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.

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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.

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The template

The debrief workbook, tab by tab

Results

Targets come from the plan you wrote at booking. Actuals come from the CRM.

  • Event facts
  • Metric
    Event, dates and city
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Catalog page or organizer site
  • Metric
    All-in cost (USD)
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Budget sheet, fully loaded
  • Metric
    People on site
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Run of show contacts tab
  • Before the event
  • Metric
    Tier 1 accounts targeted
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Attendee list after ICP scoring
  • Metric
    Meetings booked before Day 1
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Meeting schedule
  • At the event
  • Metric
    Meetings held
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Event campaign, status Attended
  • Metric
    Conversations captured with owner and next step
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Event campaign, captured records
  • Metric
    Tier 1 accounts met
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Account table below
  • After the event
  • Metric
    Hours to first follow-up
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Event end to first personal email sent
  • Metric
    Qualified opportunities created within 30 days
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Opportunities with the event as source
  • Metric
    Sourced pipeline (USD)
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Sum of those opportunity amounts
  • Metric
    Influenced pipeline (USD)
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    Open opportunities the event touched, created before outreach started
  • Metric
    Cost per meeting (USD)
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    All-in cost ÷ meetings held
  • Metric
    Cost per opportunity (USD)
    Target
    _____
    Actual
    _____
    Variance
    _____
    Source
    All-in cost ÷ qualified opportunities

Accounts

One row per tier 1 account, plus any other account that produced an opportunity.

  • Account
    _____
    Tier
    1
    Met at event
    Yes / No
    Owner
    _____
    Next step and date
    _____
    Opportunity amount
    _____
    Sourced or influenced
    _____
  • Account
    _____
    Tier
    1
    Met at event
    Yes / No
    Owner
    _____
    Next step and date
    _____
    Opportunity amount
    _____
    Sourced or influenced
    _____
  • Account
    _____
    Tier
    2
    Met at event
    Yes / No
    Owner
    _____
    Next step and date
    _____
    Opportunity amount
    _____
    Sourced or influenced
    _____

Review

Answer in one line each. The decision row needs a reason.

  • What worked
  • Prompt
    Which touch produced the most meetings: pre-event email, dinner, session or booth?
    Answer
    _____
  • Prompt
    Which conversation is most likely to close, and why?
    Answer
    _____
  • What did not
  • Prompt
    Which tier 1 accounts did we miss, and what would have got the meeting?
    Answer
    _____
  • Prompt
    What took time on site that should have been done before?
    Answer
    _____
  • Decision
  • Prompt
    Go back next year: same, bigger, smaller or drop. Reason:
    Answer
    _____
  • Prompt
    Actions, each with an owner and a date
    Answer
    _____
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.

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.
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.
The Event ROI Business Case
Turn the budget and the results into break-even and the one slide a CFO reads.
Event ROI calculator
Model expected closed-won revenue from your conversion rates.

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.

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Prasad Subrahmanya
I take every walkthrough myself. Bring the next event on your calendar.
Prasad Subrahmanya, founder