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Strategic Meetings Management: Start Strong, Stay Strong. Sherry Marshall, CCTE Sr. Manager-Meetings, Travel & Card Services PwC Kari Wendel, SMMC Sr. Director – SMM Strategy & Solutions CWT Meetings & Events. Objectives. Defining Strategic Meetings Management SMM at PwC

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strategic meetings management start strong stay strong

Strategic Meetings Management: Start Strong, Stay Strong

Sherry Marshall, CCTE

Sr. Manager-Meetings, Travel & Card Services

PwC

Kari Wendel, SMMC

Sr. Director – SMM Strategy & Solutions

CWT Meetings & Events

objectives
Objectives

Defining Strategic Meetings Management

SMM at PwC

SMM design – models for success

  • Program Model
  • Resource Model
  • Funding Model

Stakeholder engagement

  • Pre-launch
  • Stakeholder mapping
  • Post-launch

Next practices

Q&A

defining smm
Defining SMM

Strategic Meetings Management (SMM) is a disciplined approach to managing enterprise wide meeting and event activities, processes, suppliers and data in order to achieve measurable business objectives aligned with the organizations’ strategic goals / vision, and deliver value in the form of quantitative savings, risk mitigation, and service quality.

Joint GBTA/MPI definition 2009

smm at pwc
SMM at PwC
  • Core team: Sits in Toronto, services nationally
    • Residency Programs (learning)
    • Partner Programs
    • Day meetings (simple to complex)
  • Currently use in house technology, sourcing for new 3rd party technology
  • Use site selection firm for all programs with guestrooms
  • Preference to outsource non-core competencies
    • Onsite registration services
    • Regular use of DMC services
    • Contract planners
  • Meeting Card for payment
  • Master Service Agreements in place at the chain level
    • Rigor around contract signature
    • Low value/risk deals follow simpler process
  • Travel to meetings managed within travel program/guidelines
  • Maximize use of internal meeting space
smm design models for success
SMM Design: Models for Success
  • Program Model
    • Insource
    • Outsource
    • Hybrid
  • Resource Model
    • Right people, right role, right talent
    • Identify permanent staffing level and supplement with FLEX staffing
  • Funding Model
    • Short, mid and long term strategies aligned to your culture
resource model
Resource Model

Permanent staffing level

FLEX

staffing

funding model
Funding Model

Options

  • Centralized funding
  • Centralized but allocated
  • Users pay for services
  • Hybrid
    • Centralized sourcing/contracting
    • Users pay for incremental services
    • Commission offsets
  • Launch models: should feel “free” to users
  • Future phases – funding can change based on value
post launch communications
Post Launch communications

Develop a living marketing & communications plan:

Manage perceptions

Stay keenly focused on reality

Set and reset expectations

Gain and keep stakeholder alignment through inevitable changes

Lack of adequate efforts here are the #1 reason SMM programs stall/fail

next practices for smm
Next Practices for SMM

Proliferation and expansion of stakeholder engagement role

Key Controls Documentation (KCD)

Continued push towards global

Gamification

Dynamic SLA’s

Increased scope of SMM program

Inclusion of ROI/ROO measurement services