The metric that matters
What is a Success Score?
A single, defensible number that tells you whether your event actually drove business results—not just attendance.
Events are expensive to justify.
After every event, the same questions come up: Was it worth it? Should we do it again? How does it compare to our other events?
Most teams cobble together attendance numbers, survey results, and pipeline reports in a spreadsheet—and still can't give a clear answer.
The Success Score changes that. It synthesizes all your event data into one number that leadership can understand and act on.
The old way:
Four dimensions. One score.
The Success Score weighs four key areas that together paint a complete picture of event performance.
Attendance Quality
Not just how many showed up—but who. Show rate, target account attendance, and seniority mix all factor in.
- • Registration to attendance conversion
- • Target account representation
- • Decision-maker attendance rate
Engagement Depth
Did attendees just badge-scan and leave, or did they engage? Sessions attended, demos requested, and conversations captured.
- • Session attendance and duration
- • Demo/meeting requests
- • Content downloads and interactions
Pipeline Influence
The business impact. How much pipeline did attendees touch? Did opportunities accelerate after the event?
- • Open pipeline value touched
- • New opportunities created
- • Deal stage progression post-event
Attendee Sentiment
What did attendees actually think? NPS scores, survey responses, and qualitative feedback weighted by respondent value.
- • Net Promoter Score (NPS)
- • Session and speaker ratings
- • Intent signals from surveys
From data to decision.
Each dimension is scored 0–100 based on your goals and benchmarks. The weighted average becomes your Success Score, instantly translated to a letter grade everyone understands.
A
90+
B
80-89
C
70-79
D
60-69
F
<60
84
Success Score
B
What you can do with it.
Compare events
See how this quarter's roadshow stacks up against last year's conference—apples to apples.
Track trends
Monitor your event series over time. Are you improving? Which types of events perform best?
Report to leadership
Give your CMO a one-page scorecard they'll actually read—and understand.
Ready to know if your events are working?
Start capturing the data you need to generate Success Scores for every event.