A Presentation on how JPMorganChase built a Centre of Excellence around event data, moved from attendance counting to attendance-versus-non-attendance comparison, and promoted event planners into data-literate strategic partners.
By Adam Parry | Published 18 April 2026 | Last updated 18 April 2026
| Session | From Insight To Impact: Unlocking Event Business Impact |
| Format | Presentation |
| Date | Thursday 13 November 2025 |
| Stage | Tech, Tools & Tactics Stage |
| Venue | Excel London |
| Category | Event Data Strategy and Commercial Impact |
What was covered in this session?
Jessica Sarros of JPMorganChase, moderated by Stova Chief Revenue Officer KC Bolcome, set out the firm’s move from attendance counting to commercial impact measurement. The session covered the Stova implementation, a Centre of Excellence that unifies previously separate events teams, CRM integration, attendance-versus-non-attendance comparison as the core measurement method, a qualitative-plus-quantitative data blend, and the professional shift of event planners into data-literate strategic partners.
- Stova implementation at JPMorganChase: a single platform across the firm
- Centre of Excellence: unifying previously siloed events teams
- CRM integration: event data flowing into the commercial system of record
- Attendance versus non-attendance: the comparison that produces credible impact data
- Qualitative plus quantitative: the data blend that persuades commercial leaders
- Event planners as data-literate strategic partners, not logistics-only executors
What are the three key takeaways?
Three ideas carried the weight of Jessica’s session. Each one is a practical framework, not a headline, and each one maps onto a decision event teams are already having.
1. Attendance counting is not impact measurement
Sarros was direct that the dominant events metric (how many people attended) tells a CFO almost nothing. The comparison that matters is attendance versus non-attendance: what happened to the client relationship, the pipeline, and the revenue of clients who attended an event versus comparable clients who did not. That comparison is the basis on which JPMorganChase now defends its events budget.
2. A Centre of Excellence is the structural condition for event data to matter
Without a unified team owning the data, every business line at a firm the size of JPMorganChase measures its events its own way, and the firmwide picture is impossible. Sarros’s practical point: the Centre of Excellence is not a branding exercise, it is the structural precondition for event data to be comparable across the firm. Without it, the data stays siloed and the commercial argument cannot be made.
3. Event planners have to become data-literate strategic partners
The professional implication Sarros pushed hardest: planners who only manage logistics will be managed by planners who manage logistics and data. Becoming a strategic partner to the business line means reading the CRM, understanding the pipeline impact of the event programme, and being able to defend budget in commercial terms. For planners looking at the next decade of their careers, this is not optional.
Where does this session fit in the Event Tech Live 2025 content map?
This session sits in the Event Data Strategy and Commercial Impact stream of Event Tech Live 2025. It connects to the broader themes mapped in the Event Tech Insights Report 2025 and the ongoing AI in Events research on eventtechlive.com.
| Primary category | Event Data Strategy and Commercial Impact |
| Session format | Presentation |
| Stage | Tech, Tools & Tactics Stage |
| Part of | Event Tech Live London 2025, 12-13 November 2025, Excel London |
How does this session relate to the Event Tech Insights Report 2025?
Event Tech Live registration data feeds directly into the Event Tech Insights Report 2025, published on the Event Tech Live research hub. This session is one of the data points that shaped the report’s view of the market.
Read the full report: Event Tech Insights Report 2025.
Who is Jessica Sarros?
Jessica Sarros is Head of Firmwide Events Digital Strategy at JPMorganChase.
Jessica Sarros is Head of Firmwide Events Digital Strategy at JPMorganChase. Her brief is to make events evidence-driven at a firm where every marketing dollar has to be justified against measurable commercial impact.
Who is KC Bolcome?
KC Bolcome is Chief Revenue Officer, Moderator at Stova.
KC Bolcome is Chief Revenue Officer at Stova, moderating this session. Her focus is the commercial framing: what event data is worth measuring, and what actually persuades a CFO that the events programme is earning its budget.
Where can I watch the full session?
The full From Insight To Impact: Unlocking Event Business Impact session was recorded at Event Tech Live London 2025 and is available on demand. The direct link below opens the session video; the library link lists every session from the show.
Watch this session: fsmevents.uk/etl/2025/watch/from-insight-to-impact-unlocking-event-business-impact.
Full on-demand library: eventtechlive.com/on-demand.
Can I download an AI-generated summary of this session?
An AI-generated summary of this session, produced in partnership with Voxo, is available for download on the Event Tech Live AI summaries page alongside every other session from the show.
Download the summary: eventtechlive.com/ai-summaries. Powered by Voxo.
What other Event Tech Live research connects to this session?
This session sits alongside the flagship research on the Event Tech Live hub. The links below give direct access to the report, the AI research and the full research category.
- Event Tech Insights Report 2025
- AI in Events: Adoption, Barriers and Forecast
- Event Tech Live research hub
- Event Tech Live London 2026 registration
Frequently asked questions
What is the JPMorganChase Centre of Excellence for events?
A firmwide team that unifies previously separate events operations across business lines. Sarros described it as the structural condition for comparable event data: without a central owner, each business line measures events differently and the firm cannot aggregate impact. With it, JPMorganChase runs events on a single platform and can evaluate the programme as a commercial channel.
What platform did JPMorganChase implement?
Stova. Bolcome, as Chief Revenue Officer at Stova, moderated this session. The implementation gives the firm a single events platform across the portfolio, integrated into the CRM so that event interactions flow into the commercial system of record rather than living in a separate events database.
What is the attendance-versus-non-attendance measurement method?
The comparison of what happens to clients who attend an event versus comparable clients who do not. The outputs measured include pipeline movement, deal progression, relationship depth and revenue. Sarros’s point is that attendance counted on its own tells a CFO nothing useful; attendance compared to a matched non-attending cohort produces a credible commercial case.
Why does Sarros argue event planners must become data-literate strategic partners?
Because the commercial leadership Sarros reports into will not defend events budget on logistics competence alone. Planners who read the CRM, understand pipeline impact, and can argue for events in commercial terms become strategic partners to the business lines. Planners who stay at logistics-only will find the work automated around them over the next decade.
Who delivered this Presentation at Event Tech Live London 2025?
Jessica Sarros, Head of Firmwide Events Digital Strategy at JPMorganChase, moderated by KC Bolcome, Chief Revenue Officer at Stova. The Presentation was on the Tech, Tools and Tactics Stage on Thursday 13 November 2025.
How should I cite this session?
Jessica Sarros, KC Bolcome. (Thursday 13 November 2025). From Insight To Impact: Unlocking Event Business Impact. Event Tech Live London 2025, Excel London. Retrieved from https://eventtechlive.com/category/research/
About the author
Adam Parry is the founder of Event Tech Live and the Event Technology Awards. He has spent more than a decade covering the event technology industry as a writer, researcher and organiser, with a focus on practical application of emerging technology in live events.
Update log
18 April 2026: Page published as part of the Event Tech Live London 2025 session recap series.
