Autodesk hosts several events a year including partner conferences, general meetings, and a global sales kickoff. They needed a robust meetings management system to capture in-depth event data.
Autodesk had three major groups using different systems to manage its events programs:
1. Corporate Events used Lanyon Conference to support Autodesk University and Cvent for all other events.
2. Strategic Meetings Management Program on Starcite
3. Partner/reseller channels used an in-house system
Autodesk hosts several events a year including partner conferences, general meetings and a global sales kickoff. They needed a robust meetings management system to capture in-depth event data.
The problem with using disparate systems is that it does not provide all the integrated data points to help determine the success of the event marketing strategy. Two systems Autodesk had implemented across the organization were Salesforce and Marketo.
Neither of the systems were integrating with each other in a way that allowed Autodesk to look at event return-on-investment (ROI) or feed into its marketing automation platform. Another issue with not having a centralized and integrated platform was Autodesk could not give its partners access to its system. This created lack of consistency across Autodesk and its partner events.
Much of Autodesk’s revenue comes from the 1,000+ partner/reseller channels and a large portion of its marketing budget goes to the partners to host more than 10,000 total events of its own to promote and sell Autodesk’s products.
Autodesk’s central issue with these partners’ events was that a variety of different technologies/third parties were used planning them, so the company didn’t own the data outright and there was a lack of visibility into the data.
As a result, the partners didn’t have one seamless integrated stack feeding into their marketing automation system and Salesforce. Autodesk did have a homegrown tool that partners could leverage, but its limitations meant it was difficult to scale. Over the long term, partners stopped utilizing it and chose to plan events with their own solution.
Because of the sheer volume of partner organizations, Autodesk leadership agreed that it was in its best interest to invest in one centralized platform.
A centralized platform provides an integrated approach so employees can know with confidence that all of their data is being passed into sales and marketing initiatives effectively.