Challenge: Buyers of event management software were experiencing radical shifts in expectations from their marketing and sales leadership. Event managers and field marketing leaders were being asked to show the Return on Marketing Investment for various events and campaigns they were running. They needed help from their EMS vendors to provide the data and insights that their organizations now required.
Solution: The Account Management team developed an implementation strategy focused on driving and measuring adoption and mastery.
- Adoption: Account Management was introduced to the client before the deal closed to develop relationships and set expectations for implementation. Training teams were brought in to develop and implement trainings to ensure users knew how to access and master the tool. After events, reports were provided showing the various tools that were utilized, and what could be improved before the next event.
- Results: During the handoff to Account Management, clients articulated how they would measure results of their implementation. Event budgets were tied to leads generated, influenced and converted. Once the solution was rolled out to users, the Account Management team reviewed the progress with the Steering Committee. Implementation was deemed complete when the desired results were met.
Results: The EMS company delivered the Rule of 40 (Profit Margin+ Growth Rate) for three consecutive years. Keys to success included:
- 30% increase in adoption of features due to better understanding of how and when to apply each tool
- 25% higher retention due to client’s reliance on tools users were incorporating into their daily workflows