ELG section: Litmus test

Let's get started with the project. Before making the event strategy, we first need to understand if we're even ready for events. Which is exactly what we're going to do in this section:

1.⁠ ⁠Litmus test to conduct events

2.⁠ ⁠Define event objective

3.⁠ ⁠Define ideal attendee profile and topic

4.⁠ ⁠Pick the protagonist

5.⁠ ⁠Design the event

6.⁠ ⁠Track success metrics

Litmus test for events

The litmus test helps determine if events can serve as an effective growth lever for the product by evaluating three areas: business model, value prop and sales cycle.

Let's look at each one of them:

Business model

Ask yourself these questions:

What is your ARPU (Average Revenue Per User)?

Low ARPU, High Volume: Products like Calendly, Zoom, Notion.
High ARPU, Low Volume: Products like HubSpot, Salesforce, Jira.

Is your pricing model stable?

If your pricing and billing process is constantly changing, your product might not be ready for event-led growth.

Key Takeaway: If you don’t have clarity on your pricing and revenue model, ELG may not be the right strategy yet.

Core value prop

Even the best planned events will fail if your messaging is unclear. Check if:

You have a well-defined customer persona (Who exactly are you targeting?).
You understand your core JTBD (Jobs-To-Be-Done) for your audience.
Your positioning is clear—is your product solving a problem people recognize?
Your messaging has been tested in other marketing channels.

Key Takeaway: If your value proposition is weak, your event will struggle to attract and engage the right audience

Sales Efficiency: Can your sales team convert attention into revenue?

Answer these questions to understand if your sales team is ready to convert attention into revenue:

What is your sales process?
- Is it self-serve (users sign up and pay directly)?
- Is it sales-led (high-touch process with reps)?
How long is your sales cycle?
- If your sales cycle is too long and inefficient, ELG may not yield positive ROI.
Do you have a structured follow-up process?
- Without a well optimised post-event sales funnel, all your event-generated leads may go cold.

Key Takeaway: If your sales motion isn’t optimized, ELG won’t fix it—you need a structured way to convert event attendees into customers

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