Sarah Sehgal's Event Influence Dashboard

What does this event influence dashboard include?

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The following dashboard for Sarah Sehgal, Director of Growth Marketing, OpenSesame, measures and reports on:

• Real-time status of event leads and opportunities
  • How leads interacted onsite
  • How leads and opportunities are progressing
  • What region leads and opportunities belong to
  • ICP match rate on leads by persona and account
• Event influence and direct impact on pipeline
  • Opportunities created onsite or immediately post-event (last-touch attribution)
  • Opportunities influenced by the event (uniform and linear attribution)
  • Full customer journey, including the impact of events
• Sales response times and SLA attainment for event leads
  • How many leads are in each stage of the sales follow-up process?
  • How many leads were followed up with in a timely (SLA-based) manner, and how many fell outside the SLA?

‍What insights can I surface from this dashboard?

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This dashboard can be incredibly helpful for sales and marketing folks to track which events, event formats, and topics attract and convert customers, as well as the overall impact of events on revenue, brand recognition, and growth. You’ll be able to answer questions like:

• Which events push the most customers further along the pipeline? The least?
• What is the context of the most and least successful events — where and when do they take place, and whom do they target or attract?
• How long does it take to convert a customer who attends an event? How does this compare to other touchpoints and channels?
• How are we tracking toward our event and pipeline goals for the quarter and year?
• Which events generate the most and least leads, deals, and won revenue?
• What is the overall ROI of certain events, weighing cost, timing, leads, and deals won?
• Where else do event attendees and potential customers gravitate? What combination of channels and events lead to sales?

Sarah Sehgal’s Event Influence Dashboard breakdown

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How would Sarah leverage this dashboard to back up the value and expense of events, as well as improve upon her teams’ event efforts? Let’s find out!

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Real-time status of event leads and opportunities

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With detailed information around first-touch and last-touch engagement by event, Sarah and her reports can see the direct impact of their work over time, as well as easily compare events to one another. They can then decide whether to attend or host more of the ones that drive engagement, and cut back on those that don’t provide value long-term. Alternatively, they can classify certain events with high initial engagement as brand awareness opportunities rather than demand generation opportunities, and pair those leads with other strategies such as paid social or newsletters.

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Event influence and direct impact on pipeline

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How events and other touchpoints drive pipeline can easily be measured with Sarah’s dashboard, allowing her to advocate for her team, garner more budget and recognition, and grow her team and the company as a whole.

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Breaking event leads down by region helps Sarah and others narrow their focus, as well as identify who their ideal customer, where they reside (or where they travel to or attend events), and what they might need from OpenSesame.

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Additionally, two tables outlining new business and expansion opportunities created and influenced by events enables Sarah to compare her investment to her success rate and realign budgets and energies accordingly — or argue for more support for events with high conversion rates. This distinction also helps to illuminate which events are better for engaging with existing customers vs generating new leads and opportunities.

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Deals sourced from events pushes Sarah’s data further along the pipeline so she can measure how much new business she pulls in versus how many leads are part of an expansion deal or existing contact or customers.

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Finally, a full picture of the customer journey places events in the context of OpenSesame’s ICP, and how valuable and prevalent events are compared to other marketing channels.

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Sales response times and SLA attainment for event leads

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With this chart, Sarah can visualize where event leads are in the sales journey and her success rate. She can also better understand the speed of SLA attainment for event leads, which in turn can inform strategy, communication efforts, and enablement needs for her sales reps. the biggest impact here is understanding whether leads are being followed up on according to SLAs and if that, in turn, is positively or negatively impacting downstream metrics like opportunity creation.

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Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by playing with the interactive demo or booking a demo with our team.

Full Dashboard