The Metrics That Matter
Do not measure attendance and satisfaction scores. Measure pipeline generated: the total dollar value of deals opened from event attendees. Measure cost per qualified lead. Measure meetings booked within 14 days. Measure closed revenue attributed to the event within 90 days. Those are the numbers that justify continuing.
Setting Up Attribution
Before the event, create a campaign in your CRM. Tag every attendee with the campaign name. When your sales team follows up and opens opportunities, those deals automatically roll up to the event campaign. This gives you a clean, defensible ROI number. LunchLeads delivers the attendee data in a format that imports directly into Salesforce, HubSpot, or your CRM of choice.
The Benchmark
A well-executed LunchLeads campaign should generate between 5x and 15x return on investment within 90 days. If your total cost is $3,000, you should expect $15,000 to $45,000 in pipeline. If you are not hitting this range, the issue is almost always in the topic selection or the follow-up sequence, not the event format itself.