I read this piece written by Keith Reznick and thought it was right on the money. He writes; “A few years ago I asked just over 100 trade show managers the following question, “How many of you know the specific goals of your largest funding source?” Only two people raised their hands. My follow up question was, “Would you be able to provide increased value if you did?” was answered with a resounding, “Yes.”
Read the rest of his piece at this link… Converting Brands into Business