Cvent Introduces Event Evolution Model to Help Organizations Benchmark their Events Program and Embrace Best Practices

Cvent, a market leader in meetings, events, and hospitality technology, today launched its Event Evolution Model, giving event professionals an easy way to gauge the maturity of their organization’s events program.  Based on an analysis of more than 10,000 events, the Event Evolution Model assesses the maturity of an event program by looking at four Centers of Performance:


  • Event Strategy: How to develop a purposeful, measurable, and data-informed meetings and events program that aligns with organizational goals.
  • Event Execution: How to execute a defined Event Strategy efficiently and effectively across the entirety of a meetings and events program.
  • Attendee Experience: How to deliver a seamless, personalized event experience to attendees, as well as the ability to capture attendee buying signals and feedback.
  • Measurement & Optimization: How to translate event and attendee data points into provable value for the organization and attendees, as well as to optimize an event program based on data-driven insights.


Cvent is also introducing an assessment tool within the Event Evolution Model to guide users through a set of questions to gauge their program’s current state. Based on the user’s responses, an overall event program maturity score is determined along with a personalized roadmap with actionable recommendations for how to improve current meetings and events practices and increase overall program impact.

“With more than 300,000 users and 17,000 event planner orgs worldwide, our customers are producing nearly 3 million events annually through our platform. This gives Cvent a front row seat to how the meetings and events space is evolving allowing us to bring unique insights into event success and organizational maturity. We designed this model based on that depth of data, as well as our experience and expertise in supporting event programs,” said Patrick Smith, Chief Marketing Officer at Cvent.  “What we are seeing is that the event space is constantly changing.  Today, attendees expect events to deliver more and more value, organizations demand that events provide impact and a positive ROI, and we are seeing the increasing adoption of technology to take events programs to new heights of performance. Given constant change, we wanted to provide the industry with these useful insights and tools to assess the maturity of their events programs and chart a course to enhance future planning and execution.

Click HERE to explore the Event Evolution Model and assessment tool.

About Cvent, Inc.

Cvent is a leading meetings, events, and hospitality technology provider with more than 4,000 employees, 27,000 customers, and 300,000 users worldwide. The Cvent Event Cloud offers software solutions to event planners and marketers for online event registration, venue selection, event management and marketing, onsite solutions, and attendee engagement. Cvent’s suite of products automate and simplify the planning process to maximize the impact of events. The Cvent Hospitality Cloud partners with hotels and venues to help them drive group and corporate travel business.  Hotels use the Cvent Hospitality Cloud’s digital marketing tools and software solutions to win business through Cvent’s sourcing platforms and to service their customers directly, efficiently and profitably – helping them grow and own their business. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. For more information, please visit, or connect with us on FacebookTwitter or LinkedIn.