Stopping Runaway Event Spend
I just finished an interesting project. A marketing VP asked me to help him examine and potentially “right-size” his event spending. He was spending approximately 45% of his program budget on events and didn’t have a lot to show for it. We spent a lot of time in spreadsheets, looking at different events, counting prospects and leads(?), tabulating total event costs and more. I also had him walk me through the event planning and decision-making process. After a few days of bac