Toby Frowen, Consultant and M&E Expert at Festive Road
In Parts 1 and 2 of our M&E Perspectives series, we explored how technology is rapidly reshaping meetings and events, and the opportunities and challenges that come with it. Now, in this final edition, we look beyond tools and processes to the bigger picture: the strategic role of Meetings & Events. It’s time to move past viewing M&E as a service function, beyond operations, and recognise its potential as a driver of business impact, powered by purpose, data, and technology.
M&E is a service function, but it is also a strategic enabler supporting sales, marketing, learning, and more. To unlock its full potential, leaders must focus on building strong tech and data foundations. From there, they can demonstrate value and align with broader organizational goals.
Yet according to the Pulse Report 2025, only 10% of programs have a fully defined purpose aligned with organizational strategy. Let that set in. That disconnect matters. Programs that are strategically aligned with business objectives tend to secure stronger executive sponsorship, funding, and cross-functional support. This disconnect is also limiting return on investment and slowing progress and innovation. Without that alignment, M&E and T&E leaders may struggle to gain traction, adoption can lag, and even the best suppliers may miss the mark on what truly drives value.
With technology changing as rapidly as it is, leaders must prioritize the development of strong technology and data foundations. This is not a future consideration; it is an immediate necessity if M&E programs are to deliver measurable outcomes and influence executive decision-making. When technology, data, and purpose are connected, M&E is elevated and moves beyond logistics; it becomes a powerful driver of business impact and credibility with senior stakeholders as well as within the organization itself. This alignment ensures that investment in technology and innovation delivers measurable outcomes, builds credibility with senior stakeholders, and strengthens the function’s role as a strategic contributor to organizational success.
- M&E drives direct business outcomes: strategically managed programs fuel engagement, knowledge-sharing, and collaboration that build sustained competitive advantage.
- Alignment delivers tangible results: programs that clearly link to business objectives attract more investment, secure executive backing, and realize greater operational effectiveness.
- Measurable impact is non-negotiable: investing in technology and data analytics ensures every dollar spent is tracked against outcomes that matter most to leadership, customers and shareholders.
It takes ambitious leadership and a willingness to colour outside the lines to connect technology, data, and purpose and transform M&E from a service function into a strategic driver of business impact and earn a seat at the strategy table. Leaders who move decisively will position Meetings & Events not only as a driver of value, but as a cornerstone of organizational resilience and growth. When these elements align, M&E earns executive sponsorship, secures funding, and delivers measurable value. This is an opportunity to lead, drive change, and fuel innovation or face being relegated to a reactive role dictated by others’ agendas, where true value and influence are lost. Failing to step up now means missing the chance to shape outcomes, earn executive trust, and position Meetings & Events as a real force for business transformation. Lead or be led.
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.
Ready to Modernise Your M&E Program?
If you’re a corporate meeting program owner navigating complexity, fragmentation, or stalled innovation; you are not alone. But the path forward does not have to be overwhelming.
At Festive Road, we help buyers build strong foundations in tech and data, enabling smarter decisions, better service, and strategic impact.
Let’s talk. Whether you’re rethinking your tech stack, struggling with adoption, or just need a fresh perspective, we’re here to help you create better.
