Summary
The Ultimate Event Management Playbook takes a deep dive into how go-to-market (GTM) teams approach event management with clarity, coordination, and accountability. Built for efficient GTM execution, it connects marketing, sales, and revenue operations around a shared operating model for events.
What You’ll Learn
- How revenue teams define event ownership across marketing, sales, and RevOps
- Where event ROI is created before, during, and after the event
- How enablement and follow up impact pipeline quality
- Why automation and reporting matter for event attribution
- How to evaluate event success beyond booth scans
A Practical Event Guide for GTM Teams
Successful events are rarely the result of last minute coordination or individual heroics. They come from clear ownership, shared goals, and consistent execution across marketing, sales, and revenue operations.
This guide organizes event execution into a practical, end to end framework that spans planning, on site activity, and post event follow up. It draws from real operating experience to help teams avoid common gaps that slow momentum or obscure ROI.
Clear roles across marketing, sales, and RevOps
Marketing leads event strategy, goal setting, budgeting, content, and design while supporting pre and post event outreach. Sales focuses on staffing, account selection, meetings, and conversations that create meaningful engagement. Revenue operations enables the motion by automating workflows, supporting meeting scheduling, managing data, and building reports that show impact.
Why coordination changes outcomes
When these teams operate in isolation, leads stall, follow up slows, and results are difficult to measure. When they operate as a coordinated GTM motion, execution becomes repeatable and easier to evaluate. Event pipeline should targets roughly four times the cost of the event, adjusted for win rates. Achieving that level depends on alignment, shared visibility, and disciplined follow through.
