Sponsorship ROI Calculator
Evaluate the potential financial return of sponsoring a trade show or industry event.
Sponsorship Investment
Rule of thumb: Budget approximately twice the sponsorship fee to cover additional costs. A $5,000 sponsorship typically calls for a $10,000 total budget.
Estimated Viable Prospects
Count unique companies that match your ideal customer profile (ICP) and have an appropriate decision-maker attending, not total registrations or attendees. Consider actual historical attendance, job titles, industry, company size and revenue. Speak with previous sponsors when possible.
Lead And Appointment Projections
Through pre-booked meetings, booth visits, speaking sessions and networking. At smaller events, you may engage 50% or more of viable prospects; at events with 1,000+ attendees, even 30% may be difficult.
They show genuine interest, attend your breakout or speaking session, visit your booth, download content, or otherwise request information.
They agree to a specific follow-up meeting and have a plausible need for your service, making them a sales-qualified lead (SQL).
Percentage of booked appointments that actually show up for the meeting. Aim for north of 60%.
Percentage of completed appointments that result in a new client. Default: 35% as an illustrative MSP planning average; adjust to your actual close rate.
Projected Event Sales Funnel
Projected Financial Return
Contribution margin is the percentage of recurring revenue remaining after incremental service-delivery costs, before deducting the event investment. Best-in-class MSPs target at least a 50% contribution margin, so enter what is realistic for your business.
Illustrative expected-value forecast, not guaranteed results. Numbers are rounded up. Assumes a full year of MRR from acquired customers, with no churn or additional unmodeled costs. Project sales excluded.