Working files
Templates
The forms the Event Manager produces: the brief that opens an event, the run-of-show that runs it, the speaker pack behind every stage, and the evaluation no sponsorship skips.
Templates4FormatMarkdownCopied tomarketing-opsOwnerEvent Manager
Forms
Standalone templates
Copied per event as the format needs them, alongside the twelve pack files. Improve them only through the post-event report’s “pack improvements” field — never edit a template for one event.
Event briefOpens the event; carries YAML frontmatter and the lifecycle state.
Event brief — <event_id>
- type: owned / sponsored / attended (speaking) / attended (non-speaking)
- date(s):
- location:
- owner role: Event Manager
- objective: (observable — named conversations, signed opportunities, content captured, etc.)
- audience expected: (ICP description; named-org sample from prior years if available)
- investment:
- direct cost:
- team time (people × days):
- opportunity cost:
- kill condition:
- decision deadline: (by when do we commit / withdraw)
Roles involved
- Speaker(s):
- Producer:
- PR & Comms:
- SMM live coverage:
- Graphic Designer (signage / slides):
Success criteria
1. 2. 3.
Post-event commitment
- Readout owner: Event Manager + Analyst
- Readout due:
event_date + 7 days
Run-of-showAny owned event. 5–15 min increments, one named owner per line.
Run-of-show — <event_id>
- event:
- date:
- venue:
- on-site lead:
- off-site escalation contact:
Timeline
| Time | Slot | Owner | Notes / cues |
|---|---|---|---|
| HH:MM | Doors / setup | ||
| HH:MM | Speakers ready | ||
| HH:MM | Opening | ||
| HH:MM | Session 1 | ||
| HH:MM | Break | ||
| HH:MM | Session 2 | ||
| HH:MM | Networking | ||
| HH:MM | Close | ||
| HH:MM | Strike / load-out |
A/V
- Walk-in audio:
- Slide control:
- Camera plan:
- Streaming plan (if applicable):
- Hand-off to Producer:
Hospitality / catering
- Vendor:
- Dietary notes:
Risk plan
- Weather / travel:
- Speaker no-show:
- Tech failure:
- On-site crisis handling: contact PR & Comms first.
Speaker packAny speaking slot — logistics, abstract, talking points, forbidden territory.
Speaker pack — <event_id> / <speaker>
- speaker:
- session:
- stage time:
- slot length: (talk + Q&A)
Logistics
- Travel:
- Hotel:
- On-site point of contact:
- Tech rehearsal time:
- Green-room arrival:
Audience pre-brief
(Who's in the room; expected size; technical literacy; what they care about)
Talk abstract (locked)
Talking points
1. 2. 3.
Anticipated audience questions
- Q:
- A:
Forbidden territory
- (Topics out of scope for this stage — confidentiality, brand, competitive)
Post-talk plan
- Recording owner: Producer
- Social capture (live posting): SMM
- Photos: Graphic Designer
Sponsorship evaluationAny paid sponsorship. Feeds the scorecard; never filled in on the sales call.
Sponsorship evaluation — <event> / <tier>
- event:
- tier offered:
- price (gross):
- inclusions per the deck:
Independent audience read
(Past attendee list / sponsor roster / agenda — what does the room actually look like?)
Audience match score
- Named ICP fraction (estimate): %
- Named-org overlap with INTO target list: list 5 if any.
Cost to opportunity
- Total cost (sponsorship + travel + production):
- Expected high-quality conversations:
- Cost per high-quality conversation:
Comparable alternatives
- $X of 1:1 outreach to the same ICP would yield approximately N qualified meetings.
- $X of paid LinkedIn ABM would yield approximately N audience reach.
Recommendation
- Decline / Negotiate / Accept at lower tier / Accept as offered
- Conditions if accepting:
- Decision needed by: