Best Practice Report

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

January 19th, 2024
Simon Daniels, Principal Analyst
Simon Daniels Principal Analyst
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Kelvin Gee , Tony Plec , Brett Kahnke , Chantelle Fynn , Ellen Lind

Summary

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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