The Goombal journey started when Vinay Iyer, founder and CEO, was a VP of Marketing at SAP (one of the world’s largest software companies). As part of his go-to-market, he and his team did a lot of events of all kinds: roadshows, customer community events, tradeshow exhibiting, sales meetings, partner meetings, training seminars, industry analyst days, new product launch events, and more. Managing the planning and execution of all of these different meetings and events across geographies, departments, and external vendors, suppliers, and sponsors was a constant challenge to make sure everything was done right, executed to perfection, and did not blow up budgets.
Besides operating challenges, another huge challenge was measuring the impact of all these events on pipeline and revenue growth, customer satisfaction and retention, and awareness/buzz generation. The data was sometimes available – somewhere. But, it was almost always hard to process and derive meaningful insights, especially since there was little consistency with which data was being captured across all events. All these challenges pointed to opportunity especially in light of the following facts:
- Today, more than ever before, delivering exceptional customer experiences is critical in order to engage with, delight, and acquire customers.
- Events are often the first opportunities for customers to experience the products and people behind a company. Consequently, CMOs spend over 20% of their budgets on event marketing.
- The very complex job of Event Management is still being performed using antiquated tools like spreadsheets, emails, and printed binders resulting in a lot of inefficiencies and lost opportunities.
- There is an urgent need for a modern solution to do things more efficiently, obtain smart insights, and deliver superior customer experiences at every event so that ROI can be maximized.
A passion to bring innovation and technology to solve an old but complex problem led Vinay to leave SAP and start Goombal. Goombal’s aspiration is to help meetings and event planners run perfect meetings and events with less hassles, deliver exceptional customer experiences, and maximize ROI – every time!