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5 Metrics Borrowed From the Boardroom

How to speak the language of the C-suite.

"How do I prove the value of events beyond lead generation?"

Although lead generation has long been central to measuring event success, tough questions from the C-suite on proving long-term event impact are changing the metrics that matter. 

By speaking the language of your CFO or CMO, you'll communicate your value and impact in a way they appreciate and understand. 

So we've put together a guide of 5 metrics to borrow from your executive team, complete with clear definitions, tracking tips, and some ways to gauge where you are today. 

Check It Out
Customer Lifetime Value (CLTV)

1. Customer Lifetime Value (CLTV)

CLTV shows whether your event leads result in long-term, high-value customers, and bottom-line business impact. 

Sales Cycle Acceleration

2. Sales Cycle Acceleration

This tracks whether your events and helping deals close faster, translating into reduced costs and revenue efficiency. 

Account Expansion

3. Account Expansion

Growth in your current customers can often be faster and more profitable, so measuring this can prove a strong 'return on relationship'. 

Brand Trust and Affinity

4. Brand Trust and Affinity

Measuring brand sentiment helps quantify how your events improve how people feel about your brand - something can influence the rest of their buyer journey.

Downstream Influence

5. Downstream Influence

If event leads aren't converting straight away, this perspective helps give you credit in shaping future opportunities.

Want to get started today? Read the full playbook to find out how. 

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