“At events, don’t chase 200 badge scans—set a KPI like 25 real conversations that turn into 15 meetings and 10 closes,” says Charlene Ignacio, founder of Fornix.
At the MSP Summit in Orlando, Doug Green, Publisher of Technology Reseller News, spoke with Ignacio about Fornix’s mission: unite MSPs and vendors to win more deals through aligned sales-and-marketing execution. Fornix operates as a fractional Channel Chief/CMO/CRO, bringing CEO-level discipline to planning, pipeline creation, and partner programs.
Ignacio outlined three common ways companies waste event spend—and how to fix them:
- No strategy. Don’t exhibit to “use the budget.” Attend first if needed, verify audience fit, and set outcome KPIs tied to pipeline, not swag.
- No pre-work. Coordinate sales + marketing, book meetings before wheels-up, and craft channel messaging (not just brand marketing).
- No qualification. Replace mass badge scans (“trick-or-treaters”) with meaningful, scored conversations that feed a defined follow-up plan.
On execution, Fornix treats the booth like a live sales floor: pre-show training, clear roles, proactive outreach, and contingency logistics (“hand-carry” critical assets; ship early if needed). Their MSP Village model curates vendors, generates energy (headshots, video, panels), and centers everything on people and community—extended through intimate, ROI-driven dinners instead of costly, low-yield giveaways.
Post-show success starts before the show: lock the follow-up plan, owners, and timelines so cards don’t languish in a box. For channel teams, Ignacio stresses a simple, measurable funnel: 25 qualified conversations → 15 appointments → 10 closes, with remaining prospects nurtured.
Learn more at fornixmarketing.com.
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