The two hundred events outweigh the two.

observation — attributed to Colja Dams

Every corporation has two lighthouse events that command all the management attention, the RFPs, and the board-level scrutiny. Those same corporations may run two hundred other events through the year. The combined budget of the two hundred exceeds the two that get the credit, and the sales leverage those events generate, when run with consistent standards and genuine skill, exceeds it further. Dams reports that American companies in particular are now asking VOK DAMS to take over entire global event portfolios. The agency that figures out the two hundred wins.

For corporate event leaders auditing where attention and budget actually go. The diagnostic is simple: list every event the company runs in a year, then compare management hours spent per dollar of combined budget.

portfolio-thinking, budget-allocation, lighthouse-events, hidden-value