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How Competitive Are We?

In a changing world with an increasing emphasis on competitive results (anyone watch the Olympics?), can we prove how we measure and drive business success?


I hold the opinion that meeting professionals are nice people. Most event professionals take pride in organizing or presenting events that reward and motivate those who attend and help drive stronger corporate culture and business success.

We tend to be “people” people.

I believe we make our companies or our clients more successful. Having said that, I know our profession must articulate how we add value.

In a changing world with an increasing emphasis on competitive results (anyone watch the Olympics?), can we prove how we measure and drive business success?

Don’t count on doing the same events year-after-year, just because we have always done them. In this competitive marketplace, all of us need to prove our work is worth more to our employer or client than the investment they are making.

If you can’t, the budget you want will be denied, because it will be invested instead in advertising, social media or other marketing initiatives.

All of these activities are good at proving their value (if you don’t think social media are focused on ROI, look for the Social Media Benchmarking Survey by MarketingSherpa).

Can we overcome our habitual congeniality to be as business-focused as any of our budget competitors?

Can we compete in the budget arena by proving statistically the worth of our events?

Are you looking for ways to prove the business value of your efforts before it is even asked for?

Here’s the challenge, as I see it: We need to sharpen our focus on proving the value of our events without losing our focus on the human side of our business.

Any bright ideas?



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