linking objectives to outcomes for successful results
DESCRIPTION
Helping your clients connect the meeting objectives (the why) with the logistics (what and the how) can result in a meeting that exceeds expectations and has measurable results. Using ROI or ‘return on investment’ tools will enable you to set measurable objectives that will guide your planning and evaluation process and ensure that you are an integral part of the team.TRANSCRIPT
Linking Objectives to Outcomes –
for Successful Results
Carolyn Browning, CMP, CMM
Twitter - @crbcmp
Housekeeping• Cell phones on stun
• Please tweet/share!
– @crbcmp
– #rejuvenateMP
• Handouts are for reference – summarize content
• Survey on conference app at end of session
• Green feedback form for speaker
Objectives Drive DecisionsType of Meeting
Broad Objective(WHY?)
Training Introduce new product to sales team
Incentive Reward & recognizetop performers
Sales Teambuilding, goals for year, some training
Convention Provide education & networking opportunities for membership
• Budget• Who’s going• Who’s paying• Type of venue• F&B• Entertainment• Guests• Amenities• Sponsors• Exhibits• Marketing• Etc.
Refine the Objectives
• Use action verbs – show me
• Make them SMART
Objectives & ROI – what’s the link?
Food Pyramid -Way to Eat
Level 5 -ROI
Level 4 –Business Impact
Level 3 - Application
Level 2 - Learning
Level 1 – Reaction & Satisfaction
Level 0 – Statistics, Scope, Volume
Phillips Method -Way to Measure
Statistics, Scope, Volume
Level 0 - 100% of meetings
Example:Achieve 100 registrants @ $100 each by June 1
Reaction & Satisfaction
Level 1 – 90-100% of meetings
Example:40% of attendees would recommend meeting to others
Learning (Performance,
Condition, Criteria)
Level 2 – 40- 60% of meetings
Example:Score 80% or better on quiz given at end of session
Application (back in the
office)
Level 3 – 30% of meetingsExample:Use skills learned to resolve 80% of customer complaints within the first 3 months after the meeting
Business Impact
Level 4 – 10-20% of meetingsExample:Increase sales from existing customers by 5% within 6 months of the meeting
ROI
Level 5 – 5-10% of meetings
Example:Achieve 15% ROI within 12 months of the meeting.
ROI = (Benefits-Cost)/Cost
Decrease the amount of time required to complete projects by 5% within 6 months of the meeting.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
4
Score 80 out of 100 or better on the quiz at the end of the session.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
2
Use the new customer interaction skills in 90% of the situations where they are needed.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
3
Achieve a 25% return within 12 months of the meeting.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
5
Successfully demonstrate the new selling techniques during classroom role play.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
2
Increase sales from existing customers by 5% within 9 months of the meeting.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
After participating in the meeting, attendees will…
4
After participating in the meeting, attendees will…
Rate the relevance of the meeting to success in their jobs as 4.5 on a 5 point scale.
This is a level ____ objective
Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment
1
Your turn
• Write 2 objectives for an upcoming meeting based on the Phillips Method
• Partner up & share
Remember…
Make them SMART
Level appropriate (most will be Level 2 or 3)
Don’t overcomplicate
Why ask “why”?
• Objectives define purpose
• Objectives direct logistics
• Objectives help with marketing by relating benefits
• Objectives give you something to measure
To complete your survey via
the app!
