Not All Leads Are Equal: The KPI You’re Missing with Francois Fournier from DTN

Episode notes

What if your best event ROI isn’t in the lead list, but in a breakfast conversation? Event leaders today face an overwhelming challenge: prove event value, defend the budget, and deliver real business impact, all while expectations rise and resources shrink. If you’re still measuring success by foot traffic or lead scans, this episode will change the way you think. In this episode of Production Value Matters , host Matthew Byrne chats with Francois Fournier, Head of Global Events at DTN, about how to move beyond vanity metrics and truly prove event ROI. With 20+ years in the industry and a portfolio of 75+ trade shows annually, Francois breaks down how DTN uses payback ratios, qualified business conversations, and strategic data collection to tie event spend directly to business outcomes. Whether you’re producing incentives or pushing pipeline, this is an ROI masterclass every event pro needs to hear.