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How the Success Score Works

The Success Score is a proprietary 0-100 scoring methodology that answers the question: "How successful was this event?"

Unlike traditional event metrics that only look at attendance or leads, the Success Score provides a holistic view of event quality.

The Success Score Formula​

Success Score = (Sales Score � 0.40) + (Marketing Score � 0.40) + (Attendee Score � 0.20)

Each component is scored 0-100, then weighted to produce the final Success Score.

Why These Weights?

Sales and Marketing get equal weight (40% each) because events must prove both pipeline impact and efficiency. Attendee satisfaction (20%) ensures you're not burning relationships for short-term metrics.

Score Interpretation​

Success Score RangeGradeInterpretationDefault Action
80-100AExcellent performanceRun again  Replicate format, location, partner mix
60-79BGood; minor gapsResize  Keep event, optimize weak components
40-59CUnderperformingInvestigate  Fix data gaps and program issues
0-39D/FPoorPause or redesign before retrying

What Feeds Each Component​

Sales Score (40% weight)​

Key Metrics:

  • Pipeline Influenced ($)  Dollar value of opportunities touched by this event
  • Opportunity Count  Number of opps created/influenced
  • SQLs  Sales-qualified leads generated
  • Win Rate  % of influenced opportunities that closed/won
  • Deal Velocity  Time to close for influenced opps
  • Sales Team Feedback  Survey scores from AEs on lead quality and event value

Default Internal Weights:

  • Pipeline influenced: 50%
  • Opportunity count: 25%
  • Sales team surveys: 25%

Data Sources:

  • Salesforce (Campaign influence + Opportunity roll-ups)
  • Manual input
  • Post-event sales team surveys
Influence Window

By default, opportunities are attributed if they touch the campaign within 30 days before and 90 days after the event. Adjust this in Salesforce settings if needed.

Marketing Score (40% weight)​

Key Metrics:

  • Leads / MQLs  Number of leads generated and qualified
  • Cost Per Lead (CPL)  Total event cost / lead count
  • Cost Per MQL (CPM)  Total event cost / MQL count
  • Attendance Rate  Attendees / Registrations (show rate)
  • Budget Variance  Actual vs. planned spend
  • Marketing Team Feedback  Internal team assessment

Default Internal Weights:

  • Lead/MQL generation: 40%
  • Cost efficiency (CPL/CPM): 30%
  • Attendance rate: 20%
  • Marketing team surveys: 10%

Data Sources:

  • Salesforce (Campaign Members, Leads)
  • Manual input
  • Budget tracking
  • Marketing team surveys
Target Benchmarks
  • CPL: Varies by event type (dinner: $200-500, conference: $100-300, webinar: $20-80)
  • Show Rate: 70%+ for paid events, 40-60% for free events
  • Budget Variance: �10% is typical; larger gaps indicate planning issues

Attendee Score (20% weight)​

Key Metrics:

  • NPS (Net Promoter Score)  -100 to +100 scale
  • Overall Satisfaction  Average 1-5 rating
  • Content Quality  Rating of sessions/presentations
  • Venue & Logistics  Rating of event execution
  • Networking Value  Rating of networking opportunities

Default Internal Weights:

  • NPS: 40%
  • Overall satisfaction: 30%
  • Content quality: 20%
  • Other ratings (venue, networking): 10%

Data Sources:

  • Post-event attendee surveys (sent within 24-48h)
  • In-app NPS collection
  • Third-party survey tools
NPS Interpretation
  • 50+  Excellent (promoters)
  • 0-50  Good (mixed)
  • Below 0  Poor (more detractors than promoters)

Component Weight Customization​

You can adjust weights per event type using Scoring Profiles.

Example: Executive Dinner Profile​

Sales Score: 50% (high-touch relationship building)
Marketing Score: 30% (lower lead volume, higher quality)
Attendee Score: 20% (standard)

Example: Webinar Profile​

Sales Score: 30% (longer sales cycle from webinars)
Marketing Score: 50% (efficiency and reach matter more)
Attendee Score: 20% (standard)

Create profiles in Settings � Scoring and assign them per event.

Missing Data & Partial Success Score​

If a component is missing inputs, Success Score can still be calculated but will be flagged as Partial.

Minimum Requirements:

  • Sales: At least pipeline $ OR opportunity count OR SQL count
  • Marketing: At least lead count AND event cost
  • Attendee: At least 10 survey responses OR NPS score

Handling Partial Scores:

  1. Add missing data (send surveys, populate Salesforce)
  2. Adjust minimum data requirements in Settings � Scoring
  3. Use Partial Success Score with caution in comparisons
warning

Partial Success Score scores are useful for early indicators but should not be compared directly to Complete Success Score scores in rankings or dashboards.

Calculation Triggers​

Success Score is recalculated automatically when:

  • INITIAL  First time for a new event
  • METRICS_UPDATE  When sales or marketing data changes
  • SURVEY_UPDATE  When new survey responses arrive
  • SALESFORCE_SYNC  After data refresh from Salesforce
  • SCHEDULED  Nightly/weekly batch recalculation
  • MANUAL  User clicks "Recalculate Success Score"

Each calculation stores metadata (timestamp, data sources used, warnings) and can be synced back to Salesforce.

Benchmarking​

Success Score enables apples-to-apples comparison across:

  • Event types (conference vs. dinner vs. webinar)
  • Regions (APAC vs. EMEA vs. NA)
  • Time periods (Q1 vs. Q2 vs. Q3)
  • Partners (Partner A vs. Partner B events)
Portfolio Strategy

Use Success Score to build a balanced event portfolio with different formats at different Success Score targets:

  • Flagships (conferences): Target 75+ Success Score
  • Field/roadshows: Target 70+ Success Score
  • Executive dinners: Target 80+ Success Score (smaller, high-quality)
  • Webinars: Target 65+ Success Score (volume plays with lower cost)

Next Steps​

More documentation coming soon! For now, press ? in the app for contextual help.