People know that events work, but how do you prove it?

In this episode, Rachel Andrews and Megan Martin, founder of M Squared Dynamics, discuss the strategies and metrics you need to effectively prove the ROI of your events to leadership. They explain how events can directly contribute to business growth and why event planners need to be involved in sales and marketing strategies. 

If you’ve struggled to align events with business goals, this episode offers insight to help you demonstrate ROI.

What you’ll learn: 

• Proving event ROI. Learn how to align event goals with business outcomes and prove impact beyond attendance numbers.
• Measuring event success. Discover how to track meaningful metrics that demonstrate the true value of your events to leadership.
• Strategic event planning. Find out how to bridge the gap between event planning and sales to create revenue-driving strategies.

Things to listen for:

(00:00) Meet Megan Martin

(02:54) Events gone wrong

(06:58) Defining ROI in the events industry

(11:13) Alignment between marketing, events, & sales

(18:12) First steps to understand demand generation

(20:44) Why pipeline influence rate is a key metric

(23:18) The one skill event leaders need