At which stage of the ENGAGE sales cycle do we identify the objectives of an event?

Identifying the objectives of an event is a critical step in the sales process, particularly during the Connect and Learn stage. This stage is focused on establishing a relationship with the client and understanding their needs and goals. During this phase, sales professionals engage with clients to gather essential information, including the specific objectives they want to achieve through the event. This information is crucial, as it allows the sales team to tailor their solutions effectively to meet those objectives.

The other stages, such as Solution, Signature, and Closed Won, focus on different aspects of the sales process. The Solution stage involves presenting the proposed solutions; Signature is about formalizing the agreement; and Closed Won signifies the completion of the sale. However, the identification of objectives specifically takes place earlier in the process, making the Connect and Learn stage the right context for this activity.