Attending an industry conference like the Sales & Marketing Leadership Summit can feel like an obvious win. The opportunity to learn, connect, and bring back fresh ideas is exciting—and often transformative. But before any of that happens, there’s usually one important step: getting approval.

For many professionals in today's market, this is where the process can stall. It’s not because leadership is opposed to development or growth. In most cases, the hesitation comes down to one thing... clarity. Leaders need to understand the value, the return, and how the investment aligns with current business priorities.

That’s why the way you present your request matters just as much as the event itself.

Start by Thinking Like a Decision-Maker

When leadership evaluates whether to send someone to an event like Summit, they are not just considering the experience, they are weighing the investment. They are asking practical questions about outcomes, impact, and relevance. How will this translate into improved performance? What challenges will it help solve? Is this the right use of resources right now?

Approaching your request with these questions in mind shifts the conversation. Instead of simply expressing interest in attending, you position Summit as a strategic opportunity that supports the business.

Build a Clear and Thoughtful Business Case

A strong business case does not need to be complicated, but it does need to be intentional. It should clearly explain what makes Summit 2026 worth attending, particularly in the context of your team’s goals and challenges.

This includes articulating why this year’s event is especially valuable, whether that’s due to market conditions, new strategies being shared, or the caliber of speakers and content. It also means addressing return on investment in a way that feels tangible. One of the most compelling aspects of Summit is the 100x Money-Back Guarantee, which significantly reduces the perceived risk and reinforces confidence in the outcome.

Equally important is transparency around cost. Providing a simple, line-item breakdown that includes registration, travel, and lodging demonstrates that you’ve done your homework and respect the financial side of the decision. When leaders can clearly see the full picture, it makes it easier for them to say yes.

Finally, the most effective business cases connect directly to current priorities. Whether your team is focused on increasing conversion rates, navigating a tougher market, or strengthening leadership capabilities, tying Summit learnings back to those objectives makes the investment feel both relevant and timely.

Use the Tools That Already Exist

One of the biggest challenges in making this kind of request is knowing where to start. Rather than building your case from scratch, there is a ready-to-use business case letter designed to simplify the process. You can download that letter here.

This resource allows you to plug in your specific details, outline your team’s priorities, and present a clear, professional request to leadership. It ensures that all the key elements -- ROI, cost, and strategic alignment are covered in a way that resonates with decision-makers.

Instead of overthinking the ask, you can focus on customizing the message and getting it in front of the right person quickly.

Don’t Overlook the Team

For teams planning to attend together, which is the majority, as 93% of last year’s attendees came with at least one other leader, the savings can add up quickly. Acting early not only secures a lower rate but also demonstrates proactive planning and financial awareness.

Turning Interest Into Action

Ultimately, getting approval to attend Summit is not about making a persuasive pitch—it’s about providing clarity. When leadership understands the value, sees the alignment with business goals, and feels confident in the return, the decision becomes much more straightforward.

By approaching the conversation with a well-structured business case, clear cost visibility, and a strong connection to current priorities, you position Summit as more than just an event. You present it as a smart, strategic investment in both individual growth and company performance.

And when that happens, the conversation naturally shifts—from whether you should attend to how soon you can get started.