Trade shows are a beast. Honestly, they’re a sensory overload wrapped in a business opportunity. For your staff, it’s not just about standing on sore feet for ten hours—it’s the constant smiling, the small talk, the rejection, and the pressure to perform….

Let’s be honest. For years, marketing’s report card has been a single, glaring number: leads generated. It’s a tangible, comforting metric. You spend X, you get Y leads, you calculate your return. Simple, right? Well, it’s also dangerously incomplete. It’s like judging…