Corporate event teams are struggling to turn senior-level support for events into approved budgets, with difficulties proving ROI emerging as a major barrier to investment.
The International Corporate Events Network (ICEN) Corporate Events Benchmarking Report 2026/2027, supported by Cvent, found that 79 per cent of respondents rated senior stakeholders' belief in the strategic value of events at four or five out of five.
However, just 13 per cent described event budgets as easy to approve.
Almost half (45 per cent) said an inability to measure return on investment was the most common challenge when seeking budget approval, ahead of timing, cost cutting and concerns about cost per head.
More than half (54 per cent) said proof that events generate measurable pipeline or revenue would be the most valuable evidence for justifying event programmes internally. However, only 37 per cent said they could clearly demonstrate such a contribution.
The research also found a continued reliance on more traditional event metrics. Registrations or attendance are measured by 83 per cent of respondents and 81 per cent track post-event satisfaction, while 34 per cent use revenue attribution.
Budget approval appears to become harder as event portfolios grow. Some 22 per cent of respondents running 30 or fewer events a year said budgets were easy to approve, falling to 4 per cent among those responsible for 60 or more.
Anita Howard, founder and CEO of ICEN, said: “The findings reveal a fascinating contradiction. Senior business leaders increasingly recognise that events matter, yet the professionals responsible for delivering them are still struggling to translate that belief into approved budgets.”
“The issue isn’t necessarily a lack of confidence in events, but a lack of common currency through which their contribution can be measured and understood. Attendance, engagement and satisfaction all matter, but they don’t always answer the questions being asked by finance teams and business leaders.
“What this research shows is that there are practical ways forward. By agreeing common measures, connecting event data with wider business systems and establishing clearer definitions of success, event professionals can begin to make a much stronger case for investment.”
The report found links between stronger measurement practices and the ability to demonstrate commercial impact. Teams using a documented engagement scoring model rated their ability to evidence pipeline or revenue contribution at an average of 3.71 out of five, compared with 2.82 among those without one.
Respondents whose event technology integrates seamlessly with their CRM systems rated their ability to evidence pipeline at 3.78, compared with 2.48 among those transferring data manually.
The findings come as corporate event professionals expect pressure on budgets to continue. Budget pressure and cost scrutiny were identified as significant challenges for the next 12 months by 85 per cent of respondents, with 82 per cent pointing to proving ROI and commercial value.
AI tool literacy and data analysis and ROI reporting were ranked as the two most important skills respondents believe their roles now require compared with three years ago. But just 19 per cent reported having access to a structured training budget and programme.
Felicia Asiedu, marketing director at Cvent, said: “Event professionals have worked hard to prove the power and value of their work to their senior stakeholders, and senior leaders do believe in it. But while belief is high, budget scrutiny continues to be a challenge. What matters now is shared measurement, so ROI is clear. When event technology connects to the CRM, teams are better placed to show how events influence pipeline and revenue. With the right foundations, events can sit alongside every other revenue driving channel in a business’ playbook."
ICEN said event, marketing and finance teams should work more closely together, alongside greater use of documented engagement scoring, integration between event and CRM data and investment in measurement skills.
Howard added: “There is something fundamentally positive in these findings. The strategic importance of corporate events is already widely recognised. The opportunity now is to turn that confidence into a stronger, more consistent business case.
“If we can establish a currency for event value that is recognised across events, marketing, sales and finance, we can change the conversation from what events cost to what they contribute.”
The Corporate Events Benchmarking Report 2026/2027 is supported by Cvent and is based on research conducted between 3 July and 8 September 2026.
Read the full ICEN Corporate Events Benchmarking Report 2026/2027
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
