Total Time In Live Room | Time | ||
| 17 | Lead | Contact | Paid Masterclass | Webinar Attended Date | Date | ||
| 18 | Lead | Contact | Paid Masterclass | Entered Time | Time | ||
| 19 | Lead | Contact | Paid Masterclass | Exit Time | Time | ||
| 20 | Lead | Contact | Paid Masterclass | Watched URL | Hyperlink | ||
| 21 | Lead | Contact | Paid Masterclass | MCL Payment Information | Drop down | Paid, Refunded | |
| 22 | Lead | Contact | WOM | WOM Client Referral | Account search | ||
| 23 | Lead | Contact | WOM | WOM Staff Referral | User search | ||
| 24 | Lead | Contact | Lead Information | Lead Source | Drop Down | Google, Facebook, Word of Mouth, Fire Marketing Lead, Website | |
| 25 | Lead | Contact | Lead Information | Account Engagement Campaign | Text | ||
| 26 | Lead | Contact | Lead Information | Lead Magnet | Drop Down | Skyrocket, Tax, Top Ten Tips, Self Managed Super Fund, Jason & Jen Paid Masterclass, Equity Property Enquiry, Masterclass, Different Property Types, How To Find A Property Hotspot, 6 Essential Principles for Financing Your Portfolio, Bank Broker or Finance Specialist, How To Invest Interstate, How To Get Into The Market Sooner, How To Invest Using Equity, Investment Before Home, FinA - Fast Mortgage Fix, FinA - Questionnaire |
These fields live on the cross-department reference pages but were flagged as required by this department in the source.
| Field label | API name | Data type | Section | Options / values | Notes |
|---|---|---|---|---|---|
| 1:1 request date ↗ | X1_1_request_date__c | Date | Lead Information | Already Captureed in Marketing Fields | |
| Account Engagement Campaign ↗ | pi__campaign__c | Text(255) | Lead Information | Already Captureed in Marketing Fields | |
| Age Bracket ↗ | Age_Bracket__c | Picklist | PEC Booking Data Personal Details | --None-- <20 20 - 25 25 - 30 30 - 35 35 - 40 40 - 45 45 - 50 50 - 55 55 - 60 60 - 65 65 - 70 >70 |
Each rule needs a HubSpot decision: keep as a property validation, replace with workflow, replace with required-field, or drop.
| Rule name | Error location | Error message | Out-of-scope flag |
|---|---|---|---|
| Affiliate_Referrals ↗ | If Lead Source is Affiliate, then Referred by & Referral submission must not be blank | Y | |
| Booking_is_made_for_a_joint_application ↗ | When a loan application is joint the following fields need to be completed: Spouse Name, Partner Email, Spouse Employment Type, Spouse Occupation, Spouse Ex Super Annual Income | Y | |
| BOOKING_QA_Appointment_Location ↗ | When in a booking is marked as 'in office' you must select the 'appointment location' in order to save the record. | Y | |
| Booking_Status_cant_be_blank ↗ | If you've made a booking, change the Booking Status to either Booking Made or Booking Confirmed | Y | |
| Call_Status_Validation ↗ | If Booking is Confirmed Master Class Video Watched PEC must be completed. | Y | |
| Closed_Reason_Must_be_True ↗ | When LEAD CATEGORY is CLOSED, you must enter a CLOSED REASON | Y | |
| Create_Leads ↗ | ONLY MARKETING USER CAN CREATE A LEAD | Y | |
| Did_partners_attend ↗ | Please select if the Partner attended the Strategy Session | Y | |
| Google_Link_Booking_Made ↗ | The Google Meet Link field cannot be blank if Booking Status is Booking Made - paste your Google Meet Link in! | Y | |
| Lead_Category_Must_be_True ↗ | Lead Category Cannot Be Blank | Y | |
| Mandatory_Fields_When_Booking_is_Made_1 ↗ | When A booking is made, the following fields must be updated: Booking Status, PEC Booking Made Date, Booking Type, Strategy Session Date & Time, Strategy Session Booked With, Borrowing Capacity, CDP Lead occupation group Lead occupation industry | Y | |
| Mandatory_Fields_When_Booking_is_Made_2 ↗ | The following fields must be updated: Origin of Birth, Age Bracket, Employment Type, Occupation, Annual Ex. Super Income, Available Cash Details, Car Loans Lead intent on purchasing Life stage Is the lead rentvesting Super only op | Y | |
| Mandatory_Fields_When_Booking_is_Made_3 ↗ | When A booking is made, the following fields must be updated: Other Loand Total, Other Loans Repayments Per Month, Credit Card Limit, Credit Card Debt, Superannuation, Shares Value, No of Dependents, Rent Paid Per Week, PPR Value, PPR Mortgage | Y | |
| Mandatory_Fields_When_Booking_is_Made_4 ↗ | When A booking is made, below field must be populated: PPR Loan repayments per month, Car Loan/Lead Repayment Per Month, Application Type | Y | |
| Masterclass_Watched ↗ | Broker Assist Qualifications Required - please fill out fields below: Partner Attendance, Masterclass Video Watched, Broker Lead Financially Qualified & Broker Lead Meeting Held on Computer | Y | |
| Masterclass_watched_PWP ↗ | Please update whether or not the client watched the masterclass video. | Y | |
| Mobile_should_be_11_digit ↗ | Please Insert 11 Digit Mobile number | Y | |
| Nurture_Reason_Must_be_True ↗ | When LEAD CATEGORY is NURTURE, you must enter a NURTURE REASON | Y | |
| Nurture_scheduled_callback_greater_12m ↗ | If Lead Category is NURTURE, Scheduled call back must be no greater than 12 months | Y | |
| Nurture_validation ↗ | Please select NURTURE REASON and SCHEDULED CALLBACK | Y | |
| PEC_Booking_Made_Date ↗ | You can't process a booking if the Strategy Session Date and Time are filled with a date that's previous to the PEC Booking Made Date | Y | |
| PWP_Force_Investor_Express_Referral ↗ | If Booking Sat Outcome Status is Sat - Not Qualified, then the planner must select whether this record should be referred to the investor express department. | Y | |
| PWP_NQ_Comments_SatNoConv ↗ | If the booking sat outcome is either not qualified, pending or no conversion, please complete these notes to ensure that management can follow up accordingly. | Y | |
| PWP_NQ_Comments_SatNQ ↗ | If the booking sat outcome is either not qualified, pending or no conversion, please complete these notes to ensure that management can follow up accordingly. | Y | |
| PWP_NQ_Comments_SatPending ↗ | If the booking sat outcome is either not qualified, pending or no conversion, please complete these notes to ensure that management can follow up accordingly. | Y | |
| PWP_REGISTRATION_TYPE ↗ | Registration Type must be filled in when the SAT outcome is 'Sat - Registered' | Y | |
| State_must_be_true ↗ | Please input the state in which the lead lives | Y | |
| Strategy_Type_Must_Not_be_Blank ↗ | Strategy Type Must Not Be Blank | Y | |
| Tuck_in_and_reminder_dates_must_be_true ↗ | You must enter the Tuck In & Reminder Call dates. Dates must be in the future | Y | |
| Update_PWP_Sat_Not_Qualified_Reason ↗ | Please complete the drop down called ‘PWP Sat Not Qualified Reason’ | Y | |
| Updated_PWP_Failed_Compliance_Result ↗ | Please complete the field called ‘PWP Call Compliance Fail Reason’ | Y | |
| When_CLOSED_REASON_is_NO_DEPOSIT ↗ | When Closed Reason is 'No Deposit But Qualifies With BC', you must fill out field 'How Much Deposit Is Missing' | Y | |
| WOM_Referral ↗ | You must complete either the Client or Staff name who referred you this lead | Y |
33 unique validation rules.
| # | Report / dashboard + linked Salesforce records |
|---|---|
| 1 | AIIMS - Rolling Conversions Dashboard |
| 2 | Hubspot - Rolling Conversions Dashboard |
| 3 | Lead Volume By Day Dashboard |
| 4 | Daily PEC Activity Dashboard (Marketing Use)
|
| 6 | Paid MCL Dashboard |
| 7 | Fin A - Rolling Conversions Dashboard |
| # | Report / dashboard + linked Salesforce records |
|---|---|
| 1 | Total Leads by Lead Magnet by Timeframes |
7 reports/dashboards.
| Source | Application | Used by / purpose |
|---|---|---|
| 1. Marketing | Zapier | Marketing to bring in EMBR Leads |
| 2. Telesales / PECs | Website | All PECS |
| 2. Telesales / PECs | Aircall | CTI (Call and Text) |
| 2. Telesales / PECs | Pendula | SMS app triggered text to customer |
| Object | Who | Create | Read | Update | Delete | View All | Notes |
|---|---|---|---|---|---|---|---|
| Contact | Marketing Coordinator Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X X X | X X X | |
| Company | Marketing Coordinator Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X | X X X | |
| Deal | Marketing Coordinator Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X | X X X | |
| Report | Marketing Coordinator Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X X | X X X | |
| Dashboard | Marketing Coordinator Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X X | X X X | |
| Lead Lists (For Allocations) | Marketing Coordinator** Marketing Director ED Strategy and Growth | X X X | X X X | X X X | X X | X X X | Marketing coordinator or database coordinator use shared access. |
| Object | Who | Create | Read | Update | Delete | View All | Notes |
|---|---|---|---|---|---|---|---|
| Lead/Contact | Marketing | X | X | X | Private viewership | ||
| Company | |||||||
| Deal | |||||||
| Report | |||||||
| Dashboard |
| Source | Action | Owner | Deadline | Raised by | Status |
|---|---|---|---|---|---|
| 1. Marketing | At what points, is Pendula SMS triggered. Any other Pendula capability? Just list the scenarios/forms which we would like to work in future as well. | @Cassandra De Palma | 3/6/2026 | @Chierag Mattoo | Open |
| 1. Marketing | Nice to have - Leads to be segmented so we can tailor communications, campaigns etc. Not present: Field needs to be identified. | @Cassandra De Palma | 3/6/2026 | @Chierag Mattoo | Open |
| 1. Marketing | Database lead allocation: I want to ensure there isn’t any leakage in the database and that we can automatically mine and reopen opportunities based on condition workflows to reallocate to the PECs. Identify fields? Stage 1 allocation will be std. hubspot process. Stage 2 allocation is complete overhaul. | @Cassandra De Palma | 3/6/2026 | @Chierag Mattoo | Open |
| 1. Marketing | B to review final list below | @bianca.anton (Unlicensed) | 3/26/2026 | @Chierag Mattoo | Open |
| 2. Telesales / PECs | List Prioritisation: List of clients that I need to call today automatically ordered by priority based on 1. create date, 2.new lead form date, 3.scheduled call back date and 4.lead scoring in database call drives. Action: Need prioritisation logic document | @josh.baker | 3/6/2026 | @Chierag Mattoo | Open |
| 2. Telesales / PECs | Reporting requirements: Add only reports and dashboard links in reporting requirements that we want in Hubspot | @josh.baker | 3/6/2026 | @Chierag Mattoo | Open |
| 2. Telesales / PECs | Validation Rules: Add Leads Validation for Josh’s review. | @Tom McCallum | 3/5/2026 | @Tom McCallum | Open |
| 2. Telesales / PECs | Review “Validation rules” to be moved to Hubspot | @josh.baker | 3/6/2026 | @Chierag Mattoo | Open |
| 2. Telesales / PECs | Provide security and access details | @josh.baker | 3/6/2026 | @Chierag Mattoo | Open |
| 2. Telesales / PECs | Confirm Fields used in Customer Touchpoint Matrix are going to be in Hubspot. This is relevant as we retired bunch of fields so making sure customer touchpoint is unimpacted. | @Cassandra De Palma | 3/6/2026 | @Chierag Mattoo | Open |
10 actions · all open in source.
| Source | Requirement / story | Importance | Notes |
|---|---|---|---|
| 1. Marketing | Segmentation As a Marketer, I want to segment leads in the database to the appropriate persona type so we can tailor communications, campaigns etc. | Nice to have | Not present. Field needs to be identified |
| 1. Marketing | Lead Allocation As a Marketer, I want to ensure that I can automatically allocate leads to the most suitable PEC in the team based on conditional workflows that can be changed month to month. I always want the allocations to factor in lead scoring during allocations. I must be able to create multiple workflow per pod and have those workflows link in accordance with the lead allocation framework | Nice to have | https://docs.google.com/document/d/1H0xXAsWcJeys4y8yccvtQdssLMOjl49CuIyOduqbAAY/edit?tab=t.0#heading=h.wp4xjbhws5oi. Parked item. |
| 2. Telesales / PECs | Calendly As a PECS Consultant, I want to book Discovery Workshop using calendly, booking DCs calendar | Nice to have | Plan is to leverage Hubspot calendar for booking lead meetings. |
| 2. Telesales / PECs | Booking Process As a PEC, I want to be able to have my Gong information pre populate the notes and booking information into Hubspot to avoid data entry wasted time | Nice to have | |
| 2. Telesales / PECs | Qualification Process As a PEC, I want to be able to fill in the qualification tool during a call and have that data automatically sync with Hubspot to avoid data wasted time | Nice to have |
5 items parked for Stage 1.
| Source | Question | Answer | Date | Owner |
|---|---|---|---|---|
| 1. Marketing | Pendula - Assess Pendula custom implementation needs vs. native SMS capability | Establish Pros & Cons | 4/3/2026 | @Chierag Mattoo |
| Tranche | Position | Department | |
|---|---|---|---|
| Sales-side · Tranche 1 | 1/5 | Property Education Consultants (PEX) | You are here |
| Sales-side · Tranche 1 | 2/5 | Discovery Team | View → |
| Sales-side · Tranche 1 | 3/5 | Wealth Planning (PWP) | View → |
| Sales-side · Tranche 1 | 4/5 | Finalliance (Finance + Broker) | View → |
| Sales-side · Tranche 1 | 5/5 | Acquisitions | View → |
| Back-office · Tranche 2 | 1/4 | Contracts | View → |
| Back-office · Tranche 2 | 2/4 | Settlement | View → |
| Back-office · Tranche 2 | 3/4 | Accounts | View → |
| Back-office · Tranche 2 | 4/4 | Membership (+ Aircall) | View → |