Target Baseline Value
Name Description Performance Value
Event Strategy Scorecard Event strategy is a coherent set of priorities and goals for the events where your company will participate. Read more: https://bscdesigner.com/event-kpis.htm 72.53%
Finance What are the financial outcomes of achieving goals from the Customer perspective? What are our financial goals in the context of the event strategy? 65.42% 65.42
Make participation in events financially viable 65.42% 65.42
Real costs of event 37.5% 8,500
Dollar equivalent of value from event 93.33% 28,000
Event CPL vs. other marketing channel CPL
Provide personal interaction with brand It’s one thing to visit your website, but you also need to talk to your team on a trade show booth. The physical presence is just the beginning, and it is important to learn from clients and implement on their feedback, as discussed above. 25% 25
The company is perceived as an expert A company is perceived as an expert in a domain when it is presented at industry events, does keynotes, participates in the trade shows. 80% 80
Customer What are the needs of the customers? What needs will be satisfied if our organization participates in the event? 52.5% 52.5
Provide personal interaction with brand It’s one thing to visit your website, but you also need to talk to your team on a trade show booth. The physical presence is just the beginning, and it is important to learn from clients and implement on their feedback, as discussed above. 25% 25
# of event and booth invitations sent Every time customer support specialists mention that client can meet our team at a certain event 88.89% 800
High profile clients, % This is an indirect indicator of how effective our event strategy is in reaching high profile clients 25% 25
Event Participation Implement effective behaviour patterns for events. 86.67% 86.67
The company is perceived as an expert A company is perceived as an expert in a domain when it is presented at industry events, does keynotes, participates in the trade shows. 80% 80
Brand Awareness, % 80% 80
Post-event Implementation Event follow-up and continuous learning. 116.67% 116.67
Internal Business Processes What can we do to satisfy customer needs? Among all possible goals, we will focus here on the goals related to event strategy. 94.11% 94.11
Pre-event Analysis Improve event selection and preparation process. 79% 79
Improve processes What are the improvement points of the processes? Travel optimization, using events as an opportunity to meet remote team members. 80% 80
%, event score according to the event analysis scorecard 78% 78
# of contacts that were followed up before the event 80% 32
Event Participation Implement effective behaviour patterns for events. 86.67% 86.67
Master presentation and networking skills What skills do our event team need to master? Presentation skills, networking skills, marketing materials. 75% 75
Pre-event Analysis Improve event selection and preparation process. 79% 79
# of potential clients reached
# of meaningful interactions 90% 18
# of qualified leads 83.33% 5
Post-event Implementation Event follow-up and continuous learning. 116.67% 116.67
Event Participation Implement effective behaviour patterns for events. 86.67% 86.67
# of ideas for innovation pipeline 83.33% 15
Internal learning presentations, hours 150% 6
Innovation Perspective What are our improvement points? What do we need to learn to do events better and satisfy client’s needs better? 80% 80
Improve processes What are the improvement points of the processes? Travel optimization, using events as an opportunity to meet remote team members. 80% 80
Estimated event budget vs. real event budget
# of improvement points found 80% 8
Master presentation and networking skills What skills do our event team need to master? Presentation skills, networking skills, marketing materials. 75% 75
Networking skills training, hour
Presentation skills training, hours
Presentation skills practice, hours
Average presentation feedback score, % 75% 75
Focus customer development efforts What conference do our potential clients actually visit? What are today’s needs of our clients?
Event Analysis Scorecard 62.01% 62.01
Stakeholders Analysis 42.33% 42.33
%, match between event target auditory and your perfect client portrait 66.67% 30
The # of influencers in your business domain 40% 2
Recruiting opportunities index 30% 30
Competitive intelligence possibility 30% 30
Presence of relevant solution vendors 45% 45
General Event Analysis 79.25% 79.25
The % of topics relevant to the current business challenges 56.25% 45
Marketing readiness, % Possibilities to spread the word about your participation/talk/workshop to event attendees 40% 40
Speaking opportunity 100% 100
Location Analysis 64.44% 64.44
Prospect clients in the region Were there any leads from the region? 60% 12
Current clients in the region Do we have clients in the region? 50% 2
Prospect partners in the region Do your prospective partners attend the event? 50% 1
Team members in the region 100% 100
# of prospect clients interested in meeting / demo 60% 3
# of current clients interested in business breakfast 66.67% 2
Real Costs Event 81.13% 81.13
Travel costs 85.23% 1,370
Flight tickets 80% 800
Taxis 100% 90
Accommodation costs 91.43% 480
Materials costs 80.65% 240
Time investments Dollar equivalent of time spent on travelling. Time spent on preparing for an event (travel planning, preparing slides, doing pre-event research). Event time. Processing of event results. Time attendee is not involved in the main work. 77.53% 93
Time spent on travelling 70.73% 19
Time spent on preparing for an event 62.5% 14
Event time 100% 48
Processing of event results 75% 12
Event costs Admission, workshops, social events, certification, city excursions.
Indirect costs Jet lag impact, costs of catching an early morning flight, costs of long waiting time for connection flight. Personal costs that are caused by business travel, such as getting a pet to the animal hotel.