Count recruitment, venue, food, travel, staffing, sponsorship, tools and follow-up time. Use the same cost boundaries across events.
Report suitable attendance, meetings, new stakeholders, sourced opportunities and influenced deals. Keep sourced and influenced pipeline distinct, with clear definitions and timestamps.
For a financial calculation, use: attributable realised contribution minus event cost, divided by event cost. The chosen contribution measure may be gross profit or another finance-approved measure; state it clearly. A pipeline-to-cost ratio is useful but is not realised ROI.
Use an agreed reporting window for early indicators and continue tracking later outcomes. Avoid extending attribution windows selectively to make an event appear successful.
Attending accounts may already be more engaged than non-attendees. Match comparable accounts where possible and acknowledge selection bias.
Orbb's Events Agent can contribute to recruitment and relationship-led execution. Assess that contribution separately from venue quality, sales follow-up and the other interactions that affect the final commercial result.