Most CEOs, VPs of Professional Development, and meeting planners think about an event as a deliverable, not the quantifiable results as a deliverable which in my opinion is a big mistake.

What do I mean?


During preparation I will ask, what is the objective of the event, how will you define success, and what is the return you expect to receive as a result and I will get answers like:

  • The objective is to have two 1 hour sessions.
  • We will measure success based on how people feel when they walk away.
  • We can’t measure the value because we don’t have the capabilities.

If those are among your answers then you are running your event as an activity, not to produce measurable results.

Measuring subjective feelings on a same day survey is nice however if the goal is implementation of the ideas learned that contributes to results perhaps the event model needs to be changed in order to have social proof so that attendance and relevance increases the next go around.

If attendance is down from years ago you might not have an event marketing problem.

If you can’t quantify event ROI you have a curriculum execution problem.

To calculate the ROI you need to look at the following:

  • Tangible benefits such as increased sales, increased productivity, etc.
  • Intangible benefits such as how people enjoyed, increased value of the brand, etc.
  • Incidental benefits such as networking increased, participation increased, satisfaction increased, etc.

Add those up and you have demonstrated significant ROI.

Value can be delivered before the event, during the event, or after the event.  See example.

When this happens:

  • ROI case studies can be used in future marketing.
  • ROI from attendees can be used in text and video testimonials.
  • Testimonials acts as the lifeblood of credibility for events.

Participants buy the results, not how many hours they sit or how the information is delivered.

What results are you delivering, executing, and demonstrating as evidence?


Organizations bring in Doug Devitre when they want to dramatically improve marketing, productivity, and sales performance with the latest technology. He is changing the way consultants consult, coaches coach, and trainers train professionals with his creative approach to using technology focused on business outcomes. The University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors Business Specialties Hall of Fame Educator, and Certified Speaking Professional of the National Speakers Association brings a power-packed, innovative punch to managing organizational change outlined in his latest book Screen to Screen Selling™ : How to Increase Sales, Productivity, and the Customer Experience With the Latest Technology. Now Doug is focused on creating thought leadership on how businesses can use the Amazon Alexa platform to reduce operational costs and improve workplace productivity.

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