An impressive speaker lineup isn’t an event strategy. Patrick Garrigan, co-founder of Tenning and former head of Bloomberg Live, joins The Revenue Room™ Podcast to explain why the best B2B events start with the audience and the outcome, and how that drives sponsor renewals and pricing power.

AI licensing deals are tempting, but selling your archive is a one-time sale of a recurring asset. The more durable play for media, events, and data businesses is to own the interface AI uses to reach your content, or meter access to data that keeps changing.

Your 2027 AI budget probably lists tools. The companies that see a return will budget for outcomes instead: the workflow, the cost it replaces, and the person accountable for results. Here are five moves to build an AI budget that can actually prove its ROI.