Retire the MQL: Build an Event Signal Model That Connects to Pipeline

Every event wrap-up leans on the same numbers: badge scans, MQLs, and influenced pipeline. But those numbers don't tell you which accounts showed intent, which deserve follow-up, or whether the event moved anything forward.

This workshop is about building a better signal model: choosing behaviors worth measuring, turning those signals into a score, and testing the model against real pipeline outcomes. You'll leave with a framework you can adapt to your existing event stack and a clearer story to tell leadership about how events contribute to the business.