Toby Frowen, Consultant and M&E Expert at Festive Road
In Part 1 of our M&E Perspectives series, we explored how technology is reshaping meetings and events, and why it is critical to rethink traditional approaches. In Part 2, we explore the opportunities and challenges we see through ongoing client experiences and the discussions echoing across industry tradeshows.
From fragmented ecosystems and legacy thinking to the promise of AI and integrated data strategies, this piece examines what’s holding organisations back, and what can propel them forward.
Key Challenges
- The move toward modular systems (Registration only or Sourcing only tools) has created fragmented ecosystems. Leaders are struggling with inconsistent data, lack of adoption, disconnected tools, high costs, and a lack of unified visibility.
- Organizational caution, legacy thinking, lack of budget and fear of disruption are holding back innovation even when the technology is ready.
- Without cross-functional data sharing between T&E and M&E, the vision of an integrated attendee journey remains out of reach.
- With increasing pressure on resources, gaining buy-in from executive leadership is difficult unless M&E leaders can present a data-backed business case and roadmap for transformation.
- Outdated frameworks are limiting agility, while AI-native tools are rapidly redefining what is possible. The gap between them is widening.
- Many leaders are exploring AI without a clear understanding of its capabilities, leading to confusion and wasted potential.
- And despite its strategic importance, sustainability was notably underrepresented at IMEX, suggesting it is still not fully integrated into tech and data conversations.
Opportunities
- Success starts with simplicity focusing on one integrated tool, driving adoption, and expanding strategically. Data should be the foundation, not an afterthought. Investing in the right analytical capabilities can turn information into intelligence and empower smarter choices.
- Engaging procurement and finance to collaborate early in the process is essential. When leaders come to the table with data-driven insights and a clear roadmap, they are far more likely to secure the resources (both human and technology) needed for modernization and scale.
- Revisiting SMM frameworks can also create clarity and structure, providing a consistent base for measuring value and guiding technology integration. And for those exploring AI, the focus should be on meaningful implementation tools that use intelligence to enhance workflows, not just automate them. (FYI, you do not need AI to automate.)
- Finally, it’s time to reframe the role of M&E itself. It’s not just a service function; it is a strategic enabler. When supported by strong data and tech foundations, M&E becomes a driver of business outcomes across sales, marketing, learning, and customer engagement.
Sound all too familiar?
The path forward for M&E isn’t just about adopting new tools, it’s about creating a connected, data-driven foundation that empowers smarter decisions and delivers measurable business impact. The defining feature of modern M&E programs won’t be their tracking capabilities alone, but their ability to create meaningful connections with data, stakeholders and decisions. By tackling these challenges head-on and embracing the opportunities outlined here, leaders can position M&E as a true strategic enabler.
Better Begins Here
About the Author
Outside of work, Toby loves all things travel; she takes small groups to places that she has been. So far, Spain, France, Colombia and Provence. Her next adventure is Italy for pizza making and floating in the Adriatic!
Toby Frowen brings a unique perspective, having worked on both the buyer and supplier sides with organizations like Amgen, Maritz at Google, CWT, EEG, ZS Associates, and Cvent. Her passion lies in transforming programs through technology, AI, and data to create better for clients, attendees, and the industry as a whole.
