High-Performance Sales Leadership for the B2B Events and Media Sectors
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Scaling revenue, optimizing operations, and providing the executive-level advisory your events need to dominate the market.
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Where Strategy Meets Execution
High-level vision identifies the goal, but granular execution reaches it. With over two decades of experience scaling sponsorship and media revenue from 5M to $50M+ annually, we specialize in closing the gap between "where you want to be" and "how you get there."
We don't just provide a roadmap; Iwebuild the engine. Our approach integrates VP-level leadership with a hands-on mastery of the "bag
work"—from modernizing outreach and messaging to optimizing CRM pipelines and standardizing sales training.
Whether you are expanding into new markets like AI and Cybersecurity or seeking a 20%+ YoY revenue increase , we translate executive objectives into high-performing sales cultures that deliver consistent, high-margin results.
[ The "Big Three" ]Featured Services
Sales Strategy & Execution: Building the engine that drives booth and sponsorship sales.
Management Advisory: Fractional leadership to guide your team through transitions or growth phases.
Event ROI Optimization: Data-driven tactics to ensure every square foot of the show floor is profitable.
BagWork, LLC is a sales and management advisory firm that partners with leadership teams to refine go-to-market strategy, pricing and packaging, and sales process design. We specialize in scaling sponsorship, media, content and enterprise revenue across global conferences, trade shows, digital platforms, and SaaS-adjacent offerings.
Through fractional leadership, advisory engagements, recruitment optimization and outsourcing services, Bagwork helps clients establish best practices across the entire sales value chain. Allowing our clients to optimize revenue generation, increase profit margins and unlock new revenue streams across live events, digital media, and content productization.
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BagWork is led by Paul Massoud, Founding Partner.
Paul draws on 25+ years of enterprise sales, product development and executive management experience within global b2b event sales organizations across the US, UK, and EMEA. He has managed global product lines serving Fortune 1000 buyers in sectors such as Capital Markets, Pharma/Biotech, Manufacturing, Retail, IT, Aerospace/Defense, Cybersecurity – allowing Paul to bring an in-depth understanding of how to operate, compete and lead in the most regulated and competitive markets in the world.
[ Services Menu ]Fractional Sales Leadership
Executive-level guidance for organizations that need senior leadership without the full-time C-suite overhead.
B2B Event Consulting
End-to-end analysis of event portfolios, identifying untapped revenue streams and sponsorship opportunities.
Sales Team Mentorship
Coaching and developing high-performing sales pods to master the nuances of the event industry.
Operational Advisory
Streamlining the "bag work"—the essential, behind-the-scenes management that keeps sales cycles moving.
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