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Let’s be honest. Panels often get a bad rap—and for good reason. How many times have we all sat through a “panel of experts” where the conversation was flat, the answers were generic, and the audience left uninspired? Now, flip the script: What happens when a panel is dynamic, thought-provoking, and engaging? People talk. They rave. They say, “That was the best session of the whole conference.”
As meeting professionals, we want more of that.
And yet, when it comes to allocating budget and resources, panel training often gets overlooked. “It’s just a panel,” they say. But you and I both know it’s never just a panel. It’s a performance. It’s a conversation. It’s brand experience, leadership visibility, industry relevance, and audience engagement all wrapped up in 45–60 minutes.
So how do you convince leadership or your client to invest in making panels better?
Here are a few persuasive talking points to get your decision-makers on board:
1. Panels Are a Reflection of Your Brand. Whether you’re organizing for an association, a corporate event, or an industry conference, your panels showcase your values, expertise, and credibility. A lackluster panel sends the wrong message—one of disorganization or disconnection. A well-trained moderator and prepared panelists reinforce your reputation for delivering meaningful content.
Ask leadership: Do we want our audience to leave saying, “That was a waste of time,” or “That panel was the best part of the event!”?
2. Use Data to Strengthen Your Case. Leadership loves data—and we’ve got the goods. Our 2024 Panel Report surveyed meeting professionals, speakers, and attendees, a whopping 68% of panels were rated as “just okay” or worse. Only 8% were considered “very good” or “excellent.” In other words: most panels are mediocre at best.
When you present this kind of evidence, it’s hard for leadership to shrug and say, “It’s just a panel.” It’s clearly a format that’s underdelivering—and ripe for improvement. Want to stand out in your industry? Close that performance gap. And training is the simplest, most cost-effective way to do it.
That’s not an opinion. That’s research (And yes, it came straight from us—because nobody else is tracking panel performance like we do).
Ask leadership: Do we want our panels to be “Just okay or worse”? Are you satisfied with a mediocre panel experience?
3. Share Proof That Training Pays Off. Share real-world examples where panel training has made a measurable difference. Look at your “best of the best” panels. What did they all have in common? My best guess is they had an experienced moderator who went to the school of hard knocks. Perhaps they got some moderator training and/or coaching. (Bonus: I’m working on one now! If you’re reading this post and want a copy of the case study when it’s ready, drop me a note and I’ll send it your way.)
Ask leadership: Do you want your moderators to learn on the job or be trained to do the job?
4. Low Expectations = High Opportunity. Most of your attendees walk into a panel with low expectations. They’re hoping for value, but they’re bracing for fluff. This gives you a massive opportunity to exceed expectations and delight the audience. Trained moderators know how to ignite real conversation, highlight contrasting opinions, and deliver takeaway value.
Ask leadership: Are you satisfied with the status quo and don’t think it can improve?
5. Great Panels Drive Engagement—Before, During & After. When done well, panels aren’t just “one and done.” They drive pre-event buzz (hello, social media!). They spark real-time audience interaction (polling, Q&A, live tweeting). And they create post-event content worth sharing (hello again, LinkedIn).
Ask leadership: Do you want your panels to be a “one and done” session or can it be used to drive engagement?
6. High-Impact, Low-Cost Investment. Compared to keynote speaker fees or entertainment costs, panel training is a bargain. You’re not just improving one session—you’re transforming a format that appears multiple times in your program. One trained moderator or a team of prepared panelists can elevate every future panel you produce.
Training can be as simple as a pre-event coaching call or as robust as full-day moderator workshops. Either way, it’s scalable, repeatable, and totally worth it.
Ask leadership: What is the cost of our keynote speaker, food and beverage, and A/V in comparison to our proposed training?
7. The Weakest Link. If leadership pushes back on spending money, shift the conversation: It’s not about the line item—it’s about the experience. And if a bad panel breaks the flow, undermines the momentum, and taints the whole experience, it will also drag down your attendee ratings. That’s a cost, too—just hidden in the post-event survey.
Ask leadership: Would you rather roll the dice on audience satisfaction—or stack the deck with a trained panel?
Meeting professionals are the behind-the-scenes heroes who make events successful. So be bold. Suggest panel training. Advocate for better prep, smarter formats, and more engaging moderators.
Because when panel discussions are done right, they become the highlight of the agenda—not the filler.
If your leadership still needs convincing, send them my way. I’m always happy to help them see the power of powerful panels!
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For more information about how to moderate a lively & informative panel discussion, check out our free 7-part video series on how to moderate a panel and other resources to help you organize, moderate, or be a panel member.
