--- title: "Event debrief template for B2B sponsors" description: "A free event debrief template for B2B sponsors: results against target, sourced and influenced pipeline, the account table and the keep-or-drop call." canonical: https://www.luminik.io/resources/event-debrief-template/ source: html generated_at: 2026-11-11T06:37:00.690Z --- 1. [Home](/) 2. [Resources](/resources/) 3. Event debrief template Free template # Event debrief template built around sourced and influenced pipeline One workbook for the meeting 5 days after the event: results against target, every target account and its next step, and the decision on next year. [Get the spreadsheet](#get-the-file) [Read it on this page](#template) An event debrief is the meeting where the team compares what the event produced with what it was booked to produce, and decides whether to go back. This template covers it in 5 parts across 3 tabs: event facts, results against target, the account table, what worked, and the decision. It separates sourced pipeline (opportunities the event created) from influenced pipeline (open deals the event touched), because finance will ask, and the answer changes whether the event paid for itself. How to use it ## How to run the debrief meeting 01 ### Hold it at day 5 Late enough that follow-up has gone out, early enough that the team remembers the conversations. 02 ### Fill results from the CRM Meetings, captures and opportunities, pulled from the event campaign. 03 ### Walk the account table Every tier 1 account: met or not, owner, next step, opportunity if any. 04 ### Make the call Go back the same, bigger, smaller, or drop it. Write down why. Free spreadsheet ## Get it as a spreadsheet The same template as an Excel file that opens in Google Sheets, Excel or Numbers. Work email, one email back, and you are not added to any list. Work emailFirst name (optional)Email me the spreadsheet One email with the download link. You are not added to a mailing list. Read the [privacy policy](/privacy/). The template ## The debrief workbook, tab by tab ### Results Targets come from the plan you wrote at booking. Actuals come from the CRM. | Metric | Target | Actual | Variance | Source | | ----------------------------------------------- | ---------- | ---------- | ---------- | --------------------------------------------------------------------- | | Event facts | | | | | | Event, dates and city | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Catalog page or organizer site | | All-in cost (USD) | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Budget sheet, fully loaded | | People on site | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Run of show contacts tab | | Before the event | | | | | | Tier 1 accounts targeted | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Attendee list after ICP scoring | | Meetings booked before Day 1 | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Meeting schedule | | At the event | | | | | | Meetings held | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Event campaign, status Attended | | Conversations captured with owner and next step | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Event campaign, captured records | | Tier 1 accounts met | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Account table below | | After the event | | | | | | Hours to first follow-up | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Event end to first personal email sent | | Qualified opportunities created within 30 days | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Opportunities with the event as source | | Sourced pipeline (USD) | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Sum of those opportunity amounts | | Influenced pipeline (USD) | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | Open opportunities the event touched, created before outreach started | | Cost per meeting (USD) | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | All-in cost ÷ meetings held | | Cost per opportunity (USD) | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | All-in cost ÷ qualified opportunities | ### Accounts One row per tier 1 account, plus any other account that produced an opportunity. | Account | Tier | Met at event | Owner | Next step and date | Opportunity amount | Sourced or influenced | | ------- | -------- | ------------ | ---------- | ------------------ | ------------------ | --------------------- | | 1 | Yes / No | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | | | 1 | Yes / No | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | | | 2 | Yes / No | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | \_\_\_\_\_ | | ### Review Answer in one line each. The decision row needs a reason. | Prompt | Answer | | ---------------------------------------------------------------------------------- | ---------- | | What worked | | | Which touch produced the most meetings: pre-event email, dinner, session or booth? | \_\_\_\_\_ | | Which conversation is most likely to close, and why? | \_\_\_\_\_ | | What did not | | | Which tier 1 accounts did we miss, and what would have got the meeting? | \_\_\_\_\_ | | What took time on site that should have been done before? | \_\_\_\_\_ | | Decision | | | Go back next year: same, bigger, smaller or drop. Reason: | \_\_\_\_\_ | | Actions, each with an owner and a date | \_\_\_\_\_ | Get more from it ## Leave the debrief with a decision on next year ### Write targets at booking Without targets, the debrief has nothing to compare results with. Fill the target column the week you book the event. ### Keep sourced and influenced apart Sourced pipeline is what the event created. Influenced is what it touched. Report both, and lead with sourced. ### End with a decision Same, bigger, smaller or drop, with a reason, so the next budget request can cite it. With Luminik, your meetings and booth conversations reach Salesforce or HubSpot with an owner and a next step, so you fill this sheet from CRM records. [See how it works](/product/). ## Questions about event debriefs What is an event debrief? An event debrief is a short meeting after an event where the team compares results with targets, reviews each target account and decides whether to attend again. For a sponsor or exhibitor it is held about 5 days after the event, once follow-up has gone out. What should an event debrief include? Event facts and all-in cost, results against target (meetings, conversations captured, opportunities, sourced and influenced pipeline, cost per meeting and cost per opportunity), a table of target accounts with owners and next steps, what worked and what did not, and a keep-or-drop decision. What is the difference between sourced and influenced pipeline? Sourced pipeline is opportunities created because of the event, typically in the 30 days after the event. Influenced pipeline is opportunities that were already open and that the event touched. Lead with sourced, and track influenced separately. Keep going ## What to use before and after this one [ Post-event survey questions for B2B events 8 questions for the people you met and 8 for your team, each with an answer type and the CRM field it fills.](/resources/post-event-survey-questions/) [ Event budget template for trade shows Plan what a trade show or conference will cost you, track what you spent, and see cost per meeting and cost per opportunity, in cash and fully loaded.](/resources/event-budget-template/) [ The Event ROI Business Case Turn the budget and the results into break-even and the one slide a CFO reads.](/resources/event-roi-business-case/) [ Event ROI calculator Model expected closed-won revenue from your conversion rates.](/tools/event-roi-calculator/) ## See your next event's attendee list, meetings and CRM records Bring the event you are planning. In 20 minutes we show who is attending, which accounts match your ICP, and how meetings reach Salesforce or HubSpot. [Book a 20-min walkthrough](/demo/) ![Prasad Subrahmanya](/founders/prasad-192.webp) > I take every walkthrough myself. Bring the next event on your calendar. Prasad Subrahmanya, founder