ASM Events

Name

ASM Events

Website

https://trainingasm.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Event Industry Training and Consulting

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200), Services-Management Services (8741)

akta.pro primary industry

Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

akta.pro secondary industries

Corporate Learning & Training Content Development (EDAGAKAC), Performance Marketing Training & Enablement (MPAAACAO), Process, SOP & Workflow Onboarding (EDABAOAF)

Keywords

• Event industry training
• Sponsorship sales consulting
• Delegate sales training
• Event marketing programs
• Business diagnostic services

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Professional Services - Training Programs: ASM Training generates revenue through structured training programs delivered in-house, remotely, or in workshop format for event marketing teams and sales managers. Programs cover sponsorship and exhibition sales, delegate sales, event production, event marketing, venue sales, and business diagnostics.
2. Coaching Services: One-to-one or small group coaching for individuals working through specific event marketing, sales, or alignment challenges.
3. Consulting Services: Strategic support, commercial assessment, direction, and priorities before execution begins. Provides honest evaluation of where organizations should focus first.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

ASM Events (doing business as ASM Training) provides specialist training programs, one-to-one and small group coaching, and strategic consulting services to organizations in the event industry. Offerings cover sponsorship and exhibition sales, delegate sales, event production, event marketing, venue sales, and broader business diagnostics across commercial, operational, and management functions. Programs are delivered in-house, remotely, or in workshop format, primarily in English and Spanish, to event organizers, associations, chambers of commerce, nonprofits, and corporations running their own events.

Product overview

ASM Training (ASM Events) is a training and consulting services company specializing in the event industry, with over 25 years of experience. The company offers a portfolio of specialist training programs organized around core operational areas: Business Diagnostic (assessment services), Sponsorship & Exhibition Sales Program, Delegate Sales Program, Event Production Program, Event Marketing Program, and Venue Sales Program. Each program is delivered through structured training formats (in-house, remote, or workshop), one-to-one coaching, and strategic consulting. The offering is structured as service modules that can be conducted independently or as part of a wider business review, rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Marketing Program Specialist training program covering event marketing strategy, campaign planning, audience targeting, database management, and marketing-sales alignment for event organizations. Designed for event marketing executives, marketing managers, conference producers, event directors, and association or corporate event managers responsible for building and executing an event marketing plan.
• Delegate Sales Program Training program covering delegate sales strategy, CRM discipline, sales execution, real-time monitoring systems, and technology integration including CRM, LinkedIn, and AI tools for event delegate sales. Targeted at delegate sales managers and executives responsible for converting registrations into revenue.
• Sponsorship & Exhibition Sales Program Comprehensive training program covering sponsorship sales strategy, market identification, pipeline management, sales performance assessment, and a seven-step sales pitch methodology for sponsorship and exhibition revenue. Targeted at sponsorship sales teams within event organizers, associations, and corporate events.
• Event Production Program Training program covering conference production strategy, sales influence skills, commercial alignment between production and sales teams, and event execution including post-event performance analysis. Designed for conference producers, event directors, and production leaders responsible for delivering commercially successful events.
• Venue Sales Program Training program covering venue sales strategy, market positioning, competitive differentiation, corporate account development, and client retention for hotels, convention centers, and event venues. Targeted at venue sales teams and sales leaders.
• Business Diagnostic Structured diagnostic assessments covering commercial, operational, and management areas including sponsorship sales, delegate sales, event production, event marketing, venue sales, associations, corporate events, and general sales performance review. Used as the diagnostic-first engagement entry point before recommending full training or consulting programs.
• Coaching Services One-to-one or small group coaching for individuals working through specific event marketing, sales, or alignment challenges. Delivered as a standalone or supplementary service to the structured training programs.
• Strategic Consulting Strategic commercial support, assessment, direction, and operational priorities delivered before execution begins. Provides honest evaluation of where organizations should focus first, including recommendations on which training and development areas to prioritize.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Event Leadership Institute: Event Leadership Institute provides professional development, certification, and training specifically for event industry professionals, overlapping directly with ASM's training programs covering event marketing, sponsorship sales, and event production.
• Velvet Chainsaw: Velvet Chainsaw is a consulting firm specializing in trade show and event strategy, sales, and marketing performance — directly comparable to ASM Training's specialized training/consulting offerings for event organizers and associations. Both serve the same niche customer base with practitioner-led advisory services.
• SPIN: Senior Planners Industry Network: SPIN is a global community and education network for senior meeting and event planners offering training and development programs, comparable to ASM's niche training offerings for event industry sales and marketing professionals.

Others

• Event Manager Blog (EventMB): EventMB is a leading event industry blog and education platform offering articles, resources, and online learning for event professionals — adjacent to ASM as a content/education provider serving the same practitioner audience.

Broad incumbents

• Freeman: Freeman is one of the largest global event services companies offering strategy, design, production, and experiential services — a much larger incumbent that increasingly bundles strategic advisory adjacent to ASM's consulting services.
• IAEE (International Association of Exhibitions and Events): IAEE is the principal trade association for the exhibitions and events industry, offering education, certification (CEM), and training programs for exhibition professionals — overlapping significantly with ASM's sponsorship/exhibition sales and event production training.
• MPI (Meeting Professionals International): MPI is a global association for meeting and event professionals offering training, certification (CMP), and education programs — broader membership-based scope but overlapping with ASM's event industry professional development offerings.
• ASAE (American Society of Association Executives): ASAE serves association professionals with extensive education and training including event management, sponsorship, and member engagement — comparable to ASM's association client segment and overlapping in event commercial performance training.
• PCMA (Professional Convention Management Association): PCMA is a major industry association providing extensive education, training, and certification programs for convention and meeting professionals — much broader scope than ASM, but overlapping in event industry professional training and development.

Emerging players

• IMPACT Growth: IMPACT is a growth marketing consultancy with a strong focus on event marketing and demand generation, overlapping with ASM's event marketing training programs and serving similar B2B event organizer clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asm-events

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASM Events