ROI Evaluation Effectiveness of a Sales Meeting: A Conceptual Case Study on XYZ Laboratories

This conceptual research paper aims to examine the effectiveness of an ROI evaluation conducted by meeting planners for a pharmaceutical company’s sales meeting from the perspective of the Meeting, Incentive, Convention, and Exhibition (MICE) industry. A multinational healthcare company, XYZ Laboratories, held an international sales meeting to educate sales staff about products of two newly acquired biotech firms. The meeting also focused on integrating the freshly merged employees into XYZ Laboratories to welcome them to the XYZ family of over 75,000 employees. Another goal of the conference was to present a new corporate sales strategy for current and newly merged sales employees for the upcoming year. J. J. Phillip’s Return on Investment (ROI) methodology is utilized to evaluate the XYZ Laboratories 2017 Sales Meeting Event. Data includes an in-depth pre-meeting survey questionnaire employing a sales meeting profile worksheet as well as comprehensive surveys conducted by meeting planners immediately post-meeting and twelve months after. Meeting organizers held thirty-six training sessions during the three-day event, simultaneously surveyed electronically by participants who wore smart-badges that helped organizers to track participation in training sessions. Finding shows the real Level 5 ROI percentage was realized only after including the final intangible costs.