When sales, marketing, and events operate in silos, leads fall through the cracks and event ROI takes a hit.



At Cvent CONNECT 2025, Matt Heinz and Ajith Krishnankutty, VP of Experiential Marketing at Capital Group, discuss the importance of collaboration between these teams and its impact on event success. From planning to post-event follow-up, Ajith shares strategies for getting sales and marketing on the same page. When teams align, events become a powerful go-to-market tool that drives measurable results.

In this episode, you’ll learn:

1. Stronger sales and marketing partnerships: See how collaboration improves event outcomes.
2. Data-backed event strategy: Discover how using data-driven insights can refine your event strategy.
3. Post-event momentum: Learn how to turn leads into long-term relationships.

Things to listen for:

(00:00) Introducing Ajith Krishnankutty

(02:05) Breaking down silos between sales and marketing

(08:47) Joint planning for better alignment

(11:10) Post-event strategies that turn leads into pipeline

(15:36) Creating memorable experiences beyond the trade booth