Helping your clients connect the meeting objectives (the why) with the logistics (what and the how) can result in a meeting that exceeds expectations and has measurable results. Using ROI or ‘return on investment’ tools will enable you to set measurable objectives that will guide your planning and evaluation process and ensure that you are an integral part of the team.
Linking Objectives to Outcomes for Successful Results
1. Linking Objectives to
Outcomes –
for Successful Results
Carolyn Browning, CMP, CMM
crb@carolynbrowning.com
Twitter - @crbcmp
2. Housekeeping
• Cell phones on stun
• Please tweet/share!
– @crbcmp
– #rejuvenateMP
• Handouts are for reference – summarize
content
• Survey on conference app at end of session
• Green feedback form for speaker
3.
4.
5. Objectives Drive Decisions
Type of
Meeting
Broad Objective
(WHY?)
Training Introduce new
product to sales team
Incentive Reward & recognize
top performers
Sales Teambuilding, goals
for year, some training
Convention Provide education &
networking
opportunities for
membership
• Budget
• Who’s going
• Who’s paying
• Type of venue
• F&B
• Entertainment
• Guests
• Amenities
• Sponsors
• Exhibits
• Marketing
• Etc.
9. Phillips Method -
Way to Measure
Level 5 -
ROI
Level 4 –
Business Impact
Level 3 - Application
Level 2 - Learning
Level 1 – Reaction & Satisfaction
Level 0 – Statistics, Scope, Volume
10. Level 0 - 100% of meetings
Example:
Achieve 100 registrants @ $100 each by June 1
Statistics, Scope,
Volume
11. Level 1 – 90-100% of meetings
Example:
40% of attendees would recommend meeting to others
Reaction &
Satisfaction
12. Level 2 – 40- 60% of meetings
Example:
Score 80% or better on quiz given at end of session
Learning
(Performance,
Condition, Criteria)
13. Level 3 – 30% of meetings
Example:
Use skills learned to resolve 80% of customer complaints
within the first 3 months after the meeting
Application
(back in the
office)
14. Level 4 – 10-20% of meetings
Example:
Increase sales from existing customers by 5% within 6
months of the meeting
Business
Impact
15. Level 5 – 5-10% of meetings
ROI
Example:
Achieve 15% ROI within 12 months of the meeting.
ROI = (Benefits-Cost)/Cost
16.
17. After participating in the meeting,
attendees will…
Decrease the amount of time required to
complete projects by 5% within 6 months of the
meeting.
4
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
18. After participating in the meeting,
attendees will…
Score 80 out of 100 or better on the quiz at the
end of the session.
2
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
19. After participating in the meeting,
attendees will…
Use the new customer interaction skills in 90% of
the situations where they are needed.
3
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
20. After participating in the meeting,
attendees will…
Achieve a 25% return within 12 months of the
meeting.
5
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
21. After participating in the meeting,
attendees will…
Successfully demonstrate the new selling
techniques during classroom role play.
2
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
22. After participating in the meeting,
attendees will…
Increase sales from existing customers by 5%
within 9 months of the meeting.
4
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
23. After participating in the meeting,
attendees will…
Rate the relevance of the meeting to success in
their jobs as 4.5 on a 5 point scale.
1
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions
Level 2 - Learning
Level 3 - Application & Implementation
Level 4 - Impact
Level 5 - Return on Investment
24. Your turn
• Write 2 objectives for an
upcoming meeting based on
the Phillips Method
• Partner up & share
25. Remember…
Make them SMART
Level appropriate (most will be Level 2 or 3)
Don’t overcomplicate
26. Why ask “why”?
• Objectives define purpose
• Objectives direct logistics
• Objectives help with marketing by relating
benefits
• Objectives give you something to measure
29. Connect with me!
crb@carolynbrowning.com @crbcmp
MEETing Needs, LLC
Editor's Notes
As meeting professionals, the logistics – the WHAT & HOW are routine – part of our everyday activities. But in order to best execute the logistics, you need to know the purpose of the meeting to pull it all together. We need to ask - WHY
“We need to have a meeting” Why? It’s our job to ask the why - why are we having this meeting? What is the purpose? What do we want to accomplish as a result? The WHY -> reveals the purpose or objective which will help guide our planning efforts, our marketing, our evaluations.
Let’s just look at how different type of meetings/events have different objectives and how they flow through or influence meeting decisions
Objectives keep you on track, are both a planning & evaluation tool
Need to put mechanisms in place ahead of time to see how/if meeting/event has impact down road. Were sales or satisfaction increases or decreases directly related to meeting?
Not all meetings will be evaluated at Level 5, but all have Level 0 & 1. Most meetings fall in 2 or 3 range.
Easy to measure & gather data – not much to do with value of meeting; gives basic info
How do you want ppl to FEEL?
How do you gather this data? – onsite or post-event surveys
Results are immediate – shows intent
What you do want them to KNOW?
Gather this info through? (ask them) – HINT – learning (so, tests, exams, through ARS, etc.)
What do you want them to DO (back in the office)?
Evaluate further down road through performance evals (if applicable), sales results, phone surveys, post mtg interviews
Problems to solve, opptys to make or save $
Need to put mechanisms in place BEFORE meeting to track this afterward. Not the meeting planner’s responsibility, but part of team working with sales or cust service, acctg, etc.