Turning Conference Participation Into Measurable Revenue
Event Revenue Partners helps B2B organizations convert conference sponsorships and trade show participation into measurable pipeline and revenue. Every year companies invest substantial budgets sponsoring conferences, exhibiting at trade shows, and participating in industry events. Yet many organizations struggle to clearly answer a simple question: Did the event actually generate business?
In many organizations, conference participation is still treated primarily as a marketing activity — focused on visibility, brand presence, and booth traffic — rather than as a structured revenue program. Event Revenue Partners was created to help companies change that. We help organizations design conference strategies that connect sponsorship investment directly to pipeline development, sales conversations, and revenue outcomes.
Our Approach
Our work is guided by a structured methodology called the Event Revenue Framework™, which helps organizations improve conference performance across three stages.
01
Model Event Economics
Before committing to conference sponsorships, organizations should estimate the potential pipeline and revenue impact of participation. We help companies model:
• expected booth engagement
• potential sales conversations
• qualified opportunities
• projected pipeline and revenue outcomes
This enables leadership teams to evaluate conference investments using the same discipline applied to other revenue initiatives.
02
Design Engagement Sales Strategy
Conference success depends on how effectively booth engagement converts into qualified sales conversations. We help organizations design engagement strategies that allow teams to:
Many companies struggle to connect conference participation to measurable business results. Event Revenue Partners helps organizations implement processes that track:
• conference-generated opportunities
• pipeline contribution
• closed revenue originating from events
This allows leadership teams to understand how conferences contribute to growth.
Conference Production & Event Development
Event Revenue Partners also has extensive experience in conference production and event development.
This experience provides valuable insight into how conferences operate from the inside — including sponsorship structures, audience dynamics, and event economics.
This perspective allows us to help clients navigate the conference landscape more effectively and identify the events most likely to generate qualified opportunities.
The Partners Behind Event Revenue Partners
Event Revenue Partners is led by partners Caullyn Godfrey and Andrew Cashin. Andrew and Caullyn began working together at a large events production company in Toronto, in 2000. Both partners have worked in the events industry since 2000. That shared history informs how they approach the work.
Both partners bring deep experience working across the conference industry, including event strategy, sponsorship development, and conference production.
Through this work they have seen firsthand how frequently organizations invest heavily in conferences without clear visibility into the revenue impact of those investments.
Event Revenue Partners was created to help organizations bring structure, analysis, and measurable outcomes to conference participation and production.
Caullyn Godfrey
Caullyn Godfrey is the Founder at Event Revenue Partners Inc., where he focuses on helping B2B organizations transform conference participation into structured revenue programs.
Caullyn has spent much of his career working across the conference and events industry, including conference development, production management, sponsorship strategy, and business development. Through this experience he has seen firsthand how frequently companies invest heavily in conferences and trade shows without clear visibility into the business outcomes those investments generate.
His work focuses on helping organizations bring structure and discipline to conference participation by modeling event economics, designing engagement strategies that convert booth interactions into pipeline conversations, and implementing processes that connect conference participation to pipeline and revenue outcomes.
Caullyn’s perspective is informed by years of experience working directly with conference organizers, sponsors, and participating companies. This experience provides insight into how events actually function — from audience dynamics and sponsorship structures to the practical realities of conference participation.
At Event Revenue Partners he works with leadership teams to develop conference strategies that support broader revenue objectives and help organizations better understand how industry events contribute to growth.
Andrew Cashin
Andrew Cashin is a Partner at Event Revenue Partners Inc., where he works with organizations to design and execute conference strategies that generate measurable business outcomes.
Andrew brings extensive experience in conference production, event strategy, and sponsorship development. His background working on the production side of conferences provides a deep understanding of how industry events are structured, how sponsorship programs operate, and how organizations can position themselves effectively within the conference industry.
Through his work with conferences and industry events, Andrew has developed a practical understanding of the factors that influence conference performance — including audience composition, sponsorship structures, event positioning, and engagement dynamics.
At Event Revenue Partners, Andrew helps organizations identify the conferences most relevant to their business objectives, evaluate sponsorship opportunities, negotiate sponsorship agreements, and design event participation strategies that support pipeline development and relationship building.
His work focuses on helping companies approach conferences as part of a broader business development strategy rather than isolated marketing activities.
Start With the Conference Sponsorship Revenue Calculator
If your organization participates in conferences or trade shows, you can begin by estimating the potential revenue impact of your next event.
