Ken Allman is one of the kindest and most humble CEO’s I’ve ever met. And I love the way his mind works when it comes to identifying and solving knurly problems.
Ken founded a business platform in a new category in the healthcare arena some twenty years ago. It was through Ken that I learned the true potential and impact of attending and/or sponsoring trade shows.
I have no idea how Ken’s team plans, reports, and analyzes trade shows, but in this simple walkthrough, I show the possibilities for creating such a tracking tool, and it’s not difficult to create, launch, and use.
Modeler Notes:
Remember to modularize as much as possible to make the model easier to scale. For example, there are separate matrices that define the event locations and the cost codes for each event.
Determine in advance where the actual data will come from to integrate with the plan data.
Finally, do not feel you need to create the perfect system from the beginning. Get started. Roll it out. Use it. Then improve.
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