All too often, the events processes and data reside in systems that are totally separate from the main membership database or CRM system. This means you are operating silos of data that increases both the management task to keep everything up to date and the risk of the quality of your data suffering. It also means that you are unable to achieve a 360° view of the truth about your members to facilitate selection and personalisation. 

This 90-minute masterclass is not a technology presentation but rather considers approaches, with presentations and discussion with some practical exercises. The tutor will demonstrate the inefficiency of a ‘silo’ infrastructure and will focus on the benefits to be derived from integration as part of your strategy, to build and grow your events. 

Delegates will be presented with a case study from the events industry to illustrate the mutual reliance of event and membership data and establish the advantages that integration delivers for managing relationships, for the event attendees, organisers, and for your whole organisation.

Michael Collins is a CRM and data strategy expert with more than 35 years’ experience of consultancy, training, university teaching and mentoring. He helps organisations maximise the benefits to be derived from using their data. Delegates will benefit from his engaging style backed by in-depth knowledge.

You will take away strategic concepts which can be implemented in your own organisation:
  • The benefits of  a mutual reliance between CRM and Events 
  • The benefits for CRM
  • The benefits for the attendees 
  • The benefits for your organisation
  • The inefficiency and restrictions of a silo approach to data and the importance of having a total member view
  • Concepts for tailoring content, propositions, and communications 
What's included
Elements Live
Presentation live
Reflection & discussion
Access to the recording post event
Discussion forum for tutor and delegates 
Enrolement Fees
Members 95.00
Subscribers 125.00
AMCs, PCOs & Event Management companies 145.00
Associate Members 95.00

Fees are in GBP, subject to 20% VAT and payment is only by card.