Bristol Breakfast · Event ROI · September 2026

Your congress and event spend. Was it worth it?

If you run healthcare congresses, exhibition stands or sponsored events, you already know the question. Six figures went out. What came back was footfall and badge scans, not the pipeline the event was meant to generate.

The problem is not the event. It is that the measurement framework was wrong before the stand was booked. This is the morning we fix that, with a framework you can take to the board.

For the marketing, events and commercial leaders who own healthcare event budgets, and have to defend them.

Apply for a seat

Clifton Members Club · Ten seats · No fee

Start here, not with the form

The thinking is free. Take it now.

You do not have to want a seat to want the argument. Read either of these first and decide about the morning afterwards.

Beyond the Badge Scan

Charlie Litchfield

The book behind the morning. Why booth traffic and badge scans flatter an event that did not work, and what to measure instead. Sample chapters, free.

Download the sample

The £40K Stand

AGENCY

Our guide to event ROI: where the money goes, and the one-page framework that proves what came back. The whole thing is free to read on the site too.

Download the guide

The Georgian facade of Clifton Members Club seen across the green, Clifton, Bristol

The dining room at Clifton Members Club: chandeliers, marble columns and a long set table

The main hall at Clifton Members Club set for a seated event

Clifton Members Club, Bristol. One table, ten seats, one morning in September.

The room

Nine or ten senior marketers. One facilitator who does this for a living.

He opens the room with a single question. Was the last event worth it? He does not answer it for you.

Charlie Litchfield has spent twenty years working the floors of events, from executive roundtables to trade shows with thousands of attendees, and was previously Director of the Americas at Touch Associates.

Measuring events is not a sideline for him, it is the subject of his book, Beyond the Badge Scan. It replaces booth traffic and badge scans with outcome measures: how many of the people you actually met were decision-makers, and how far those conversations really went.

He argues this in public, not just in private. He is on three episodes of the AGENCY podcast making this case. Listen before you apply, and decide whether you want ninety minutes of it.

Charlie Litchfield

Facilitator

Where: Clifton Members Club, 22 The Mall, Clifton, Bristol BS8 4DS
When: September 2026, 09:00 to 11:00. We send the exact morning when we confirm your seat.
Who it is for: Senior life sciences marketing leaders within about an hour of Bristol.
The table: Kept to ten. By application, so the room is right.

What happens

Ninety minutes. Three moves. You do the talking.

Doors at 09:00 and breakfast is served on arrival. Charlie opens at 09:15, the working session is done by 10:30, and the room is ours until 11:00. It is a conversation around one table, not a talk you sit through: everyone here owns event budget, so everyone has something to say.

09:20

How does your organisation decide an event worked?

Everyone answers, and the answers go on the flipchart. This is usually the moment the room realises how differently each of them measures the same thing.

09:40

The three-number audit

The framework goes face-up on the table and you fill in a one-page audit on an event you have already run, in the room, with the numbers you actually have. Not a worked example, yours.

10:00

What good looks like

What you would do differently with those numbers in hand, against the events on your Q4 and Q1 calendar, before the next sponsorship contract is signed. Charlie facilitates, Michael mostly listens.

Chatham House rule

No slides, no pitch

One table, no theatre layout

Bring a live example

What you leave with. Printed and ready to use.

A one-page Event ROI framework

Score the next event on your calendar against it before you sign the sponsorship contract. Under an hour to run.

Three measurement mistakes, and the fix for each

The errors that make every congress and exhibition look more successful than it was, and how to correct them.

A peer-room view

How other senior life sciences marketing leaders in your region are defending event spend to their boards right now.

Apply for a seat.

Tell us who you are. If it is the right room, Michael will confirm your seat and send the date. If it is not, we will say so, and the thinking at the top of this page is yours either way.