Today success is all about continuous improvement. That means knowing what strategies and tactics worked and which ones didn’t work so you can improve what worked, to make it better, and determine what remedial action is needed to change what didn’t work. You cannot do this by assuming what was planned worked. You have to measure your performance. That means objectively analyzing all the elements of your performance – exhibit, staff and marketing. It means being prepared to hear that some of your tactics didn’t work as planned, and seeing those responses as opportunities for improvement, not criticism. Being willing to objectively measure your convention performance demonstrates that you have your internal clients’ interests first, not your own.