Fill the room with the right people
A free 11-page playbook for marketing and event leaders who run or co-host executive roundtables.
Roundtables fail in two ways
The empty room
Registrations look healthy, then people drop out in the final week. Your vendor partner notices the empty chairs.
The wrong room
Every seat is taken, mostly by people who will never buy. It gets reported as a success until the pipeline review.
The second costs more and is harder to spot. The playbook shows you how to avoid both.
Inside the playbook
The ideal attendee profile
Six criteria to agree with your co-host before a single invitation goes out.
The follow-up test
One question to ask about every name on your list.
Build and qualify the list
Where your list comes from, and how to qualify on the call and at registration.
The attendance maths
For 20 qualified people in the room at an 80% show rate, you need 25 qualified registrations.
The five-week countdown
From foundations to follow-up, week by week.
Logistics and on-the-day checklists
Venue, budget, SWAG, registration, seating and host briefing.
The post-event scorecard
Score the room on profile fit and pipeline, alongside headcount.
Good practice in action
A real roundtable, from the brief to the result.
FUJIFILM MicroChannel x Sage
Executive roundtable in Sydney, September 2026. Outreach started about five weeks before the day.
- Target attendees
- 20
- Registered
- 24
- Attended
- 20
…helping drive attendance from our target audience while also coordinating all event logistics.
“Would we want a follow-up meeting with this person?”
The follow-up test from page 3. If the answer is no, they don't get a seat, however easy they'd be to register.