Jeff Singsaas, general manager of global event marketing at Microsoft Corp., Redmond, Wash., has spent the past eight years refining the company’s event processes and practices. His group is directly responsible for about $200 million in event spend each year. It also influences meeting and event spend throughout the company, which can easily reach three times that amount. Singsaas’ background in large-scale project management in the aerospace industry has served him well in moving the ...

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