The way that I use that $15,000 is to build my budget, and be realistic about what the eventual ROI is gonna be. I try to work backwards and take $100,000 like we just did, then adjust it to about $15,000, and then set an ROI target.
For most of my events, I try to make my ROI target 2:1, which means for every dollar (dollar in terms of people), time, and actual dollars, I try to get about a 2:1 ratio -- so two dollars in for every dollar out time. That will tell me that the budget that I'm allowed to spend here is about $7,500 of my event. I could probably throw a pretty good event for that.
Now that I think about it, I really wanna increase that budget, and there's only one way to do that. If I increase this to $400,000 in the room, and then I keep that same adjustment, I keep that same ROI, I multiply this now by four, and $7,500 times four is $30,000, so we're good.
If you wanna increase your budget, it's pretty simple. You want to show that you can get more opportunity in the room, and that you can maintain the same ROI ratio. Then it's a pretty logical argument that you should be spending more money on the event.
Now, that's how to build your budget off of the adjusted opportunity in the room. But now let's talk about how to use the opportunity in the room to get your team really excited.