What's the point of a stunning trade show booth if nobody inside it knows why they're there? Casey Smalley, Director of Global Events at Avetta, joins Matt Kleinrock to make the case that the smartest line in your event budget isn't the build. It's the briefing. In this episode: ✅ Why treating booth staffing as a "scheduling exercise" quietly costs you pipeline, not just optics ✅ The one trait that separates a floor-ready team member from a liability (it has nothing to do with produ...