Word From The Floor

Heads of Sales: 50 Events Analyzed—Pre-Outreach Beat Booth Size 3:1 for Pipeline

Across dozens of B2B events, one thing has become obvious: pipeline has almost nothing to do with booth size.In our work analyzing conference sponsorships, the biggest predictor of post-event revenue wasn’t footprint, location, or swag budget—it was pre-event outreach volume and quality. Teams that treated the event as an extension of their outbound motion (not […]

Word From The Floor

CMOs: Why 80% Sponsorships Yield Zero Pipeline (1 Pre-Event Fix Changes It)

Most conference sponsorships don’t “fail” because the event was bad. They fail because the plan treated presence as the deliverable, not pipeline. When we look at underperforming programs, the pattern is nearly always the same: No clear target account list before the event No pre-event outreach from sales No defined meeting goals or qualification