5 With 3: Measuring ROI

Meeting Planning

We asked top planners the following: How do you measure meetings ROI?Sarah Tillis

Sarah Tillis

Meeting & Event Technology Specialist, Autodesk

“[On our] strategic meetings management team, ROI is measured strictly by the amount of money we save the company. By negotiating room rate, meeting space, audio visual and F&B costs, we provide an annual report of savings at a high level. And by incorporating our contract language into hotel agreements, we save on attrition costs, cancellation and re-book fees.”


Debi KobayashiDebi Kobayashi

Events Planner, Gilead Sciences

“I work in the medical affairs department at a pharma company. Among the many meetings I produce are the advisory programs for approximately 35 attendees. These small but high-level meetings include our executive leadership and medical scientists at Gilead, along with key opinion leaders in HIV, hepatitis/liver disease, respiratory, cardiology and oncology. We measure ROI at the end of the meeting with an evaluation form asking questions such as ‘What additional feedback do you have for the topics discussed?’ and ‘What discussions and issues were most important to you?’”


Lupe DowningLupe Downing

Sales Event Planner, Coupons.com Inc.

“I mostly handle internal meetings and events, and that does not necessarily translate into direct revenue. However, there is indirect ROI if you execute correctly. In a sales conference specifically, your objectives should always be to motivate, train and equip sales people so they leave with takeaways [to] make them successful. Planners must ensure that the experience is seamless. We must provide a venue, meals, materials and activities that foster an environment in which they can solely focus on the objectives. I heavily rely on survey results to continually improve, to deliver first-class programs.”