3-in-1 Launch Generates $6M in Pipeline

The Challenge

Innovapptive, a mobile app provider for SAP users, had significantly increased its presence at SAP Sapphire — SAP's flagship global user conference — and was using the event to launch new messaging around its mobile platform. In past years, the booth had generated hundreds of "leads" with very few real results. With a brand-new sales team about to staff a high-traffic booth, the real challenge wasn't getting attention — it was filtering it, so the right prospects actually got in front of the three onsite subject-matter experts.

Underneath that event pressure sat two more mission-critical initiatives: a full company rebrand and a new website, both needing to be ready in time for the same show — an 11-week runway for all three.

The Approach

As the sole marketing resource, I owned all three initiatives end to end — the rebrand, the website rebuild, and the Sapphire launch itself. That meant designing the booth concept and flow, writing the qualifying scripts and training the sales team on them, and partnering with the product team on go-to-market planning and a live demo built specifically for the show floor.

• A three-stage qualification funnel for the 20x20 island booth — reception counter, self-serve iPad kiosk, then SME live demo — designed to filter volume before it reached the experts
• New brand and website launched in parallel with the event, on the same 11-week timeline
• Sales team enablement and scripting so a brand-new team could qualify confidently on day one

The Results

The funnel worked as designed: over 400 unqualified visitors were filtered out before ever reaching the SMEs, protecting their time for conversations that mattered. The show generated 125 Sales Accepted Leads and 30 real opportunities, totaling $6M in pipeline — against a backdrop of a brand-new company identity and website launching in the same window.