Improving, developing, and refining processes nonstop
In the trade fair business, everything revolves around satisfied exhibitors. That’s why Koelnmesse provides companies with the best possible support before, during, and after the 80 or so trade fairs it organizes each year. The sales cycle is tightly timed – everything has to run as efficiently as possible when it comes to creating opportunities and leads, acquiring exhibitors, preparing the hall plan, and supporting exhibitors with appropriate on-site services.
Koelnmesse faces a unique challenge because 72% of exhibitors come from abroad. For a long time, exhibitors could register only by form and Koelnmesse received the registration as a printed or PDF document. The manual registration effort was immense and cumbersome. The company needed a solution that could move customer-related processes to the cloud and automate them.
The first step was to simplify its voucher system – the management of opportunities and leads. This was key, given the volume and diversity of stakeholders, with 54,500 exhibitors from 122 countries.
“We wanted to simplify the process significantly. Here, cloud solutions are more powerful than lists and open up huge efficiency advantages in international collaboration,” Barbara Arndt, Project Manager, Koelnmesse GmbH, says.
Koelnmesse also wanted to further automate its campaign planning, including automatically transferring exhibitors from past years as opportunities to the next sales cycle. Last but not least, the company dreamed of collaborating more easily with its many sales partners abroad. Koelnmesse hoped the cloud could make it all happen.