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.

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 

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.

6. Refine the Objectives
• Use action verbs – show me
• Make them SMART

7. Objectives & ROI – what’s the link?

8. Food Pyramid -
Way to Eat

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

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

28. To complete
your survey via
the app!

29. Connect with me!
crb@carolynbrowning.com @crbcmp
MEETing Needs, LLC