Model Overview Report

Introducing The Forrester Event Management Framework

January 1st, 2018


Events represent a substantial portion of investment across all marketing functions and regions. Event planning, execution, and measurement must align with broader campaign and program goals. The success of a B2B event strategy depends on three essential elements: event support, event logistics, and event experience. These elements must be in place so that events can drive results that justify the level of investment organizations continue to make. In this report, we introduce the Forrester Event Management Framework, which helps marketers implement the essential elements of an event strategy to ensure an effective and repeatable event experience for organizers and attendees alike.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.