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detectivegibbles

Sales Director

Politicker
Acclaimed Answer
Executive
+10

Conference/Tradeshow Recap for leadership

I'm putting together a document for our leadership that recaps a conference I attended last week. It was a much smaller show than we are used to but extremely intimate with nearly ALL decision makers in our market (Owner/Provider doctors starting their own facility).


I'd love to get input on what items you'd include in a recap to your VP/President (or what I should leave off)


Items i've included in recap:


1) Size of show

2) Foot traffic

3) Sessions attended

4) Number of exhibitors and if there were any competitors of ours exhibiting

5) Reasons to exhibit next year

6) Reasons not to exhibit next year

7) Top connections made from show

8) What went well

9) What didn't go well

🏫 Conferences
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10 comments

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poweredbycaffeine
WR Lieutenant
11
☕️
Leads
Meetings
Revenue Forecasted
Revenue Closed

That's all I've ever been asked for and all I've ever asked of an events team.

The post-mortem/retro stuff from 5,6,8,9 is good to write up, but if I'm a leader I want to ensure I made a positive ROI on the show.
HVACexpert
Politicker
1
sales engineer
How much it cost would be important for that ROI as well. ALL costs; drinks with clients, travel, material, etc. have to capture all of it.

There is a marketing/advertising aspect to it as well which you can allocate some costs to. Sometimes there is an ‘out of sight out of mind’ part to this and conferences can be a great way to stay in touch with customers and get new product in front of clients.
RandyLahey
Politicker
1
Account Executive
Exactly this. In fact, you could argue that the points listed above are somewhat extraneous. It's all about Leads and ROI. Why did spend money to go to X event?
SoccerandSales
Big Shot
2
Account Executive
Leads/MQLs generated, and I think 8/9 should be higher up. They likely don't care why we should or should not exhibit next year as that will likely be an EOY conversation anyway
Gasty
Notable Contributor
2
War Room Community Manager
pipeline?
oldcloser
Arsonist
1
💀
Not much to add after the PBC dissection other than this: That list feels like its more of a marketing function than sales. Did we make money or not should be the sales lane.
CPTAmerica
Opinionated
1
President/CRO
Quality Conversations. Small shows can be the best. DM’s are less on guard because they’re not walking massive halls getting hammered with pitches every three steps.

Saying I had “X” conversations with decision makers in our target demo would be most important to me. Then keep tracking and see how many convert to demos, closes, etc.
Pachacuti
Politicker
0
They call me Daddy, Sales Daddy
All they care if number of leads. That’s it.
detectivegibbles
Politicker
0
Sales Director
Appreciate the feedback all.

We didn’t exhibit, just walked the show to get a feel for potentially exhibiting next year.

Obviously majority of members here in WR are in tech or SaaS.

Being in med device, we don’t really demo. That’s all OEM reps. We’re 3rd party. We bring value by providing remanufactured equipment at extremely competitive pricing paired with service on the backend.

This show was beneficial for many reasons but primarily, it was all doctors who own and operate their own practice. Aka, the decision makers.
Justatitle
Big Shot
0
Account Executive
Who you met with, their role at the organization, and what potential revenue was generated from going to the show

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