From 9803e5d54d1fedcf4d537c21fedad96673faf682 Mon Sep 17 00:00:00 2001 From: Sam Pfluger <108141731+Sampfluger88@users.noreply.github.com> Date: Fri, 23 Jan 2026 09:31:47 -0600 Subject: [PATCH] Update event strategy process in marketing handbook (#38676) Revises the event strategy section to clarify roles, update the process for settling events, and specify new procedures for event approval, communication, and documentation. The Content Specialist is now the project manager for events, and the process includes more detailed steps for event planning, communication, and closing unprioritized event issues. --- handbook/marketing/README.md | 34 ++++++++++++++++++++++++---------- 1 file changed, 24 insertions(+), 10 deletions(-) diff --git a/handbook/marketing/README.md b/handbook/marketing/README.md index c82ab3f09b..43acbc0055 100644 --- a/handbook/marketing/README.md +++ b/handbook/marketing/README.md @@ -91,21 +91,35 @@ The Head of Marketing is the DRI for deploying Fleet's outward-facing content. T 2. Attend a 30m meeting with Fleet's Client Platform Engineer & Community Advocate, CTO, and CEO to review and settle the proposed content. + + ### Settle event strategy - Fleet's [Head of Marketing](https://fleetdm.com/handbook/marketing#team) is the DRI for executing Fleet events efficiently, on-brand, and on-strategy within Fleet's event budget. Events are settled significantly in advance to provide ample time for strategy and planning. +Fleet's [Content Specialist](https://fleetdm.com/handbook/marketing#team) serves as the project manager for efficiently executing Fleet events. Events are settled in advance to provide ample time for strategy and planning. This includes any event that Fleet pays to attend or sponsor, and even events where Fleet's only involvement is that a Fleetie will give a talk or otherwise represent the brand. +- Field/sales events and GitOps workshops are settled 1 sprint in advance. +- Conferences are settled 1 quarter in advance. -1. Using the [event strategy workbook](https://docs.google.com/spreadsheets/d/1YQXAX2Q_WnGkAwMYjMbQpV3nbCj7gOBbv7Y0u4twxzQ/edit#gid=1411322737), propose the events that Fleet will attend in the next 6 months, and the strategy for those events, including: - - Target buying situation of the audience. - - Who from Fleet will attend. +Once events have been settled for a particular time frame, i.e, decided in a previous event strategy session, Fleet does not make changes except in extreme circumstances. + +1. Add all upcoming proposed and approved events to the ["🫧 Proposed events (not yet settled)" tab](https://docs.google.com/spreadsheets/d/1YQXAX2Q_WnGkAwMYjMbQpV3nbCj7gOBbv7Y0u4twxzQ/edit?gid=1411322737#gid=1411322737) of the 🎪 Events spreadsheet (confidential doc). Propose the events that Fleet will attend and the strategy for those events, including: + - Who from Fleet will attend? - The training plan for Fleet attendees. - - Which talk proposal Fleet will submit. - - All event materials, including printouts, banners, swag given out, and even the clothing worn by fleeties. + - Which talk proposal will Fleet submit? + - All event materials, including printouts, banners, swag given out, and even the clothing worn by Fleeties. - Estimated budget, including sponsorship or airfare, and lodging for attendees. -2. Set up and attend a 30m meeting with the Head of Marketing, Head of Finance and Manager of Training and Enablement. - - First during this meeting, the Head of Marketing proposes an event issue for each of the **_current quarter's_** events to get input and any new information or changes from Fleet's CEO. (Events for the current quarter were already decided in a previous event strategy session, so Fleet does not make changes except in extreme circumstances.) - - Next, decide which events in the **_following quarter_** the company will invest time or money into. This includes any event that Fleet pays to send someone to or to sponsor, and even events where Fleet's only involvement is that a fleetie will be giving a talk or otherwise representing the brand. - - Finally, qualify or disqualify any newly-entered event ideas by either verifying and setting the buying situation, or removing the event idea from the spreadsheet. +2. Set up and attend a 30m meeting with the CMO, Head of Demand Generation, Head of GTM Architecture, and Manager of Training and Enablement. + - First, during this meeting, Marketing will decide which field/sales events and GitOps workshops Fleet will execute in the **following sprint**. + - Next, Marketing will decide which conferences in the **following quarter** the company will invest time or money into. +3. After the meeting, the Content Specialist will communicate the settled events by + - Moving all settled events to the "All 🎪 Official (planned & settled events)" tab of the 🎪 Events spreadsheet (confidential doc). + - Using the following template, post a message in the [#oooh-events Slack channel](https://fleetdm.slack.com/archives/C054TGK0H7X). + +``` +:fleet-swan: Hi all! +Here are the [upcoming settled events](https://docs.google.com/spreadsheets/d/1YQXAX2Q_WnGkAwMYjMbQpV3nbCj7gOBbv7Y0u4twxzQ/edit?gid=692710204#gid=692710204) where you can find :fleet:Fleet! +``` + +4. Close all proposed event issues that weren't able to be prioritized with a comment explaining why.