Not All Leads Are Equal: The KPI You’re Missing with Francois Fournier from DTN

What if your best event ROI isn’t in the lead list, but in a breakfast conversation?

Event leaders today face an overwhelming challenge: prove event value, defend the budget, and deliver real business impact, all while expectations rise and resources shrink. If you’re still measuring success by foot traffic or lead scans, this episode will change the way you think.

In this episode of Production Value Matters, host Matthew Byrne chats with Francois Fournier, Head of Global Events at DTN, about how to move beyond vanity metrics and truly prove event ROI. With 20+ years in the industry and a portfolio of 75+ trade shows annually, Francois breaks down how DTN uses payback ratios, qualified business conversations, and strategic data collection to tie event spend directly to business outcomes. Whether you’re producing incentives or pushing pipeline, this is an ROI masterclass every event pro needs to hear.

In this episode, you’ll learn:

• Why Qualified Business Conversations beat lead count every time
• How to use a 10:1 Payback Ratio to prove event value
• A practical way to visualize event performance using the BCG Matrix
• How to evaluate incentive programs through cultural metrics like retention and referrals
• What goes into a post-event report that your CFO will actually read
• How to turn your team into a strategic resource, not just logistics support

Francois Fournier is the Head of Global Events at DTN, a data and technology company supporting industries like energy, agriculture, and weather. With over 20 years of experience in corporate B2B events across financial services, SaaS, and technology, Francois has led global event strategies for major organizations including Fitch Ratings and Assurant. He is a Certified Exhibit Manager (CEM) and Certified Trade Show Marketer (CTSM) at the Gold level, and is known for building measurement-driven programs that drive awareness, convert demand, and prove business value on a global scale.

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Connect with Francois Fournier on LinkedIn

Connect with Matthew Byrne on LinkedIn

For additional resources for #eventprofs visit www.productionvaluematters.com

For additional resources for #eventprofs visit www.productionvaluematters.com

Check out our 3 most downloaded episodes:

• Measuring Value in Your Events: Insights from Jodi Collen
• Educating Clients and Managing Expectations in Event Production with Fransiska Weckesser
• The Intersection of Event Planning and Psychology with Victoria Matey

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