What Events Companies Get Wrong About Net Revenue Retention — with Indiya Okam, RX USA

A customer spends $100,000 this year and $100,000 next year. Most event businesses call that retention. Indiya Okam calls it a question worth asking. Heather Holst-Knudsen speaks with Indiya Okam, Group Vice President of Sales at RX USA, about bringing healthcare-grade operating rigor into a relationship-driven events business. Indiya's background in mathematics and engineering shaped how she reads revenue, and she uses it to show why flat year-over-year spend often conceals contraction in the product mix. In this conversation: - How to calculate net revenue retention in an events environment, and why product mix penetration matters more than the top-line number - Why pipeline health is a strategic asset for sellers rather than an administrative task - Moving sponsorship from a production function to a co-selling function, and the effect on average customer value - The leaky bucket problem, and why acquisition without retention puts teams on an expensive treadmill - Early churn signals that surface long before the show floor - Treating event engagement data the way a media company would, and what that unlocks - Where to start when you are facing fragmented data, long-standing habits, and multiple revenue streams Connect with Indiya Okam on LinkedIn: https://www.linkedin.com/in/indiya-okam/ The conversation continues inside Revenue Room™ CXO, where CEOs and their revenue-critical teams come together to tackle growth, transformation, data strategy, and the evolving impact of AI on business performance. Learn more and apply: \[link] Register for RevvedUP 2027, March 14-16 at The Vinoy in St. Petersburg, FL where 250+ CEOs and revenue-critical CXOs, like Indiya, will convene to discuss AI, Data & The Race to Enduring Enterprise Value. Subscribe for new episodes of The Revenue Room™, where revenue leaders come to grow. The Revenue Room™ is the show where CEOs and revenue-critical leaders in media, events, and data and information businesses share how they are acquiring, keeping, and growing customers more profitably and predictably. **About Heather Holst-Knudsen** Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. A seasoned executive and operator across media, marketplaces, events, and technology, she specializes in digital transformation, data-driven growth, and customer-centric value creation. Heather shares her insights on multisided business models through The Revenue Room™. **About Revenue Room™ CXO** Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders navigating growth in the data and AI economy. Through curated peer discussions and strategy sprints, members tackle real-world challenges in revenue transformation, customer intelligence, and business model innovation. Learn more or apply for membership at https://www.revenueroomcxo.com/apply