Episode
The Event ROI Question Every CRO Asks and Nobody Preps For
- Published
- Sep 4, 2026
- Duration seconds
- 1521
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Summary
Most event teams are not badly run. They are badly wired. Three teams doing the same job in three different directions, and the event ROI conversation never actually happens because nobody owns it. This episode runs a live diagnostic on that wiring. Ten real decisions event teams make every week, sorted in real time into executor thinking or executive thinking, with a guest, Sara Ann Straw, who has walked into fractured global event organizations and rebuilt them from the inside. One of her calls is going to annoy you. She is also right about it. In this one: Run your own week through ten real scenarios and see which side of the executor and executive line you are actually operating on Stop carrying a contingency line you have not questioned in five years, and know exactly what to interrogate instead Learn what executives actually want from registration pacing, which is not the registration number and not the segment breakdown Understand why a lead that sits longer than 24 hours loses roughly a third of its conversion rate, and what that does to the marketing and sales blame cycle Hear what happens when your production partner walks six weeks before a 2,000-person sales kickoff, and why "vendor" versus "partner" is a budget decision, not a vocabulary preference If you are walking into budget season with a number you cannot defend, this is the one to start with. The diagnostic takes ten minutes and it will tell you something uncomfortable. About the guest: Sara Ann Straw has spent nearly two decades building and rebuilding global event organizations at high-growth tech companies, usually by pulling field, partner, webinar, and corporate events under one roof. She learned to speak executive the hard way, in a meeting where she could not answer why her…