How to Say No to Sales (and Offer Smarter Event Alternatives)

Marketing and sales are on the same team, working toward the same revenue goals—but that doesn’t mean they always see eye to eye. One common challenge? Sales requests to attend events that don’t align with the marketing strategy, plan, or budget.

Sales often comes to marketing with enthusiasm about an upcoming conference, convinced it will generate tons of leads. But as a marketer, you have to ask: Does this event actually drive revenue? Does it fit within our strategy? Do we have the budget?

So, how do you say no when an event isn’t the right fit—without damaging your relationship with sales? And what do you do if the request comes from leadership? Let’s break it down.

Step 1: Acknowledge the Request & Understand the Goal

The worst thing you can do is shut sales down immediately. Instead, take a step back and ask questions to understand their reasoning:

🔹 What’s the goal of attending this event? (Pipeline growth, closing deals, brand awareness?)
🔹 Are key decision-makers attending?
🔹 How many customers or high-value prospects will be there?
🔹 What’s the expected ROI?

I once had a sales rep approach me about a niche industry event. It wasn’t on our radar, and from a marketing perspective, it didn’t seem like the best fit. But instead of saying no right away, I asked, What’s the potential impact?

Through this conversation, I realized sales wasn’t just looking for leads—they wanted to establish credibility in an emerging market. That insight changed the discussion entirely.

Step 2: Evaluate the Event Against Your Strategy & Budget

Once you understand why sales wants to attend, evaluate whether the event makes sense by asking:

✅ Does this event align with our Ideal Customer Profile (ICP) and marketing objectives?
✅ Will the leads generated justify the investment?
✅ Does it fit within our current budget and priorities?
✅ Do we have historical data proving this type of event delivers ROI?

If the answer to these questions is no, then you have a valid reason to push back. But how you say no matters.

Step 3: The Right Way to Say No to Sales

Rather than outright rejecting the request, frame your response in terms of strategy and priorities:

“I see the value in this event, but based on our current strategy, we’re prioritizing [X events] because they align more closely with our revenue goals.”

“I’d love to support this, but given our budget constraints, we need to focus on events with the highest ROI. Let’s explore lower-risk ways to engage this audience.”

“Since this event isn’t a proven pipeline driver, let’s consider other ways to reach these prospects more efficiently.”

This approach keeps the conversation open while reinforcing marketing’s role in making smart investments.

Step 4: What If the Request Comes from Sales Leadership?

If the request isn’t coming from an individual rep but from the VP of Sales or Head of Sales, you need a different approach.

When leadership is pushing for an event as a priority, it’s time to revisit your marketing plan and have a bigger discussion.

Ask:
🔹 What trade-offs need to be made? (If we add this event, do we drop another? Shift budget?)
🔹 How does this impact our other campaigns and demand generation efforts?
🔹 Do we have event impact data from past years to validate this decision?

This is why event strategy and planning are so important. If leadership sees the event as a business priority, you may need to reprioritize. However, the decision should be based on data, not just gut feeling.

Step 5: Offer Smarter, Lower-Risk Alternatives

Saying no doesn’t mean shutting down the conversation. If full sponsorship or attendance doesn’t fit, suggest alternative ways to participate that minimize cost and risk.

🔹 Send a Sales Rep, Not a Booth

Instead of a full sponsorship, suggest sending one or two reps as attendees only to network and assess the event’s value. This is a lower-cost, lower-risk way to test whether the event is worth investing in next year.

🔹 Partner with Another Company

Look for co-marketing opportunities with a vendor or partner who has an aligned audience to share costs and visibility.

🔹 Host a Private VIP Event

Rather than sponsoring a large event, allocate the budget to hosting a small dinner or private event for key prospects in the same city. This creates higher-value, more intimate interactions without the expense of a major conference.

🔹 Leverage Digital Engagement

Instead of attending in person, consider running targeted LinkedIn ads, ABM campaigns, or webinars to reach the same audience without travel and sponsorship expenses.

By offering smarter, cost-effective alternatives, you’re showing sales that you’re invested in their success—without making a major investment in an unproven event.

Final Thoughts: When to Say No, When to Reevaluate

At the end of the day, marketing and sales share the same goal: driving revenue. But not every event is a smart investment.

Next time sales asks to attend an event, remember to:
✔ Understand the goal before responding
✔ Evaluate it against your strategy & budget
✔ Reframe your response as a strategic decision
✔ Offer lower-risk alternatives that still achieve their goal
✔ If leadership is pushing for it, revisit your plan & discuss trade-offs

By taking this approach, you’ll not only make smarter event decisions but also strengthen your partnership with sales—ensuring marketing investments drive real impact.