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The Latest and Greatest Exhibit Concepts, Inc. News

Exhibit Concepts

2017 Museums Year in Review

Exhibit Concepts March 22, 2018

It was the late Johnny Cash who crooned, “I’ve been everywhere, man.” As the museum department thinks back on the projects completed in 2017, this is the song we can’t get out of our heads. We worked in many places across the United States. From Jackson, Mississippi where powerful stories of the civil rights movement are revealed, to Mountain View, California where visitors can experience how computer technology has enriched our lives, Exhibit Concepts has been there.  

These projects tell many tales from small towns with humble beginnings, to the sacrifices of soldiers who fought to change our world. It has been an honor to work with our clients and partners to bring these stories to life for everyone to experience. We invite you to watch the video below, and journey with us as we look back on 2017 and everywhere we’ve been.

Recap: Our EXHIBITORLIVE Speakers

Exhibit Concepts March 13, 2018

Exhibit Concepts had the rare opportunity at EXHIBITORLIVE 2018 for five of our leaders to present during the educational portion of the conference. EXHIBITORLIVE is the trade show and corporate event marketing conference featuring an educational event second to none with 180+ sessions and workshops. The educational tracks are designed for marketing professionals to learn techniques and best practices to hone their skills and to pursue the industry’s only university-affiliated professional certification program, the CTSM, with over 3,000 candidates currently enrolled in the program.

Several sessions were focused on developing general business skills applicable to any role or function. Kelli Glasser, President and CEO of Exhibit Concepts, delivered a talk entitled Letting Your Leaders Lead – Leads to the Best Results. Kelli’s premise is that whether you are a micromanager or you are being micromanaged, there are steps you can take to improve the situation. And the key to improving the situation is to understand the unseen inner motivations driving the micromanagement style.

Ellen Campbell-Kaminski, VP of Marketing at Exhibit Concepts, shared practical techniques to better align sales and marketing teams in a session titled Sales and Marketing Alignment: How to Get-and Stay-on the Same Page. Included in her session were six (6) common situations where sales and marketing teams can and should collaborate to drive improved business results. One technique Ellen shared was the practice of conducting a Stop Start Continue exercise with Sales, Marketing and other stakeholders after any event or major campaign. She also shared critical success factors, conditions and approaches, such as “assume positive intent” that increase the likelihood of success.

Sessions more directly related to the trade show and events space included a session presented by Jeff Korchinski, VP of Sales called Rent Your Booth and Still Own Your Program? In this engaging session, Jeff shared that more and more brands are adopting a rental approach for their trade shows. The key to owning your program even when renting exhibit property is to tie in attendee engagement, product integration, and categorizing shows by priority. Jeff also delivered a session titled You’ve Been Tasked with Managing Your First New Build – Now What? jointly with Dom Conti, Production Director. These two industry veterans shared that building an exhibit is like building a house. It takes a lot of time, focus, and support to do it right. If you are missing any of these items, you may be better off delaying the project. The most successful projects start with clear goals and objectives. The Creative Brief template is a great tool to get organized and make sure everyone is on the same page.

Jeff Hannah, VP of International Services, Commercial Interiors, and Creative, again delivered four (4) sessions centered around exhibiting internationally. Traveling Abroad: Important Do’s and Don’ts is a primer for anyone who is traveling outside the United States and is organized into 4 segments: planning your trip, getting there, being there and returning home. A Trip Around the World – Must Knows for Global Exhibiting follows a “road trip” format stopping at 7 major world cities and examining what it is like to exhibit or plan events in that location. The session explores various influences impacting each city including geography, industry sophistication and culture and includes a profile of each major exhibit hall in that city.

Jeff Hannah also delivered Global Frameworks: Marketing from the Context of Culture Parts I and II. These advanced level electives are based on the premise that all business operates within the context (or framework) of culture. If you want to conduct business and successfully reach audiences in other countries, you must learn to do it within the realm of understanding that culture first. This leads to the various cultural dimensions which we use to help us understand things that each culture holds dear which are summarized in the Culture Compass Infographics.

From the show floor to the classroom, EXHIBITORLIVE is the best place for event marketing professionals to meet, network, learn, and engage in a meaningful way. Our team is honored to play a small role in the overall success of this annual event.

Common Mistakes Made by International Exhibitors: Implementation (4 of 4)

Exhibit Concepts March 07, 2018

By Jeff Hannah, VP of International, Interiors, & Creative

You’ve been tasked with executing a trade show for your company outside of the United States. While at first this may seem like a plum assignment with high level executive visibility and several international trips on the horizon, it isn’t as simple as it seems. Reality quickly sets in and you realize you are likely spending in the neighborhood of $100K on a project thousands of miles away - with vendors that you’ve never worked with and probably haven’t met! Before you go too far, recognize that many companies who exhibit at international trade shows make IMPLEMENATION MISTAKES which fall into three main areas: Planning, Logistics and Procurement.

In this 4-part series: Common Mistakes Made by International Exhibitors, we are identifying these mistakes and suggesting tactics to avoid them in the future. The three earlier topics can be found at: AWARENESS, PREPARATION and COMMUNICATION.


Even the best strategies fail  due to a lack of proper planning. This is especially the case with exhibiting outside of the United States when circumstances, lead times, established ways, and approaches can be very different from what you know. Often marketers fail to plan properly, assume that things will be very similar to how trade shows and exhibitions happen in the U.S., and ignore intangible cultural differences.

The old adage, “You don’t know what you don’t know,” clearly applies when you are embarking on your first international exhibit project. It is wise in these circumstances to do your homework well in advance in order to understand regional and local customs and regulations. You should draw upon the experience and expertise of colleagues (or agencies) who have significant experience outside the U.S.


A common mistake international first-timers make is rooted in the incorrect assumption that it would be too complicated, or that they cannot get the quality they expect without building in the U.S.

As a result, they assume that they should ship their U.S. booth to any international shows. Shipping a booth from country to country not only produces unnecessary wear and tear on the booth property, but  may dramatically increase exhibiting cost with overseas transportation. You also face the potential of damages, delays in customs, and electrical challenges, to name just a few.


These days, it is common for companies to have formal procurement departments responsible for securing goods and services from new partners. However, these teams may not be familiar with the intricacies of trade show exhibiting in the U.S., let alone in other countries. In a typical RFP process, each bidder may be quoting different designs with a wide variation in materials, quality, and finishes. And so, it is rare for true “apples to apples” comparisons in the bidding process.

Many times I hear the stories of disappointment resulting from a procurement-driven process – when quality was not up to expectation, mistakes were made, or there were hidden charges and cost overruns– all because the overseas partners were not properly vetted and managed. There must be knowledgeable, international ‘trade show’ people involved in the procurement process. And you must thoroughly vet any potential partners and seek referrals from colleagues you know and trust.

Successful exhibiting outside the U.S. can be exciting and professionally rewarding. Recognize that you are outside of your home country and culture which means you need to do your homework and allow ample time for research and planning.  

This is the final post in a four-part series covering the common mistakes companies make when exhibiting internationally. For more information on exhibiting internationally, visit our International page.

Exhibit Concepts Wins Best of Show at EXHIBITORLIVE

Exhibit Concepts March 01, 2018

Exhibit Concepts was recently named Best of Show: Large Booth at EXHIBITORLIVE 2018. The event is a conference and exhibition for trade show and event marketing professionals. The exhibit hall features an array of products and services that serve the industry. ECI attends the show each year, held at Mandalay Bay in Las Vegas.

Judges said, “Exhibit Concepts utilized their prime booth space very well, incorporating a double deck structure, bold graphics, eye catching audio-visual elements, and an open, inviting layout. The second story meeting space featured past projects and judges also gave Exhibit Concepts high marks for what they called a friendly, professional, and well-dressed booth staff that functioned like an effective, well-oiled machine.”


This year’s booth, focused on the theme, “Your Brand. Your Journey,” featured success stories of ECI’s clients in a variety of mediums.

“Every story has a hero,” said Ellen Campbell-Kaminski, VP of Marketing. “At Exhibit Concepts, we believe our clients are the hero. Our goal is to bring their story to life in face-to-face settings in the most compelling way. Our EXHIBITORLIVE booth is a testament to their stories.”

Utilizing the beMatrix LEDskin product, the booth featured video content custom made to sit inside the booth’s framing system. ECI’s booth also featured two “cabinets of curiosities” known as Object Theatre. These two stations featured eight custom crystal cubes 3D laser engraved with objects representing a different client story. When lifted from the shelf, a video is triggered on the 4K UHD TV located on the back of the “cabinet.” The custom video content takes the visitor on a journey through the client’s projects across ECI’s various lines of business including trade shows, corporate interiors, mobile vehicle tours, museums, and experiential design.

“I’m so proud of the Exhibit Concepts team,” said Kelli Glasser, President and CEO. “This booth is a testament to the incredible talent we have in our company, from the concept all the way to execution.”

Exhibit Concepts also won the Portable Modular Award for Best Fabric Exhibit for RCS Sound Systems and was named to the premier Top 40 Exhibit Producers list, recognizing excellence in exhibitry.

Trade Show & Event Marketing Manager: A Day in the Life

Exhibit Concepts February 21, 2018

Have you ever wondered what a typical day is like for a Trade Show or Event Marketing Manager? Is your daily experience similar to your peers or are you experiencing something atypical? Everyone has those days when you feel alone in the world, like you are the only one have crazy work hours, pressures, or juggle multiple project plans and deadlines. Based on a recent survey that Exhibit Concepts, Inc. conducted among trade show and event professionals, it’s clear the role is very dynamic with every day bringing new demands and new challenges requiring a diverse set of skills.

We compiled the results into an infographic you can download by clicking the button below.

Download Infographic


Respondents in the survey reported that no two days were exactly the same. The majority of their time is spent planning events and sitting in meetings. The role requires a wide variety of skills with the top three most required being:

  • Detail orientation
  • Managing multiple projects and tasks simultaneously
  • Excellent written and verbal communication skills

However, planning and executing trade shows and events is rarely a solo act. Respondents reported they are part of a decision-making committee between 53% - 60% of the time, depending on the type of event.  Likewise, they use a wide variety of information sources to stay current and learn about new information for their jobs including industry trade publications, internet searches, and their colleagues.

Despite the diversity of each organization represented in the survey and the ever changing aspects of the role, respondents did have similar responses when asked about processes and parts of their job that could be more efficient.  Issues related to brand management – including managing multiple brands at a single event while expressing a cohesive message – was the most common improvement area raised. Another top opportunity for improvement was around communication – between senior leaders and the event team, between divisions, between sales and marketing and between the event team and other marketers.

Despite all the demands, deadlines and managing multiple priorities simultaneously, respondents indicated a high level of satisfaction in their role. 56% percent of respondents expected to be at their same company in 5 years either in the same role or a more senior role with similar responsibilities. Another seven percent expected to be at the same company but in a completely different role.

Regardless of where you stand in the trade show and event marketing manager equation, one thing is clear: you are not alone.

Want tips on how to plan and execute a successful trade show? Download our 10 steps white paper HERE.

Top 5 Trade Show Trends for 2018

Exhibit Concepts February 08, 2018

It often feels like the only constant in the face-to-face marketing industry is that it’s continuously evolving. New design trends, innovative use of materials, technology advances-it is challenging to stay on top of the latest innovations. As we did last year, let’s look at the biggest trade show trends we can expect for the trade show industry in 2018.

trade show trends experience design

Trend One: Experiential Design

Great booth design is not simply about architecture. It’s about the total visitor’s experience, from start to finish- and beyond the confines of a booth. The use of new materials and textures that enhance the experience promises to be a game changer in the coming year. Many companies realize a trade show environment is just that—an environment-- and it is important to treat it as such. While it is true technology is a major part of our lives and trade shows, a focus on a “human centric” space is important. It could be a simple as a booth design and finishes that look and feel comfortable to visitors. It could also mean adding engagement interactives that enhance a person’s senses. Rather than starting with square footage and numbers of demo stations, the trend is to focus on the attendee experience first. 

trade show trends strategic approach

Trend Two: A Strategic Approach

Rather than approaching each event on the trade show calendar as an isolated project, we believe a new approach will take over in 2018. Experienced trade show managers are recognizing the value of taking a holistic, strategic approach to the entire calendar of trade shows, events and campaigns. We call this a program. However, a successful program isn’t simply about organizing the show calendar into tiers to maximize spend and effectiveness. It is also about aligning different elements of the marketing plan so that they work in concert with each other.

power of light trade show trends

Trend Three: The Power of Light

Light is an incredible tool, impactful both by its presence and absence. Finding new and creative ways to quite literally shine a light on products and spaces truly brings them to life. This was a big takeaway from CES 2018 and a trend that we anticipate will play a starring role in 2018. Look for exhibitors to dim the lights so products offerings are the star of the show or even turn them up with unique lighting elements that make you say, “How did they do THAT?” This is a fun (and often not overly costly) way to bring a unique element into a booth that captures attention and draws people in for a closer look.


Trend Four: Technology: The Sky is the Limit

From OLED monitors to projection mapping and AR, technology is evolving at a staggering pace. While we don’t know where it will go next, we believe 2018 will be all about showing off the latest and greatest technology, programs, and equipment. Projection mapping is a unique way to project imagery and light onto a static object, bringing it to life. And LG’s OLED experience at CES 2018 was a breathtaking example of showcasing the awe-inspiring power of a product offering.


Trend Five: Engaging the Senses

Much like the first trend, a trade show can be a multi-sensory experience, rather than engaging only one or two senses. This goes well beyond typical hospitality. Think tactile elements like wood or cardboard, paired with beautiful sound, stunning lights, and a fragrance that sparks a beloved memory. While engaging all of the senses simultaneously could be overwhelming, finding different ways to pull out those unique elements isn’t—and can bring a space to life. Look for sights, sounds, smells, and experiences that wow in this category.

Want to look at last year’s trends? Read our Top 5 Trade Show Trends for 2017, and then check out the updates we made in the Top Trade Show Trends for 2018 Planning.

Exhibit Concepts is headed to EXHIBITORLIVE 2018!

Exhibit Concepts February 06, 2018

EXHIBITORLIVE is the Trade Show and Corporate Event Marketing Conference featuring the industry’s largest exhibit hall with nearly 300 exhibitors and an educational event second to none with 180+ sessions and workshops. The exhibit hall is where you will find the latest products and resources shaping the future of exhibiting and corporate event programs. And the educational tracks are designed for marketing professionals to learn techniques and best practices to hone their skills.

Our team will be onsite for the show in Vegas at booth 1101. In addition to our presence on the show floor, five Exhibit Concepts leaders are presenting eight diverse educational sessions. EXHIBITORLIVE offers the industry's only university-affiliated professional certification program, with more than 3,000 candidates currently enrolled.

If you are headed to the show and want to meet with our team, you can find more information here: https://www.exhibitconcepts.com/el2018

Monday, February 26

M510: A Trip Around the World – Must Knows for Global Exhibiting

Presented by Jeff Hannah, our VP of International Services, Commercial Interiors & Creative

Take a fast and fun trip around the world as we discover fascinating insights into seven major world destinations! You'll improve your working knowledge and increase your confidence in handling shows and events in Abu Dhabi, Tokyo, São Paulo, and other locations. 

M512: Traveling Abroad: Important Do’s and Don’ts

Presented by Jeff Hannah

Whether you are managing your own personal travel or that of your executive team or colleagues, there are some important do's and don'ts that you should know about traveling abroad. This knowledge will help keep you safe, save you money, avoid typical scams and make your experience go more smoothly. Leave this session, feeling prepared to travel internationally.

Tuesday, February 27

T505: Global Frameworks: Marketing from the Context of Culture – Part I

Presented by Jeff Hannah

Understanding national culture is key to creating a successful international trade show program, while neglecting subtle nuances in cross-cultural business can damage business relationships and nullify marketing efforts. Learn to see things from a totally different perspective by recognizing that all business is conducted within the context of culture. We will share practical insights to help you understand the cultures you are trying to reach, and share strategies for building bridges across cultural divides. 

T506: Global Frameworks: Marketing from the Context of Culture - Part II 

Presented by Jeff Hannah

Understanding national culture is key to creating a successful international trade show program. Recognizing that all business is conducted within the context of culture, we provide practical insights to help you understand the cultures you are trying to reach-and strategies to overcome cultural divides that could diminish the success of your trade shows and events. This session also explores specific cultural profiles of China, Mexico, Germany and the UAE.

T445: Letting Your Leaders Lead – Leads to the Best Results

Presented by Kelli Glasser, our President and CEO

Whether you report to a micromanager, or you personally display micromanager tendencies, this session is for you. Learn how the "un-micromanager"-who doesn't hover over people or dictate how to do tasks-gets better team and organizational results, improves productivity and engagement, and reduces everyone's stress level.

T650: You’ve Been Tasked with Managing your First New Build – Now What?

Presented by Dom Conti, our Production Director and Jeff Korchinski, our VP of Sales

This is a must-attend session for people embarking on their first exhibit build or that want to improve their process. Hear a fabricator share creative-yet-efficient ways to control costs while maintaining the craftsmanship and trade show presence your boss expects and your brand deserves. Take away a top 10 list that will reduce your stress and ensure you achieve your objectives. 

Wednesday, February 28

W647: Rent Your Booth and Still Own Your Program?

Presented by Jeff Korchinski

There is more to a great exhibit rental program than simply choosing a killer design and a great price. Benefit from the experience of others to learn best practices and understand how to maximize your investment and reduce the risks associated with your decision. 

Thursday, March 1

R348: Sales and Marketing Alignment: How to Get-and Stay- on the Same Page

Presented by Ellen Campbell-Kaminski, our VP of Marketing

It's no secret that alignment between sales and marketing is critical to optimizing business results. However, most organizations find it very difficult to achieve said alignment. Join us to discuss three strategies you can use to get sales and marketing on the same page.

How to Evaluate Your Event Marketing Program

Exhibit Concepts January 23, 2018

The most common (and difficult!) question asked by Event Marketers is:

How do I evaluate the success of my face-to-face marketing program?

Which is closely followed by: How do I capture the right data?

Like so many things, it depends. Specifically, it depends on your goals and objectives for your program.  For example, if your event is primarily planned for lead generation purposes, then it will be important to have a mechanism to capture leads, score them based on pre-set criteria, and follow them through the sales cycle to evaluate quality of the leads and how they contribute to sales. On the other hand, if you are looking to build brand awareness and activation, you might conduct pre and post brand awareness surveys or track total visitors and social media engagement.


Regardless of your program's goals, the first step is to document quantifiable objectives. Be as specific as possible and base your objectives on historic, real information. Another important consideration is to understand what is different about your program this year that would affect results versus prior years.  For example, if your company has exhibited at a particular trade show for several years and each year you collected approximately 100 qualified leads at the show, then all things being equal, it stands to reason that you will collect approximately 100 leads this year. However, if you have added a sponsorship or an integrated social media campaign, you will likely generate more leads and should adjust your objective accordingly.

With respect to the point about being specific, all booth visitor interactions are not created equal. It is important to define what "counts" as a qualified lead.  Depending on your product line and the attendee personas at the show, any visitor who exchanges information (e.g. completes a survey or allows a badge scan) with you would count as a lead. In other cases, you might define a qualified lead as an attendee who has overtly expressed that they are shopping for a solution or that they intend to issue an RFP next month and are vetting potential candidates. You may also have a highly profiled target list of prospects and your objective is to secure prescheduled meetings with a specific number of those prospects.

As much as your focus is on quality engagements during the event, don't forget about the importance of your pre-, during and post- event marketing activities. Establishing goals and measuring results here is important as well.


With your objectives clearly set, the next order of business is laying out exactly how you intend to capture actual results to measure against your objectives. Here there are two considerations: 

What do you need to achieve?

What have you historically achieved?

If there is a major difference between those two measures, you want to make sure that there is something new and different in your program to help make up the difference.

Establishing baseline measures is important at this stage. Select a date (ideally the end of a period to make it easier on you) and record your current metrics. For example, record the number of LinkedIn connections and Twitter followers your company has as of that date. Use whatever social media and digital channels are important to your company to establish a baseline measurement.

You very likely will supplement your exhibit with email and web landing pages so you will want to make sure that each of these tactics is set up for tracking and attribution. You also want to think about how long after the event you will continue to measure results and attribute them to the event.

At the actual event, you need to have your data capture method selected, tested and ready to go before the show opens. If you plan to qualify and score leads based upon set criteria, make sure your lead capture app has been programmed for those attributes.  For example, if urgency is a key criterion as to how you score a lead, make sure that you have a mechanism for the attendee to submit that information or for your brand ambassadors to capture it.


It is important to reach out to all visitors in a timely fashion, thanking them for their time and, as appropriate, provide follow up material. For most visitors, your follow up material is relatively general because they are not active in the sales cycle. But for those attendees who represent bona fide opportunities, you want your follow up to be timely and specific to their needs.

The validation step is about objectively reviewing all leads captured at the event and modifying lead score if necessary. Also, if your product is purchased by a company vs. individuals, you want to consolidate leads by company to reduce counting duplicates. You may also find that you want to remove certain visitors that you know will never become customers.


Depending on how you stated your objectives, as well as your sales cycle, the task now is to periodically evaluate results. If your goal was brand awareness, you likely set a timeline upon which you wanted to see an increase in awareness. In that case, you would make your assessment and document your results. If your goal was lead generation, then you will want to capture # of leads as a result of the event, but then periodically report on how many of those leads resulted in sales and at what dollar amount? For transactional businesses, you might only measure lead conversions to sales for 30 days or perhaps 3 months.  For products and services with longer sales cycles, you might continue to track sales for two or three years.


Perhaps the most important thing you can do when measuring your face-to-face program results is to provide contextual analysis of what worked and what needs improvement. While it is very gratifying to be able to say, "My program generated 30% more leads than our goal," it is important to be able to articulate why that happened so that you can continue to improve your program.  Consider any changes you made to the program, tactics you added, altered messaging, more experienced brand ambassadors or other changes that would help to explain your results.

An important exercise to conduct while the event is still fresh in everyone's memory is Start, Stop, Continue. This is a framework to capture what worked well and should be continued in future events, what didn't work as well and should be eliminated from the program and what other ideas might be added in the future.


Reporting on the results of your trade show can seem daunting, but it doesn’t need to be overwhelming if you follow this simple formula:

  1. Establish quantifiable objectives
  2. Develop the plan to capture results
  3. Set your baseline
  4. Validate and follow-up as appropriate
  5. Continue ongoing measurement
  6. Explain why you achieved your results

EXHIBITORLIVE All-Access Passes Giveaway 

Exhibit Concepts January 12, 2018

We’ve already given away two EXHIBITORLIVE All-Access passes, and we are looking for three more lucky recipients. The passes are an incredible opportunity for trade show and event marketing professionals looking to expand their industry knowledge at the annual EXHIBITORLIVE event taking place in Las Vegas at Mandalay Bay February 25 through March 1, 2018.

Pass winners will receive full access to the exhibit hall, Peer2Peer Roundtables, workshops, and unlimited educational sessions. This is an incredible opportunity for attendees to sharpen their skills, continue their education, and interact with their peers. The program includes 182 professional development sessions, 151 world-class practitioners, and up to 5 days of interactive learning and networking.

The passes, valued at $2,295 each, are part of Exhibit Concepts’ ongoing initiative to invest in the educational side of the trade show and corporate event industry.

To be entered to win one of the EXHIBITORLIVE All-Access passes, visit https://www.exhibitconcepts.com/el2018 Contest ends Wednesday, January 24, 2018 at 11:59 pm EST.

7 Success Factors for Sales & Marketing Alignment

Exhibit Concepts January 05, 2018

This is a portion of the presentation, Sales and Marketing: How to Get-and Stay- on the Same Page, to be presented by Ellen Campbell-Kaminski at ExhbitorLIVE Thursday, March 1, 2018. For more information on this session and to register to attend, click HERE.

Sales and Marketing organizations that are well-aligned, collaborating together to achieve their goals, and delivering on corporate objectives: it is a beautiful thing. It's also something that most sales and marketing executives dream of and aspire to, but rarely achieve.

There are many reasons why alignment is so difficult to achieve in most B2B organizations but rather than dwell on the negatives, here are seven critical success factors necessary for alignment to take hold. As is the case in so many business culture issues, it starts at the top. The examples and behaviors that senior leaders demonstrate set the tone for the entire organization.

Assume Positive Intent

Very few people actually want someone else to fail. While questions and suggestions across departments can seem mildly offensive or even treading on another's territory, that is rarely the case. Most questions and suggestions are well intentioned. Focus on the spirit of the question. In most cases, it will be clear that the questioner was legitimately trying to help rather than point out shortcomings.

Be Open and Transparent

Nothing can derail alignment more quickly than withholding information. This immediately leads to both distrust and doubt. Share your data. Explain your sources and calculations. Document assumptions. Socialize your plans and priorities. Solicit and accept advice. Openly talk through differences and work toward mutually agreeable resolutions.

Shared Goals and KPIs

Not all objectives are the same for sales and marketing teams. Marketing will likely have specific objectives related to brand awareness or social media engagement. Likewise, sales may have tactical objectives related to numbers of first appointments. Still, there are key objectives that should be shared by the two departments around revenue, new customers and/or retention rates. In these cases, it is vital that the measurements are the same or you will spend unnecessary time attempting to reconcile the data.

Choose Your Battles

There are some issues that are material and need to be worked through and others that are not worth the angst. Focus energy on those areas that have a material impact on achieving your objectives. Get to the other things when time allows but those are not the ones to escalate.

Pilot First

Nothing drives a wedge between sales and marketing faster than an ill-conceived plan or campaign. Start small with a few sales people or one sales region. Take all of the feedback and learnings from that small market and adjust the campaign accordingly.  Then, when you roll out your program more broadly, you will have something that is proven to work and the added benefit of sales people who can attest to the program's success. (see Find Evangelists)

Find Evangelists

Sales people are most trusting of other sales people who walk in their same shoes, face the same competitive pressures and the same customer reluctance. Finding sales people, ideally at different levels in the sales organization, that are willing to test a new program and then serve as a champion within the sales organization is key.


Whenever possible, whether setting annual plans or working on the details of an upcoming trade show, conduct joint planning workshops. The practical feedback from sales will be invaluable as they are closest to the customer and have insight as to what is most likely to work and where there could be resistance. Plus, there is likely more buy-in when they have had a hand in developing the program in the first place.

At the end of the day, it's important to focus on the fact that both sales and marketing have a shared goal: they want the company to succeed and to grow the business. Each department has a different job to do in order to achieve the overall business results. By focusing on the commonalities vs. differences and practicing open communications will lead to better alignment and improved results.

Want more tips on sales and marketing alignment? Read Ellen’s other blog post on the topic, Get in Formation: How to Align Sales & Marketing.

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