The Modern Observer Group

The discussion around events usually revolves around the marketing team. That makes sense because events typically get planned by marketing and come out of marketing’s budget. But when the ultimate goal of a marketing event is to create and accelerate sales pipeline, it’s important to look at events from a sales perspective as well. As a Director of Sales, I’ve found that the more involved the sales team is in events, the greater the ROI. So what’s the issue? The problem is that many sales teams don’t have a good process for handling events.

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