Measuring Event ROI with 'Revenue in the Room'

#289 Strategy | Dave is joined by Sydney Sloan, Chief Marketing Officer at G2, where she’s leading the charge on integrating AI into marketing, rethinking team structures, and modernizing how B2B brands build trust. Sydney brings decades of experience from companies like Adobe, Alfresco, and Salesloft, and now oversees one of the largest software marketplaces in the world.

Dave and Sydney cover:

• How to design events that truly drive pipeline, using frameworks like “Think, Feel, Do” to plan with purpose
• A smarter way to measure event ROI with Sydney’s “Revenue in the Room” approach
• How AI is transforming the buyer journey and reshaping what modern marketing teams look like

An episode that will leave you rethinking your marketing strategy, from the events you run to the org you build.

Timestamps

• (00:00) - – Intro
• (03:08) - – The return of in-person events
• (06:08) - – Building community through smarter event design
• (08:08) - – Inside G2’s “AI in Action” roadshow
• (11:08) - – The “Think, Feel, Do” event framework
• (14:08) - – Why details make or break events
• (17:08) - – Measuring success with “Revenue in the Room”
• (20:08) - – Post-event follow-up that drives results
• (27:43) - – How AI is reshaping the buyer journey
• (43:43) - – Rethinking marketing orgs for the AI era

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