Profile
Tracie Crites
Founder, Events Authority
Profile
Tracie Crites is the founder of Events Authority. She leads every engagement.
Breach Secure Now, 2020 to 2025. Tracie Crites ran Breach Secure Now’s trade show and channel event program from 2020 to 2025, first as VP of Sales & Marketing and then as Chief Channel Officer. She was responsible for the company’s IT channel trade shows: a $1M to $2M annual sponsorship calendar, show selection, lead capture integrated with the company’s CRM, and a per-event ROI matrix that decided which shows stayed on the calendar the following year. Across that program, roughly 20 percent of event attendance came back as qualified warm leads. She also built and ran a monthly partner event series.
IT Nation Connect 2025. Breach Secure Now engaged Tracie Crites, through SALT Strategies, for this program: the City of BSN, a handcrafted racetrack booth with a toy car in each of the 3,600 attendee swag bags. The same week she offered complimentary strategy sessions to vendors and MSPs in the event’s Coaching Café. It was her tenth year at IT Nation Connect.
Town of Frederick, Colorado. Tracie Crites has owned the sponsor relationships on the Town of Frederick’s festivals for six years and built their tiered sponsor program. The Town’s staff run the events. The program has kept 100 percent of its sponsors for six consecutive years.
Teaching. Her weekly Channel Event Strategy video series covers choosing the right event, booth design, pre-show promotion, team training, and defining what an event should produce before planning it. ConnectWise invited her to present her top considerations to vendors ahead of IT Nation Connect 2025.
Recognition. CRN 2025 Channel Chiefs. CRN 2025 Women of the Channel. Featured in the IT Nation Community Spotlight.
In her words
From my perspective, the best brands don’t sell. They make you want to join the club.
Tracie Crites · LinkedIn, September 17, 2025
The channel runs on trust, and trust isn’t built with a barcode scan.
Tracie Crites · LinkedIn, March 3, 2026
In the channel, people trust people more than logos.
Tracie Crites · LinkedIn, December 26, 2025