Case Study:

Hewlett-Packard

Objective:

Increase enterprise system and service sales in targeted Fortune 1000 companies

Strategy:

Build a personal relationship between targeted CEO, CIO, or CFO and HP sales executives

Tactic:

Create activities/events that will capture the interest of the targeted C-level executives and facilitate relationship building

Leverage:

America's Cup

Implementation:

World-class, exclusive events that included:

 • C-level guests participating in a strategic think-tank forum with peers and experts

 • Unique social activities with peer-executives

 • Exceptional access to and participation in a world-class sporting event and athletes

 • Deliverables for after-event follow-up meetings

Results:

 • 295 targeted executives attended five events

 • Over $334.3 million in incremental new business revenue was tracked during the following year

Program Cost:

Total cost to HP was less than $1.7 million