As there is a greater demand for measuring the real value of meetings, there has been a much greater need for planners to step up and evaluate their meetings beyond the basics of budget management, hitting attendance goals, negotiated cost savings and the degree to which the attendees had a good time. When looking at your next meeting, explore how you can evaluate the following elements, incorporating the ROI Methodology as developed by Jack Phillips and the ROI Institute (www.roiinstitute.net):
- Did the participants find the meeting a good use of their time and/or money (Level 1: satisfaction)
- Is there an action plan for participants that can help hold them accountable for their attendance (Level 1: planned action)
- Did learning take place at the meeting (Level 2: learning)
- Were new connections made at the meeting that will be useful in future business (Level 2: learning)
- Was there a behavior change as a result of the meeting (Level 3: application)
- Was there a measurable impact on the participant’s organization as a result of the meeting, i.e. increased sales, higher level of customer satisfaction, lower employee turnover (Level 4: business impact)
All meetings can’t capture all of these areas, but it’s worth some time to make sure you’re measuring what you can and reporting this information to the relevant stakeholders in your organization.
Terri Breining, CMP, CMM, is a principal with Breining Group LLC, whose focus is facilitating, training and consulting in the meetings industry. Terri has been in the meeting planning industry since 1976, and has been responsible for producing meetings around the globe.