Build the dash using the Manual and answer questions like:
- Are our events performing as we expected?
- Is our handoff process helping us convert event attendees into deals and pipeline?
- Are events worth doing to drive new opps, progress existing or neither?
- Which events should we invest in again?
Key takeaways:
- Use metrics like pipeline generated, closed-won revenue, ROI, and cost per deal to determine which events are most effective. Uniform and linear attribution models help identify the overall and proportional impact of events on the sales cycle
- Monitor the status of event-generated leads to ensure smooth transitions to sales. Leads in "new" status or with high disqualification rates indicate issues in follow-up or targeting.
- Collaborate with the sales team to address follow-up delays and analyze disqualified leads to improve future targeting and messaging.
- Compare event-driven ACV and sales cycle metrics to overall averages to assess how events influence deal velocity and value. Shorter sales cycles and higher ACV indicate positive impact.
- Use lift analysis to evaluate the directional impact of events on deal creation, closed-won revenue, and expansions. Ensure cohort sizes meet statistical thresholds, but even directional trends can inform strategy.
- Monitor regional traffic spikes and engagement during and after events to measure the impact of timed activities like speaking sessions.
- Correlate traffic spikes with high-intent actions (e.g., form submissions or deal creation) to assess the effectiveness of speaking sessions and refine future event strategies.
Dashboard Template
