The conference operating system for revenue teams
Parlay
The conference execution and intelligence platform built for revenue teams, by revenue teams. Real scoring. Real accountability. Real visibility into what's working...and what's not.
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The real problem
The only major revenue investment without a dedicated measurement system.
Revenue leaders track every click, every deal stage, and every rep activity down to the minute. But a $60,000 conference gets measured by how reps felt the dinners went.
Marketing has attribution models. Sales has pipeline reporting. Conferences have a debrief meeting where everyone agrees it went well.
Travel, sponsorships, booth fees, dinners, hotels. The invoice is precise to the dollar. The results? Depends on who you ask.
The conference floor has no operating system. Reps improvise. Contacts get lost. Overlap happens. Nobody knows until a week later.
A conference can create pipeline, strengthen relationships, surface market signals, and support customers; sometimes all in the same conversation. Spreadsheets and business cards were never built to capture any of it.
Sales wants pipeline. Marketing wants brand. Customer success wants face time. Everyone attends the same conference and measures a completely different thing.
The most expensive part of a conference isn’t the sponsorship fee. It’s the pipeline that was almost created.
It's not a people problem. There's just never been a system built to catch any of it.
Why not just use your CRM
Your CRM tells you what happened. Parlay tells you what it meant.
A CRM records activity. It doesn't evaluate it. It can't tell whether your team engaged the right companies, whether the relationships are actually productive, or whether the $60,000 spent on that conference influenced enough pipeline to justify going back. Parlay doesn't compete with your CRM. It fills the gap your CRM was never designed to fill.
Parlay answers these questions
Did our team prioritize the right companies at this conference, or did they burn floor time on low-value accounts?
Which ICP companies attended and walked away without a single interaction from our team?
Which rep is converting conference conversations into pipeline, and which one is just collecting business cards?
Which conferences should we invest more in next year, and which ones should we cut?
The fix
A closed-loop intelligence system for conference revenue
Parlay runs multiple scoring engines across the full conference lifecycle. The intelligence is what leaders buy. The ease of use is what makes the data real.
Plan
Before the conference, Parlay's scoring engine has already ranked every attendee 0–100 and identified your ICP targets. Every rep walks in knowing exactly who to engage and why — not a gut feeling. A score.
Execute
AI card/badge scanning and automatic attendee matching. Touchpoint logging. Meeting notes. Real-time rep visibility. Simple enough to use on the floor, structured enough to feed the analytics.
Score
Parlay’s scoring engines evaluate what happened. Relationship health scores update. Conference Effectiveness Score calculates across Sales Execution, Audience Quality, and Cost Efficiency. Leadership has the full picture within hours of the last session.
Improve
Relationship trajectories build. Efficiency rankings accumulate. Your conference strategy starts to optimize itself based on data from every event you’ve ever attended; not instinct about which ones felt productive.
Core capabilities
Built for the leaders who own conference strategy. Powered by the reps who execute it.
The scoring engines give revenue leaders unprecedented visibility. The rep tools are what make the data trustworthy.
01
The data leaders need starts on the conference floor
AI card/badge scanning extracts names, titles, companies, emails, and phone numbers instantly. Every scan creates an automatic follow-up task, feeds directly into relationship health scores, rep performance analytics, and conference effectiveness calculations. Leaders see the intelligence. Reps just do their job.
02
Ownership and accountability, not chaos
Every interaction is tied to the right rep, company, and conference. Rep overlap is visible. Ghost penalties apply when someone was in the room and didn't engage. The accountability is automatic.
03
Follow-through built in
Notes become follow-ups. Touchpoints auto-create tasks. Forms capture leads and assign ownership. Your team leaves every conference with clear next steps, and leaders can see exactly who is following through and who isn't.
04
Conference Effectiveness. Four scores, one verdict
After every conference, Parlay scores Sales Execution, Audience & Messaging, Cost Efficiency, and overall Conference Effectiveness. Each 0–100. Each calibrated by the conference strategy type and ranked against the others. For the first time, your event coordinator, VP of Sales, and CMO share one performance verdict.
05
Multi-conference relationship memory
Relationship trajectories build across every conference your team attends. Your team walks into next year's events knowing the full history of who engaged, what happened, and where momentum stalled. The competitive advantage compounds instead of resetting.
06
Know what the conference can realistically deliver, before you board
Parlay scores each conference before you attend, evaluating whether the attendee list supports your strategy, whether your pipeline goal is achievable given who’s in the room, and whether the right buyers are actually there. If the strategy doesn't match the opportunity, Parlay flags it before anyone books a flight.
Pre-Conference Intelligence
Know what the conference can deliver, before anyone boards a plane
Parlay's pre-conference review gives revenue leaders and reps a complete intelligence picture before the first session starts.
Parlay scores the conference itself, evaluating whether the attendee list supports the stated strategy, and flagging misalignment before it costs resources.
Your pipeline goal gets stress-tested against reality. Parlay compares what you need to generate against who is actually attending so expectations are calibrated before the event, not after.
Every target is ranked, with a recommended action and a breakdown of which buyers are in the room.
Required pipeline is modeled by tier with adjustable conversion rates so your team is working toward a number that reflects reality, not optimism.
BUILT FOR THE FLOOR
Capture everything. Assign it when you have a minute.
Most tools assume reps have time to stop and log between conversations. Parlay is built around how conferences actually work; fast, overlapping, and unstructured. Capture first. Assign later. Nothing gets lost.
Scan a single card or a stack of ten. Parlay parses every contact in one shot. Matching existing attendees, flagging new ones, and automatically creating records with the right company and conference association.
Floor Notes let reps jot down notes in the moment, without stopping to find a record. The note is saved, timestamped, and ready to assign to the right record when there's a break in the action
Assigning a Floor Note automatically creates a follow-up task and the system handles the accountability structure in the background
Badge and card scans work the same way. Scan now, assign later. When the rep is ready, the same matching workflow activates
Every touchpoint, note, and scan, feeds directly into the conference effectiveness metrics that leaders see after the event
Parlay fits the rep's reality on the floor making the data actionable, not questionable.
Batch Card Scan
Conference ROI
Stop defending the budget. Start proving it.
The CFO doesn't want a debrief deck. They want a number, a recommendation, and a proposed budget for next year. Parlay gives you all three before you leave the room.
A Conference Effectiveness Score, not a vibe check
Seven execution dimensions scored and weighted: ICP quality, meeting hold rate, follow-up completion, pipeline influence, and cost efficiency.
Missed opportunity, quantified
Every ICP company that was in the room but never engaged is surfaced with an estimated pipeline value, so leadership knows exactly what was left on the floor.
A go/no-go recommendation with a proposed budget
Attend, reduce footprint, or cut entirely. The rationale is built from your data, and the proposed budget for next year is ready to drop into the approval process.
One click to PDF, ready for the CFO
The Executive Brief exports as a clean three-page PDF covering investment, return, and recommendation. Built for the budget conversation, not the team debrief.
Don't just run your next conference. Execute it.
Parlay gives your team the structure to plan smarter, execute better, and MEASURE what actually moved the needle.
From Conversations to Follow-Through