How Does TPG Optimize Event Mix for Maximum Impact?
The Pedowitz Group (TPG) helps you design an event mix that actually moves revenue—balancing in-person, virtual, hybrid, field, and partner events across the Revenue Marketing Loop. By tying event strategy to HubSpot, CRM, and AI-powered insights, TPG turns scattered activities into a portfolio of programs you can plan, forecast, and scale.
Most teams run too many events with too little connection to pipeline. One region loves trade shows, another leans on webinars, sales wants VIP dinners—and no one can clearly answer which mix actually creates net-new and expansion revenue. TPG optimizes event mix by connecting strategy, data, and orchestration: clarifying what each event type is for, which audiences it serves, and how it plugs into your revenue marketing architecture, CRM, and go-to-market plays.
Where TPG Improves Your Event Mix
TPG’s Playbook for an Event Mix That Actually Scales
This is how TPG moves you from disconnected event ideas to a portfolio you can budget, forecast, and optimize with confidence.
Align → Benchmark → Design Mix → Orchestrate → Measure → Optimize
- Align events to revenue strategy: TPG starts by mapping your event program to growth priorities, routes to market, and key segments. They clarify what events must deliver: net-new logo growth, expansion in strategic accounts, category leadership, or customer advocacy.
- Benchmark current event performance: Using CRM and marketing data, TPG evaluates registration, attendance, engagement, pipeline, and revenue by format, region, and audience. This uncovers where you’re over-invested, under-invested, or missing critical motions entirely.
- Design a balanced event portfolio: From that baseline, TPG designs a tiered event mix—flagship experiences, regional programs, virtual series, partner events, and customer forums— with clear charters, SLAs, and expected outcomes for each level.
- Connect orchestration to HubSpot and CRM: Registration flows, list building, routing, and follow-up are standardized in HubSpot, CRM, and sales workflows. TPG defines processes so that every event runs on a repeatable, measurable pattern instead of one-off spreadsheets and ad-hoc campaigns.
- Instrument measurement and feedback loops: TPG builds dashboards and scorecards that roll up from single events to the entire portfolio—tracking influence on opportunities, velocity, win rates, and expansion, not just leads and badge scans.
- Optimize mix with AI and experimentation: Finally, TPG introduces testing, AI insights, and governance routines so event mix decisions become evidence-based. You stop guessing which events to cut or scale and start using data to adjust channels, formats, and investment levels.
Event Mix Maturity Matrix
| Dimension | Stage 1 — Channel-First Events | Stage 2 — Programmed Event Mix | Stage 3 — Revenue-Engine Event Portfolio |
|---|---|---|---|
| Strategy & Purpose | Events planned around dates, venues, and sponsorships; goals are vague or activity-based. | Events mapped to funnel stages with basic targets for attendance and leads. | Every event type has a clear revenue role (create, accelerate, expand, retain) tied to RM6 and the Revenue Marketing Loop. |
| Data & Systems | Contacts live in multiple tools; event data is manually imported into CRM. | Some integrations in place, but reporting is fragmented and inconsistent. | Event platforms, HubSpot, and CRM are fully connected with standardized fields, scoring, and handoffs. |
| Mix Design | Over-reliance on one format (e.g., trade shows or webinars); limited testing. | Basic balance of in-person and virtual with some tiering by importance. | Deliberate portfolio of flagship, regional, virtual, and partner events optimized by segment, journey, and route to market. |
| Orchestration & Handoffs | Sales follow-up varies by rep; plays are inconsistent or manual. | Standard follow-up templates and SLAs exist but aren’t enforced globally. | Codified plays and SLAs across marketing, sales, CS, and partners with automation that enforces timing and ownership. |
| Measurement & Insights | Reporting focuses on registrations and anecdotal feedback. | Dashboards show sourced pipeline by event but limited multi-touch visibility. | Unified scorecards show influenced pipeline, expansion, and retention by event type, segment, and region. |
| Governance & Decisions | Decisions made on intuition or historic preferences (“we always do this show”). | Annual planning plus occasional retrospective reviews of top events. | Regular governance rhythms where leaders start, stop, and scale events based on data and strategic priorities. |
Frequently Asked Questions
What does TPG mean by “event mix”?
“Event mix” is the portfolio of ways you show up to your market: in-person conferences, customer advisory boards, field events, executive dinners, partner events, virtual series, product demos, office hours, and more. TPG focuses on how those pieces work together to support your revenue strategy, not just how to run any single event.
How does TPG decide which events to scale back or double down on?
TPG looks at multi-touch impact: not just leads or badge scans, but how events influence pipeline creation, velocity, win rates, and expansion. They combine quantitative data from HubSpot and CRM with qualitative input from sales, customer success, and partners to decide what to start, stop, or scale.
Where do HubSpot and CRM fit into event mix optimization?
HubSpot and your CRM act as the system of record and orchestration layer. Registration, engagement, and follow-up data all flow into one place, enabling consistent scoring, routing, and reporting. TPG designs the architecture so that every event interaction is visible in the revenue picture.
How does AI help improve our event mix over time?
AI helps surface which topics, formats, and audiences are over- or under-performing. It can identify lookalike accounts, predict likely attendees, summarize sessions for follow-up, and recommend next-best plays. TPG weaves AI into your planning, execution, and optimization loops so each event cycle gets smarter with less manual analysis.
Design an Event Mix That Drives Measurable Revenue
TPG helps you connect in-person, virtual, and hybrid events to a single revenue operating system—so every event has a clear purpose, orchestrated follow-up, and an executive-ready story about impact.