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This week marks my first conference in 2016. It’s the first in what is bound to be another year full of conferences, workshops, symposiums and the like. There are weeks I’ll be flying through multiple cities and countries to hit up the big ones. I admit, it can get exhausting.

So why do I do it? It’s not for the opportunity to discover the best airport food in America or experience the luxury of having my bed made for me each morning by hotel staff.

Let me tell you why we started our own conference to illustrate why the smartest thing you can do for your career is invest in attending conferences.

We didn’t start CSFX (Canadian Sponsorship Forum Xperience) 12 years ago to add another experiential and sponsorship marketing conference to Canada’s industry event calendar. We started Forum to create a platform for learning, an opportunity for sharing and a venue for inspiration.

As marketers, our number one enemy is our desks. The more time we spend hunched over our computers or huddled in a boardroom, the less strategic and creative we become. Over time, our senses become dulled, our skills eroded, and the passion we had for pursuing our life’s works is in a distant rearview mirror.

This week, our own CSFX16 hits Toronto, in partnership with the NBA for the NBA All-Star Event. I’m not just excited to attend Canada’s first ever NBA All-Star weekend. I’m excited for the tremendous opportunity for my own staff to take advantage of the big names from some of the most enviable brands in the world, joining us as speakers and delegates (think Holt Renfrew, PepsiCo, Scotiabank, Roots, Twitter, AIG, Visa, AIR MILES, Budweiser and Virgin Mobile). I’m excited to help young marketers hear from, and connect with, some of the greatest minds in the business.

My expectations are through the roof, not just for the content, but for my own team. I firmly believe that conferences drive tremendous ROI, so I expect them to reap the rewards.

So, how can you ensure you maximize your own conference ROI?

You actually need to invest some time and energy into developing a strategy. Think about it as your own game plan for attending. You get out of it what you put in. Play your cards right, and you’ll come away with motivation, a recharged love for the industry, new contacts, and personal exposure.

Plan early. Identify how you want to approach the conference. Get the inside scoop from people that have gone before. What sessions are useful? Which receptions are conducive to networking? Are there unpublished social events where the A-listers hide? What sort of delegates will attend which workshops?

Is there a speaker you want to meet? Pick their brain? Start connecting with them today. Follow them on social. Learn more about who they are.

Don’t be afraid to ask in advance for the event delegate list. Is there a conference app? Search for the delegate list and start connecting with attendees now. Is there a dedicated conference group on LinkedIn? Join it and spark conversations. Make plans for coffee or drinks beforehand with the people you really want to meet.

Bring back a slew of best practices from your conference sessions. Present them to your colleagues, to your clients, to your bosses, to your industry associates.

Ask speakers directly for decks and reference materials. Don’t distract yourself by taking notes during the session. Sit back and absorb the session. Stay in the moment. Thoroughly absorb the session summary, speaker bio, and online discussion ahead of time.

Lastly, schedule your work around the conference. Plan a small daily window to skip sessions and reply to emails. Don’t miss conference time for non-urgent issues. Your desk will be there when you get home.

Start building your own agenda today for your next conference. I maintain it’s critical that you not delegate the value you get from a conference to the conference. Delegate to the delegate if you’ll pardon the double entendre.

So if you’re joining us this week in Toronto for CSFX16, come say hi. I’ll be the one playing tour guide through the NBA All-Star events and making introductions. If you’re not, then see you on the road soon.