From Chaos To Clarity: Fixing Event Data And Proving Revenue Impact With Aaron Karpaty Ops Cast podcast

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From Chaos to Clarity: Fixing Event Data and Proving Revenue Impact with Aaron Karpaty

10h ago 51:12

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In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-host Mike Rizzo to tackle events, which are one of the most persistent challenges in go-to-market execution.

Events demand significant investment in time, budget, and coordination, yet many teams still struggle to prove their impact. Data is often fragmented, delayed, or incomplete, making ROI difficult to measure and even harder to trust.

To discuss this problem, we are joined by Aaron Karpaty, Senior Director of Strategic Growth at Captello. Aaron works closely with revenue, marketing, and operations teams to modernize how event data is captured, connected, and activated across CRM, marketing automation, and sales workflows.

The conversation explores where event programs break down operationally, why so much valuable interaction data never makes it into systems of record, and what a modern event operation needs to look like to drive real business outcomes.

In this episode, you will learn:

Why event and field marketing data remains fragmented across most organizations
The most common data traps that prevent accurate event ROI measurement
What interactions are typically lost during and after events
How to think about event value beyond basic lead capture
What a well-run, integrated event operation looks like today
How Marketing Ops, Revenue Ops, and Field Marketing can better align

This episode is ideal for Marketing Ops, Revenue Ops, Field Marketing, and demand generation leaders who want to turn events from one-off activities into measurable revenue drivers.

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Chapters

1. Five Years And Today’s Theme (00:00:00)

2. Why Events Struggle To Prove ROI (00:01:52)

3. Bridging Events And Marketing Ops (00:03:20)

4. Fragmented Tools And Manual Work (00:04:53)

5. Sales Alignment And Booth Strategy (00:06:28)

6. Offline Data Gaps And AI Notes (00:09:03)

7. Standardizing Lead And Meeting Capture (00:13:03)

8. From “Sexy” Experiences To Pipeline (00:15:43)

9. Crawl‑Walk‑Run To Modernization (00:18:58)

10. Why Manual Processes Persist (00:21:23)

11. Own The Number As A Buying Group (00:24:28)

12. Face‑To‑Face In A Noisy Digital World (00:27:18)

13. Measuring Influence Versus Creation (00:30:03)

14. Customers At Events And Expansion (00:33:43)

15. Unstructured Offline Signals As Fuel (00:36:33)

16. 2026 Outlook: AI And Consolidation (00:38:33)

17. How To Connect And Next Steps (00:41:23)

18. Closing Thoughts And Key Theme (00:42:53)

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