Face-to-face events are the single most expensive line item on the marketing budget. If we do them wrong, they’ll be seen as a cost-center and will consequentially be prone to budget cuts. But if we do events correctly, we’ll generate more opportunities than our ops team can count, and better yet, convert those contacts into more revenue than the C-suite thought possible. After many successful events (and admittedly a few failures), here are the five key areas I never neglect…