GTM Executive Dinner Series

This past year, TrustRadius hosted six executive dinners across the U.S. Each dinner had a different vibe but we ran our same playbook.

Here is our 10-step playbook:
1. Pick a super nice restaurant. One that people wouldn't normally go to on their own i.e. Spruce in SF, Canlis in Seattle, Casa Cruz in NY

2. Plan on 20 people and try to get everyone at one table. This means you need about 30 people registered to account for attrition

3. Depending on the level - ours were executive level so most invites came personally from me. Our sales team invited late stage prospects or used it as a way to open a conversation. Give yourself 5-6 weeks for invites

4. Have a basic agenda. People will want to know what to expect. Reduce social anxiety
6-6:30pm Cocktail reception
6:30-8:30pm Seated Dinner and Discussion
8:30-9:00pm Networking and Cocktails

5. Send a "before you go email" two weeks before to account for any attrition/make more invites. Make sure to include the event details, agenda, uber codes, ask for dietary restrictions, and guest list. People want to know they are in good company. Send out one more reminder the day of or the day before the event

Bonus: Anyone that couldn't come I still tried to connect and meet w/ separately.

6. Make sure onsite you have assigned seating, name tags and gift bags. We get local gifts - honey, chocolate, candles

7. Make sure your team is there to greet people. Everyone needs to feel welcomed. Always look for ways to reduce social anxiety. Also the room should be conducive for welcome drinks so people can network before they sit down

8. Let everyone introduce themselves and try to have one conversation. Sometimes this worked and sometimes it didn't but I didn't force it. Remain flexible onsite, bc events never go as planned. And make it fun. Right before the dessert course when everything is cleared I have people pick up their drinks and switch seats to find some new to connect with. Can be tricky but just go for it

9. Anyone that still wants to go out after dinner have a bar or after party plan. In Boston we went to this super fun speakeasy in Raffles

10. Thoughtful follow up. Send a general note to everyone thanking them for attending and then send the attendee list with LIs so they can connect. Then meet with your team for 1:1 follow up coordination

ROI was measured by:
# of expansion / renewal opps tied to the event
# of new logo meetings

All in all we influenced 5 renewals, 3 expansions, and booked 7 new logo meetings.