You organize multiple events per year. Great experiences, valuable connections, opportunities to build and strengthen relationships. But because these moments occur outside your normal processes and systems, much is lost: control, visibility, and follow-up. You cannot measure which leads actually convert into deals. Your team doesn't consistently log contacts in your CRM. And because events aren't a clearly defined part of your standard commercial responsibilities, accountability becomes a gray area.

This research focuses on you—the senior decision-maker (CEO, CMO, CCO, sales director, or marketing director)—who organizes multiple events annually and asks: how do I integrate event activities into my strategy and commercial processes? How do I ensure events don't remain a disconnected element but seamlessly align with my objectives, deliver measurable results, and become a natural part of how my team works?

We map how peer organizations have solved event management. How they measure conversion, how they drive team follow-up, and what mechanisms they've built to eliminate the "black-box" feeling around events. You'll gain insight into your position relative to market peers and which practices deliver the most impact.