MarTech & Growth Stage
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Revenue Operations is well established in SaaS but barely spoken about in events. The panel asks what changes when an event business stops running sales, marketing and operations as three separate functions and starts treating them as one pipeline. Practical rather than theoretical, so where the data actually sits, what breaks when a sponsor, exhibitor or delegate becomes a lead and then a rebook, and which parts are worth handing to AI and which are better left with people.
Speakers
Helen Coetzee is Founder & CEO of MPG (Marketing Pro Group), a London-based B2B marketing consultancy and agency specialising in growing conferences and exhibitions worldwide. With over 25 years' experience in B2B specialised media and events - including senior roles at Informa and Ascential before launching MPG in 2014 - Helen is a recognised authority on turning marketing operations into a revenue engine.
She helps event founders, event organisers, business leaders and marketing teams align tech, data and campaign strategy to drive attendee, sponsor and exhibitor growth, with a particular focus on the operational infrastructure - tech, data and automation - that underpins scalable, measurable revenue growth. A trusted advisor to global media, publishing and events brands, Helen brings a strategic, RevOps-led lens to B2B marketing that connects marketing performance directly to business outcomes.
Working with finance clients and agencies to find marketing solutions which aim to engage with fund selectors, private banks, private client investment managers, wealth managers, financial planners, financial intermediaries, pension scheme influencers and sustainability leaders with market leading brands, Investment Week, Professional Adviser, Professional Pensions, Cover, Investment IQ and Business Green.
Raoul’s career has been defined by one question: why do good salespeople lose deals they should win? The answer is rarely price, product or brand. It is buyer confidence.
At Flume, he has built this insight into a continuous sales performance system that helps revenue teams sell like their best people on every deal, with AI coaching in the flow of the work.
He is a self-confessed geek about three things: how buyers make decisions; how behaviour really changes; and how to embed agentic AI into the workflow so good habits scale, not bad ones.
Out of the office he runs, usually further than is sensible, which is roughly his approach to everything.