Grade every show at 90 days. Then act on the grades.
The post-event scorecard: what the show actually produced against what you signed for. The 90-day companion to The Booth Doesn't Owe You Anything by Alec Stanners.
THE INPUTS, 90 DAYS OUT
$
Booth, T&E, shipping, swag, dinners, and the selling days your reps lost.
The number you wrote down before signing. You did write it down, right?
Conversations with agreed next steps. Badge scans are not leads.
$
$
6 mo
9 mo
THE SCORECARD
Capture vs planactual conversations against projection
75%
Real cost per conversationall-in cost divided by actual conversations
$187
One-time revenue landed
$0
New MRR landed
$13,500/mo
Payback landssales cycle, one-time fees, then MRR covers the rest