Team Training & Capability Building

Equipping your internal teams with the skills and confidence to execute and optimize events ensures consistent execution and innovation across every trade show.

Why it's Important

Builds internal ownership and resilience
Improves execution quality and consistency
Reduces dependency on external agencies
Empowers cross-functional collaboration
Fosters a culture of continuous learning

How to Implement

Identify core skills by function (marketing, sales, ops)
Develop an internal training curriculum by role
Host workshops pre- and post-event
Share recorded best practices, checklists, and templates
Assign mentors or leads for coaching newer team members
Create a shared knowledge base or playbook repository
Run dry runs and scenario planning before big events
Reward team contributions and improvements

Available Workshops

Role-Specific Bootcamps
Post-Event Knowledge Sharing
Event Execution 101 Training
Crisis Simulation Drills
Cross-Team Collaboration Games
Quarterly Capability Gap Assessment

Deliverables

Training Curriculum by Role
Event Playbook Library
Team Skill Tracker
Recorded Training Sessions
Post-Event Learnings Archive

How to Measure

Pre/post training confidence scores
Reduction in execution errors
Time to ramp for new team members
Event NPS scores from internal team surveys
Training participation and completion rates

Real-World Examples

Intercom

Hosts quarterly marketing ops skill-ups to increase cross-functional agility.

Created a “booth excellence” guidebook for SDRs and event marketers.

Asana

Uses an internal LMS to train global field teams on booth protocol and engagement best practices.

Get It Right

Make training continuous—not just pre-event
Use real examples and role play over theory
Tailor content to experience levels
Foster a safe environment for skill development
Recognize and reward top learners and contributors

Don't Make These Mistakes

Treating training as one-time prep only
Overloading teams with irrelevant or generic content
Ignoring the need for upskilling post-event
Failing to measure training effectiveness
Not documenting or sharing institutional knowledge

Provided courtesy of Dawn Mallyon, Exhibitor Growth Strategies