Prospectuses written around value
A prospectus is not a price list with branding. It's a document that should answer the question a sponsor is actually trying to answer, which is whether the room is theirs. Most prospectuses don't answer it because most prospectuses are written from the inside out. I write them from the sponsor's seat.
Pricing around fit, not around precedent
Last year's price is the worst possible starting point for this year's package. I work with events to price based on what's actually being offered and to whom, not based on a percentage uplift on a number that was already wrong.
An outreach rhythm built on discovery
The fastest path to closed deals is not a tighter sales process. It's a slower opening one. Discovery-led outreach takes longer in the first conversation and shorter in every conversation after that. I run cycles this way across multiple events, and the renewal rates show up.
The post-event work that decides next year
The debrief is where retention is built. Most events skip it or run it as an internal exercise. I run debriefs with sponsors, capture what worked and what didn't, and use that conversation as the opening for the next cycle. The renewal becomes a continuation, not a fresh sale.