The “Why” Variable: Understanding the Strategic Purpose of Your Events

May 24, 2018 11:45am ‐ May 24, 2018 12:15pm


You know that the meetings you plan are invaluable to the success of your business or organization, but your executives’ goals and objectives for your events are elusive. Create value by asking the right questions and setting the right metrics to measure the effectiveness of your events.

  • Discover the questions to ask your meeting owners to truly understand their business goals (and set yourself up for success).
  • Learn how to set SMART objectives for your events.
  • Understand what measurements you can use to better understand the true reach and weight of your meetings.


  • Lori Pugh Marcum, CMP, CMM, HMCC, Lead Manager, Event Programs & Production, Meeting Professionals International

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