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Optimizing event succes through aligning event management, business development and sales

Rechten: Alle rechten voorbehouden

Optimizing event succes through aligning event management, business development and sales

Rechten: Alle rechten voorbehouden

Samenvatting

Bynder is a Software as a Service company that develops and provides a Digital Asset Management tool. It was founded in 2012 in Amsterdam and it currently consists of 275 employees in offices in Boston, Amsterdam, Rotterdam, London, Barcelona, and Dubai.
The business participates in several events from fairs and tradeshows over customer events to promotion events. Each time the Marketing and Sales team as well as the Business Development Representatives have to work closely together to create the most attractive and memorable appearance. A good communication is essential for all parts involved around the event and there are several issues at Bynder. Thus, a research was conducted in order to analyze the current opportunity generation process, where it needs to be improved and how the changes can be implemented.
In the current process the departments prepare themselves for the event and only few actions are communicated with the departments. During the event, the Bynder team establishes the first contact with clients and receive their information in order to follow-up on the lead afterwards. After the event the Sales contacts the leads again and turn them into opportunities or lose them. Currently, not many opportunities are won through events.
A survey and several interviews were conducted in order to determine the viewpoints of the three parties and receive an insight into their ideas about how the communication could be improved.

Conclusion
To conclude, it is important for the teams to improve their communication. Especially, the Sales team should act more proactively and put more effort into following up and not losing the momentum. Systems from other companies can be adapted in order to work more organized and efficient.

Recommendation
For the teams to have a better communication, meetings before and after events should be scheduled. Moreover, an automated mail can be send out to the leads right after the event. Another possibility would be an inside sales person having a direct follow-up. It would be important so that the Sales team rather calls people than have written communication and consider all leads generated. Furthermore, the roles should be clearly divided and behavior rules during the event are required. Providing a Workflow for each campaign improves the structure and communication.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
AfdelingAcademie voor Economie & Management
PartnersBynder, Amsterdam
Datum2018-06-26
TypeBachelorscriptie
TaalEngels

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