The business of events.
Peilmark is an event portfolio advisory firm founded by Stephenie Lintl-McLean. It helps B2B companies run their events like the business investment they are, with agreed objectives and responsibilities that reach across every team involved.
The approach grew out of over 25 years in corporate events: on the agency side, in-house and as an independent advisor.
It started with logistics (sort of)
Stephenie originally wanted to work in logistics. There is something deeply satisfying about a parcel crossing 400 kilometers overnight because a system made it happen.
She ended up in events instead, which turned out to be logistics with an audience and hard deadlines. She started agency-side as a project manager, moved in-house and worked her way from event manager to leading the German event team and eventually into corporate event strategy. The bigger her remit grew, the more she wondered how the events worked together and what the business actually expected from them.
Portfolio thinking, borrowed with gratitude
A large part of that time was spent at a global asset manager, surrounded by people who manage portfolios for a living. Stephenie didn’t manage investment portfolios herself, but the thinking rubbed off: know what each holding is there to do and judge it by its place in the whole.
Pointed at events, it raised a question no single event can answer. An event can fulfill its brief while the overall mix misses what the business needs. The portfolio approach turns that into something you plan and review for.
Finding the full picture
At one company, finding out the total event spend took a year and a half. Nobody could give her a straight answer, because events were being booked independently all across the business.
What followed was a shift in governance. Stephenie took on a bigger role in how event decisions were made. Sales teams could still book events from their own budgets, but now they needed a concrete reason to be there and a commitment to the work that makes an event count: outreach and meetings arranged beforehand and the capacity to follow up afterwards.
That principle runs through Peilmark’s work to this day. What an event contributes depends on decisions and responsibilities shared across the business, made while there’s still time to act on them.
The work today
Since 2020 Stephenie has worked independently with clients to connect event decisions to business priorities, first as Beyond Branding Events and now as Peilmark. Through Portfolio Advisory and workshops, Peilmark helps leadership and delivery teams agree what events should achieve, how their contribution is assessed and who does what to make it happen. In English or German.
Explore Portfolio Advisory → Explore Workshops →
“I had the privilege of working closely with Stephenie for over seven years. Her strategic mindset and ability to demonstrate the true value of events were a constant source of inspiration. She not only ensured that every event had a clear purpose and business impact but also knew how to bring leadership along on the journey. Her approach has profoundly influenced the way I think about events and continues to inspire my work today.”
Tobias Lovelace
Former Global Lead, Events & Sponsorship · Fidelity International
“She knows how to challenge the bigger picture and create a portfolio approach because she sees the business case faster than anyone I know.”
Michelle (MJ) Brodie
Founder/CEO, Chief Events Officer · Atlas Events Group
About the name
Peilen is German for taking a bearing: checking exactly where you stand before you decide where to go next. Peilmark is the fixed point you take that bearing from.
Discuss your event program.
Bring the question you’re working through. A 30-minute call is enough to see whether Peilmark’s approach fits what your organization needs.