The CFO's job is not to question whether events deserve investment. It is to ensure that when your company invests in them, you have the systems and accountability to know if it performed.
Measuring event sponsorship ROI is genuinely broken for most B2B companies. This comprehensive guide connects sponsorship spend to actual pipeline and revenue.
The biggest threat to your trade show ROI is the 72 to 120 hours between the last handshake and the moment a sales rep actually reaches out — and everything that gets mangled in between.