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Where do you rate?

According to data from the Cvent platform and the marketing and event professionals who have taken the assessment so far, about 15 percent of programs are at an E1 level, while the vast majority, around 65 to 70 percent of programs, are at the E2 elevated level. About 10 percent of programs are at the E3 level, and only about five percent are at the E4 level.

What gets measured

There are four key areas that help determine what level of maturity any company is at.

First is the organization’s event strategy. What is an organization’s ability to develop a personal, measurable, and data-formed event program that’s aligned to their goals? Does your organization have a deliberate reason for each event they host and attend? Is there a specific reason that justifies why a company hosts every event that they have?

Second is an organization’s ability to execute that strategy efficiently and effectively across the whole event program. Levels of execution vary, from Excel sheets and Google docs all the way to organizations that have full specialized planning teams, access to external resources, the ability to deploy technology to be able to help them organize and execute and market their events and prove impact and ROI.

The next is the attendee experience. This is looking at an organization’s ability to deliver a seamless and personalized event experience to their attendees, and the ability to measure the impact of that initiative. Are you able to deliver an impactful, personalized experience to the attendee? Are you able to measure and track that attendee journey and that attendee experience at your event?

The final pillar is measurement and optimization. This is the organization’s ability to translate attendee and event data into provable value for the organization, through the full life cycle. How is that event strategy put together? How is that strategy executed? What is the quality of the attendee experience that’s delivered on site? After the event is over, how is measurement and optimization done by that organization going forward?

The event evolution model and scorecard

If you’re asking yourself, “How would my organization answer these questions? Where would fall? Are we emergent? Are we experts?” there’s a tool to help you get there.

The event evolution model takes you through 14 to 16 questions: How do you measure KPIs? How do you select events? What type of staffing do you have? What type of technology do you use? How are you measuring and optimizing? How do you look at ROI? The assessment takes about 10 minutes, and the scorecard will rate your event program, offer a write-up of what that level means, and then, for each of the four pillars (How do you make your strategy? How do you execute your event? How do you deliver an attendee experience on site? How do you measure and optimize), you’re offered a practical, actionable tip that can take you to the next level of performance.

There’s a companion ebook that drills down into each of the pillars and every permutation of maturity to give you a quick cheat sheet on what E1, E2, E3, and E4 levels of performance look like across the center of performance and across all of those benchmark levels.

If you’re interested in finding out about your individual organization’s event program, how it measures up, and getting help to chart a course to get your event program up to that next level of execution, head here now for the assessment tool.