ROI Success Stories
Planners faced with tight budgets and skeptical CEOs are relying more and more on specialized studies to validate the worth of their meetings. Return on investment (ROI) studies, when conducted with credible methodology, can show whether an event meets its objectives, and can give executives the data they need to justify funding, said Jack Phillips, PhD, president of the ROI Institute.
“We’ve got so many threats going on right now,” Dr. Phillips said. “We’ve got technology saying we don’t need to meet face to face anymore, and we’ve got a business environment in which executives are saying they are not sure we’re doing anything of value.”
Dr. Phillips presented the results of five successful ROI studies to demonstrate the impact of data on decision makers. The quantified benefits shown on three of the studies saved events in jeopardy, and the results of two others showed executives how to improve events that were not performing.
The CEO of one metal building systems corporation refused to continue an annual brand sales meeting without data showing that it drove results. Planners prepared a study that predicted a 128% return on the company’s investment, and the CEO approved the meeting.
“When we conduct a study, we must pass the test of the CEO, the CFO, the executive vice president of sales,” Dr. Phillips said. “We want data that will be accepted and believed by that group of people.”
Full Summary
Back to Session Summaries