Episode
AFTER SHOW: How to Measure Event ROI Without Faking It
- Published
- Jun 12, 2026
- Duration seconds
- 2777
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Summary
Most event teams can't answer the most basic pipeline question. Steph Pennell built the framework. Here's the whole thing. She googled the domain mid-call. Bought it on the spot. A few months later she quit ZoomInfo, flew first class to the south of France with no plan, and came back ready to build something from scratch. This is the Aftershow. It goes deeper. Steph Pennell — The Event Critic — is back for the second half of her conversation with Megan Martin. This time they get into the actual frameworks: how to calculate revenue in the room, how to build a pre-event outreach matrix that segments by audience and relationship stage, how to get BDRs and SDRs to show up for your events, and how to speak the data language that finally makes sales care. Then they get honest about the stuff that doesn't usually make it into the strategy deck — leaving a toxic environment, building a business with no safety net, ADHD in the events industry, and why the F*ck You Fund is one of the most practical moves you can make whether you go out on your own or not. WHAT YOU'LL LEARN: → The revenue in the room metric: how to break down ARR influenced, expansion pipeline, and net new revenue from a single event → Why most companies would restructure their entire event portfolio if they actually ran the attribution numbers → The outreach matrix: pre-event segmentation by audience type, seniority, and relationship stage — built to run at scale → How to work event registration into BDR and SDR quota so the whole go-to-market team shows up for your program → How to stop reporting attendance and start reporting pipeline — the switch that gets demand gen and finance off your back → What she actually looked at when she told a client to cut five events from their calendar → The F*ck You Fund: what…