Before you commit the budget
Your event scorecard.
Choose the outcomes that fit this event.
Set the test before you spend.
Event / date
Purpose / intended change
Audience / accountable owner
| Outcome | Current position | Success measure | Evidence source | Owner / review date | Result / next action |
|---|---|---|---|---|---|
| LearningCan people use what they learnt? | |||||
| RelationshipsDid the right conversations progress? | |||||
| PipelineDid a qualified opportunity move? | |||||
| Financial returnWhat value was actually realised? |
Full event investment
Space / sponsorship / design / production / logistics / hospitality / travel / staff time / content / follow-up / evaluation / relevant taxes and overheads. Count each cost once.
Budget / actual / cost basis
Realised financial return
(Attributable realised contribution − full event cost) ÷ full event cost × 100. Use contribution after product/service delivery costs, before event costs. Open pipeline is not realised revenue or profit.
Contribution / attribution basis / review window
Continue / change / stop?Decision, evidence gaps, next action, owner and date: