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Executive Summary
Key Findings
Events Are Now More Central To Driving Business Goals
Business Goals Should Determine Event Format Choices
Leveling Up Event Platform Capabilities Improves Outcomes
Key Recommendations
Appendix



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Level Up Your Event
Platform Capabilities
Optimize Event And Meeting Outcomes Through
Consolidation And Improved Measurement
A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY CVENT, FEBRUARY
2023

ABOUT FORRESTER CONSULTING
Forrester provides independent and objective research-based consulting to help
leaders deliver key transformation
outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned
consultants partner with leaders to execute
on their priorities using a unique engagement model that tailors to diverse
needs and ensures lasting impact. For more
information, visit forrester.com/consulting.
© Forrester Research, Inc. All rights reserved. Unauthorized reproduction is
strictly prohibited. Information is based on best
available resources. Opinions reflect judgment at the time and are subject to
change. Forrester®, Technographics®, Forrester
Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All
other trademarks are the property of their
respective companies. For additional information, go to forrester.com. [E-55720]
Project Team:
Mandy Polacek, Senior Market Impact Consultant
Jemimah Charles, Associate Market Impact Consultant
Contributing Research:
Forrester’s Marketing Strategy and Technology research groups
Table Of Contents
3 Executive Summary
4 Key Findings
5 Events Are Now More Central To Driving Business Goals
8 Business Goals Should Determine Event Format Choices
12 Data And Tech Challenges Limit Demonstrating Event
Impact
14 Leveling Up Event Platform Capabilities Improves
Outcomes
17 Key Recommendations
19 AppendixLEVEL UP YOUR EVENT PLATFORM CAPABILITIES
2





















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