Event qualification

Event qualification is the pre-commitment practice of deciding whether to attend or sponsor a specific show, based on its expected audience, its cost, and the return it is likely to produce.

You qualify a single known show, usually against a sponsorship deadline. Qualification sits next to event discovery, the separate work of finding new shows to consider.

What evidence does event qualification use?

Today you usually decide on the organizer’s description of who attends. Organizers often send partial pre-show attendee lists, or strip them down to title and company.

“Before you even commit, can you have more insight than what the company is trying to give you, because they’re always gonna hype it up?”

A digital agency founder who buys media for a living, on committing event spend before the show

Your own history adds evidence the organizer can’t supply:

• Results from the same show in earlier years, if you attended.
• Cost per meeting and pipeline from comparable shows, with sourced and influenced kept apart.
• Which target accounts your team scanned at the show before.
• The all-in cost. A typical show costs a team $30K to $250K.

Where does FieldXM fit?

You make the call. FieldXM’s per-event reporting and your team’s cross-event memory build the history you bring to it.

Measure every dollar argues why that history matters before you sign the contract.