Training › Event Strategy & ROI
Define success before you book the stand. Measure what matters after you leave.
Your team is about to spend £50K+ on a congress. Have they defined what success looks like? Not 'good conversations' — specific, measurable outcomes that connect event investment to pipeline. The Beyond the Badge Scan methodology as a teachable framework. Your team learns to plan, execute, and prove event ROI — so every event has a business case, not just a tradition.
- Duration
- Half day (£850) or full day (£1,500) · Up to 12 participants
- Investment
- From £850 · Credited against programme work within 30 days
- Guarantee
- Your team presents to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
20 years in healthcare events · Beyond the Badge Scan methodology · 340% demonstrated event ROI · Olympics, Rugby World Cup & Real Madrid event design pedigree
For teams who spend on events and can't say what they got.
Event Managers
You organise the logistics brilliantly. Stand booked, travel arranged, materials printed. But nobody's asked you to define success criteria, measure decision-maker engagement, or calculate ROI. You want to move from event logistics to event strategy.
Marketing Directors
The CFO is asking what the events budget delivers. You know the answer should be a pipeline number, not a badge scan count. You need a framework your team can use to plan, execute, and prove return — before the next budget review.
Sales Teams at Events
You work the booth for three days. You scan badges, have conversations, collect cards. Then you fly home and nobody follows up properly. You need a system for qualifying conversations, prioritising targets, and converting event contacts into pipeline.
This is NOT for you if
- ·You don't attend healthcare events or congresses (this is healthcare-specific methodology)
- ·Your events are purely internal (team meetings, sales kick-offs — this is for customer-facing events)
- ·You want us to run your events for you (see Congress Strategy service)
Plan it. Measure it. Prove it.
Half day covers Modules 1-4. Full day adds event portfolio review and detailed post-event playbook development on your real events.
01
Strategy before spectacle
Why this event? Who do you need to meet — by name? What outcome justifies the investment? How will you measure success? Your team defines success criteria for their next event using the Beyond the Badge Scan framework. Not hypotheticals — your real events, your real targets.
02
Decision-maker density & pipeline attribution
Stop measuring booth traffic. Start measuring who you're talking to. Decision-maker density, conversation depth, target account coverage. How to connect event investment to pipeline. Event-to-deal tracking, cost per qualified conversation, investment-to-pipeline ratio.
03
The post-event playbook
The event ends. What happens in the next 48 hours determines whether the investment converts. Your team builds a post-event follow-up playbook: lead qualification, follow-up sequences, meeting booking, pipeline tracking. The discipline that turns event contacts into revenue.
Not notes. An event strategy for your next congress.
Beyond the Badge Scan Framework
The complete methodology as a working document. Strategy before spectacle, decision-maker density, pipeline attribution. The framework your team uses to plan every future event.
Success Criteria Template
Define success before you book the space. What outcomes justify the investment? How many decision-maker meetings constitute success? The document that answers 'why are we doing this event?'
Target Account Planner
Named accounts, named contacts, meeting strategy. Not 'HCPs' — specific people your team needs to reach at the next event. Reusable for every congress.
Event Measurement Dashboard
What to track during and after the event. Decision-maker density, conversation quality, target coverage. Designed for your existing tools — no new systems required.
Post-Event Follow-Up Playbook
The 48-hour post-event process. Lead qualification, follow-up sequences, meeting booking. The discipline that converts event contacts into pipeline.
Event Portfolio Review Template
Assess your full event calendar: which events deliver, which don't, where to invest more, where to cut. The annual review framework. Full-day only.
The training gives you the framework. The programme gives you the results.
Most teams who learn Beyond the Badge Scan want to apply it at their next major congress with expert support. Strategy design, staff training, live measurement, post-event analysis. That's the Congress Strategy service — and your training fee is credited against it.
Your training fee is credited against any programme work commissioned within 30 days. The training becomes free if you engage us for a larger project.
Training £850-£1,500 (half or full day) → Single event £15K-£50K (apply it with expert support at your next congress) → Annual partnership £50K-£150K (full event portfolio strategy and measurement).
How it works.
Who should attend?
Anyone who plans, attends, or reports on events. Marketing, sales, event management. 12 participants maximum.
What pre-work is required?
List your next 2-3 events and last event's results (however you measured them). Takes 15 minutes.
Half day or full day?
Half day covers the core methodology. Full day adds Module 5 — event portfolio review and detailed post-event playbook development applied to your real events.
When should we book?
Ideally 6+ weeks before your next major congress — so your team can apply the methodology to that event from the planning stage.
Can this run virtually?
Yes. Both work — the methodology is the value, not the format.
What happens after the day?
All tools delivered digitally within 2 working days. We follow up at 2 weeks to support the leadership presentation. The guarantee is real.
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Ready to talk?
30-minute triage call. No fee. No pitch. Bring your situation — we’ll tell you honestly whether we can help.