Best Practice Report

Revenue Ops Must Work With Frontline Marketing To Maximize Event Data Value

January 19th, 2024
With contributors:


B2B events represent one of the single best sources of audience data. However, the explosion in event technology and a siloed approach to events means many organizations aren’t benefiting fully from this data. Revenue operations must partner with frontline marketing teams to maximize its value by building a strategic approach grounded in operational excellence. This report outlines how these teams must work together to select, deploy, and integrate event management technology, as well as define a mature data capture and processing strategy and ensure this data is passed to marketing automation and CRM platforms for effective post-event activation.

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