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Event Portfolio Scorecard | Emenee Marketing 'n' Events
Emenee Marketing 'n' Events

Event Portfolio Scorecard

Score your program at the portfolio level — before you evaluate a single event. 8 categories. 24 questions. Honest answers only.

0 of 24 answered
1
Strategic Intention & Objectives
Do you know why you're investing in events — across all the ways events create value, not just pipeline?
Our event objectives reflect the full spectrum of value events create — including credibility, connections, community, content, and brand — not just leads and pipeline.
We have a defined, documented objective mix for our event program with intentional weighting across those goals.
Key stakeholders across sales, marketing, BD, and leadership are aligned on what our event program is supposed to accomplish this year.
2
Budget Allocation & ROI Framework
Is your spend intentional and defensible — or inherited from last year's calendar?
We have consciously decided what % of our event budget goes to 1st-party (owned) vs. 3rd-party (sponsored or attended) events.
We allocate budget by funnel stage and objective type — not just by event cost or opportunity.
We have a consistent ROI framework we apply across events — including pipeline influence, pipeline movement, and non-pipeline value such as brand and credibility.
3
Audience Ownership & Data Strategy
Are you building your own room — or always renting someone else's?
We know what % of our event portfolio builds our own list vs. borrows an existing audience — and that ratio was a deliberate decision.
We have a strategy for capturing and activating 1st-party data from events we attend or host.
We evaluate whether the right buyers — with decision-making authority — are actually in the room before committing to an event.
4
Market & Geographic Focus
Is your event footprint intentional — or wherever the invitations landed?
We have identified priority geographic markets and our event calendar deliberately reflects those.
We have identified priority verticals and industry segments and select events that concentrate those buyers.
We intentionally leverage events to extend and deepen relationships with existing clients, prospects, and partners already in the room — not just net-new leads.
5
Portfolio Mix & Organizer Type
Do you know who's running the events you invest in — and why that distinction matters strategically?
We consciously balance our portfolio across organizer types — associations, commercial for-profit, media/publication-driven, owned, charitable, and government or quasi-governmental.
We have evaluated how organizer type affects audience ownership, data quality, credibility signals, and buyer trust — and our mix reflects that analysis.
We have a defined and defensible number of events per category in our portfolio — and can explain why.
6
Competitive Presence & Market Gaps
Are you showing up where it matters — and aware of where you're invisible?
We know which events our competitors consistently attend or sponsor — and have made intentional decisions about where to lead, follow, or avoid.
We know which events our buyers attend regardless of who sponsors them — and we show up there.
We have identified at least one market or event category where our buyers are present but our category is underrepresented — and have a plan for it.
7
Cross-Department Alignment & Capacity
Is your team set up to execute well — or spread thin with no shared system?
We have a centralized system or source of truth for event planning, briefing, timelines, and follow-through that all relevant departments can access.
Sales, marketing, and BD are aligned before each event on objectives, roles, target contacts, and follow-up protocol — not just logistics.
Our event calendar reflects a realistic assessment of internal bandwidth — we have defined how many events our team can execute well, and we stay within that.
8
Performance Loop & Portfolio Evolution
Does last year's data actually shape this year's decisions — or does the calendar just roll over?
We measure event performance against our stated objectives consistently — including non-pipeline metrics like brand lift, credibility, and relationship depth.
We have retired, replaced, or right-sized at least one event in the past 12 months based on performance data — not habit or relationship.
Post-event insights feed directly into next year's portfolio planning — not just a recap deck that gets filed away.