Inbound arrives unevenly — WhatsApp between meetings, forms overnight, partner forwards without context. This triage guide classifies intent, collects a minimum brief, and routes to the right strategist.
Moxie uses WhatsApp as a fast front door for Hong Kong and APAC enterprise IT marketers; this guide scales that discipline.
Working definition
Intent classes: Explore (early curiosity), Scope (defined motion this quarter), Urgent (dated inside six weeks), Partner (SI or distributor routing), Existing (active account).
Tag primary class in first response — classes set SLA, brief depth, and who joins the first call.
Mechanisms that make enquiry triage work
Minimum brief fields: company, job sentence, audience, timeline with budget band, kit status. On WhatsApp use numbered replies; move Scope and Urgent threads to structured docs after classification.
- Urgent SLA — strategist same business day
- Scope SLA — brief doc plus call within two days
- Explore SLA — resource pack within three days
- CRM logging — source, class, completeness score
Do not propose until buying job, audience, timeline, and kit status are documented.
Hong Kong and APAC implications
Event enquiries confirm partner routing annex needs; GEO enquiries confirm entity audit status.
Ask language preference once; mirror in replies for Hong Kong bilingual buyers.
Merge duplicate WhatsApp and form threads into one CRM record to avoid double proposals.
Field application
Decline premature scope — exploratory threads get educational links before production quotes.
Partner threads verify authority before dual client conversations begin.
Review triage quality weekly — incomplete briefs should rise, not shrink, before proposals.
Governance and measurement
Completeness scoring prevents premature proposals. Require four of five minimum brief fields before scheduling a scoping call for Scope and Urgent classes. Explore threads may receive educational packs with two fields missing, but never production quotes.
Merge rules matter when the same buyer messages WhatsApp and submits a form overnight. CRM should show one thread with both sources tagged. Duplicate strategist replies make enterprise vendors look disorganized before the first call.
Weekly triage reviews should track class distribution and brief completeness trends. Rising Urgent volume with falling completeness signals marketing is generating heat without teaching buyers how to brief — fix landing page copy and Ask Moxie flows before hiring more strategists.
Practical next steps
Triage quality metrics belong in weekly ops review: class distribution, brief completeness average, time-to-first-response by class, and proposal rejection rate due to incomplete briefs.
CRM must capture WhatsApp and form source on a single contact record. Strategists should not begin scoping calls without seeing merged history — duplicate threads waste buyer patience.
Escalation paths for Urgent misclassification protect strategists from scope creep. If an Explore thread was tagged Urgent incorrectly, reclassify with documented reason and send educational follow-up instead of a production quote.
Moxie triages enterprise IT enquiries daily. Contact us for a structured next step.
Team scaling
Document triage decision trees in the CRM so new strategists inherit classification logic. WhatsApp-heavy markets like Hong Kong lose consistency when triage lives only in senior staff heads.
Review misclassified threads monthly in a blameless retro. Explore threads tagged Urgent usually indicate landing page copy that over-promises speed — fix upstream messaging rather than only retraining triage staff.
Review outcomes with sales and one partner marketer before scaling spend; inspectable pipeline and restatability beat vanity reach in Hong Kong and APAC enterprise IT markets.
Review outcomes with sales and one partner marketer before scaling spend; inspectable pipeline and restatability beat vanity reach in Hong Kong and APAC enterprise IT markets.
Review outcomes with sales and one partner marketer before scaling spend; inspectable pipeline and restatability beat vanity reach in Hong Kong and APAC enterprise IT markets.
Review outcomes with sales and one partner marketer before scaling spend; inspectable pipeline and restatability beat vanity reach in Hong Kong and APAC enterprise IT markets.
Review outcomes with sales and one partner marketer before scaling spend; inspectable pipeline and restatability beat vanity reach in Hong Kong and APAC enterprise IT markets.
