WORKSHEET
Roadmap Your
Event ROI Story
We find success can come
from making connections
between goals and
measurement—and bring
clarity to your big picture.
Put pen to paper and start
making those connections
to drive event decisions.
>> What are my objectives?
>> How can they be measured?
>> What is my ROI focus?
Clear objectives and measures should
always be the key decision drivers for
your events. These same objectives and
measures should dictate how you
measure and show ROI.
Want More?
Go to itagroup.com
for our latest white
paper on overlooked
event metrics.
Tips: Pre-Event Groundwork
Sales Attribution Get pre-event sales data from your CRM
Rate tool for your entire customer base.
Lead Quality Outline your ideal buyer and how they are
identified, verified and invited to your event.
Deal Closure Cost Get a benchmark average for deal
closure costs.
Cross-Sell or Upsell Create pre-event questions that uncover
needs you can satisfy.
Conversion Rates In your reports, build tracking for
“no action” for comparison.
New Referrals Set up your engagement communications
plan for new referrals entering the pipeline.
Participant Know your hashtags, keywords, where
Satisfaction people might be talking, etc.
& Sentiment
Future Brand Find your onsite opportunities to connect
Advocates with highly engaged attendees.
© 2019 ITA Group and/or its affiliates. All rights reserved.
Event Name: Location:

Organization
Vision &
Objective(s)

Ongoing
Desired
Measurement
Attendee
Frequency | Metrics
Supporting Event
Corporate Vision &
Initiative(s) Objective(s)

How It’s
Definition
Measured
of Success
Pre | During | Post

Organization Vision & Objective(s) Supporting Corporate Initiative(s) Event Vision & Objective(s)

Example: Strengthen our brand globally to Example: Invest in marketing to increase Example: Engage with customers to create
build profit growth. engagement with our brand. loyalty with our brand.

Desired Attendee Definition of Success How It’s Measured Ongoing Measurement

Let’s Talk—itagroup.com
© 2019 ITA Group and/or its affiliates. All rights reserved.