Government Connections - Winter 2013 - (Page 28)
Strategic Meetings Management 101
By Blake Rouhani Cvent
FOR YEARS NOW, the term “Strategic Meetings Management” has been pervasive in the corporate meeting and event space. According to the Global Business Travel Association (GBTA) groups and meetings committee, Strategic Meetings Management (SMM) is the management of enterprise- wide meeting related processes, spend, volume, standards, suppliers and data in order to achieve measurable business objectives that align with the organization’s strategic goals/vision, and deliver value in the form of quantitative savings, risk mitigation and service quality. For a corporation, meeting spend can be estimated at .5–1% of annual sales, 25–30% of total travel and expense spend, 60% of air volume, or 2–3% of revenue.
28 GOVERNMENT CONNECTIONS | Winter 2013
BUT WHAT DOES THIS MEAN FOR GOVERNMENT MEETING PLANNERS?
In the face of negative publicity surrounding government meetings in the past year, now is the perfect time to adopt a strategic approach to tracking and managing your organization’s events and meetings. The ultimate goals of SMM – reducing organizational risk and streamlining costs in order to enhance meeting and event ROI – are concepts and ideas that government meetings planners can, and should, adopt. SMM encourages planners to look at meetings and events as a whole, instead of in individual bits and pieces. All event activ ity from initial event and budget approval, to site selection, attendee
management and post-event reporting should flow together. Technology tools exist to automate these processes and, by using technology, planners are able to gain more visibility into these activities across all of their events and meetings. When looking to adopt a strategic approach to your events and meetings, there are four key stages to consider: 1. Plan/Meeting Registration and Budgeting: When meeting planners think about “planning” a meeting, they often think of the event itself - lighting, AV, attendee needs, etc. In a SMM environment, the planning stage consists of all the pre-event activities such as budgetary approval and managing a calendar of all events within your organization. This stage is what
Table of Contents for the Digital Edition of Government Connections - Winter 2013
Dieting on a Per Diem
Ethics and Site Visits
Why the Government Should Hire Qualified, Professional Meeting Planners
Good to Know
Travel Tips & Trends
The Meeting Minute
Government Connections - Winter 2013