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Categories: Special ReportMeetings and SMM

SMM: Meetings’ Secret Sauce

The idea of strategic meetings management is not new. Yet its implementation today can be as vexing as ever
The fundamentals of strategic meetings management have been around since 2004, and the concept goes back even further. But while its value to the corporate bottom line is proven, actually getting organizations to adopt an SMM program is a different matter.

In a nutshell SMM turns each meeting into its own corporate entity that aligns the event’s purpose, procurement, best practices and policies across all departments and stakeholders. The goal is to streamline spend and optimized return on investment for each event. Not surprisingly, creating such a far-reaching policy framework and putting it into action can be daunting. But for those who stay the course, the rewards can be substantial.

“This discipline of SMM has been around for nearly15 years,” says Kari Wendel, vice president, global SMM strategy and solutions at CWT Meetings & Events. “The focus was on visibility and savings – one of the last areas of spend that was not under control. And these are still core.”

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