https://www.fieldxm.com/field-guide Straight answers for the people who run in-person GTM, from the FieldXM field guide. en-us Fri, 02 Oct 2026 00:00:00 GMT https://www.fieldxm.com/field-guide/trade-show-lead-follow-up-best-practiceshttps://www.fieldxm.com/field-guide/trade-show-lead-follow-up-best-practicesFri, 02 Oct 2026 00:00:00 GMTTravis TidballAfter the showYour reps work a trade show lead when it has a named owner, a specific next step, and a clock their manager watches. Without those 3 things, your follow-up policy is a hope. https://www.fieldxm.com/field-guide/what-percent-of-marketing-budget-should-go-to-eventshttps://www.fieldxm.com/field-guide/what-percent-of-marketing-budget-should-go-to-eventsWed, 23 Sep 2026 00:00:00 GMTTravis TidballRunning the programAt event-dependent B2B companies, events commonly take 20 to 50 percent of the marketing program budget. What matters most is whether you measure what that spend returns. https://www.fieldxm.com/field-guide/trade-show-lead-list-cleanup-csv-importhttps://www.fieldxm.com/field-guide/trade-show-lead-list-cleanup-csv-importFri, 11 Sep 2026 00:00:00 GMTTravis TidballAfter the showExpect 2 to 3 hours to clean and import each trade show lead list. An event-heavy team does that 30 to 50 times a year. https://www.fieldxm.com/field-guide/how-many-events-can-one-event-manager-runhttps://www.fieldxm.com/field-guide/how-many-events-can-one-event-manager-runTue, 01 Sep 2026 00:00:00 GMTTravis TidballRunning the programOperators who have lived at the number put the ceiling at roughly 50–60 events a year per event manager. At that load, your manager's judgment suffers first. https://www.fieldxm.com/field-guide/executive-dinner-follow-up-processhttps://www.fieldxm.com/field-guide/executive-dinner-follow-up-processMon, 24 Aug 2026 00:00:00 GMTTravis TidballOn the floorYour executive dinners can hold the most valuable conversations of a trade show, yet your team rarely captures anything from them into your CRM. https://www.fieldxm.com/field-guide/how-to-get-the-attendee-list-for-a-conferencehttps://www.fieldxm.com/field-guide/how-to-get-the-attendee-list-for-a-conferenceThu, 13 Aug 2026 00:00:00 GMTTravis TidballBefore the showOrganizers rarely share the full attendee list with sponsors. They sell access to it in other forms, and the most useful list you can build usually starts with the one you already own. https://www.fieldxm.com/field-guide/how-to-get-sales-to-follow-up-on-event-leadshttps://www.fieldxm.com/field-guide/how-to-get-sales-to-follow-up-on-event-leadsWed, 05 Aug 2026 00:00:00 GMTTravis TidballAfter the showYour reps follow up on event leads when their sales manager can see the follow-up. That takes a named owner per lead, a clock, and an unworked-lead queue your sales manager sees at the same time as your events leader. https://www.fieldxm.com/field-guide/how-to-measure-trade-show-roihttps://www.fieldxm.com/field-guide/how-to-measure-trade-show-roiMon, 27 Jul 2026 00:00:00 GMTTravis TidballRunning the programYou cannot reconstruct trade show ROI from your CRM after the fact, because it records the outcomes and leaves out the work your team did at the show. https://www.fieldxm.com/field-guide/badge-scan-leads-missing-contexthttps://www.fieldxm.com/field-guide/badge-scan-leads-missing-contextFri, 17 Jul 2026 00:00:00 GMTTravis TidballOn the floorYour badge scan records that a conversation happened. Capture records what the buyer said, and your event loses its value in the gap between the two. https://www.fieldxm.com/field-guide/pre-show-target-account-list-processhttps://www.fieldxm.com/field-guide/pre-show-target-account-list-processMon, 06 Jul 2026 00:00:00 GMTTravis TidballBefore the showYour reps use a pre-show target account list when they can see why each account is on it and who owns it. When they can't check a list, they re-research it, then ignore it. https://www.fieldxm.com/field-guide/build-vs-operatehttps://www.fieldxm.com/field-guide/build-vs-operateThu, 25 Jun 2026 00:00:00 GMTTravis TidballRunning the programThe best in-person GTM operators had already built their own software out of consumer AI tools, on nights and weekends, without asking anyone's permission. https://www.fieldxm.com/field-guide/the-50-event-ceilinghttps://www.fieldxm.com/field-guide/the-50-event-ceilingThu, 18 Jun 2026 00:00:00 GMTTravis TidballRunning the programTwo operators at different companies described the same threshold: 50 to 60 events per year is the most one event manager can run. https://www.fieldxm.com/field-guide/instrument-every-dollarhttps://www.fieldxm.com/field-guide/instrument-every-dollarTue, 09 Jun 2026 00:00:00 GMTTravis TidballRunning the programPaid search walks into your budget review with a dashboard, because its ad platform recorded every dollar. Your events walk in with a story. Record every event dollar the same way, and your events make their case with numbers too. https://www.fieldxm.com/thesishttps://www.fieldxm.com/thesisTue, 02 Jun 2026 00:00:00 GMTTravis TidballThesisIn-person GTM is the last unmanaged workflow in B2B revenue.