Publishing organisers that dream of launching conferences typically come up against the challenge of internal conflict and competing ideas & objectives. Are we a publishing house or a conference company? We recently worked with a publishing client experiencing difficulty in executing their events as successfully as their magazines. The conferences positioned the client as thought-leaders, helping to consolidate their position in the sector. We created the value proposition for all stakeholders attending their events. To support the internal workings of the team, we created a more effective team structure, a work-flow process and project timeline. This helped with the planning and execution of their events, connecting their publishing and events teams, integrating all their activity and creating a more seamless team effort in delivering their events. To enhance the sales effectiveness of their sales function, we accompanied their sales people to sponsorship meetings, pitching the event concept, proposition and sponsorship packages, supporting their sales teams to convert more prospect clients.