Why Data Governance Is Often Misunderstood in Measuring ROI
Most executives in global events companies assume data governance is primarily an IT or compliance function. They believe its value lies in risk mitigation—avoiding fines or security breaches. Yet, this view overlooks the direct revenue impact governance has on sales performance and ROI measurement.
Data governance frameworks do more than standardize data; they create a foundation to trust and act on sales insights. Without that foundation, dashboards and reports meant to prove ROI are often based on shaky data, undermining credibility with stakeholders.
Introducing Monica Tancredi, Global Head of Sales Analytics at ExpoCorp
Monica Tancredi oversees sales data analytics for one of the world’s largest conference and tradeshow organizers, with 8,000 employees operating in 20 countries. At ExpoCorp, she has led an overhaul of data governance to better demonstrate sales ROI across complex, multinational event portfolios.
What’s the most overlooked aspect of data governance frameworks for sales executives in large events companies?
Monica: Most executives think governance is a checkbox or a project owned by IT or compliance teams. That’s wrong. For sales leaders, governance is about establishing clear ownership of data accuracy and relevance. You want to know: who owns the attendee data, sponsorship metrics, or lead quality scores—and who ensures these are updated consistently across regions.
Data governance impacts how quickly you can generate reliable ROI insights. For example, if your lead-to-deal conversion data varies by office or event, your forecasts and commission models will be off, causing mistrust on the board level.
Can you share a specific example where governance improved ROI measurement?
Monica: At ExpoCorp in 2022, one region struggled to quantify sales contribution for their largest annual tradeshow, which generated $15 million in sponsorship revenue. The problem was inconsistent attendee contact data and lead scoring. After implementing a data stewardship model—assigning local sales ops to maintain data integrity—the conversion tracking improved from 2% to 11% within six months. That directly boosted the sales team’s ability to justify bigger sponsorship packages, improving ROI visibility dramatically.
What are the core components of a data governance framework that sales executives should focus on?
Monica: From a sales perspective, here are four critical elements:
Data Ownership and Stewardship: Clear roles and accountability for data accuracy at every stage—from lead capture at events to CRM updates.
Standardized Metrics and Definitions: Align on what “qualified lead,” “pipeline value,” or “closed deal” means globally. This eliminates reporting discrepancies.
Quality Controls and Validation: Regular audits and automated checks to prevent dirty data from creeping into dashboards or executive reports.
Accessible Reporting Pipelines: The right tools and access levels for sales teams and executives to view real-time ROI metrics without delays.
How does this framework translate into board-level ROI metrics?
Monica: Boards want confidence sales data isn’t inflated or misleading. A strong framework means confidence that metrics like Cost Per Lead, Conversion Rate, and Customer Acquisition Cost (CAC) are comparable across markets.
For example, ExpoCorp reports standardized ROI dashboards monthly, highlighting ROI on sponsorship sales by region and event type. This transparency helps the board make strategic decisions on where to expand or cut budget.
Are there trade-offs or limitations with implementing tight data governance in sales?
Monica: Yes. Tighter governance can slow down data entry and sales processes; some reps resent the extra steps or controls, feeling it adds bureaucracy. For highly decentralized teams, enforcing standards is tough without local buy-in.
Also, this model won’t work well for companies relying heavily on manual data capture or legacy CRM systems that don’t support automated validation.
What tools or platforms effectively support data governance with ROI reporting in global events sales?
Monica: There’s no one-size-fits-all. We use a combination:
- CRM integrations that enforce standardized input fields.
- Automated validation tools like DataRobot for data quality.
- Survey and feedback tools such as Zigpoll and Medallia to capture attendee satisfaction and lead quality post-event.
These layers feed into Tableau dashboards that present ROI metrics in real-time.
How should sales leaders align governance efforts with sales strategy?
Monica: Governance must be part of the sales playbook, not a separate initiative. Sales leaders should collaborate with data teams to define metrics that reflect strategic priorities—like focusing on high-value sponsors or expanding account penetration.
Regular governance reviews should coincide with sales forecasting and planning cycles. This alignment ensures metrics are relevant and actionable for upcoming campaigns and events.
What’s a common misconception about data governance frameworks in this context?
Monica: Many believe governance frameworks are static—something you set up once and forget. In reality, these frameworks must evolve as events scale or sales strategies shift. For example, when ExpoCorp launched a virtual event series in 2023, governance rules had to adapt to new attendee data sources and virtual engagement metrics.
Final actionable guidance for sales executives aiming to prove ROI through governance?
Monica: Start small. Identify one event or sales region to pilot governance controls tied to ROI reporting. Assign clear data owners and implement standardized definitions for key metrics there.
Use tools like Zigpoll to gather post-event feedback and close the feedback loop on lead quality. Measure improvements over a quarter, then scale successful practices.
Most importantly, frame data governance as a revenue enabler, not just a compliance hurdle. When sales teams see it improves their commission accuracy and win rates, adoption follows.
Comparison Table: Impact of Governance on Sales ROI Measurement
| Aspect | Without Governance | With Governance |
|---|---|---|
| Data Accuracy | Inconsistent, regional variations | Standardized, audited for quality |
| Lead Conversion Tracking | Low trust, unreliable | Reliable, actionable insights |
| Board-Level Reporting | Fragmented, delayed | Timely, comparable across markets |
| Sales Team Buy-In | Resistance due to bureaucracy | Engagement when linked to incentives |
| ROI Metrics Visibility | Limited or misleading | Clear, real-time dashboards |
A 2024 Forrester report found that companies with mature data governance frameworks improved sales forecasting accuracy by 23%, directly impacting revenue growth strategies for global corporations.
In the complex world of conferences and tradeshows, treating data governance as a strategic sales asset rather than an overhead cost is essential to prove and improve ROI.
