Pre-sale customer event playbook
How a B2B sales / late-cycle client in Italy executed a real end-to-end program — from RFQ to proof, production, QC and on-site delivery. Anonymised but representative figures for a program coordinated from the Milano hub.
When to use this playbook
The work covers the B2B sales / late-cycle sector in Italy with pan-European presence. Procurement is led by an internal category manager, with brand and marketing approval gates on artwork and Pantone matching Delta-E below 2.5. NDA signed before brief share; electronic invoicing via IVA 22% via SdI (Sistema di Interscambio). Use when sales is trying to convert a small target list of late-stage opportunities at the same time. Brand stays subtle (no logo larger than 8mm); category-leading items only.
Step-by-step timeline
T-45: guest list locked, dietary and address verified, kit composition designed with CRO + VP Sales. T-30: bespoke items sourced (e.g., local craft spirit, small-batch chocolate). T-14: assembly in venue city. T-3: kit placed at guest seating. T0: event. T+1: handwritten thank-you postcard from AE follows.
Outcomes and KPIs
Outcomes: 65-80% guest attendance (vs 40% benchmark for un-gifted invites), opportunity stage advance within 21 days for 50%+ of attended accounts, kit retained and visible in subsequent customer Zoom calls. Cost per guest EUR 80-250. Approval cycle compressed from a typical 4 weeks to 11 business days. Defect rate below 0.4% on inspected units. Payment Net 30/45 via SEPA after receipt; full IVA 22% via SdI (Sistema di Interscambio)-compliant invoice issued on delivery day.
Pricing and lead times — Italy
All quotes in EUR excluding IVA 22%. Tier pricing on MOQ 50/100/250/500 units, with quantity breaks at 1,000+ and 5,000+. Standard lead times 7-10 business days from artwork sign-off, rush 4-6 days at +30-40%. Production coordinated from the Milano hub with BRT/SDA/DHL Express Italy nationwide; direct-to-office, direct-to-event and direct-to-home distribution supported.
FAQ
Can we see the actual brand name?
No — cases are anonymised under NDA. Named references after mutual NDA in the shortlist phase.
Are these real numbers?
Yes, anonymised but proportionally accurate (quantities, EUR ranges, lead times).
Can you replicate this for our company?
Yes — the same approach scales from 50 to 50,000 units, with price tiers documented upfront.
Do you handle electronic invoicing?
Yes — fully supported.
Who is the main point of contact?
A dedicated account manager at our hub, single email/phone for contract duration.