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Free GTM Skills / Events

Event plan

Use this skill once a show is a go and it is more than the minimum lead time out: plan the show, what do we need for, where are we at with, the checklist, booth logistics, who's going, travel, sponsorship deliverables. Produces the dated checklist in the events system of record from lead time to the post-show horizon, with owners and status, and a status table on request.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill event-plan

Run it in your project folder, then ask Claude Code for event-plan by name or in your own words.

skills/event-plan/SKILL.mdView on GitHub

This applies from the decision to the debrief. It produces one dated plan in the system of record and a status view anyone can read.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start) and the events system of record named in 1-context/stack.md. Create or open the event’s row: dates, location, booth, sponsorship, owner.
  2. Name the event owner (on site, arrives early) and the roles: product expert, one account executive per demo station, SDR, success as the show warrants, executive only if speaking.
  3. Lay the checklist on the standard phases from the lead-time minimum: 12, 8, 6, 4, 2 and 1 weeks out; show days; 48 hours after; post-event; the payback horizon. Each item has an owner and a date. The full checklist lives in the system of record, not in this skill.
  4. Set the fixed decisions by phase: speaking application immediately; booth draw by 8 weeks out; team gear by 6 weeks out; attendee list request and pre-show comms by 4 weeks out; prep deck and talk-track drill by 1 week out; lead scanners counted against booth size.
  5. Confirm lead capture before anything else: scanners or a form that maps to CRM fields, who initials each scan, how scans reach the CRM the same day.
  6. Confirm the attendee or member list and its arrival date. If the organizer gives none, source exhibitor, member and past-attendee company lists and ask who is going.
  7. Everyone books their own travel and enters arrival and departure in the system of record, so opening and closing coverage can be checked.
  8. On request, return a status table: item, status (done, pending, overdue), owner, date, notes. Open decisions in their own section.

What good looks like

  • The best operator locks lead capture and the list first, because those are the two things that fail most and cannot be fixed on site.
  • The mediocre version plans the booth beautifully and finds out the week before that the attendee list arrives after the show.
  • Good output is a plan where the overdue column is empty two weeks out and the on-site team knows its shifts before it flies.

Rules

  • MUST keep the plan in the events system of record; chat and decks are not the record.
  • MUST confirm lead capture and list arrival before week 8.
  • NEVER book travel for team members; they book and enter their own.
  • NEVER let an item exist without an owner and a date.

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