Conference Couch Sessions
Episode 3

How Event Marketers Can Win Big With Procurement

Turn procurement into your competitive edge—save big, reduce risk, and deliver successful events.

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Think procurement is just about red tape? Think again. In this episode, our host, Stephanie Christensen, sits down with procurement expert Michael Shields to discuss:

  1. Why the procurement/events partnership is critical to success
  2. Common procurement challenges
  3. All the budgeting things
  4. The importance of challenging the way we work

Procurement can challenge the way event marketers think and execute to achieve better and more efficient outcomes. The session wraps up by suggesting a crucial mindset shift: Procurement isn’t just about cost savings—it’s about strategic decision-making that can strengthen event execution, save big, and make teams better.

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In F.R.I.E.N.D.S style, this episode discusses the following event fails:

The One Where the Seating Diagram Didn’t Match the Seating Chart
The One Where Lindsey Had To Become IT Support on the Fly
The One Where Steph Forgot To Eat
The One Where None of the Volunteers Showed up for Their Shift
The One Where We Ran Out of Space at a Keynote
The One Where We Ran Out of Food and Water
Speakers
Michael Shields
Head of Procurement & Strategy, Tropic
Stephanie Christensen
Experiential Marketing Leader
An experiential marketer with 15 years of experience building events and community for top B2B SaaS companies. She has done over 350 events ranging from 15-15,000 attendees. She is passionate about connection, community, and creating meaningful moments that inspire and grow businesses. When she's not working she enjoys spending time with her 3 children, skiing, running, and eating chocolate chip cookies.

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