Turning a growing events programme into a more commercial discipline
Industrial B2B — Events & commercial execution
Rapid growth had stretched the marketing team and made global events harder to prioritise, coordinate and link consistently to commercial objectives.
The challenge.
The client’s growth had increased the number of events and trade fairs competing for attention. The marketing team needed a clearer way to involve business units in the decision-making, prioritise the events with the strongest commercial rationale and maintain control of budgets.
The wider aim was to connect event activity more directly to sales priorities, improve consistency across markets and create a clearer basis for measuring what delivered value.
What we did.
Grndworx brought together fragmented information on initiatives, events and trade fairs across the relevant business areas and created a shared planning and decision-making process for stakeholders.
The team supported event prioritisation and budget allocation, design and marketing materials, developed and moderated commercial events, and worked with teams on presentations and messaging to improve consistency and effectiveness across the programme.
The process also created a clearer framework for defining objectives upfront and assessing results afterwards.
What changed.
The client gained a more disciplined way to decide which events to support, how much to invest and what each event was expected to achieve. This gave the marketing team better visibility of budgets and a more consistent global programme, while keeping activity more closely aligned with business-unit and sales priorities.
The work also put a repeatable structure in place for evaluating outcomes, capturing learning and improving future event planning and investment decisions.
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