How To Track Event ROI in Your CRM

Get the credit you deserve for planning events

Event ROI at Dreamforce

Dreamforce is just around the corner and we all know the the end of the year is a super hectic time for Event Marketers. While you might be prepared, how can you ensure that this year’s Dreamforce is better than last year’s? 

It’s hard to pull back and see the big picture when you’re buried in the middle of last minute logistics, booth set up, budgets, shipments and making sure you’re sending the right reps. 

As Event Marketers ourselves, we feel your pain, but hey, maybe there’s a big bonus or promotion for your stellar achievement this year! 

Or maybe not? Many event marketers find it difficult to point to all their hard work in the data and the event reports their CRM produces.  Heck, we know it’s hard just to even find the reports! 


Trouble finding ROI reports in your CRM? Click here for a free trial of EventGeek.


The good news is you’re not alone. LOTS of Event Marketers are waking up to the fact that they need better tracking to get credit for their work.

We’ve supported event marketers in the planning and analytics of over 10,000 events here at EventGeek. We’ve found the 5 most common reasons why you’re not getting the credit you deserve…

1. Leads are not getting into the CRM in a timely manner. 

Send Stacks of Business Cards to CRM Automatically with EventGeek

Send Stacks of Business Cards to CRM Automatically with EventGeek

The stack of business cards that your reps work really hard to collect end up being the last thing that gets entered into the CRM. The cards are dragged back to the office, sit on their desk, and finally when push comes to shove, they enter the contact info, days or weeks after the event ends… or never, and then you have to do it.

2. Contacts that do get entered into the CRM are not being attributed correctly.

Perhaps you’ve done a great job training your team to enter the business cards and contacts into the CRM, and in a timely manner! The details are captured, but often an important step is missed - attributing the contacts to the correct event. How will sales be tracked back to the effort you put in if the contacts aren’t connected to your event?

3. Meetings are not getting into the CRM in a timely manner.

Just like entering business cards, your reps are having great meetings with prospects, handshakes and smiles all around, but without logging those activities in Salesforce, no one will ever know they happened. Lots of meetings are impromptu hallway or booth chats - not even on the schedule. Then, after the event, contacts are left hanging because the CRM isn’t triggering a follow-up process.

4. Meetings that do get entered into CRM are not being attributed correctly.

Reps may even be entering their meetings into Salesforce, but without attributing them to your event, you'll never get credit. The full ROI on your event will remain a mystery unless the meetings you help to setup get attributed back to your event.

5. Finding the CRM reports you need to show ROI from your events is too difficult and time-consuming.

Here’s the really bitter pill to swallow: even when your team uses the CRM to enter, track and attribute correctly, it’s still incredibly challenging to get the reports you need. Setting up reporting correctly in Salesforce requires full-time attention and you're already too busy managing event logistics. Meanwhile your CRM manager is very busy servicing requests from other marketing channels, like digital, that are easy to track.


How to fix this broken situation

So now you know why you're not getting credit for event ROI in your CRM. It's because the sales team isn't entering leads and meetings into your CRM or they're not attributing correctly.

This means that your VP of Marketing and other execs don't see your events or the contributing role they played in sourcing and closing deals. They may just see those easier-to-track digital channels and not a single lead or sales "touch" from your events... Damn! So now what do you do?

You could plead with your sales reps to start entering leads and meetings into your CRM... but is that really going to work? Certainly not at the event, where they're already too busy keeping up with the flow of foot traffic.

And, really, do you want your sales reps opening up Salesforce on a laptop whilst they're still on-duty at your booth? Or should they wait until the end of the day, when they're tired and have had dozens of similar conversations and a few beers? That's not ideal either...

What you’re up against is bigger than "lazy" salespeople. It's not their fault! You’re both up against the fact that CRM isn’t made for live events. CRM is great at tracking digital interactions, like emails and phone calls, but fails badly when trying to keep up in the fast-paced arena of a live event.

A better way...

Instead of ineffectually pleading with your sales reps to enter their leads and meetings into CRM, we have a better way. At EventGeek, we've built a platform which is designed from the ground up for enabling marketers and sales reps to follow best practices in the fast-paced arenas of live events.

It's a mobile-first platform that automatically captures leads and meetings and correctly adds them to your CRM, ensuring you get credit for your event's ROI. Click here for a free demo of EventGeek, the solution to tracking leads and meetings from live events in your CRM.

When your VP of Marketing asks for metrics, you want to be able to respond quickly and confidently to show the success of your event with the metrics that matter most. You should be able to confidently point to your work as a major factor driving qualified leads and closing deals. With EventGeek, now you can.