Summary
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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.