Empowering a Global Travel and Tourism Leader to Streamline Event Management with Salesforce

The Challenge: A Disconnected Picture of Member Engagement

For this global authority on travel and tourism, events sit at the heart of stakeholder engagement. But as registrations flowed in and events unfolded, the reality behind the scenes was very different. Teams were struggling with a disconnected, manual-heavy process that limited their ability to see the bigger picture.

The organisation needed to synchronise Cvent registrations directly into Salesforce to create a single, accurate view of interactions across all events and activities. However, data inconsistencies, reporting gaps, and a complex integration setup made this difficult.

Without reliable information, teams faced a number of challenges:
• Limited confidence in day-to-day data
• High levels of manual administration
• Difficulty producing accurate, timely reports
• A lack of visibility into event attendance and delegate journeys

As a result, inefficiencies mounted, and opportunities to deliver more personalised and meaningful experiences were being lost.

The Solution: A Clean and Trustworthy Integration Built for the Future

We were engaged to help untangle and reimagine their event data flow. The brief was clear: move away from fragmented connections and towards a streamlined, trustworthy solution that would empower teams across the organisation.

We rebuilt the integration using the Cvent managed package, Salesforce Flows, and custom automation to ensure accurate data synchronisation between platforms. This replaced the previous three-way connection, which had been complex to manage and prone to errors, with a clean, reliable one-to-one integration.

This new setup:
• Automatically syncs registration, attendance, and decline data into Salesforce
• Reduces the reliance on manual updates or workarounds
• Has been fully tested to ensure robust performance and accuracy
• Is designed to scale as the event programme grows

By bringing event data into Salesforce in real time, we created a far more transparent and accessible view across teams.

The Outcome: Faster Tracking and More Confident Collaboration

The transformation was immediate and meaningful. Teams can now monitor:
• Registrations and cancellations
• Speaker and delegate attendance
• Delegate transfers across events

All of this happens directly in Salesforce, removing the need for time-consuming manual reconciliation.

This shift to real-time data has freed up resources and allowed the organisation to move much closer to achieving a true single source of truth for member engagement. The new setup not only supports day-to-day operations but also enhances the ability to report on and analyse event success, helping the team plan and deliver better experiences in future.

Smarter, Simpler Event Management

This project demonstrates what’s possible when we rethink and refine integration processes. By combining Salesforce’s capabilities with tailored automation, we’ve simplified complex data flows, boosted confidence in reporting, and empowered teams to focus on stakeholder value rather than manual administration.