Overview

"Christy Lamagna's expertise lies in turning events into powerful sales tools that drive business value. In this book, she clearly and definitively demonstrates how companies seeking a competitive edge can follow the ""Discovery Process"" and embrace strategic event planning. Dramatically transform your meetings to deliver quantifiable ROI and influence what your target audiences feel, think, say and do. Christy has been featured in Forbes, Fast Company and Entrepreneur and is a sought-after speaker, facilitator, and coach across multiple industries. Her war stories are sometimes laugh-out-loud funny, but the lessons she draws from them are transformative. This book is a must read for event professionals, CMOs, sales or procurement executives--for anyone with bottom-line accountability. You'll gain the valuable insight you need to create a powerful paradigm shift within your organization."

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9781732563810

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"After decades of successfully delivering strategic events to clients worldwide, Christy is embracing a new challenge: disrupting the meetings industry. Christy advocates for a fundamental shift from a logistics-centered methodology to one rooted in strategy. She introduces readers to the ""Discovery Process."" This powerful practice transforms events into targeted sales tools that achieve business goals, support the bottom line and turn event expenditures into investments. Christy teaches the fundamentals of becoming an event strategist and even explains how to earn the exalted title of Master Strategist, the highest title in the strategic event industry. Knowing HOW to do something is only half the process. Christy takes you on a deeper dive into the WHY-WHY do companies hold meetings? WHY should companies embrace this paradigm shift? WHY should meeting planners invest the time and energy to ascend to a new level of professionalism? Drawing upon three decades as an entrepreneur, connector, strategist and executive, Christy skillfully demonstrates how to effectively communicate with and be noticed by the C-suite and outlines a clear plan for Master Strategists to go from the ballroom to the boardroom."

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