About the EEA

The Enterprise Engagement Alliance: Practical Implementation of Stakeholder Engagement, Impact Measurement and Reporting

The Enterprise Engagement Alliance and its Impact Academy provide a systems-based approach to helping leaders and organizations design, implement, measure and continuously improve engagement strategies across the enterprise.

Our focus is simple: helping organizations achieve their purpose, goals, and objectives by fostering the proactive involvement of the people whose actions determine success—including employees, customers, distribution and supply chain partners, communities, and other stakeholders.

The EEA applies the proven principles of Total Quality Management to people. Instead of treating employee engagement, customer engagement, sales engagement, marketing, communications, recognition, incentives, learning, and other people-focused activities as disconnected programs, the EEA provides a framework for aligning them around common organizational goals and measurable outcomes.

Where Employee, Customer and Enterprise Engagement Converge

The EEA is built on the premise that customer and employee engagement are inseparable elements of value creation. Organizations invest enormous sums in human resources, sales, marketing, communications, incentives, recognition, meetings, loyalty programs, and other engagement activities, yet relatively few have a formal operating system for connecting those investments to measurable business results.

The EEA provides the education, frameworks, tools, and measurement processes to make that connection. Our approach is based on the same principles of clarity, alignment, measurement, continuous improvement, and stakeholder involvement that transformed quality management. We apply those principles to the management of people and relationships.

Complimentary Professional Management Membership for Leaders Committed to Measurable Results

The EEA offers complimentary Professional Management Membership to qualified corporate executives and managers in HR, sales, and marketing who wish to associate their professional brands with a commitment to measurable results and enterprise-wide engagement.

This membership is designed for leaders who believe that people-related investments should be managed with the same discipline and accountability applied to other areas of the enterprise.

Professional Management Members can identify themselves as: EEA Professional Management Member — Committed to Measurable Enterprise Engagement.     The designation communicates a commitment to measurable value creation without implying certification or mastery based solely on membership.

Professional Management Member Benefits

Members receive:

• Access to EEA educational materials, research, frameworks, case studies, and practical implementation resources.
• Learning support in stakeholder management, enterprise engagement, Total Quality Management for people, and impact measurement.
• Access to selected assessment, measurement, and learning tools.
• Invitations to educational programs, webinars, briefings, and professional-development activities.
• Opportunities to contribute research, experiences, insights, and case studies to the EEA professional community through EEA’s ESM weekly newsletter..
• A pathway to advanced EEA education and professional certification.
• A 25% discount on EEA Corporate Membership for their organizations if they wish to educate, train, or certify multiple managers.

The objective is to create a professional community around a common principle: investments in people should contribute to measurable outcomes such as productivity, quality, sales, retention, customer satisfaction, innovation, safety, profitability, and enterprise value.

Complimentary Membership for Professors and Educators

EEA Professional Membership is also available at no cost to professors and qualified educators interested in stakeholder management, enterprise engagement, human capital management, organizational performance, sales, marketing, and related disciplines.

Academic members receive access to EEA learning resources and frameworks and are encouraged to participate in the exchange of research, teaching practices, case studies, and emerging thinking related to measurable value creation through people.

Corporate Membership

Organizations seeking to build these capabilities across multiple functions can participate through EEA Corporate Membership. Corporate Membership is designed for companies that wish to educate multiple executives and managers, establish a common language and framework for enterprise engagement, and strengthen their ability to connect people-related investments with measurable business results.

Corporate Membership can include education, training, certification support, learning resources, measurement tools, and assistance applying enterprise engagement principles to actual organizational challenges. Organizations with an EEA Professional Management Member receive a 25% discount on Corporate Membership for formal certification preparation and testing.

Paid Membership for Solution Providers

Suppliers, consultants, agencies, technology companies, incentive and recognition firms, motivational event companies, engagement solution providers, and other organizations selling products or services to corporate management participate through a separate paid Solution Provider Membership.

Paid Solution Provider Membership can provide access to:

• EEA enterprise engagement education and learning resources.
• Training and certification opportunities for management and sales teams.
• Education on impact measurement and demonstrating measurable value to clients.
• Access to appropriate EEA measurement frameworks and tools.
• Opportunities to contribute meaningful case studies, research, and professional insights through EEA’s ESM weekly media.
• Professional recognition based on education, certification, and demonstrated capabilities.
• Support in positioning solutions around measurable customer value rather than simply product features.
• Opportunities to participate appropriately in the EEA professional and educational community.

The purpose is to help solution providers evolve from selling individual tactics or technologies toward helping clients achieve measurable organizational outcomes.

The EEA Impact Academy

The EEA Impact Academy provides education and certification in the practical implementation of stakeholder and enterprise engagement.

The curriculum teaches how to:

• Define organizational or team purpose, goals, objectives, and values.
• Identify the stakeholders whose actions influence success.
• Determine the behaviors and experiences required to achieve desired outcomes.
• Align HR, sales, marketing, communications, incentives, recognition, learning, and other engagement tools around those outcomes.
• Establish meaningful measures of performance and value creation.
• Apply continuous improvement processes to people management.
• Measure and report the impact of engagement investments.

The EEA is a SHRM Recertification Provider, enabling eligible educational programs to award Professional Development Credits for SHRM-certified professionals.

Total Quality Management for People

TQM is a systematic, holistic approach to achieving organizational goals through clarity, alignment, measurement, stakeholder involvement, and continuous improvement.

Applied to people management, these same principles can improve performance across multiple functions.

Human Resources and People Management

• Align talent, incentives, development, and engagement with organizational purpose.
• Define roles, expectations, and success measures clearly.
• Improve onboarding, performance management, retention, and engagement through systems thinking.
• Shift from disconnected programs to sustained organizational capability.

 Sales

• Align sales activity with clearly defined customer value.
• Identify and standardize effective sales processes.
• Improve forecast accuracy and consistency.
• Measure customer trust, cycle time, retention, and other drivers of sustainable performance. 

Marketing

• Clarify purpose, audiences, and value propositions before selecting tactics.
• Connect marketing activities to measurable organizational outcomes.
• Align marketing with sales, customers, distribution partners, and other stakeholders.
• Focus measurement on impact rather than primarily on activity, impressions, or clicks. 

Leadership

• Create clarity of purpose and priorities.
• Align strategy, execution, and measurement.
• Reduce unnecessary complexity and fragmented decision-making.
• Build cultures based on learning, accountability, trust, and continuous improvement. 

Measurement and Practical Tools

The EEA focuses not only on engagement strategy but on proving whether it works. Among its resources are:

• The Enterprise Engagement Index, a free and transparent framework designed to help evaluate how effectively organizations create value through people.
• The People Value Impact Calculator, designed to help measure the impact of investments in human resources, marketing, sales, distribution and supply chain management, communities, and other stakeholder activities.
• Stakeholder maturity and alignment assessments.
• Independent impact analysis and ROI evaluation.
• Measurement frameworks for incentive, recognition, loyalty, motivational event, communications, and other engagement strategies.

How We Create Value

The EEA helps leaders in the C-suite, boardroom, HR, sales, marketing, finance, operations, and other functions apply stakeholder management to practical organizational challenges.

The framework can be applied enterprise-wide or to an individual team, division, program, or initiative, including:

• Cost savings and productivity improvement.
• Sales growth.
• Customer loyalty and referrals.
• Employee engagement and retention.
• Distribution and supply chain engagement.
• Incentive and recognition programs.
• Motivational events.
• Marketing and communications.
• Performance and impact measurement. 

About the Enterprise Engagement Alliance

Officially founded on January 2, 2009, the Enterprise Engagement Alliance is a non-partisan, secular education and outreach organization advancing practical systems for stakeholder engagement based on the same disciplined and measurable principles that transformed quality management.

The EEA was among the early organizations to formally connect employee engagement, customer engagement, and financial results within a unified management framework.

Its principles draw upon stakeholder management, ISO people-engagement concepts, Total Quality Management, human capital analytics, and decades of research and practice in engagement.

The EEA’s Chief Academic Advisor is Gary Rhoads, Professor Emeritus of Integrated Marketing and Entrepreneurship at Brigham Young University’s Marriott School of Business. The EEA faculty and advisory community includes academics and practitioners across engagement, human capital analytics, sales, marketing, recognition, incentives, communications, and investment.

 Who Should Join

The EEA provides three clearly defined participation paths.

• Corporate executives and managers in HR, sales, and marketing can join as complimentary EEA Professional Management Members to demonstrate their commitment to measurable enterprise engagement and gain access to professional learning resources.
• Professors and qualified educators can participate at no cost to access educational resources and contribute to research and learning in the field.
• Solution providers, consultants, agencies, technology companies, and other suppliers participate through paid Solution Provider Membership because their involvement supports commercial as well as professional objectives.
• Organizations wishing to educate, train, and certify multiple people can participate through EEA Corporate Membership, with a 25% discount for organizations employing an EEA Professional Management Member.

 Start Learning

The EEA offers a different pathway depending on your role.

Corporate managers: Join the EEA Professional Management community at no cost and begin learning how to connect engagement activities with measurable organizational impact.

Professors and educators: Join at no cost to access resources, research, frameworks, and educational materials.

Companies: Join through Corporate Membership to educate, train, and certify multiple managers and apply the framework across the organization.

Solution providers: Join through paid Solution Provider Membership to develop expertise, strengthen your ability to demonstrate measurable client value, and participate in the EEA professional community.

Across every pathway, the objective is the same: Move engagement from disconnected activities and opinions toward a systematic, measurable approach to creating value through people.

Click here join.