We have said that salespeople should help the overall show (see Tip #15); by the same token, other departments should support sales when needed. To illustrate, consider a situation in which sales is having difficulty with a specific category of prospects (say widget machinery). Here is what to do:
With this plan, sales has a specific message to pitch widget machinery prospects: we are serious about attracting the specific attendees you want to see. And be sure everyone feeds useful "patter" to sales, such as, "pre reg for widget production engineers is 37% ahead of last year."