From Entertainment to Real Revenue: How to Prove In-Person Events Drives Sales

Events can be one of the fastest ways to build trust, solidify brand loyalty, and motivate your sales team. The challenge? They’re often thought of as entertainment, not a revenue channel.

Valerie Bihet will share the measurement system she uses across sales kickoffs, incentive trips, and experiential marketing activations to connect what happens on site to what happens in the pipeline for months afterward. You’ll walk away with real case study examples from client events that break down event formats, metrics tracked, and post-event follow-up that turned live experiences into sales conversations.

In Valerie’s session, you’ll learn:

• Methods for defining event goals along with success metrics that align directly with pipeline and revenue
• How to measure on-site engagement and intent for internal audiences, including sales adoption, message clarity, and readiness to act once teams return to the field
• How to track and report post-event influence over 30/60/90 days, connecting sales kickoffs, incentive trips, and trainings to downstream pipeline activity and closed-won revenue
  

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