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  | Score (1-5)  | 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.
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