EP 195 | Running Global Events with a Small Team and Bigger Expectations

Your CMO wants strategy. Your trade show is in three weeks. Your team just lost a headcount. Sound familiar? 

Ashley Keating runs the entire events and field marketing function at CallMiner: trade shows across the US, Canada, UK, and now Central Europe after a 2025 acquisition, plus webinars, field accelerators, and a newly expanded multi-city customer conference. 

All of it with a team of three. 

In this episode, she gets specific about the tension most senior event marketers live in daily: expected to think at the CMO level, but still deep in execution. She and Matt talk about how that reality shapes everything—who you hire, how you measure success, and how you keep your seat at the table when budgets are scrutinized.

Learn:

✅ What "agile" actually means when hiring for a lean events team and why traditional event experience can work against you

✅ The field accelerator model: how Ashley uses intimate, targeted micro-events to move key accounts and protect her budget 

✅ Why strict pre- and post-event process is the only thing standing between your program and a budget cut 

Stop running events. Start running outcomes. 

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Connect with Ashley Keating
LinkedIn: https://www.linkedin.com/in/akeating7/ 

Connect with Matt Kleinrock 
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/ 

Company: https://rockwayexhibits.com/ 

🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined