High expectations and corresponding investments of time and resources require management systems that are not currently being provided to address events as an integral part of the business. Event marketing professionals paradoxically find themselves awash in tools, yet lacking critical functionality.
For example, lead capture and calendars are important components of event management, but point solutions for these functions don't adequately address the more comprehensive needs of event managers for planning and measurement. What's needed are systems that reduce tool proliferation and duplication by providing all critical event management functions within a single platform that integrates with an enterprise's in-place CRM, analytics, and other core enterprise applications.
For more information on the three organizational tenants of enterprise management systems that you're probably missing out on:
- Organizational Silos
- Centralized Calendars
- Measurement / Budgeting