For event technology companies
Your loudest customer is not your market.
Independent customer advisory boards, focus groups and event-led growth for event technology companies. I find out what your customers actually think, then build the events that turn it into position and pipeline.
What I hear on the first call
"Our roadmap is whoever shouted loudest on the last renewal call."
"Our messaging sounds like every other platform in the category."
"We find out a customer is leaving at renewal, not six months before."
"Our user conference costs six figures and nobody can say what it returned."
"We get treated like a feature, not a category."
"Our partner program is a logo wall, not a pipeline source."
Every one of those is the same problem wearing a different hat. You are making decisions on what customers tell your sales team, and customers do not tell your sales team the truth.
Facilitation is the method. Audience intelligence is the outcome. Pipeline is the point.
Most companies start with one. The second gets easier once the first is running.
Offer one
Customer advisory boards and focus groups
A recurring group of your most strategic customers, moderated by someone who is not on your payroll. Plus focus groups when one question needs an answer in weeks, not quarters.
You get
- A board charter, the right member mix, and sessions people show up to
- A synthesis your product team can build against
- Verbatim customer language your marketing team can ship
Start here if
You are about to bet a roadmap, a price change or a repositioning on a hunch.
Offer two
Event-led growth programs
Events you run, built to grow the business. A half-day lab series. A one-day flagship. A multi-city roadshow. The format follows the goal and the budget, never the other way around.
Every program does three jobs
Surface insight for roadmap and messaging
Own a market position by convening the segment
Drive pipeline that your team can actually track
You get
- The format and scale sized to your goal and your budget
- Content architecture that carries your positioning
- A measurement model tied to pipeline, not attendance
Start here if
You run events already and cannot answer what they returned, or you want a position in a segment nobody owns yet.
Why they compound
Neither one is a project that ends. They feed each other.
What fifteen customers tell you in a closed room becomes the positioning you test on four hundred. What happens in front of those four hundred becomes the next agenda for the closed room. Run both and your board can convene inside your own event, which means one trip for your customers, two outcomes for you, and better attendance than a standalone board meeting will ever get.
Also on the table
Partner Programs
Designed to source pipeline, not collect logos.
Sales enablement
Collateral rebuilt in your customers’ words, plus the training to carry it.
First-party data
The strategy behind what you are collecting and what it is actually telling you.
What you gain
A roadmap you can defend to your board, with names attached to the reasoning.
Messaging written in your customers’ words instead of your category’s.
Renewal risk that shows up months early, in a room, instead of in a forecast.
An owned event with a number next to it the next time finance asks.
Who I usually work with
Founders and CEOs
You are making roadmap bets and explaining them to a board. You need signal that has not already been filtered through your own sales team.
CMOs
You own positioning in a crowded category and you own the user conference budget. Real customer language makes both arguments easier.
CROs
You want renewal risk earlier and pipeline from somewhere other than outbound. Both live in rooms you are not currently running.
“Her focus group facilitation gave us clear product validation, her positioning work sharpened our messaging.”
Huong Nguyen, Aletheia
“Her ability to connect relationships, data, and strategy has been a massive accelerant.”
Joe Colangelo, Bear Analytics
Questions
Find out what your customers are not telling you.
Thirty minutes. If a focus group gets you the answer faster and cheaper than a board, I will tell you that instead.