Events Are in the Hot Seat
What we found
We surveyed 120+ B2B marketing and events leaders across companies from startups to enterprises with 10K+ employees. What we heard was consistent: events build pipeline, close deals, and open doors that emails and ads can't, but most teams are struggling to prove it.
Costs are rising and leadership wants hard numbers. The tools most teams rely on weren't built to deliver them, leaving a growing gap between what events do and what teams can show.
98%
of teams struggle to justify event spend to leadership
86%
can't accurately attribute ROI back to events
90%
say event-influenced deals go unattributed in their CRM
What's inside
- High-ROI But Hard to Prove
- Leadership Still Values Events
- Event Selection
- Attendee Data
- The Attribution Gap
- Meetings
- Events Inside the GTM Engine
- What High-Performing Teams Do Differently
- Forward-Thinking in 2026