Input Sheet
14 input variables that drive every output, with default benchmarks if you do not have data yet.
Project event-influenced pipeline in five minutes. The spreadsheet model that 50+ enterprise marketing teams use to defend their event budget to their CFO.
Five components covering the full event ROI calculation, from inputs to reporting.
14 input variables that drive every output, with default benchmarks if you do not have data yet.
The formula that converts attendees to pipeline based on conversion benchmarks from 80+ enterprise events.
A single output sheet formatted to copy directly into a CFO deck.
Reference benchmarks across user conferences, trade shows, and field events.
A walkthrough covering inputs, assumptions, and how to present the output to leadership.
Event ROI is not measured. It is constructed. The CFO does not want a number. They want a story they can defend.
This is the operating principle the calculator is built around. The model does not just spit out a single ROI number. It walks the user through the inputs, the assumptions, and the story, so the output is something a CMO can actually defend. Download the full calculator and guide to get the spreadsheet plus the playbook for how to use it.
CMOs, marketing leaders, and event program managers at enterprise B2B companies who need to credibly project event-sourced pipeline to their CFO or board.
The framework that pairs with the calculator, on the blog.