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Become a More Effective Meeting Advocate by Proving ROI

In today’s challenging economy, every operating area is under scrutiny to demonstrate a Return on Investment (ROI). Meeting organizers have an opportunity to better measure and prove the value of events. Unfortunately, a significant percentage of meetings are poorly designed and lack even minimal assessment. These events rightfully draw criticism from both inside and outside the organization. It is hard to look employees in the face and deliver the bad news of upcoming layoffs when corporate managers just returned from a wasteful conference. Measurement can help leaders at all levels get out in front of such problems. It also provides concerned stakeholders with the information they need to understand how events create (or destroy) value.

The Association Forum, American Society of Association Executives, Professional Convention Management Association, meeting Professionals International, Association for Convention Marketing Executives, and other industry groups offer a variety of opportunities to learn how to successfully get started with meetings measurement. Some have dismissed such tools as unnecessary, lacking credibility, or as too difficult to implement. These objections are not unlike the barriers faced by manufacturing executives two decades ago, at the dawn of the quality movement. ISO standards and Six Sigma processes are not easy to implement. But world-class performance now demands such standards and measurement methodologies. The deep scrutiny focused on meetings today underscores the importance of embracing change and using new approaches to measure the value of meetings in the years to come.

For more information, refer to our website by clicking here, or to the article I wrote in Association Forum magazine.

- Mark Fite

Posted by Mark Fite

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