Tools · Marketing for manufacturers
One account against your show budget
Pick an account you'd like to win. The tool counts its gross profit over the years it stays and sets that against what you spend on shows.
Take an example account that buys $250,000 a year from you at a 30% gross margin and stays six years. It's worth $450,000 in gross profit. If your shows cost $150,000 a year all in, that one account pays for three years of them. At numbers this size, a program that wins three to six best-fit accounts over its life pays for itself many times over. Before you put in your own numbers, write down the accounts you'd most like to have that have never sent you an RFQ, and keep that list beside you for the rest of this guide.
One account against your show budget
Pick an account you'd like to win. The tool counts its gross profit over the years it stays and sets that against what you spend on shows.
At these numbers, one new account is worth $450K in gross profit over the 6 years it stays, enough to pay for 3 years of your shows. Winning 2 more accounts like it each year brings in about $900K in gross profit over the years those accounts stay.
Gross profit here is annual sales times margin times years. It leaves out what it costs you to get qualified (samples, trials, engineering time), so subtract those costs from the account's gross profit before comparing it with the show budget. It also holds sales flat, so an account that grows is worth more than the tool shows.