Free Toolkit · Page 01 · Cover
Build regional programs that drive business growth.
A practical planning workbook for scalable regional event programs — written for the leaders very few resources are written for.
By Sara Straw
Page 02 · Introduction
Every regional event should support pipeline, relationships, and revenue.
This workbook helps you build programs that align with sales priorities while creating memorable customer experiences.
Page 03
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Region
Sales Leader
Field Marketer
Quarter
Budget
Pipeline Goal
Revenue Goal
Page 04
Map programs across the four quarters.
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| Program | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Major Programs | ||||
| Target Accounts | ||||
| Customer Events | ||||
| Trade Shows | ||||
| Executive Dinners | ||||
| Partner Events | ||||
| Community Events |
Page 05
Your top 25 accounts and where each stands.
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| # | Account | Buying Stage | Relationship | Target Event | Exec Sponsor | Sales Owner |
|---|---|---|---|---|---|---|
| 01 | ||||||
| 02 | ||||||
| 03 | ||||||
| 04 | ||||||
| 05 | ||||||
| 06 | ||||||
| 07 | ||||||
| 08 | ||||||
| 09 | ||||||
| 10 |
Duplicate this sheet for accounts 11–25.
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Event Objective
Audience
Theme
Target Attendance
Budget
KPIs
Success Definition
Page 07
Meet with Sales before planning.
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What accounts matter most?
What deals need acceleration?
Which customers need attention?
Where should executives spend time?
How can marketing help?
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| Category | Estimated | Approved | Forecast | Actual |
|---|---|---|---|---|
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| Channel | Notes |
|---|---|
| Partner Promotion | |
| Customer Invites | |
| Executive Outreach | |
| Paid Media | |
| Community | |
| Follow-up |
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| Executive | Role | Meetings | Dinner | Customer Session | VIP Tour | Travel |
|---|---|---|---|---|---|---|
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| Metric | Notes |
|---|---|
| Accounts Attending | |
| Meetings Scheduled | |
| Opportunities | |
| Pipeline Created | |
| Pipeline Accelerated | |
| Revenue |
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Attendance
Pipeline
Customer Feedback
Lessons Learned
Next Actions
Page 14
Instead of reviewing individual events, review the region.
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| Metric | Notes |
|---|---|
| Programs Delivered | |
| Budget Used | |
| Pipeline | |
| ROI | |
| Customer Meetings | |
| Executive Participation |
Page 15 · Sara's Perspective
The best Field Marketing teams don't measure success by the number of events they execute.
Before planning your next regional program, ask yourself one question:
If we only had budget for one event this quarter, would this be the one we'd choose?
If the answer is no...
Don't plan it.
Bonus · AI Prompt Companion
These prompts help field marketers spend less time building documents and more time building relationships.
You are a Senior Field Marketing Manager responsible for planning regional events. Based on the following sales goals, create a quarterly event strategy. Include recommended event mix, budget allocation, audience recommendations, executive participation, success metrics, and potential risks.
Design an executive dinner for 18 CIOs. Include objectives, agenda, seating strategy, conversation topics, networking ideas, follow-up plan, and success metrics.
Create a one-page executive event brief for this regional event. Include business objective, audience, budget, risks, KPIs, and the executive decision required.
Based on this list of target accounts, recommend the most effective event strategy. Consider industry, buying stage, existing relationships, executive engagement, geographic location, and budget.
Build a meeting agenda for Sales and Field Marketing before quarterly planning. Include discussion topics around target accounts, pipeline, executive participation, customer priorities, competitive activity, and event recommendations.
Write an executive invitation for an invitation-only customer dinner. Tone: executive, personalized, relationship-focused, and non-salesy. Approximately 200 words.
Create a one-page executive summary after this field marketing event. Include attendance, executive meetings, pipeline influenced, customer feedback, lessons learned, recommendations, and next steps.
Create an annual field marketing plan for North America. Budget: $750,000. Goals: accelerate enterprise pipeline, expand executive relationships, and increase customer advocacy. Recommend event mix, quarterly cadence, budget allocation, KPIs, and staffing considerations.
Continue Building Your Toolkit
Designed to help event leaders make smarter decisions, build stronger strategies, and create measurable business impact.
