Did Your Last Event Make Money? | Monday Morning Move

Can you prove your last event made you money?

This week’s Monday Morning Move from Adam Jay is a 15-minute test for your event budget. Pull your last three events and count how many open opportunities in your CRM you can tie back to a conversation that started there. If you can’t get that number fast, Adam explains what to set up before your next event so you can walk into your next pipeline review with an answer.

🎧 Full episode with Matthew Volm (Eventful) drops Wednesday, October 28 on GTM Uncensored.

#GTMUncensored #RevenueReimagined #EventMarketing #PipelineAttribution

Creators and Guests

Host

Adam Jay

Co-founder & Managing Partner of Revenue Reimagined

Host

Dale Zwizinski

Managing Partner & Co-Founder of Revenue Reimagined

What is GTM Uncensored™?

Most GTM content covers the same ground. GTM Uncensored finds the operators actually in the seat and digs into what's true in today's GTM, not what sounds good.

Every guest is currently building a company, leading a revenue team, or running a GTM function inside a real business. During the show, Adam and Dale push the envelope until the real story comes out.

The show goes where most content won't: The motions that determine whether a company stays in business, or goes under.

GTM Uncensored is built for B2B revenue leaders at $5M–$100M ARR who are accountable to a number and need a real-world playbook, not philosophy.

Every episode ends with a Monday Morning Move. One specific action you can take this week, and a series of Uncensored Questions where listeners get unfiltered answers from people who've actually been there.

What we cover: Pipeline & GTM motion, post-sale architecture, CS & retention, NRR/GRR mechanics, RevOps, AI in the revenue org, executive branding, and more.

Your hosts: Adam Jay and Dale Zwizinski are co-founders of Revenue Reimagined. They didn't build a consulting firm. They flipped the fractional CRO model because strategy without execution doesn't move the needle. The questions they ask on air are the same ones they're solving inside real companies right now.

GTM Uncensored is the GTM conversations nobody else is having.

Let's go to Triple M. It's Monday morning move time. I'm going to share a practical takeaway that our listeners can test this week. What I need you to do, Matt, tell me what you'd add, what you change, what you push back on. Or in the rare instance that I hit the nail on the head, feel free to tell me I did that too because then I get to hold it over Dale forever. All right, here

Dale Zwizinski (37:40):
We go. Last session you didn't. So last session you totally failed. I think we should put a scoring mechanism in the Monday morning move going forward.

Adam Jay (37:50):
I like it.

Dale Zwizinski (37:50):
Do we have a zero to 10 on what you're saying?

Adam Jay (37:54):
Hell yeah. Let's do it. I like it. All right. So Matt, you got to score it and then you give me feedback or you tell me I did great. Here we go. Pull the last three events that your team ran. Doesn't matter what the format is. Webinars, dinners, conferences, don't care. For each one, try to answer this single question. How many open opportunities in your CRM can you directly tie back to a conversation that started or moved forward at this event? If you can't answer that in less than 15 minutes with your current tools, you have a massive visibility problem that is actively costing you your budget. The fix is not a better spreadsheet. It's actually deciding before the next event how every attendee interaction gets logged, tagged, connected to the account in the CRM on the day it happens. Do it one time, then see what the conversation with your CRO looks like at the next pipeline review.

Matthew Volm (38:47):
So you want me to rate that? I mean, that sounds pretty damn good to me. One to 10. One to 10. And

Adam Jay (38:53):
Then push back. What would you change? I mean, add, change, delete. It's not perfect.

Matthew Volm (38:58):
No. All right. So one, I'm one of those guys that I never give out perfect scores.

Adam Jay (39:06):
Nor should you.

Matthew Volm (39:06):
Yeah. My kids all the time are, I'm like, "Hey, did great." This

Dale Zwizinski (39:12):
Is one bite. Everybody knows the role. You can even do the dots if you want. Let's see what you got.

Matthew Volm (39:20):
All right, so Adam, I'm going to give you a seven. And the thing I think that - C equals MD. Yep. So I think the main thing that's missing from that, so the data piece is going to be key, but then the natural question that I would ask you is how? So how do we get from the event interactions to the pipeline that's closed? And so that's where the playbook piece that we talked about before, understanding what is our business's process to go from point A to close. That's the one thing that people are going to care about or ask about as well. So I think that's the one thing that comes to mind in terms of what's missing.

Adam Jay (40:13):
I

Dale Zwizinski (40:13):
Appreciate

Adam Jay (40:14):
It.