The RevOps Guide to Events: How to Build an Event Motion That Drives Pipeline

Events can be one of the largest investments in the marketing budget - and one of the easiest places for pipeline to disappear. Too often, the event itself gets all the attention while the operational motion around it is treated as an afterthought. Target accounts aren’t identified early enough, Sales begins outreach too late, campaigns and CRM tracking are incomplete, attendee context gets lost, and follow-up depends on manually uploading a spreadsheet after everyone has moved on.

Building an event that drives pipeline requires more than filling a room, scanning badges, or generating webinar registrations. It requires an end-to-end operating motion that connects audience strategy, campaign infrastructure, Sales activation, data capture, follow-up, and measurement.

In this session, we're sitting down with Matt Volm (CEO and Founder at Eventful), Camela Thompson (Head of Marketing at RevOps Co-op) and Kayla Drake (former Head of Field Marketing at Apollo and StackAdapt) to break down what Operations can do before, during, and after an event to improve its revenue impact. We’ll explore how the motion changes across webinars, small-group dinners, and major conferences, including how to:

• Identify the right audience, target accounts, and intended business outcome

• Build CRM campaigns, routing, attribution, and reporting before the event launches

• Coordinate pre-event outreach and help Sales book meetings in advance

• Capture meaningful attendee context and buying signals—not just contact information

• Automate timely, relevant follow-up while maintaining Sales accountability

• Measure ICP fit, engagement, meetings, pipeline generation, and pipeline influence

Whether you’re running an intimate executive dinner, producing a webinar, or investing heavily in a conference, you’ll leave with a practical framework for building events into a repeatable, measurable revenue motion - not another collection of leads sitting untouched in a spreadsheet.