AnalysisBusiness Coaching2 min read
Five categories to value a speaking engagement beyond the fee
Marta Spirk published a five-category framework for evaluating speaking opportunities on 8 October 2026 on the National Speakers Association website.
Coaches and consultants who speak to acquire clients should evaluate five categories beyond the fee alone, according to a framework published by Marta Spirk on 8 October 2026 on the National Speakers Association website. The categories are fee, room (audience quality), relationship (connections made), asset (reusable content), and afterstage (downstream business).
The five categories
Spirk's framework, as described in the article, assigns value to five dimensions of a speaking engagement. Fee is the direct payment. Room refers to the size and quality of the audience. Relationship measures the connections made during or after the event. Asset captures whether the engagement produces reusable material such as video or slides. Afterstage tracks the business that follows: calls, clients, or referrals.
July 2026 workshop: conversion numbers
In July 2026, Spirk hosted a virtual workshop on turning speaking into clients, according to the article. Around 80 people registered, and 30 to 35 attended live. More than eight attendees booked calls with Spirk afterward, and three became clients. The article does not state the fee for the workshop or the value of the three client engagements.
TEDx as long-term asset
Spirk's TEDxCherryCreek talk took place in March 2022 and continues to serve as a professionally produced authority asset four years later, according to the article. The article does not specify how often the video is viewed or how many clients have cited it as a reason for contact.
High-fee vs. no-fee comparison
An unpaid 30-minute talk in front of 40 carefully selected people could lead to significant business value.
What this means for coaches
Spirk's framework offers a structure for comparing speaking opportunities when the fee alone does not capture the full return. The July 2026 workshop example shows conversion from attendees to calls and clients, though the article does not state what conversion rate is typical in the coaching or consulting industry. The article also does not explain how Spirk weights the five categories when deciding which engagements to accept.