A dedicated Events team within an Am Law 100 firm’s 54-person Marketing & BD function was experiencing stress and overwork. Upon careful review of the as-is process, it became clear that the team was treating most event requests in a bespoke manner, rather than applying a standard process for the most common requests.
After interviewing both the Events team and their internal clients, Calibrate mapped the legacy event process and re-designed it to eliminate gaps, overlaps and ambiguities. Calibrate also created an accountability matrix (with owners, turnaround time, impact of non-adherence) to ensure efficient planning and execution.
The redesigned process and related recommendations enabled:
- Clear roles and responsibilities and delivery metrics
- Event ROI calculation (by reducing subjectivity in estimating opportunity value and overall impact)
- Creation of Event categories (mapped to various stages of the Marketing funnel) with clear objectives, related measurement metrics, and budget investment