Author: Suzanne Evett

Suzanne Evett is Regional Director for Get Ahead Berkshire. She works with growing businesses across the region, providing flexible, expert business support through Get Ahead's network of Virtual Experts. She has spent many years running complex events for organisations in the pharmaceutical and scientific sectors, alongside building her own business.

The Operational Edge, Post 2 of 4

Events have a way of expanding to fill all available time. That is not a criticism of events. It is a structural problem with how most businesses approach them.

The issue is rarely that running an event is too difficult. It is that the wrong people end up running it. And when the wrong people are managing the logistics, the right people stop doing what they are actually there to do.

The question that has to come first

Before any venue is booked or speaker is confirmed, there is one question that determines whether an event will be worth the investment: why are you running it, and how will you know if it worked?

I have seen events drift badly because nobody agreed this upfront. Marketing runs with enthusiasm. The original commercial objective gets diluted. Nobody is quite sure, afterwards, whether the event was a success or not, because nobody agreed what success looked like at the start.

This is the first conversation I have with any client. Not what do you want, but why do you want it. Delegate numbers. Leads generated. Relationships deepened. Profile raised with a specific audience. Agreeing this at the commissioning stage is what makes every subsequent decision easier, and what gives you something meaningful to review in the debrief.

The mistake that costs the most

A client I work with is now in its fifth year of running an annual conference. I did not run the first year. They did, using their own marketing and business development team.

They swore never to do that again.

Not because the event failed. It did not. But their business development team, the people whose job is to build relationships and convert conversations into business, spent the event day running logistics. Checking people in. Managing the catering. Pointing delegates to the right room. None of that is what a business development team is for.

The event happened. The return on the event did not.

The real cost of running an event yourself is rarely whether it goes smoothly. It is your best people doing the wrong job at exactly the moment when doing the right job matters most.

The decisions only you should make

There are things in any event that should not be delegated. Agreeing the budget and who has final sign-off. Deciding why the event is being run and what a successful outcome looks like. Choosing the format and the audience. These are strategic decisions that belong with whoever owns the commercial objective.

Everything else is operational. Venue liaison, delegate communications, logistics, supplier management, on-site coordination: all of it is delegatable. More than that, it needs to be delegated if the people who should be working the room are going to be free to do so.

What trust looks like when it builds

One of the most meaningful moments in a long client relationship came at the end of an event I had been running annually for several years. The director who had commissioned the work thanked his team, then mentioned, in passing, that he had had nothing to do with the event that year. He had simply arrived as a delegate.

He said it as a compliment.

In the early years of our working relationship, he had been closely involved in every decision. He wanted to understand the process, check the detail, stay across the logistics. That is entirely reasonable when you are entrusting something important to someone new.

By year three, we had developed a shorthand. If I swapped two speaker slots the day before, I sent him a brief note. No explanation required. He had enough experience of how I worked to know that if I had made a change, there was a reason for it.

That level of trust does not come from a contract. It comes from consistently doing what you say you will do, communicating only what the other person actually needs to know, and not creating work for them when the situation does not require it.

What this means for your business

Owner-led businesses often underestimate how much they are carrying themselves. Not because they have not thought about delegation, but because explaining something and managing someone else doing it can feel like more effort than doing it themselves.

Sometimes that calculation is right. For routine, low-stakes tasks, perhaps.

For an event, it is almost never right. The preparation required to brief someone properly is an investment that pays back on the day, when your commercial team are free to do what they are actually there for.

The next post in this series takes a slightly different angle: not what happens during an event, but what happens after. Specifically, the debrief most businesses skip, and why skipping it costs more than it saves.

The first post in this series, which discusses the planning required for a successful event, is here.

About the Author

Read more about Suzanne here.

There is a moment at every event I run when I stop. Not because everything is done, but because everything that can be prepared has been prepared. From that point, my job is simply to watch, and to troubleshoot if something needs it. If I am running around, something has gone wrong.

That stillness is the product of weeks of work that nobody attending the event will ever see.

I have been running conferences and events for a long time, from one-day pitch events through to three-day residential programmes, in the UK and overseas. The thing I have learned, repeatedly, is that what makes an event feel effortless to the people attending it, is never actually effortlessness. It is structure. Structure built far enough in advance that by the time the doors open, every question that could have been asked has already been answered.

This is the first post in a series about what senior event management teaches you about running a business well. Not because events and business are the same, but because the operational disciplines overlap more than most people expect.

It is a bit like planning a wedding

The shape of event preparation is something most people recognise even if they have never organised one professionally. There is a lot to do at the beginning: agree dates, book a venue, find speakers, build a budget and try and think of all the logistics that will be needed. Then there is a quieter middle period, leading to the final few weeks where everything intensifies again.

Those last weeks are the hardest part of the whole process. Dietary requirements, accommodation logistics, which delegates are arriving on which day, whether a speaker is planning to update their slides at the last minute. The sheer density of detail is precisely why the planning that came before it matters so much. If the foundations are not solid, the final weeks break you.

The same shape applies to almost any significant business project. A product launch, a client proposal, a period of rapid growth. The visible work is at the end. The invisible work is what determines whether the visible work goes well.

Stop getting caught out by the same thing twice

Early in my events career, a venue asked me whether any of my delegates had access requirements. I had not thought to ask. I had to contact everyone again, after the fact, to find out.

That has not happened twice.

Now I use proforma logistics emails for every category of attendee: speakers, session chairs, exhibitors, delegates. They have been created over years, refined every time I was caught out by something I had not anticipated. Whatever event I am running, I adapt them. But the foundations are already there, because I built them once and I maintain them.

The same principle applies to anything that gets handled on the fly when it should not be. For the first two years I ran events, I managed the microphone logistics in my head, allocating mics as I went. Then I asked myself why I had not simply written a one-page mic and speaker plan and handed it to the AV team at seven in the morning. I did. They never need to ask me anything about it again. They know exactly what they are doing. So do I.

The goal is not more process for its own sake. It is to remove yourself as a bottleneck. When everyone on site has the information they need to do their job, you are free to do yours.

Walk the journey before anyone else does

One of the first things I think about for any event is not the programme or the venue layout. It is the experience of arriving.

If someone is flying in from the United States to a venue in rural Cambridgeshire, they need to know which station to use, which taxi firms operate in the area, and whether there is anywhere nearby to eat the night before the event starts. None of that appears in the conference agenda. None of it is particularly interesting. All of it matters to the person arriving.

I put this into a single page of local information that goes to every delegate in advance. It answers the questions before they are asked, which means nobody arrives flustered, and I do not spend the morning helping people stuck at a rural station unable to get a taxi that needed to be pre-booked.

Thinking about your customers’ experience from their perspective, not yours, is one of the most useful habits senior event management creates. What do they need to know, and when do they need to know it? Not what is convenient for you to send.

The contingency you never have to use

A few years ago I was running a two-day event at a science park. There was a pre-event drinks reception the evening before, and the only realistic dinner option locally was a small village pub. Seventy-five delegates, one pub, no advance notice: a problem waiting to happen.

Before the event, I contacted the pub. I explained the situation, negotiated a simplified menu they could manage at short notice, and made sure I was there on the night to manage the flow. The first year, sixty-five people turned up for dinner. The pub coped. None of the delegates had any idea there had been a plan behind it.

That arrangement is now a fixture of the event’s annual programme. We have a standing relationship with the pub. Guests assume it was always that easy.

Operational planning is, in large part, the work of finding the single points of failure in advance and quietly defusing them. Not every contingency gets triggered. The ones that do not are the ones you planned for.

On the day, your only job is to do nothing

This is the principle I come back to more than any other, and the one that most surprises people when I talk about it.

When an event is running well, I am not busy. I am present, attentive, and available. I carry one folder with me throughout: the full delegate list, all dietary and accommodation details, and a supply of blank Post-it notes. If something needs my attention while I am in the middle of something else, I write it on a Post-it and come back to it at the next natural break. Nothing gets forgotten. Nothing interrupts the flow of what is happening around me.

This is not a relaxed state. It is a deliberate one. Every task I assign to myself on the day is a task I cannot drop if something more urgent arises. So I assign myself none. The event organiser is not there to man a desk, set out chairs, or manage the registration queue. Those things need to have been handled, or delegated, before the day starts.

If I am running around, the planning was not thorough enough.

What this means if you are running a business

I am not suggesting that running an owner-led business is the same as running a conference. It is not.

But the underlying discipline is transferable. The businesses I work with often carry more operational detail in their heads than they realise, make decisions on the fly that could have been systematised, and arrive at conversations underprepared because the preparation felt disproportionate to the task. It never is.

Operational rigour is not bureaucracy. It is the thing that protects you when something unexpected happens, and something unexpected always happens. It is also, done well, the thing that lets you be calm when it does, because you have already done the thinking.

The next three posts in this series go further: into how to delegate without losing control, into the post-project review most businesses skip, and into what all of this means for growing a business with the right people around you. But it starts here, with the planning nobody sees.

About the Author

Read more about Suzanne here.