Business Objectives Conference Marketing Media 
Harvard Business Review
MARCH 31, 2015
Event marketing is currently a very expensive and sloppy process in most firms because the relevant information is fragmented, difficult to assemble, and the “database” is often a pile of business cards. ” But it’s far from moneyball when it comes to event marketing. But it needn’t be that way.
Harvard Business Review
JANUARY 26, 2017
companies spend over $900 billion on their sales forces, which is three times more than they spend on all ad media. This is often difficult because multiple stakeholders across functions must invest in a new approach while still meeting their own obligations to keep the current business running.
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