The document discusses how B2B conferences will evolve in the future given global trends and technological innovation. It identifies three key elements for the future: 1) digital and hybrid conferences and communities, 2) distributed teams and management models, and 3) lean production models. To maintain competitive advantage, conferences must develop a unique value proposition through a unique value chain that serves more customer needs with more convenience, continuity, connections and collaboration through both physical and digital spaces unconstrained by time and location.
2. Global trends
• Weaker & more fragile economic growth
• Climate change
• Food & energy security concerns
• Unemployment & social upheaval
• “Generation Y” of social networkers
• Continued technological innovation
What will B2B conferencing look like in a
digital future?
How will you maintain competitive
advantage?
3. The 3 elements
1. Digital / hybrid conferences &
communities
2. Distributed teams &
management model
3. LEAN production model
Future competitive advantage
4. Unique Value Proposition +
Unique Value Chain
= Higher relative profit
Michael Porter, Professor, Harvard Business School
Competitive advantage
5. The value proposition today
• Learning
• Networking
• Collaboration
in physical spaces constrained
by time and location
6. The value proposition tomorrow
• Learning
• Networking
• Collaboration
in physical and digital spaces
unconstrained by time and location
• More convenience
• More continuity
• More connections & networking
• More collaboration
More customer needs served
7. The value chain today
Management model
• Hierarchical
• Functional silos
• Idiosyncratic
• Fixed locations &
teams
• High fixed costs &
overheads
Production model
• Linear / assembly
line
• Discrete campaigns
• High uncertainty
• Slow iteration
8. The value chain tomorrow
Management model
• Flat
• Flexible teams
• Systematic
• Distributed / mobile
• Closer to customers
• Lower fixed costs &
overheads
Production model
• Collaborative &
dynamic
• Continuous
campaigns
• LEAN development
& build-measure-
learn cycles
• Fast iteration
