Between Events #2: How field marketers prove ROI internally

For field marketers who know their events are creating value, but still have to prove it internally. You can fill the room, get the right accounts there and create strong conversations, but when leadership asks what the event actually delivered, the answer is rarely straightforward. Was the opportunity sourced by the event or simply influenced by it? How do you measure a dinner when the deal closes six months later? What should you report when sales follow-up is inconsistent? And which metrics actually matter to your CMO, CRO or finance team? What we'll cover: Moving beyond registrations and attendance to opportunities, pipeline and revenue Sourced vs influenced pipeline, and when each metric is useful Building event reporting that leadership actually trusts Working with sales and RevOps to capture what happens after the event Proving value when attribution is messy or the sales cycle is long The metrics worth tracking across dinners, roundtables, roadshows and larger events Who it's for: Field marketers, in-house event marketers, demand gen and ABM managers, RevOps and marketing leaders responsible for proving the commercial value of B2B events. What to expect: Short perspectives from people who've tackled event attribution in practice, followed by open Q&A. Bring your own reporting challenges, dashboards and difficult internal questions. No sales pitches. Just an honest conversation about proving the value of field marketing. Online. Free. Limited to 30 people, and places are approved, so every seat goes to someone in the field. 📅 Thursday 22 October · 60 mins