The Community-Led Event Program Playbook

with Beth McIntyre

It can be daunting to be in the beginning phase of building a distributed events program. There are a lot of questions that will come up, and many “what if’s” that will be hard to answer. This course will take you through the necessary steps to get you and your program ready for launch day, and point out the potential pitfalls you’ll probably run into.

The Playbook to Build Your Community-Led Event Program

Community-Led is the future of business! Brands and businesses are beginning to realize the power of the customer’s voices, and are tapping into the power of human interaction as their most effective marketing, sales, customer success, and education tool.

A Community-Led event program is when a company or organization hosts events for their customers and users. By making it distributed, a brand can reach more people in a more efficient, and scalable way.

Companies and organizations like Salesforce, Atlassian, Duolingo, CreativeMornings, and Techqueria are using distributed (community-led) events to build their customer base, drive revenue, and improve customer retention and success.

The Community-Led Playbook: Course Outline

Section 1 An Introduction to Community-Led event programs

  • What is Community-Led.
  • How can Community-Led and distributed events positively impact business.

Section 2 Build the basics of your program

  • Establish clear goals and objectives for your program.
  • Be ready to launch your program and prepare to scale!

Section 3 Find and define the leaders for your program

  • Define the volunteers who will be involved in your program.
  • Determine the goals and expectations of the leaders.

Section 4 Build the application and onboarding processes

  • Establish an application process for getting leaders onboard.
  • Create a foolproof onboarding process so every chapter launches with success.

Section 5 Build your program’s playbook!

  • Utilize everything you learned in the course to create the playbook for your program.
  • Hit the go button!

Who Is This Course For?

This course is for community teams and professionals who are building a distributed events program into their community strategy. These events can be in-person or virtual, like meetups, user groups, webinars, really any kind of event you want to empower your community members to organize!

This course is intended for organizations using the “snowflake model” to build their programs. The snowflake model is all about empowering your super members and volunteers within your community, to take the torch, start local chapters, and host events on your brand’s behalf.


Beth McIntyre

Director of Community at Bevy / CMX

Beth is the Director of Community at CMX. Beth built the CMX Connect program from scratch, our incredible Community-Led, distributed events program which now hosts events both IRL and virtually in 50+ chapters around the world!

She oversees the overall business, operations, and engagement strategy of the CMX Community and its near 20k members! You’ll also find Beth in your inbox every Wednesday with the CMX Weekly Newsletter, which curates the top community industry news, trends, events, resources AND fun GIFs.

Become a Certified

Community Professional

Community is the future of business and Community professionals are becoming hugely important within companies and organizations. Set yourself apart from the rest, with CMX certifications!

Just complete a CMX Academy course, and the required worksheets and quizzes, and your certificate awaits!

What does this course cover?

This is a practical course to give you the tools and templates you need in order to launch your community-led events program, and begin building and scaling your community.

At the end of this course you will:

  • Have built the entire structure of your program, and will have established clear goals
  • Have the processes in place for finding, selecting, and onboarding your volunteers and leaders
  • Have a fully developed and functional playbook for your program
  • Be totally ready to launch your program.

Why CMX Academy?

Top Instructors

All courses are developed by industry-leading experts who actually walked-the-walk.

No Pressure

All CMX Academy courses are “on-demand” which means you can take them any time, from anywhere, at your own pace.

Don’t Just Watch

All our courses come loaded with worksheets, activities, and community support.

Education for Everyone

Scholarship Program

CMX Academy strives to be a diverse, equitable and inclusive educational network! The scholarship program exists to make sure our courses are accessible for folks from underrepresented groups in the community industry, unemployed professionals, and non-profit teams who are working to make our world a more sustainable and equitable place.

Praise from our Students

“Our team benefited tremendously from CMX Training and I would highly recommend it to anybody involved in the world of community management. Whether you are an individual developing an initial community strategy, or a seasoned team looking to achieve even greater levels of success, CMX Training is a very smart investment and will cover everything you need to flourish.”

John Stacey III
Director of Campus Operations, Course Hero

“This course made it possible for our team to establish a vision for our community… It took us beyond the content we needed; it took us deeper than choosing a platform. The CMX course essentially showed us that community was our product, and it gave us the vocabulary to develop a flexible and sustainable strategy.”

Melissa Emler
Community Strategist, Change School

“We knew we wanted to build a community. For us the value was clear. With CMX, we learned how to do it to ensure success. The training allowed us to structure our strategy in a way that has allowed us to deploy much faster and build engagement with the first users from the start. Thanks a lot for the course, you gave us exactly that we needed to get on track, launch and manage our community!”

David MacDonald
Project Manager, Robotiq

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The Community MBA

with David Spinks


Join the CMX Community

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