Trade show sales and content teams often operate in silos, but when they coordinate, they can solve complex client challenges and secure high-value partnerships. This session breaks down how to bridge the gap between exhibit sales and conference programming through real-world examples. Attendees will walk away with a clear playbook for bringing content into early-stage deals, using speaker opportunities to drive revenue, establishing firm operational boundaries between departments, maintaining a unified front with clients, and turning one-time exhibitors into long-term program participants.