The scoreboard, honestly: the hard targets, how often each one is actually looked at,
and the quiet human signals that never make it onto a dashboard.
Event Portfolio ROI
The overall return on investment across all global events managed by your team. This isn't just about individual event P&Ls, but the aggregated financial impact.
Target · Achieve a minimum 3:1 ROI (pipeline influenced vs. total event spend) for the global portfolio.Your team's events cost £2M in a year, but they directly influenced £6.5M in closed-won revenue or pipeline, giving us a 3.25:1 ROI.
Global Event Pipeline Influence
The percentage of the company's total sales pipeline that can be attributed to leads and opportunities generated or influenced by your team's events.
Target · Event-sourced or influenced pipeline contributes >20% of the company's sales pipeline.If the total company pipeline is £50M, your events should be linked to at least £10M of that.
Cost Per Opportunity (CPO)
The average cost to generate a qualified sales opportunity through your global event programmes. This is about efficiency.
Target · Reduce the blended CPO from the event portfolio by 10% year-on-year.Last year, our CPO was £500. This year, you'll aim to get it down to £450 or less, without sacrificing quality.
Team Performance & Development
The average performance rating and career progression of your direct reports, reflecting your ability to lead, mentor, and develop talent.
Target · 80% of direct reports meet or exceed performance expectations; at least one promotion within the team annually.Two of your managers consistently hit their targets, and one was promoted to Senior International Corporate Events Manager this year.
Strategic Alignment & Vision
How well your global event strategy aligns with overarching company goals and marketing objectives, and how effectively you communicate this vision.
- Your annual event strategy document is clear, concise, and approved by the CMO. You're regularly invited to senior leadership discussions about marketing direction. Your team understands the 'why' behind their work.
Team Morale & Retention
The overall health, engagement, and retention of your direct reports, indicating a positive and productive team environment.
- High scores in team engagement surveys (e.g., >80% satisfaction). Low voluntary turnover within your team compared to department average. Your team members regularly seek your advice and feel supported.
Cross-Functional Partnership
The quality and effectiveness of your working relationships with other departments (Sales, Product Marketing, Finance, Legal).
- You're seen as a trusted partner by other department heads. They proactively come to you for input on their plans. Joint projects run smoothly with clear communication and shared understanding.
Brand Reputation & Consistency
Ensuring all global events consistently reflect our brand values, messaging, and quality standards, enhancing our external perception.
- Consistent positive feedback on brand experience from attendees and partners. No significant brand missteps or inconsistencies reported across events. Your team adheres to brand guidelines without constant prompting.