It seems like a simple question. How well do you execute events? But when you look closely, you realize how much can improve. Event execution is an organization's ability to execute their defined event strategy. A strategy isn't successful if it can't be executed, after all-- but it's also about doing it efficiently and effectively. The maturity and effectiveness of Event Execution lie in its resourcing and staffing, and the systems and tools used to plan, market and execute your events. Increasingly, planners and event marketers are handling multiple events simultaneously. That's why excellence at scale is also considered when grading event execution. Not sure what we mean by the maturity of your events program? Find out How to Evaluate Your Events Program.
Staffing
Organizations staff their event function in many different ways. From “accidental” planners who execute events “part-time, half-time, and over-time” to teams of trained, specialized planning professionals, there is a broad range of staffing approaches. A successful program should include the planning and support staff necessary to deliver engaging, memorable and profitable events year over year.
Excellence looks like:
A professional planning team with specialized roles and access to a range of external specialized resources
Technology
This benchmark measures an organization’s use of technology to automate and simplify key planning processes (e.g. venue section, marketing, registration etc.). Technology use varies not only by organization, but also by the number of events an organization plans and attends throughout the year. Many organizations still rely on “manual” processes or general use technology like Excel or Google Docs entirely, while others employ purpose-built event management technology platforms to support their meetings and events program.
Excellence looks like:
A centralized planning and engagement platform that automates and enhances all elements of the execution process.
Scalability
It’s not uncommon for organizations to plan tens, or even hundreds, of events annually. Indeed, some Enterprise-level organizations may have over a thousand events per year. Scalability concerns the ability to maintain execution excellence at every event you host and attend, regardless of size, even when you’re executing multiple events at once.
Excellence looks like:
Centralized and published processes in place to scale. Generally, reliably execute many events per year, including multiple events simultaneously.
Lead Capture
Capturing leads at trade shows and other events range from collecting business cards by hand to using highly-efficient onsite tools (lead scanners) that do the work for you. Capturing and qualifying leads helps determine which events are the most valuable, enabling organizations to prioritize their participation. With the right solutions in place, exhibitors can better connect with attendees, help manage lead flow, measure impact, and help strategize the trade show experience in the future.
Excellence looks like:
Onsite lead capture is integrated with CRM and there is consistent use of lead capture technology
Conclusion
In the end, how well you execute events affects your overall event program. By improving elements of each, you can really step up your event execution game. Overall, event execution is just as important as event strategy, event attendance, and measurement and optimization when it comes to determining the maturity of your events program. Want to find out how mature your event program is? Take the quiz!
