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

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.