Measure Your Event Marketing Program on Marketing Effectiveness, Not Sales
Measurement Tip #17
A recent study of CEOs by The Fournaise Marketing Group revealed that a sizeable majority of CEOs perceive that B2B Marketers have “started (wrongly) to focus on performance indicators that are actually not theirs, such as prospect conversions and revenue.”
This should be an important revelation to event marketers. Marketing must focus and grade themselves on creating customer demand for Sales to prove it’s value, a point I have impressed upon students in “How to Measure the Value of Tradeshows” classes.
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