Strategy:

Build trust-based relationships between the company's sales executives their targeted CIOs while creating awareness of the company's new capabilities

Tactic:

Create an activity or event that would attract targeted CIOs and connect them with their sales executives

Leverage:

CIO Week Conference - Exclusive Event

Implementation:

An Exotic Auto Rally

 • Invitations to drive an exotic sports car

 • CIOs must contact their sales executive to sign-up

 • Sales executives participated with their targeted CIO as the CIO's navigator

 • Commemorative gifts were created and photos taken for delivery at after-conference meetings with CIOs

Results:

 • 42 targeted CIOs participated

 • Over $6.48 million in incremental new business revenue was tracked during the following year