Best Practice Report

Deploy A B2B Event Center Of Excellence To Efficiently Scale Event Programs And Maximize Event Value

May 31st, 2024
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Daryl Wright , Naomi Marr , Maria Alexandrou , Chantelle Fynn , Arianne Burnette

Summary

B2B events are a key element of an organization’s go-to-market revenue growth. However, events are frequently planned and executed in functional silos, which leads to inefficiencies and disconnected audience experiences. Leaders should consider setting up an event center of excellence (COE) to efficiently scale event programs and maximize value. In this report, readers will gain an understanding of the scope of COE activity and the people, processes, and technology required to set up an event COE.

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