Events have a crucial role to play in supporting the drive for revenue growth. To facilitate this, organizations must move from siloed planning, marginalized event data, and nonintegrated technology to an aligned, audience-centric event program in which data is captured and used consistently across events and event technology is managed strategically. In this report, we explain the three changes leaders must make and describe the types of events that best support the different phases of the Forrester Opportunity Lifecycle.