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Adtech Today – Event Sales

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Updated on June 27, 2025
Objective:

To ensure a streamlined, professional, and effective sales process for AdTech Today’s events from client acquisition to event execution and post-event relationship management.

Team Involved:

Sales Team (Adtech Today)

Roles:

Sales Executive, Manager, Senior Manager, Operations Executive, Client Servicing Executive

Prospecting (Event-Specific Sales Outreach)
  • Identify target brands, agencies, and platforms relevant to the event theme and audience.
  • Research past sponsors, competitors, and aligned partners from similar events.
  • Maintain and update a Sponsorship tracking Sheet for each event with contact details, outreach status, and response.
  • Craft a customized outreach email or LinkedIn message tailored to the event, highlighting benefits, past event success, and sponsorship opportunities.
  • Use a combination of:
  • Email sequences (Use Tools like Mail Merge for Mass Mailing)
  • LinkedIn InMail
  • Warm calls or WhatsApp intros (where applicable)
  • Book virtual/in-person meetings with interested prospects within 5 working days of response.
  • Share a branded event deck before the call.
  • During the call:
  • Understand the brand's goals.
  • Suggest the most suitable sponsorship tier.
  • Highlight value beyond just event day (e.g., content, digital exposure).
  • Update the Sponsorship Tracking Sheet after every meeting.
  • Share Sponsorship Plan
  • Follow up after every 2 days.
  • Share a confirmation email/invoice as agreed.
  • Ensure client shares:
  • Logo assets
  • Final signed contract
  • Billing details
  • Mark the deal as closed in the tracker.
  • Immediately update the Operations team with:
  • Deliverables
  • Client expectations
  • Sponsorship tier and key commitments

Once a deal is marked Closed, follow these steps to raise and track the invoice:

Step 1: Confirm Client Billing Details
  • Collect the following from the client:
  • Company Name
  • GST Number
  • Billing Address
  • Contact Person for Accounts Payable
  • PO number (if applicable)
Step 2: Raise Internal Invoice Request
  • Send Mail to Finance Team to raise Invoice
  • Include:
  • Client name
  • Deal value (including taxes, if applicable)
  • Sponsorship tier
  • Billing details
  • Event name
  • Payment terms
  • Submit to the Finance/Accounts Team within 2 working days of closure.
Step 3: Finance Team Issues Invoice
  • The finance team generates the invoice (PDF) using the official GST invoice format.
  • The invoice is shared back with the sales team or sent directly to the client (as per standard practice).
Step 4: Invoice Follow-Up
  • Ensure client acknowledges receipt of invoice.
  • Add invoice details (invoice number, sent date, due date) to the sponsor tracking sheet.
  • Follow up for payment as per agreed timeline.
  • Mark payment status as:
  • Pending
  • Partially Paid
  • Paid
  • Attend weekly ops-sales sync calls (or more frequently closer to event).
  • Align on:
  • Brand presence on collaterals, panels, booths, etc.
  • On-ground and digital deliverables
  • Social Media Announcements
  • Ensure the Ops team receives all required assets well in time.
  • Verify with Ops team:
  • All branding, AV slots, and visibility are in place.
  • On-site client seating, booth, or speaking slots are confirmed.
  • Double-check checklist of client deliverables:
  • Logo on standees, agenda, screens
  • Speaker placement (if applicable)
  • Social media mentions scheduled
  • Collect from the client at least 5 days in advance:
  • Logos (high-res PNG/SVG)
  • AVs (MP4, under 2 mins if applicable)
  • Presentation decks (PowerPoint or PDF)
  • Test all audio, video, and slides before the event with AV team.
  • Designate a point-of-contact (POC) for each client on event day.
  • Ensure:
  • AVs and presentations run smoothly
  • Speaking slots and timekeeping are followed
  • Branding and visibility are present as promised
  • Maintain a client hospitality checklist to ensure VIP attention
  • Within 3 working days:
  • Ensure:
  • Send a thank-you note to sponsors
  • Share event photos, brand exposure links, and any recordings
  • Ask for sponsor feedback/testimonials via a quick form or call
  • Update Sheet with:
  • Renewal potential
  • Feedback notes
  • Next event interest
  • Srikanth Rayaprolu (10 July 2025)
  • Srikanth Rayaprolu (10 July 2025)
  • Neha Mehta (10 July 2025)
  • Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)

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