Certified EventTech Classification Initiative: Building the Future Together

Certified EventTech Classification Initiative — The silent struggle in event technology. Here's a question that's been echoing across boardrooms and LinkedIn feeds alike: Why does the event tech industry, despite its innovation, still feel fragmented?

This is the summary based on The FEEL Podcast with Josiah Taulbee.

Every organizer wants scalable tech. Every vendor builds "the next big thing." Every association tries to bridge the two. Yet somehow, collaboration remains more talk than action.

That's exactly the problem the Certified EventTech Classification Initiative is trying to solve — and it's what drives the discussion with Josiah Taulbee in The FEEL #11: Which Event Tech Will Drive Exhibition Success? (podcast).

In the episode, Josiah and Mike Gunawan dive into what could be the most transformative idea yet: a collective ecosystem where vendors, associations, and organizers work hand-in-hand — not in silos.

But here's the part most people miss… This initiative isn't just about networking. It's about co-creating the foundation of event technology itself.

Why Collaboration Is the Missing Link

1. From Competition to Co-Creation

The Certified EventTech Classification Initiative is built on a radical mindset shift: event tech companies are not just competitors; they are co-authors of progress.

As Josiah said in the podcast, "This isn't designed to be one person's interpretation. It's a collective effort — a guild."

That word — guild — matters. It symbolizes shared craftsmanship. It's about those who represent, develop, and live within the marketplace coming together to build something bigger than themselves.

Imagine an environment where each company contributes not just code or software, but insight — shaping how technologies integrate, communicate, and elevate the event experience as a whole.

2. The Power of Association Partnerships

Associations play a vital role in this collaboration. They're not just facilitators; they're bridges between innovation and adoption.

In the Certified EventTech Classification Initiative, associations become the educational heartbeat — spreading knowledge, building trust, and guiding members toward better tech literacy.

By aligning with these groups, vendors gain access to communities that already have established credibility. Organizers, in turn, benefit from vetted, trusted technology pathways.

There's one strategy rarely discussed, though: using associations as real-time feedback loops.

When associations gather recurring insights from their members, they don't just represent the industry — they actively shape it.

3. Vendors as the Core Architects

Without vendors, the initiative simply can't exist. They're the ones bringing innovation to life.

The challenge, however, lies in alignment. Each vendor builds their product differently, with different data structures, user goals, and business models.

The Certified EventTech Classification Initiative helps unify these differences into a shared standard — or at least a shared understanding.

This doesn't mean every product will look the same. Instead, it creates a baseline language — allowing platforms to "talk" to each other and serve organizers more effectively.

And here's the truth few admit: in today's competitive climate, transparency feels risky. But in collaboration, it's the only way forward.

From Idea to Movement

So, what does this look like in practice?

The Certified EventTech Classification Initiative operates as an open-door ecosystem — a global conversation inviting vendors, organizers, and associations to participate. It's not about control; it's about contribution.

Through working groups, podcasts, and shared taxonomies, the initiative focuses on validating real industry challenges:

• What are organizers' or exhibitors' top pain points?
• How can data flow more freely between systems?
• Which event technologies actually deliver ROI — and how do we prove it?

These aren't theoretical questions. They're daily roadblocks for event professionals worldwide — and solving them requires everyone at the table.

As Josiah puts it, "We're open to conversations with anybody in the industry. The goal is not just to identify problems but to correlate them back to the work we're doing together."

The Ripple Effect of Collaboration

When the Certified EventTech Classification Initiative gains momentum, something bigger happens:

• Innovation accelerates because vendors aren't duplicating effort — they're building on shared frameworks.
• Trust deepens as associations validate and distribute best practices.
• Organizers win because they gain access to interoperable, data-driven solutions.

But the true impact runs deeper. Collaboration isn't a one-time campaign — it's a cultural shift. It redefines success not by market share, but by shared progress.

And maybe that's what the event industry has been missing all along.

The Future Is Collective

The Certified EventTech Classification Initiative isn't about one company leading the way — it's about many voices shaping one vision.

If the past decade was about innovation in isolation, the next will be defined by innovation through integration.

Because the truth is simple: no technology can transform an industry alone. But together — vendors, associations, and organizers — we can rewrite what "event success" really means.

Want to know how this collaboration is already changing the game? The answers are inside The FEEL #11: Which Event Tech Will Drive Exhibition Success?

Watch the conversation on The Feel Podcast.

Need personalized guidance on Certified EventTech Classification Initiative?
Follow Mike Gunawan on Linkedin

Mike Gunawan

Exhibition Strategist

LiveLife

Watch The Full
Podcast Now

FAQs About the Certified EventTech Classification Initiative

It's a global movement inviting event tech vendors, organizers, and associations to co-create frameworks, share data, and improve interoperability in the events industry.

Anyone in the event ecosystem — vendors, associations, organizers, or consultants — can join the conversation and contribute insights or resources.

It enables organizers to access more transparent, compatible, and reliable technologies, improving event performance and ROI.

Associations act as bridges — offering education, amplifying communication, and helping members stay aligned with the latest standards and innovations.

The best starting point is The FEEL #11: Which Event Tech Will Drive Exhibition Success? (podcast) — it unpacks real stories and strategic perspectives behind this initiative.