In the fast-paced, high-demand world of corporate events, building a thriving service business takes more than sheer talent and long hours. It requires a strategic, team-based approach to scale and sustain excellence. In the last month, The Event Pro Show explored the five essential skill sets every event service business must develop to unlock long-term success. With insights from industry veterans like Joy Harley, Lauren Ansley, and Seth Macchi himself, April’s episodes delivered a blueprint for building an unstoppable events business.
Let’s break down these five pillars—and explore real-world strategies and expert perspectives that bring them to life.
1. Sales & Marketing: Creating Consistent Visibility
“If you’re not actively marketing your business, no one else will.” That’s the truth Seth Macchi shared early in April and it couldn’t be more relevant. Many event pros get stuck in a feast-or-famine cycle: head down in production, then scrambling for the next lead. The solution? Treat sales and marketing as core, ongoing business functions—not side projects.
Whether it’s assigning a dedicated team or contracting out support, consistency is key. Digital marketing, branding, email outreach, content creation—all these channels work together to keep your pipeline full. With regular touchpoints and a strong online presence, your business can stay top-of-mind even during slow seasons.
“Growth starts with visibility,” Seth reminds us. “You can’t scale what no one knows about.”
2. Operations: Delivering What You Promised
Sales may win the job, but operations fulfill the promise. That’s why operational excellence is non-negotiable in a competitive industry. Your team must execute flawlessly, meeting timelines and quality standards with every event.
The operations role isn’t just task management—it’s experience management. It’s about creating a seamless client journey and ensuring that your team’s performance aligns with your brand’s values. Operations is where reputation is built—or broken.
Seth emphasized that successful businesses don’t wing it. They systemize processes, train their teams, and continuously optimize their delivery models.
3. Project Management: The Onsite Brand Ambassadors
If operations are the engine, project managers are the drivers. As Seth points out, too many companies blur the lines between project management and operations. The most effective businesses treat project management as its own strategic domain.
Project managers act as your boots-on-the-ground representatives. They’re not just managing timelines—they’re managing expectations, upholding brand standards, and making real-time decisions that impact the event’s success.
No one exemplifies this better than Joy Harley, Senior Project Manager at LEMG. In episode #6 on The Event Pro Show, Joy highlighted the importance of beginning each partnership with empathy and curiosity.
“What do you want out of this event?” she asks planners—an opening line that transforms her client relationships.
Joy’s focus on understanding the planner’s intention creates a foundation for trust and collaboration. Her ability to translate vision into execution makes her a standout in the AV world. She embodies the perfect mix of technical precision and emotional intelligence that defines great project managers.
4. Logistics & Inventory: The Backbone of Every Event
Even the most brilliant creative concepts fall apart without solid logistics. Managing inventory, warehousing, transportation, and gear maintenance is often overlooked—until something goes wrong. Businesses should systemize every aspect of this function, from checklists to transport schedules.
This isn’t just about moving boxes. It’s about maximizing asset life cycles, ensuring gear is event-ready, and preventing last-minute chaos. A dedicated logistics team or manager can mean the difference between flawless execution and costly mistakes.
5. Finance: Enabling Stability and Growth
When it comes to finance, Seth said it best: “Your finance department should be your least dramatic one.”
Budgeting, cash flow management, AP/AR processes, and financial forecasting might not be glamorous—but they’re the glue holding your company together. A well-run finance function gives you breathing room, supports confident decision-making, and sets the stage for long-term growth.
With sound financial infrastructure, you can reinvest strategically, take calculated risks, and scale your team without losing sleep.
Bonus Skill: Building Strategic Partnerships
Beyond internal roles, Seth encouraged businesses to cultivate trusted external relationships. Whether it’s AV vendors, caterers, transportation providers, or venues—these partners expand your capabilities and help you deliver next-level experiences.
That’s why relationship-building was a recurring theme during the month of April on The Event Pro Show.
Lauren Ansley, corporate emcee and founder of Ansley Corporate Entertainment, brought this to life in her episode. A stand-up comic turned event strategist, Lauren knows how to break the ice and spark real human connection at corporate events. She advocates for interactive enhancements—gamification, team challenges, humor—designed to transform passive attendees into active participants.
“Comedy connects people,” Lauren shares. “It breaks down walls, reminds us we’re all human.”
Her insight is invaluable for businesses seeking to inject fresh energy into their events and differentiate themselves through audience engagement.
Final Thoughts: It’s About People and Process
What’s clear from every guest on The Event Pro Show is this: success in the event world hinges on people and process. You need both to build a business that grows sustainably.
- Hire and train teams around the five essential skill sets.
- Systemize the backend so your creatives can shine.
- And most importantly, listen—really listen—to your partners and clients.
Whether you’re running a boutique agency or leading a growing production team, this blueprint will help you build stronger events, deeper relationships, and a business that stands the test of time.
LISTEN TO ALL EPISODES HERE: