Conferences are a major investment of time and budget, but proving their value can be a challenge. This session will explore practical ways to track ROI before, during, and after events, with a focus on what actually matters in the AEC industry. From setting clear goals to capturing meaningful interactions and tying efforts back to business development outcomes, you’ll walk away with simple, actionable strategies to better measure impact and make more informed decisions.

Participants Will Learn How To:

• Define clear, measurable goals for conference participation.
• Identify what data to track before, during, and after events.
• Connect conference activity to BD outcomes and pipeline growth.
• Implement simple systems for tracking and reporting ROI.
• Evaluate conference performance to inform future strategy.

Speaker:

Stephany Socha
Senior Consultant
Full Sail Partners
Stephany Socha | LinkedIn

Stephany Socha is a Senior Consultant at Full Sail Partners who brings clarity to the complex relationship between data, marketing strategy, and business development. With more than 15 years of experience in marketing operations and CRM data management, she works with AEC firms to transform disconnected data into meaningful, actionable insight.

Her expertise spans CRM implementations, guiding firms through transitions from Vision to Vantagepoint, and helping teams uncover the story behind their data. Stephany’s career path includes roles as a senior marketing coordinator, system trainer, report developer, data steward, and process improver—giving her a well-rounded, practical perspective that resonates with both marketing and business development professionals.

Stephany is particularly passionate about helping teams better understand the value of in-person events and conferences. Connecting key data points—like conversations, costs, and follow-up activity—to pursuit outcomes and project wins; she helps firms clearly see the return on their investment. Her approach simplifies ROI, making it more transparent, measurable, and actionable.

REGISTER

CEUs Available: 1.5, 3 Client and Business Development

Note: Only SMPS Members may register at member pricing. All ticket prices increase $5 on June 13.
The Colorado Believes program is rooted in our core values of learning, commitment, and community through charitable giving, membership scholarships, and industry engagement. This program is part of our efforts to diversify membership and help provide opportunities for small and diverse firms to access educational programs. Please email SMPS Colorado’s admin for scholarship and reduced pricing opportunities.
Refunds are available if submitted to the admin one week prior to the event.