How we sold 525 paid tickets to a B2B event, in 35 days, completely from 0.

Most event businesses spend heavily on event tech, then discover no one can confidently answer the simplest question: how is this event actually doing? The bottleneck is rarely the tools. It's the CRM, and how it's configured.

Event businesses are uniquely complex (sponsorship, ticketing, speakers, marketing, operations) but most run a CRM configured like a generic SaaS sales tracker with event fields bolted on. That structural mismatch is what's quietly breaking commercial visibility: unreliable forecasts, attribution no one trusts, dropped batons between sales and production, and sponsors being remarketed the prospectus they just bought.

Drawing on CRM rebuilds shipped with B2B event organisers, this session walks through six structural principles that change how an event business sees itself commercially:

(1) Contact data architecture

(2) Form design and progressive profiling

(3) Deal properties and creation logic

(4) Sales pipeline redesign

(5) Connecting third-party platforms

(6) Mapping production and ops into the CRM

Attendees leave knowing which changes pay back fastest, which ones organisations typically get wrong first, and a diagnostic to apply 'Monday morning'. Practical and grounded in real implementations.