CMO · Playbook · Advanced · Saves 50+ hours
Executive Event Program
A playbook for creating executive-level events that build relationships with decision-makers.
What's included
- Program Strategy
- Objectives and outcomes
- Target executive profiles
- Event format selection
- Success metrics
- Event Formats
- Executive dinners
- Roundtables
- Advisory boards
- Experience events
- One-on-one meetings
- Execution
- Invitation strategy
- Venue and experience
- Content and facilitation
- Follow-up program
- Relationship Building
- Ongoing engagement
- CRM integration
- Sales handoff
Best used when
- Building executive relationships at scale
- Creating pipeline with C-suite buyers
- Establishing thought leadership
- Accelerating enterprise deals
Why this is Gold
Executive events require different approaches. This playbook creates experiences that executives actually value.
The template
The Template
PROGRAM STRATEGY
Executive Event Types
| Event Type | Size | Purpose | Best For |
|---|---|---|---|
| Executive dinner | 8-15 | Relationship building | Key accounts, prospects |
| Roundtable | 10-20 | Thought leadership | Industry positioning |
| Advisory board | 6-10 | Product input, loyalty | Key customers |
| VIP experience | 10-30 | Relationship + deal | Enterprise prospects |
Target Executive Profile
EXECUTIVE INVITEE CRITERIA
IDEAL ATTENDEE:
Title level: _______________
Company size: _______________
Industry: _______________
Account status: _______________
SCORING:
Decision maker at target account: +3
Active opportunity: +3
Strategic account: +2
Right title: +2
Right industry: +1
MINIMUM SCORE TO INVITE: _____
EVENT FORMATS
Executive Dinner Playbook
EXECUTIVE DINNER EXECUTION
FORMAT:
Attendees: 8-12 executives + 2-3 hosts
Duration: 2-3 hours
Venue: Private dining room, upscale
AGENDA:
6:30pm - Arrivals, cocktails
7:00pm - Welcome, intros
7:15pm - Discussion topic intro
7:30pm - Dinner served, facilitated discussion
8:30pm - Dessert, open networking
9:00pm - Close
HOST ROLES:
• Lead host: Facilitate discussion
• Subject expert: Provide insights
• Relationship builder: 1-on-1 conversations
SUCCESS METRICS:
• Attendance rate: ____%
• Follow-up meeting rate: ____%
• Pipeline influenced: $_____
Roundtable Format
EXECUTIVE ROUNDTABLE
FORMAT:
Attendees: 10-20 executives
Duration: 90-120 minutes
Venue: Conference room, breakfast/lunch
AGENDA:
0:00 - Welcome, ground rules
0:10 - Discussion topic intro
0:20 - Facilitated discussion
0:60 - Key takeaways
0:75 - Networking
0:90 - Close
FACILITATION RULES:
• No selling, only insights
• Chatham House Rule
• Equal airtime encouraged
• Provocative questions welcome
INVITATION STRATEGY
Invitation Template
EXECUTIVE INVITATION
Subject: [Personal: Exclusive invite to [Event]]
[Name],
I'm hosting an intimate dinner for [X] [role] leaders
to discuss [specific topic].
The conversation will focus on [specific challenge]
and how leading companies are approaching it.
Details:
• Date: [Date]
• Time: [Time]
• Location: [Venue], [City]
• Attendees: [X] [role] leaders
This is off-the-record and designed for peer exchange—
no pitches, just insights.
I thought of you specifically because [personalized reason].
Can I reserve a seat for you?
[Your name]
Follow-Up Sequence
| Touch | Timing | Channel | Focus |
|---|---|---|---|
| 1 | Initial | Personal invitation | |
| 2 | Day 3 | Phone | Personal call |
| 3 | Day 7 | Attendee preview | |
| 4 | Day 10 | Social touch | |
| 5 | Week 2 | Final confirmation |
Frequently asked questions
What is the Executive Event Program?
A playbook for creating executive-level events that build relationships with decision-makers.
Who is the Executive Event Program for?
It is built for CMOs and their teams working on Event Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Executive Event Program take to use?
It saves roughly 50+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Executive Event Program free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Executive Event Program?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.