The most common and misguided metric is 'revenue in the room'... potentially diluting the power of connections and a specific, winning brand experience.
The better metric is win rate. For simplicity and speed, the win rate can be defined as 'pipeline progression rate.'
When events are focused on win rate among the attendees, it transforms the event planning process from the start... At some point, having dozens of sessions at one event is more difficult than having many smaller events with few, if any, sessions.
The smaller events rely much less on serendipity while reliably producing.
[
add
]
[
|
|
...
]