Deliver Lasting Impact: How to Maximize ROI for Corporate Events

Posted on by Julia Macneill

Companies have already started planning their National Sales Meetings for the First Quarter.

It’s a big investment of time and money. There are so many moving parts. So many unknowns. So many moments to seize, yet so many rabbit holes to fall into.

There are substantive things we have seen clients do to simultaneously meet or exceed their objectives and control costs at every stage of planning and production.

The tactics fall into three basic categories:

MAXIMIZING RESULTS
MINIMIZING COSTS
MEASURING CHANGE

By strategically focusing on these three categories, your corporate events can deliver lasting impact and maximize ROI well beyond the day of the event.

Scroll through the carousel above for a flyover of the kinds of things companies are doing in each area.

Designing Experiences That Drive Lasting Engagement

Posted on by Julia Macneill

As meeting plans start to take shape, clients are asking us about immersive experiences, interactive storytelling, gamified strategy simulations, VR/AR and live streaming for remote participants.

And beyond the obvious questions of what kinds of experiences to incorporate, they’re asking us what they can do to maximize the return on their investment.

Executive Producer Douglas Blecher has some thoughts on that.

As he puts it, “Before you ask yourself what to do, ask yourself what the engagement you want looks like and how it could translate into results. Then you can develop the experience around that, and decide which of the many amazing tools out there to use. It helps keep the creative process moving forward, and without churn.”

Scroll through the carousel above for Doug’s top tips on designing for optimum engagement at your next meeting.

Personalized Storytelling Strategies for Deepening Engagement

Posted on by Julia Macneill

With communication formats and technologies evolving rapidly, businesses should revisit timeless storytelling principles from thought leaders. These strategies strengthen engagement through personalized, persuasive stories.

Scroll through the carousel above to see six that relate to the goal of deepening engagement with personalized stories.

Master Persuasive Storytelling with the SIERA Framework

Posted on by Julia Macneill

The SIERA storytelling technique, introduced by Dechert-Hampe in 1965, is a structured framework that is widely recognized as a tool that helps sales and marketing professionals craft compelling narratives.

It is popular in these areas because it marries storytelling with persuasion, ensuring that the narrative is effective in driving business outcomes.

SIERA is an acronym for the five structural elements in its logic flow:

  • Situation: Outlining the context
  • Idea: Presenting the proposition
  • Explain: Making the case
  • Reinforce: Documenting the benefits
  • Ask for order: Consummating the deal

This structure translates to a five-step process that encourages clarity and brevity, is solution-focused, combines logical and emotional appeal and drives action.

It is applicable to all kinds of business and personal communications.

Click through the overview above to get a feel for how it works.

3 Basic Tips for Using a Teleprompter

Posted on by Scott Berg

Have you ever read a teleprompter to deliver a speech?

If you never have, it can be a little daunting at first. But once you master the techniques, it’s a breeze.

Having helped hundreds of executives at all levels create and deliver high-stakes presentations over 35+ years, we’ve boiled it down to 3 basic pointers that can help you if you’re a first-timer.

Talking About Tariffs

Posted on by Scott Berg

Tariffs may drive the price change, but your people drive the message.

Navigating tariffs and rising costs requires a pricing strategy that balances cost recovery with demand elasticity, competitive positioning and customer equity.  And while most people understand that tariffs cause prices to rise, some may question whether your increases are appropriate.

So, before you announce any changes, make sure your frontline team is aligned and equipped to manage risk and build customer trust.

What’s going on at today’s experiential B2B co-creation centers?

Posted on by Scott Berg

Experiential B2B customer co-creation centers are increasingly integral to B2B strategies. Also called collaboration centers, executive briefing centers, innovation hubs or insight centers, they have surged in popularity post-pandemic, as businesses and clients value visceral, must-be-there experiences after years of virtual-only meetings. (Gensler)

Notable examples include:

  • General Electric’s additive manufacturing division Customer Experience Centers in Pittsburgh, PA and Munich, Germany are designed to help customers understand and adopt 3D printing technology.
  • Microsoft, Cisco, Oracle, IBM, and others host thousands of customers annually in their global network of EBCs and demo centers. At these facilities, enterprise clients engage with tailored solution demos and meet subject matter experts in person.
  • CPG companies such as Mars and Anheuser-Busch operate high-tech centers that engage retail partners with immersive visualizations and interactive explorations of market data, new technologies and product concepts, and advanced retail strategies.

A customer co-creation center can yield multifaceted benefits – growing sales, curating the customer base, enriching the employee experience, and even jump-starting workplace culture. (Gensler) Industry observers note that EBCs are now “one of the hottest subjects” in corporate real estate strategy due to this focus on experience-driven engagement. (Work Design)

Aligning Sales & Marketing Teams

Posted on by Scott Berg

Sales–Marketing alignment is top-of-mind for enterprise B2B organizations in 2025.

In a recent survey of North American go-to-market leaders, 52% named strengthening marketing, sales, and customer success alignment as their top priority for the year. (Source: MarketingProfs)

This focus is well-founded. For example, a recent study found that fully aligned teams are 60% more likely to hit their revenue goals (80% success rate vs. ~50% when misaligned). (Source: CMSWire)

Moreover, a recent Forrester study concludes that traditional sales and marketing alignment is going to be derailed as the landscape of B2B marketing and sales is being reshaped by technological advancements, changing buyer behaviors, and evolving business models. That research unveiled four future paradigms (siloed, assimilated, subservient, and proportionate) that will govern the relationship between marketing and sales functions within B2B organizations, each of which has pros and cons.

The challenges fall into four categories: Organization Silos and Culture, Communication Gaps, Misaligned Metrics and Incentives, and Different Views of the Customer. All are addressable. In 2025, B2B enterprises are tackling silos and misalignment head-on by adopting new strategies, technologies, and organizational models.

Here are ten emerging trends we’ve helped support as companies advance the alignment of their Sales and Marketing teams evolve to meet the challenges of a changing B2B landscape.

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