STRUCTURING BUSINESS DEVELOPMENT FOR INTERNATIONAL GROWTH

CLIENT

As the organizational arm of RAI Amsterdam, RAI Markets adopted an ambitious international growth plan in 2024. To realize these ambitions, a clear structure, scalable processes, and the right business development tools were needed. Advanced Fair was brought in to design a renewed business development approach that was not only strategically sound but also immediately actionable. 

CHALLENGE 

RAI Markets aimed to accelerate its international growth through new event concepts, geographic expansion, and strategic partnerships. 

However, there was no structured approach to systematically identify, evaluate, and convert opportunities into concrete projects. The challenge was therefore not only to determine the right growth direction but, more importantly, to establish a sustainable and scalable growth process.

OUR APPROACH

Together with the team, Advanced Fair developed an integrated business development structure, including: - A clear end-to-end business development process - Criteria for selecting and prioritizing opportunities - Tools for pipeline management and decision-making - Practical templates and workflows - Team training and guidance Central to the approach was setting up an active business development pipeline, enabling systematic follow-up of opportunities — from initial idea to concrete deal.

The new approach quickly proved its value. In less than a year, the structured pipeline led to: - 2 approved geo-clones of existing event concepts - 1 strategic partnership / joint venture - Recruitment of a dedicated Business Development Manager to further embed the process Today, RAI Markets has a scalable framework that not only enables international growth but also makes it manageable and reproducible. 

From ambition to tangible growth - discover how we make your events future-proof