Linking Objectives to Outcomes for Successful Results

Linking Objectives to Outcomes –

for Successful Results

Carolyn Browning, CMP, CMM

crb@carolynbrowning.com

Twitter - @crbcmp

Housekeeping• Cell phones on stun

• Please tweet/share!

– @crbcmp

– #rejuvenateMP

• Handouts are for reference – summarize content

• Survey on conference app at end of session

• Green feedback form for speaker

Objectives Drive DecisionsType of Meeting

Broad Objective(WHY?)

Training Introduce new product to sales team

Incentive Reward & recognizetop performers

Sales Teambuilding, goals for year, some training

Convention Provide education & networking opportunities for membership

• Budget• Who’s going• Who’s paying• Type of venue• F&B• Entertainment• Guests• Amenities• Sponsors• Exhibits• Marketing• Etc.

Refine the Objectives

• Use action verbs – show me

• Make them SMART

Objectives & ROI – what’s the link?

Food Pyramid -Way to Eat

Level 5 -ROI

Level 4 –Business Impact

Level 3 - Application

Level 2 - Learning

Level 1 – Reaction & Satisfaction

Level 0 – Statistics, Scope, Volume

Phillips Method -Way to Measure

Statistics, Scope, Volume

Level 0 - 100% of meetings

Example:Achieve 100 registrants @ $100 each by June 1

Reaction & Satisfaction

Level 1 – 90-100% of meetings

Example:40% of attendees would recommend meeting to others

Learning (Performance,

Condition, Criteria)

Level 2 – 40- 60% of meetings

Example:Score 80% or better on quiz given at end of session

Application (back in the

office)

Level 3 – 30% of meetingsExample:Use skills learned to resolve 80% of customer complaints within the first 3 months after the meeting

Business Impact

Level 4 – 10-20% of meetingsExample:Increase sales from existing customers by 5% within 6 months of the meeting

ROI

Level 5 – 5-10% of meetings

Example:Achieve 15% ROI within 12 months of the meeting.

ROI = (Benefits-Cost)/Cost

Decrease the amount of time required to complete projects by 5% within 6 months of the meeting.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

4

Score 80 out of 100 or better on the quiz at the end of the session.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

2

Use the new customer interaction skills in 90% of the situations where they are needed.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

3

Achieve a 25% return within 12 months of the meeting.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

5

Successfully demonstrate the new selling techniques during classroom role play.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

2

Increase sales from existing customers by 5% within 9 months of the meeting.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

After participating in the meeting, attendees will…

4

After participating in the meeting, attendees will…

Rate the relevance of the meeting to success in their jobs as 4.5 on a 5 point scale.

This is a level ____ objective

Level 1 - Participant Reaction, Satisfaction & Planned Actions Level 2 - LearningLevel 3 - Application & ImplementationLevel 4 - ImpactLevel 5 - Return on Investment

1

Your turn

• Write 2 objectives for an upcoming meeting based on the Phillips Method

• Partner up & share

Remember…

Make them SMART

Level appropriate (most will be Level 2 or 3)

Don’t overcomplicate

Why ask “why”?

• Objectives define purpose

• Objectives direct logistics

• Objectives help with marketing by relating benefits

• Objectives give you something to measure

To complete your survey via

the app!

Connect with me!crb@carolynbrowning.com @crbcmpMEETing Needs, LLC