Give your event portfolio a shared direction.
Peilmark helps leadership and the teams involved agree what events should deliver, then put that agreement into practice. You get a portfolio approach built around your business priorities, with clear responsibilities and the tools to assess what each event contributes.
Events mean business. Managing them takes agreement.
Sales may expect pipeline from an event while marketing works toward a different objective. Both can be legitimate. The trouble starts when those expectations stay unspoken until the results are on the table.
Over the years the mix drifts too. A flagship that once did the heavy lifting and a format “we’ve always done” take up resources that drown out new ideas that never get a chance to be tested.
Portfolio Advisory brings those decisions forward. Once leadership agrees what your events should achieve, the teams involved work out what success requires from them and every event gets a clear job within the portfolio. Nobody has to chase a new definition of success for each event anymore.
How an engagement runs
01 · Discovery and alignment
Peilmark starts with your business priorities and how event decisions are made today. A leadership session of two to four hours then sets concrete goals for the portfolio and the responsibilities that sit across departments, including which evidence each team provides and when. If sales reports pipeline progression three and six months after an event, that’s agreed upfront.
You gain: a mandate. The direction comes from leadership so you’re no longer making the case for each event on your own.
02 · Frameworks
Peilmark designs the measurement and decision framework with your team around those agreements: how events are grouped and assessed, KPI weights and the thresholds that trigger a review. Weighted scoring lets you compare apples to oranges. Data requirements are mapped to the people and systems that will supply them. This stage usually takes four to six weeks.
You gain: one consistent way to assess every event against its objectives and to check the balance of the portfolio.
03 · Execution with the teams
The people who make the approach work come together for up to a full day, often sales and customer success alongside the event and marketing team. Data owners agree what they deliver and by when, and those commitments are recorded in service-level agreements.
You gain: fewer reminder emails. And when the numbers are late, there is an agreed SLA and escalation path instead of another polite nudge.
04 · Tools and follow-up support
Your team receives a tailored tracking workbook with dashboards and reporting templates, and one-year access to the EPM software once it launches. Ten hours of follow-up support are included for the questions that come up in practice.
You gain: a portfolio you can steer with confidence and the evidence to show what your events contribute.
What you don’t need
You don’t need clean historical data to start, just the willingness to measure going forward. If your event data currently lives in six spreadsheets and someone’s inbox, you’re in good company. Discovery shows what’s available and what your teams need to collect from here on. Peilmark defines what your existing systems need to capture and your teams set them up to fit the way your business already works.
Is it a fit?
If you were to ask three of your leaders what results your events should achieve this year and you get three different answers, Advisory is probably the right place to start. It works for teams starting from scratch and for teams that want to strengthen what’s already in place.
Facing one specific alignment or leadership challenge? One of the workshops may be the better fit, and for hands-on tooling there is the EPM early-access list.
Timing and investment
A typical engagement runs up to ten weeks, depending on your team’s availability and how much coordination the work needs.
Engagements start at €15,000, depending on the size and complexity of your portfolio. The price includes the tracking and reporting tools, ten hours of follow-up support and one year of EPM access once it launches.
Past Advisory clients can book an Annual Portfolio Review to revisit priorities as the business changes and adjust the approach or the event mix where needed.
Want to talk it through?
Bring the situation you’re working through and your questions. A 30-minute call is enough to see whether Portfolio Advisory fits your organization.