Sales Rubric for Selecting Trade Shows to Attend

This rubric is designed to optimize trade show participation, aligning it closely with [Your Company Name]'s strategic business goals and ensuring the best return on investment.

Evaluation Criteria & Scoring System

Criteria	Weight	Description
Target Audience Alignment	25%	How well the trade show’s attendee profile matches our target customer demographics and buyer personas.
Industry Relevance	20%	The trade show’s significance within our industry, including the presence of key players and competitors.
Geographical Location	15%	The trade show's location in relation to our key markets and the logistical ease for our team to attend.
Historical Performance	15%	Past participation results, including leads generated, sales closed, and overall ROI from this event.
Networking Opportunities	10%	The potential for meaningful networking with industry professionals, potential partners, and influencers.
Educational Content	5%	The quality and relevance of workshops, seminars, and keynote speeches in relation to our business needs and objectives.
Cost Efficiency	10%	The overall cost of participation, including booth fees, travel expenses, and any additional costs, against the expected ROI.

Scoring Guide

1-2: Low priority; does not meet key criteria for participation.
3: Medium priority; meets some criteria but requires further investigation.
4-5: High priority; strongly aligns with our business objectives and target audience.

Decision Making Process

Total Score	Priority	Action
70-100%	High priority	Proceed with planning and budget allocation.
40-69%	Medium priority	Consider based on budget availability and strategic fit.
Below 40%	Low priority	Not a priority; focus resources on higher-scoring opportunities.

Implementation and Review

Implementation: Sales and Marketing teams collaboratively use this rubric to evaluate upcoming trade shows, compiling detailed reports for each evaluated trade show, documenting scores and decision justifications.
Review and Adjustment: Annually reviewed and adjusted based on team feedback, changes in business strategy, and market landscape shifts.

This rubric ensures [Your Company Name] invests in trade shows that are most likely to yield high returns, align with strategic goals, and effectively engage the target audience.