As we dive into a new decade, it’s a good time to stop and consider the value that events and the people who plan them provide — both in a direct, revenue-generating sense and in a more big-picture way. To discuss the evolving role of meeting planners, we spoke with Sherrif Karamat, CEO and president of the Professional Convention Management Association. Here he discusses why financial returns are just a piece of the ROI that event organizers should be measuring and how planners should be thinking about the work they do.
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