Event Expansion ROI Report

A table that captures the performance of major events from an expansion revenue perspective. For each event, it displays:

• Cost of attending or sponsoring the event
• Number of customer contacts engaged during the event
• Deals created as a result of the event
• Total pipeline amount influenced
• Number of deals successfully closed
• Closed won revenue attributed to the event

This report is vital for growth and expansion teams that want to measure how events contribute to revenue from existing customers, rather than just acquiring new ones. It enables marketing and customer success leaders to:

• Identify which events are most effective for retention, upsell, and cross-sell efforts
• Evaluate return on investment by comparing event costs against revenue generated
• Make data-driven decisions about future event budgets and participation
• Demonstrate marketing’s contribution to expansion revenue in discussions with CFOs and GTM leadership

Including this report in quarterly reviews or board meetings helps ensure that resources are focused on events delivering measurable business value.

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