Know-How Exchange : Research/Metrics

Our team manages a lot of in-person events - tradeshows, signature/invite only experiences, dinners, etc - and capturing the intelligence in the moment is a barrier to success. We've tested out various forms and tracking methods, starting with a simple form that sales/marketing log intelligence into and then being uploaded into our CRM to now moving that form into iCapture with a Salesforce integration in the works. The challenge now is that our sales attendees find iCapture too slow on-site and are moving back to spreadsheet tracking. Spreadsheet tracking leads to additional issues (PII, manual work, additional uploads, time to upload, etc). We

This ROI is crucial for attribution, sales/marketing alignment, and future marketing spend. What are some ways teams have solved for this? Are there additional capabilities we should be pressing our automation/operations partners for?

Technology involved: Salesforce Marketing Cloud, Salesforce CRM, iCapture/CVENT.