The Phillips ROI Model has five levels: Level 1 — Reaction (delegate satisfaction scores). Level 2 — Learning (knowledge gained, assessed via quiz or test). Level 3 — Behaviour (actions taken after the event — surveyed 30/60/90 days later). Level 4 — Business results (pipeline built, decisions made, product adoption). Level 5 — ROI (Level 4 value − event cost ÷ event cost × 100). Most events only measure Level 1. Best-in-class planners measure through Level 3–4.
Used primarily for sales kick-offs and customer events. Measure deals closed within a defined attribution window (60 or 90 days post-event) from delegates who attended. Compare conversion rates of attendees vs. non-attendees from the same pipeline. Benchmark: well-executed sales kick-offs typically show 15–25% higher Q1 attainment for attendees vs. non-attendees.
Survey delegates on their NPS (likelihood to recommend the event) immediately post-event. Track whether this improves year-on-year — a declining NPS signals content or experience degradation. Also useful for internal events: NPS below 30 for a mandatory event suggests poor agenda relevance and risks future attendance commitment.
Objective scoring: at the briefing stage, define 3–5 measurable objectives (e.g., 'all delegates will leave with a signed 90-day action plan'). Post-event, score achievement of each objective on a 1–5 scale. Cost per qualified outcome: total event cost ÷ number of qualified outcomes (leads, deals, decisions, trained employees). This is the most CFO-friendly metric — it makes the cost/value equation immediately legible.
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