Let’s move beyond planning agendas toward engineering outcomes. Learn how to align your events with business goals, co-design with production and industry partners, and use data to speak your stakeholders’ language. Leave with an Event Strategy Canvas, a Partner Outcomes Brief, and a measurement plan tied to OKRs (objectives and key results)—plus a journey-mapping technique that turns the attendee experience into your design framework. Gain a decision tree to assess the value of annual events and a clear dashboard that decision-makers will actually use.