Recently I was reminded of something my mother once said to me when I was growing up. She said, ‘Susan before you start this project take some time to understand why you are doing it.’ I believe my mother was on to something.

Finding solutions to today’s complex opportunities require a clear understanding of purpose, tapping into the wisdom of many and (carefully) investing something we cannot get more of…time.
Take for instance a recent Request for Proposal (RFP) we received to perform event portfolio alignment. The 25-page RFP (initially) revealed the organization’s leadership was on the right track.
- They had identified that their event portfolio investment was no longer effective.
- And they had decided to invest time, human and financial resources to find a solution.
Side Bar: If an organization allocates an average of 32% of its annual marketing investment to its enterprise-wide meetings and events and if only 5% (on average) of their outlay is aligned, measured and designed to drive a return on value and investment. It makes sense to find out why isn’t the other 95% of the 32% investment also aligned to drive a return.
A Classic Move
Next, the organization’s leadership did something that 9 out 10, who decide to assess their event portfolio investment, do. They jumped directly to tactics. The reason for this classic move is because its leadership failed to recognize their portfolio of events as a whole system and a strategic leadership intervention tool (an approach that empowers leaders to bring about a lasting and positive change in behaviour and attitude in people). As a result they missed exploring a whole systems thinking approach to answer key questions which can impact the success of the event alignment goals. Questions like:
- Why invest in an event portfolio in the first place?
- What corporate goals are events currently driving?
- And how is the event portfolio supporting the organization’s purpose?
Hard as we try, to prove otherwise, the fact remains that multi-faceted projects involving people (like an event portfolio alignment) is not a fast, easy or cookie-cutter task. It takes the right methods, resources, tools, technology, support and guidance to deliver. Because the possibilities are emergent, event alignment cannot be performed in a vacuum using linear decision-making.
As Event Alignment Strategists, our experience tells us, for an organization to achieve the greatest success with their portfolio of events; corporate leaders need to understand the purpose of their events and the alignment and how each relates to their vision and overall business strategy and goals. Missing this critical first step will produce results that fall far short of the investment of time, human and financial resources made.
So let us ask you, what is the purpose of your organization’s event portfolio investment?
If you have any questions or thoughts you would like to share about this post, please register or login to leave a comment, or contact Susan via your preferred method (Twitter: @SusanRadojevic. #COLive.)
Related Post: Event Portfolio Alignment 101