Tracey Schropp - Exhibitor Magazine

used for reporting results to management on the Productronica 2009 tradeshow,
including the cost reporting and the customer relationship management system (CRM).
Productronica 2009 Results per the CRM system:
All information from leads and surveys captured at the tradeshow was input into the
CRM system that we use called salesforce.com. The CRM system could then provide
the data that would measure the success of Objectives 1 - 3:
1) Number of leads
2) Quality of leads
3) Customer application needs and product interests
Also measured are customer demographics; leads that turn into opportunities and the
monetary amount of closed sales, and budget and actual cost totals.
As a result of the economic downturn, there was about a 50% drop in visitors to our
booth in 2009 compared to 2007. Besides having fewer travelers to the tradeshow,
another factor in comparing to the past show might have been the extensive product
launch that we had promoted in 2007 which drove additional traffic to our booth.
In all there were 178 collected surveys from Productronica 2009, of which 165 were
qualified and recorded in the CRM system.
This data was analyzed through the salesforce.com system providing results such as
the visitors’ industry, applications focus, territory demographic, and lead ranking as
displayed in some examples of dashboard charts below.
Chart showed ~20% identified as hot leads
Leads per regional sales manager territory
CTSM Portfolio – Tracey Schropp Page 34