The Leadership Forum provided separate activities and content for c-level executives. Forum participants spent time on the show floor, but also enjoyed unique experiences, such as an inside tour of the Disney customer experience. Networking opportunities took the form of one-on-one, speed dating-type meetings between SAP leaders and top prospects and clients. The field marketing team worked with sales to target the senior executive audience.

Intelligence Note:

It's difficult to attract high-level people to events, but tailored, relevant and exciting programs can coax c-level execs out of the office. Co-located VIP events take advantage of sunk costs and leverage the availability of c-level executives. Scale the experience down during an event with recreational experiences or breakfasts, where key VIPs can enjoy personalized education.