Most teams start with one event.
I work with a small number of B2B teams at a time. Start small, and only go further if the first answer is useful.
Room check
Send me the attendee list for one event you're weighing. I'll tell you how many real prospects are in the room, what each one costs, and how many meetings it takes to pay off.
A few days, one eventEvent plan
A review of last year's events, every option for next year scored against your buyers, and a calendar with a clear reason for each event you keep.
Fixed fee, 4 to 5 weeksFractional event lead
I run the program with your team: vetting, sales prep, target lists, outreach, debriefs, and a quarterly report your CFO can read.
Monthly retainer, 6+ monthsSponsorship fees, travel and swag pass through at cost. I never mark them up.
A client was about to sign a £17,700 sponsorship. Every delegate was an active buyer, but mostly the wrong kind. It needed 9 to 10 meetings to pay off, so I told them to hold until the organizer proved the right buyers would be there.
The tools behind the work.
Each is a Claude skill I use in client work, shared here as a generic version with made-up data. Together they take an event from "should we?" to "what did we learn?"
- PlanRun the program
- DecideVet the spend
- ExecuteEnrich and clean leads
- LearnDebrief honestly
Event Vetting
The engine behind the room check. Scores the room, counts real ICP prospects, and turns a price into a pipeline target, a meeting target and the close rate it implies.
"Example: this $41k sponsorship needs 16 pre-booked meetings."View project Plan
Event Program OS
One ID, one folder, one CRM campaign and ten gates per event. Status updates itself from linked evidence.
Nothing new goes into the tracker unless something comes out.View project Execute
Webinar Lead Enrichment
Registrants become a ranked follow-up list. It finds the employer behind Gmail sign-ups and scores every lead against the ICP.
The controller who registered with Gmail still makes Tier A.View project Execute
Event Contact List
Raw badge scans become a deduped, enriched, CRM-ready CSV. The do-not-contact list comes out first, and the file is checked for leaks before handover.
Never matches on phone alone. Never guesses a domain.View project Learn
Event Debrief
A scheduled, fully sourced debrief draft three business days after every event. The outcome calls stay with people.
"44 clicked join, 33 got in." A technical failure, not an interest one.View project
How I work
The same three rules are built into every tool, and into how I run events.
Decide before you buy.
Write down what an event has to produce before signing. A meeting target is an instruction; a fit score is an opinion.
Every number has a source.
If it isn't sourced, it's an open question, not an estimate. Honest gaps beat confident guesses.
AI drafts, people decide.
The tools gather evidence and do the arithmetic. Judgment, relationships and outcomes stay with the team.
Is there an event on your 2027 list you're on the fence about?
Send me the name and what it costs. I'll tell you if the room is worth it.