Sales Programs & Events Manager

As a Sales Programs & Events Manager at Hatch, your primary responsibilities will revolve around planning and executing a variety of sales-led events aimed at generating Sales Qualified Opportunities (SQOs). You will work hand-in-hand with SDRs and AEs to align on pipeline goals, manage event logistics, and ensure that both prospect and customer-facing events are executed flawlessly. Your role will also include tracking event success through detailed reporting on metrics such as demo bookings and revenue influenced.

To qualify for the Sales Programs & Events Manager role at Hatch, candidates should have at least 4 years of experience in managing events or owning sales programs within a high-growth B2B SaaS environment. An understanding of the sales process is essential, as is experience collaborating with sales teams. Familiarity with tools such as HubSpot and Salesforce will add to your success in this role, alongside excellent organizational and communication skills.

The Sales Programs & Events Manager contributes directly to revenue generation by executing strategic events designed to boost pipelines and foster sales conversations. This role focuses on generating Sales Qualified Opportunities through engaging formats that connect with potential and existing customers, thus enhancing upsell opportunities, retention rates, and overall sales growth.

At Hatch, the Sales Programs & Events Manager will organize both prospect-facing and customer-facing events. Prospect-facing events are aimed at engaging new potential clients and accelerating pipeline, while customer-facing events will focus on retention and expansion, providing opportunities for upselling and deeper customer relationships.

Hatch is characterized by a collaborative culture that emphasizes creativity and proactivity. As a Sales Programs & Events Manager, you will have a direct line to the Chief Revenue Officer and closely collaborate with the sales team, fostering a dynamic work environment. The company values autonomy and provides the freedom to innovate and build impactful sales events from the ground up.

When discussing your experience with managing sales events, focus on specific examples where you successfully planned and executed events that achieved Sales Qualified Opportunities. Talk about the planning process, your role in logistics, and how you collaborated with sales teams to meet their objectives, emphasizing any measurable successes.

To measure the success of an event, you should discuss the key performance indicators (KPIs) you track, such as the number of demo bookings, Sales Qualified Opportunities generated, and revenue influenced. Highlight your approach to collecting feedback and analytics post-event to refine future strategies and improve ROI.

When answering this, discuss specific formats you've used, such as executive dinners, roundtables, or virtual webinars. Share anecdotal evidence or data that illustrates how these formats helped to engage prospects and convert them into leads, and explain why you believe these formats work well.

To ensure alignment, emphasize the importance of regular communication and collaboration with SDRs and AEs during the event planning process. Discuss your strategies for setting shared goals and reviewing analytics together post-event, ensuring that both teams are on the same page regarding objectives and outcomes.

Be prepared to explain your process for handling logistics planning, including venue selection, vendor management, attendee engagement, and follow-up workflows. Share any project management tools or frameworks you use to keep everything organized and ensure that deadlines are met throughout the planning phase.

Discuss specific challenges such as budget constraints, scheduling conflicts, or low attendance rates. Talk about how you proactively addressed these issues, whether through creative solutions, negotiation with vendors, or enhanced marketing efforts, to turn potential setbacks into successes.

In this response, share a concrete example of a last-minute pivot and explain the thought process behind your decision. Highlight how you adapted quickly, the communication strategies you employed to inform stakeholders, and ultimately how the event still achieved its goals despite the changes.

Explain your strategies for attendee engagement, including pre-event outreach like personalized invitations, interactive elements during the event, and post-event follow-ups to gather feedback. Discuss how you prioritize attendee needs and interests to create a memorable experience that encourages participation.

Technology is vital in event planning, from using event management platforms to streamline logistics to utilizing CRM systems for tracking engagement. Talk about specific technologies you’ve used and how they enhanced the efficiency and effectiveness of your events, focusing on tools that optimize attendee experiences and data management.

Elaborate on your approach to follow-up strategies, emphasizing the importance of segmented communications based on attendee engagement and responses. Describe methods for nurturing leads post-event, including scheduling demos, personalized emails, and targeted offers to ensure that all potential opportunities are captured and acted upon.