Strategic Meetings Management (SMM) is an impactful strategy that transforms how organizations approach their meetings and events program. Understanding the importance of SMM is crucial for event professionals at all levels as it directly impacts the effectiveness and success of their initiatives.
The consultants from Intent Strategy Group (ISG), M&IW’s consulting division, are experts in creating customized SMM strategies and implementing initiatives that drive change and business decisions. In this blog post, the Sr. Director of ISG, Angie Duncan Callaway, details what SMM entails before sharing the most impactful benefits and exploring ISG’s solutions and services.
Strategic Meetings Management: What It Is and Why It Matters
Strategic Meetings Management provides visibility to showcase the business value of meetings. Rather than looking at individual meetings or events, it integrates all aspects of an enterprise meetings and events (M&E) program with an organization’s strategic goals and business needs. SMM programs serve a variety of purposes, including but not limited to:
- Demonstrating the value of your M&E program.
- Supporting M&E operations through repeatable processes.
- Leveraging visibility for cost containment and risk mitigation.
- Fostering informed decision-making.
These purposes bring tangible benefits—let’s dive into the top five.
5 Benefits of Strategic Meetings Management
Implementing an SMM program streamlines the processes and procedures for your organization’s meetings and events. This leads to multiple business benefits. Angie identified these top five:
- Improved Visibility: An SMM program starts with a foundational data strategy. Starting with the end in mind allows for comprehensive reporting and full visibility into all of your event activity.
- Cost Savings: An SMM program consolidates purchasing and negotiation power, ensuring you receive the best pricing and allocate your budget for maximum impact.
- Greater Efficiency and Productivity: By standardizing procedures, clearly defining role accountability, and removing waste in the process, planners can focus on the strategy and design for each event. This results in increased efficiency and productivity across all aspects of your global meetings program.
- Risk Mitigation: SMM programs have built-in oversight that results in enhanced compliance with both corporate policies and regulatory requirements, mitigating risk for individual events and your organization as a whole.
- Maximized ROI: When your M&E program is properly aligned with overall business goals and when combined with the improved visibility and efficiency, you increase your ROI at both the event and organizational level.
Adopting an SMM Program
With such clear and impactful benefits, you may be wondering why not all organizations have an SMM strategy for their M&E program. A common misconception that may deter adoption is that an SMM program takes years to implement. While this may have been true years ago, it’s no longer the case.
“We now take a phased approach where instead of trying to do everything at once, we identify the biggest pain points and tackle those first,” said Angie. “Then, as a program matures and grows, we take on further initiatives.”
A phased approach means “you’re getting wins along the way,” added Angie, “making SMM less intimidating and more valuable.”
Strategic Meetings Management Programs with Intent Strategy Group
As M&IW’s consulting division, Intent Strategy Group supports all aspects of a Strategic Meetings Management program journey and adapts to any scope of work. ISG’s consultants are innovative industry experts in SMM strategy, policy, process, and technology. Carrying industry certifications, our consultants’ backgrounds include not only SMM but also event management, technology and more, ensuring expertise no matter your organization’s needs.
“What makes ISG unique is that we offer both consultation and implementation,” said Angie. “Also, since we specialize in multiple areas, we serve our customers from the beginning of their SMM journey until well after implementation. As their business needs change and evolve, we’re with them every step of the way, combining a strategic approach with tech expertise to make SMM an operational reality.”
ISG’s SMM Services and Solutions
ISG’s holistic, customizable services include four broad categories:
Strategic Meetings Management Consulting
As an independent division of M&IW, ISG’s expert consultants become an extension of your team, taking the time to understand your specific needs to deliver customized, comprehensive enterprise-wide solutions. Whether you have an existing SMM program to improve or are embarking on an SMM journey for the first time, whether it’s an enterprise-wide project or a small project that makes a big impact, ISG ensures your M&E program is supported and goals are met.
SMM Technology Optimization
Our team has deep expertise with Cvent and has multiple certifications. As a tech agnostic partner, we help you harness the power of technology to enhance your Strategic Meetings Management efforts no matter the M&E platform. From implementing or optimizing your system to creating or revamping your global meeting request forms to choosing the best platform for your organization, ISG helps you maximize your M&E technology.
Business Intelligence and Data Analytics
ISG’s business intelligence (BI) experts bring your data to life with visual dashboards while also having the ability to partition your data just how you want it. It starts with creating a strategic data plan so the right data can be analyzed to provide insights for informed decision making. With the right data, you can track event ROI, uncover revenue-generating opportunities, increase operational efficiencies, and improve gaps in your event management process.
SMM System Administration
ISG provides comprehensive M&E platform system administration. We take the time to learn your unique processes, recommend features and functionalities to meet your goals, and provide ongoing support to ensure continued optimization. We both assess and execute your system cleanup or implementation and provide user management and training as needed.
Next Steps: Strategic Meetings Management for Your Organization
A robust Strategic Meetings Management program is a major business advantage, and ISG has the tools and expertise to help you get there. “Customers who leverage our services expedite implementations, reduce project durations, and fast-track early wins,” said Angie.
Discover the difference an SMM program can make for your organization. Contact us to schedule a free consultation. Already an M&IW customer? Contact your Customer Success Manager to discuss adding ISG’s services.
To stay up to date on the latest trends and insights in meetings, events, and incentives, follow us on LinkedIn.
Meet the Expert
Angie Duncan Callaway, CMM
Sr. Director
Intent Strategy Group
