Best Practice Report

Virtual Events: Partnering With Sales For Successful Outcomes

November 30th, 2022
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Lisa Nakano , Chantelle Fynn , Arianne Burnette

Summary

Forrester benchmark data shows that marketing leaders are spending 20% of their field marketing program budget on events, with virtual events becoming an increasingly important element. However, when it comes to virtual events, marketers often fail to plan for one of the most important factors in driving success: sales enablement. Marketers must partner with sales on effective enablement strategy that maximizes the unique characteristics of virtual events across the three event stages of pre-event, at-event, and post-event. In this report, we explain how marketers can partner with sales before, during, and after virtual events to maximize results.

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