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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