Attending a channel conference can be a game-changer for IT service providers (ITSPs), especially smaller partners with limited resources. But without a solid plan, it’s easy to get overwhelmed or miss out on valuable opportunities. This guide is your go-to checklist for maximizing ROI, networking like a pro and making every moment count.
1. Define Your Business Goals
Before booking your ticket, ask:
- - What do you want to achieve (i.e., new partnerships, education, vendor insights)?
- - Does the agenda match your needs?
- - Are there pre/post-event workshops worth attending?
- - Will this help you grow revenue, reduce risk, or gain efficiency?
>> Download the ITSP Events Checklist Now!
2. Choose the Right Conference
Start by identifying which events align with your business goals:
- - Research Events: Use resources like the ChannelE2E Events List, Dave Seibert’s Industry Calendar, Channel Program and Tech Degenerates.
- - Budget Wisely: Factor in travel, lodging, meals and registration.
- Look into:
- - Grants or reimbursements
- - Vendor sponsorships
- - Tax benefits and certifications
Pro Tip: Don’t just follow the crowd—choose events that align with your growth areas and tech stack gaps.
3. Plan for Networking
Networking is the heart of any channel event:
- - Know Who to Know: Identify key attendees, speakers and vendors.
- - Be Present: Avoid multitasking—engage fully.
- - Respect the Culture: Embrace co-opetition, seek mentorship and maintain professionalism.
4. Travel Like a Pro
Hotels:
- - Book early—room blocks fill fast!
- - Stay close to the venue and near elevators for convenience.
Flights:
- - Choose direct flights when possible.
- - Use loyalty programs and collect points.
Survival Kit:
- - Essentials include meds, snacks, water bottle, gum and a sewing kit.
5. Maximize Your Time at the Conference
- - Clear Your Calendar: Don’t try to work remotely during the event.
- - Check-In Tips: Use colored lanyards and double-sided name tags and print the agenda on the back of your badge.
- - Use the Event App: Plan sessions, connect with attendees and fill out surveys.
- - Attend Sessions Strategically: Pick sessions in advance and have backups, sit based on your Q&A goals and bring business cards with space to write notes.
Vendor Pavilion:
- - Spend time with each vendor.
- - Build relationships and thank them—they help reduce your ticket cost.
- - Manage swag smartly—ship it home if needed.
Parties & After Hours:
- - Attend official and after parties.
- - Build deeper relationships—real business often happens at the bar.
6. Post-Event Follow-Up
- - Email contacts you met.
- - Schedule internal debriefs and vendor follow-ups.
- - Avoid “shiny object syndrome”—prioritize what truly matters.
7. Vendor Prep Checklist
- - Identify gaps in your stack and vendors that can fill them.
- - Connect with vendor reps on LinkedIn before the event.
- - Come prepared with vetting questions to make the most of your time.
8. Mistakes to Avoid
- - Don’t come back with 20+ unprioritized tasks.
- - Don’t bring the wrong team members.
- - Don’t attend without clear goals.
Attending a channel event is more than just showing up—it’s about showing up prepared. With this checklist, ITSPs can turn every handshake, session and swag bag into a strategic advantage.
The GTIA Channel Development Advisory Council shares its expertise and experience to develop programs, tools and other IT channel resources.
Read the series:
>> An ITSP Owner’s Perspective: Maximizing Value & Measuring Return on Event
>> Booth Brilliance: Best Practices for Vendors to Stand Out at Events
