is report: How modern event management with CRM works

Login Software is featured in the 2026 special edition of the trade magazine is report with a technical article. Pages 42–44 present a project from the VDI Wissensforum (VDI Knowledge Forum) that demonstrates how event management can be fundamentally advanced through CRM, integration, and automation.

Read the full article in “is report”

Rethinking Event Management: From Operational Effort to a Strategic Platform

In many companies, event management is still heavily focused on operational tasks. Different tools, manual coordination, and outdated processes mean that a lot of time is invested in organization rather than value creation.

The article published in the is report addresses precisely these challenges and shows how a CRM-based approach restructures event management. Events are no longer viewed in isolation, but as an integral part of the entire customer journey. This not only creates greater efficiency but also a significantly better foundation for targeted communication with participants and customers.

CRM as a Central Element in Event Management

In the project described, SugarCRM takes on the role of the central platform. All relevant information about events, participants, and interactions is consolidated in one place. This enables consistent communication across all touchpoints and creates transparency throughout the entire event process.

Especially in the B2B environment, CRM thus becomes a crucial factor in event management. Companies gain a better understanding of their target groups, can deliver content more effectively, and develop their events for the long term.

Integration as the Key to Modern Event Management Software

A key success factor lies in the integration of existing systems. Instead of operating isolated solutions in parallel, a networked system landscape is created in which data does not need to be maintained multiple times and processes seamlessly integrate.

This form of integration is a central component of modern event management software. It not only reduces administrative effort but also improves data quality and creates the foundation for seamless workflows – from invitations and event execution to follow-up.

Automating and Targeted Scaling of Event Processes

Another crucial lever is automation. Many steps in event management that were previously performed manually can be automated through CRM-supported processes. This applies to both communication with participants and internal workflows.

This results in significantly more efficient processes that can be reliably scaled even with an increasing number of events. At the same time, teams gain more time for strategic tasks, such as the content creation of events or the further development of formats.

CRM in Event Management: From Administration to Active Control

The article in the is report makes it clear that the role of event management is fundamentally changing. In conjunction with CRM, it is transforming from an administrative task into a strategic discipline that actively contributes to customer loyalty and business development.

By linking data, processes, and communication, new opportunities arise to target events and make their success measurable.

Practical example from the is report 2026

The project presented in the is report at the VDI Wissensforum illustrates how event management with CRM can be implemented in practice – from system integration to process automation.