I'd like to quote what @Eric Stahl posted on LinkedIn recently:
Salesforce on Salesforce: Events
We have an amazing events team that puts together our World Tours, Connections, TrailheadDX and of course, Dreamforce.
A lot goes into creating a great event, from budgets to the venue, branding, promotion, field enablement, the website, emails, keynotes, breakout sessions, partner sponsors, expo hall, the mobile app, SMS updates, on-site registration, security, food, follow up and more.
What’s amazing about our events team is the way they tie everything they do to our sales and marketing machine with a custom app built on the Salesforce Platform.
Event Registrations are mapped to Contacts, which are mapped to Accounts, which are mapped to Opportunities, so we can see how much open pipeline is registered for an event. We can see which of our open Opportunities aren’t registered, so we can reach out to the account teams and help get them signed up. We can see our top registered Opportunities so we can give them a VIP experience.
We can also measure the post-event pipe gen i.e. if someone attends an event and a new Opportunity is created within 90 days, we attribute some of that pipeline to the event. This is how we measure ROI and optimize spend on future events.
The team does the heavy lifting, but they couldn’t scale it without the app.
