Section 0110 questions
Strategy
Business purpose, audience, and measurement.
- Business Purpose5Q
- Audience2Q
- Measurement3Q
Event Leadership Scorecard
How healthy is your event strategy?
Stop evaluating events one at a time. Start evaluating your event organization.
A complimentary executive assessment for event leaders, field marketers, and marketing executives — built around the S.A.S. Framework (Strategy. Alignment. Scale.) to surface strengths, hidden risks, and the next opportunities for greater business impact.
Take the Assessment About 7 minutes
Strategy40 / 50
Alignment42 / 50
Scale36 / 50
Sample result preview
What You'll Receive
In about seven minutes.
- Your overall Event Leadership Score
- Scores across Strategy, Alignment, and Scale
- A maturity level (Emerging → Transformational)
- Personalized recommendations
- Questions to discuss with your leadership team
- Suggested next steps
Assessment Structure
30 questions. Three pillars.
Ten questions per pillar, scored on a 1–5 agreement scale from Strongly Disagree to Strongly Agree.
1Strongly Disagree
2Disagree
3Neutral
4Agree
5Strongly Agree
Section 0210 questions
Alignment
Executive alignment, ownership, communication, collaboration, and leadership.
- Executive Alignment2Q
- Ownership2Q
- Communication2Q
- Collaboration2Q
- Leadership2Q
Section 0310 questions
Scale
Processes, technology, knowledge, reporting, and continuous improvement.
- Processes2Q
- Technology2Q
- Knowledge2Q
- Reporting2Q
- Continuous Improvement2Q
Scoring
Maximum score: 150.
Your total score maps to one of four maturity levels — each with its own story and its own next step.
130–150
Transformational
You aren't simply planning events — you're operating as a strategic business function. Continue refining governance, AI adoption, executive reporting, and innovation.
100–129
Strategic
Strong foundations with opportunities to improve consistency, governance, and scalability. Likely ready for more advanced operating models.
70–99
Developing
Many good practices exist, but they're inconsistent. Some teams are aligned; others operate independently. Processes depend heavily on individuals.
Under 70
Emerging
Likely focused on execution rather than strategy. This presents tremendous opportunity — building stronger foundations now creates significantly greater impact later.
Personalized Recommendations
Advice tailored to your lowest pillar.
Instead of generic best-practice lists, the scorecard surfaces focus areas, a recommended resource, and a matched engagement — based on where your organization has the most room to grow.
If Strategy is lowest
Planning successful events without a clearly defined strategic foundation.
Focus on
- Defining business objectives before planning begins
- Evaluating your overall event portfolio
- Establishing executive success metrics
- Eliminating events that no longer support company priorities
If Alignment is lowest
Your biggest opportunity isn't planning — it's collaboration.
Focus on
- Executive stakeholder alignment
- Cross-functional governance
- Clear ownership
- Communication rhythms
- Stronger agency partnerships
If Scale is lowest
Succeeding through hard work rather than repeatable systems.
Focus on
- Playbooks
- Templates
- AI workflows
- Reporting
- Knowledge management
- Process standardization
Call to Action
Ready to strengthen your event strategy?
The Event Leadership Scorecard is only the beginning. Review your results together, identify priorities, and build a roadmap tailored to your organization.