Meeting Sites Resource

For over a decade, Terri Crovato, CMP had a vision to consolidate meeting & event management under one umbrella to professionalize the process, but her efforts never had traction with other planners and meeting stakeholders. Then, a senior manager suggested that she create 10 compelling reasons to implement Strategic Meeting Management (SMM) and present her business case for meetings to the Board of Directors.

Crovato, Manager, Meetings & Events for Washington DC based United States Conference of Catholic Bishops went further and presented the Board with a strategic plan and Executive Summary addressing how Strategic Meeting Management would drive immediate increased team productivity, meeting quality and content, cost savings, risk reduction and value to all stakeholders." The truth is that there were too many inexperienced people planning meetings, making poor decisions and signing contracts without understanding the consequences' Crovato stated. " My approach with the Board was not just to focus on efficiencies and cost savings, but also on achieving stakeholder goals and objectives for each meeting" she continued.

Her case was aided by a hotel invoice in hand for $110,000 cancellation fee for a contract signed by an Administrative Assistant. "This was a huge hit for our organization and helped seal the deal to usher in a new meeting management model" Crovato concluded.

Executive Summary

Ok, you have completed your needs assessment and analysis on your organizations meeting activity and spend, processes, procedures and how meetings impact your organization (the good, the bad and the ugly) and have a good grasp on how Strategic Meeting Management can generate real business solutions. But how do you create an Executive Summary and build a strong case for Strategic Meeting Management that will expedite the "green light" from senior management?

The Executive Summary is a short, high impact synopsis (one page) of your meetings management analysis, with compelling reasons on why Strategic Meeting Management is essential to assure maximum efficiencies, quality and ROI. This can be accompanied by one or two pages of financial report highlights and data validating added meeting value, cost savings, risk mitigation and value based outcomes to meeting stakeholders.

Open your Executive Summary with who you are and your role in meeting management, the scope of your analysis (enterprise wide, division, department) and your goals, objectives and vision for Strategic Meeting Management. In a nutshell, you are exposing gaps in the current meeting management process and presenting real business solutions that drive value & ROI.  Be prepared to defend your data.

It is important to note that no two organizations are the same, thus no two Executive Summary's  or Strategic Meeting Management implementation are alike. Do your homework and be armed with solid facts and data when presenting your recommendations to management.

Build a business case for meetings with a powerful executive summary and be realistic with your Strategic Meeting Management cost savings, benefits, timelines, projections and outcomes.   Work diligently with key stakeholders to assure integrity of information and know who you can count on for support and guidance throughout the process.

Back to Terri Crovato at Catholic Bishops, she is coming up on one year of implementing her Strategic Meeting Management and she and management are very happy with the overall results. " We've been able to demonstrate real meeting value in several categories and are looking at a 14%-16% savings year one", Crovato noted.  “Our Board is keenly aware of our many Strategic Meeting Management benefits, including streamlined processes, departmental collaboration, risk mitigation via custom hotel contracts and  improved meeting outcomes…all validated with timely financial and management reports,” she said.

Associations and corporations big and small are experiencing a change in their industries and environments, which impacts how business is done. There is a huge opportunity for planning teams to coach their organizations through strategic change and a new meeting and event business model.   Remember, the best way to manage change is to create it …and Strategic Meeting Management is the perfect vehicle. 

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Jennifer W. Brown, CMP, is President of Meeting Sites Resource, a global specialist in meeting site research and hotel contract negotiations. The Company also offers professional meeting support services, Strategic Meeting Management consulting and advanced technology solutions.

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MSR Professional Services
Global Site Research & Hotel Contract Negotiations / Custom Contracts / 24/7 Strategic Meeting Management Technology (No cost or fee to you)

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• On-line Registration & Housing
• Meeting & Event Planning
• Custom Workshops / Strategic Meeting Management Consulting
• Advanced Meeting Technology Solutions (Sourcing, Meeting Consolidation / Leveraged Spend / Strategic Meeting Management solutions) 

Jennifer Brown, President
Meeting Sites Resource
(949) 250-7483 ext. 315
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