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SMM Book
at
Amazon
and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings
Management
Debi Scholar
President, The Scholar Consulting Group
www.linkedin.com/in/dscholar/
Property of Debi Scholar, permission required for reproduction of any part of this presentation.
©Debi Scholar. 2013
Secrets of Successful Strategic Meetings
Management (SMM) Programs
For Central and North Florida BTA
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
What is your Primary Role?
Corporate Travel Professionals
Corporate Meeting Professionals
Corporate Procurement Professionals
Suppliers of these services
Other
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Strategic Meetings Management can be used to integrate the following
spend categories for greatest savings opportunities and efficiencies
Highly Fragmented
Spend by
Department and
Business Unit
• Hotels
• Group Travel
• Ground
transportation
• Audio Visual
• Production
• Meeting
Management
Companies
• Resources
Disparate
• Spend / leverage
• Service
• Process and controls
• Resources
• Technology
• Data and metrics
Managed
Spend*
Unmanaged
spend
*Even "managed spend" may not be
leveraged appropriately.
Managed spend is often siloed by spend
category or within business unit rather than
throughout our Organization
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Silos exist in organizations
©Debi Scholar. 2011
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
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 that align
with the organization’s
strategic goals / vision,
and deliver value in the
form of quantitative
savings, risk mitigation,
and service quality. Global Business Travel Association produced the first whitepaper on SMM in March 2004.
Business
Unit 1
Business
Unit 2
Business
Unit 3
Country Country Country Country Country Country
Strategic Meetings Management Program
Organization-wide Management
Benefits include …
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM Benefits
• Common vision for meetings / events
• Improve branding
• Leverage spend / contain costs
• Reduce risks
• Gain efficiency
• Improve quality / consistency
• Improve and automate processes
• Increase visibility
• Build improved relationships with suppliers
• Forecast and leverage resources
• Improve business continuity / manage crisis planning
activities across enterprise
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
Secrets of Successful Programs
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Secrets of Successful Programs
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Secrets of Successful Programs
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Secrets of Successful Programs
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
… Cost Reduction
If this is your business
objective:
Then, start with these initiatives*
Cost Reduction Sourcing/planning, demand management**,
policy, technology, supplier management
Regulatory requirements/risk
reduction
Policy mandates, technology, Standard Operating
Procedures (SOPs)
Gained efficiencies, Improved
productivity
Resources, sourcing, planning, technology, SOPs
Quality service and branding
assurance
Resources, sourcing, planning, technology, SOPs,
Service Level Agreements (SLAs)
Visibility into total
meeting/event spend and
volume
Sourcing, planning, policy mandates, technology,
SOPs, collaborating with all resources, supplier
management
Crisis management/duty of care Policy, technology, sourcing, planning, SOPs, supplier
management
*Stakeholder identification and communication are always part of any initiative
**Managing the demand such as moving toward lower-cost services
(shuttle vs. car service) or moving toward virtual meetings
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM Lite SMM Medium SMM Tall
• Strategy
development
• Stakeholders
identified
• Spend analysis
• Policy development
• Technology sought
• Strategic Sourcing
Goals
• Organization-wide
reporting Goals
• Strategy
communicated
• Stakeholders offer
guidance
• Policy communicated
• Risk mitigation in
some categories
• Strategic Sourcing
• Meetings registered
and approved
• Technology in place
• Planning efficiencies
• Payment method
• Metrics
• Strategy sustainable
• Stakeholders fully
support
• Policy followed
• Scope is
organization wide
• Preferred supplier
programs
• Strategic Sourcing
optimized
• Meetings tied to
business objectives
• Technology
integrated
• Dashboard reporting
• Compliance
• Audits
It is OK to start, or stay at
“Lite” if that is what makes
sense for your organization
16
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
17
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
YOUR TURN!
Improved Strategy?
Reduced Costs?
Reduced Risks?
ABC Products XYZ Supplies
Training meetings General business
meeting
Sales meeting
St. Louis Hilton L.A. Marriott St. Louis Marriott
Chicago Hilton Chicago Ritz Orlando Loews
San Francisco W NY Sheraton Philadelphia Crowne
Plaza
In June 2012, the following internal meetings were held ...
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
ABC Products and XYZ Supplies are in the SAME company
but are two business units
As the NEW Travel and Meetings Leader, what questions do
you have?
18
ABC Products XYZ Supplies
Training meetings General business
meeting
Sales meeting
St. Louis Hilton L.A. Marriott St. Louis Marriott
Chicago Hilton Chicago Ritz Orlando Loews
San Francisco W NY Sheraton Philadelphia Crowne
Plaza
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
• Is there a Meetings Policy that incorporates both B.U.s?
• Does the organization have transient or group preferred
suppliers in place? Multiple chains are used.
• Was an air analysis conducted to ensure that these
locations were the right locations based on the travelers
attending and ability to meet the business objective?
19
ABC Products XYZ Supplies
Training meetings General business
meeting
Sales meeting
St. Louis Hilton L.A. Marriott St. Louis Marriott
Chicago Hilton Chicago Ritz Orlando Loews
San Francisco W NY Sheraton Philadelphia Crowne
Plaza
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
• Could we have clustered meetings in St. Louis, Chicago,
maybe even New York / Philly?
• If using both the Crowne Plaza and the Ritz, are both
acceptable? Could we save money by placing more
general business meetings in Crowne Plazas?
• Does either B.U. have any credits available to share?
• Who is sourcing and planning these meetings? Synergy?
20
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Meeting / Event Facts:
• Cost is Considerable • Cost represents a substantial amount of an organization's Selling,
General, and Administrative (SG&A) expenses
• Industry benchmarks indicate that spend represents 25% to 35% of
an organization's total T&E spend
• Most organizations do not allow staff to buy their own desks, or their
own computers, yet allow these same staff the authority to “buy”
meetings or events that cost thousands of dollars
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Meeting / Event Facts:
• Cost is Considerable • Costs are itemized in over 40 Standard Industrial Category (SIC) and
Merchant Category Codes (MCC) which make detecting the total
spend very challenging
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
• Hotels
• Audio visual
• Ground Transportation
• Production companies
• Meeting Management
Companies
• Destination Management
Companies
• Speakers
• Gifts / Giveaways
• Caterers
• Unique Venues (Museums,
etc.)
• Florists
• Decor
• Entertainment
• Photographers
• Printing
Download 62 Savings and Cost Avoidance
Opportunities in Meetings and Events at TEPlus.net
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Let's Look at
the Categories
of Savings ...
Policy
Demand Management
Strategic Sourcing (hotels and other suppliers)
Technology / Automation
Planning Negotiations (hotels and other suppliers)
SM
M S
av
ing
s O
pp
ortu
nit
ies
20-30%
*Of the total percentage saved
15-20%
8-15%
8-10%
5-10%
* Adhere to policy spending guidelines
Improve leadtime of meetings/events
Drive adoption of online booking tool for
group travel
Reduce length of meetings using virtual
technologies / eliminate non-essential
Reduce or lower demand of product or
service
Move market share towards preferreds
Improve negotiations, use master
contracts
Leverage spend with transient volume
Automate end-to-end process
Integrate technologies
Reduce legal/regulatory fees by
improved compliance
Negotiate pre-meeting, during meeting
and post meeting to gain cost
reductions
©Debi Scholar. 2010
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Resource Management
Payment & Recovery
Control & Compliance
Return on Investment
Supplier Rel. Mgmt.
SM
M S
av
ing
s O
pp
ortu
nit
ies
3-10%
*Of the total percentage saved
2- 5%
2- 5%
3- 5%
1- 2%
* Reduce quantity of resources/gain
efficiencies
Reduce duplication of effort
Use right skill, right task, right time
Method of payment used
Incentives/commissions received
Reduce or eliminate penalties
Billing disputes resolved
Reduction in spend via audits
Compliance to contract; receiving the
correct group rates
Controlling over spending by change
agreements
Obtain the return or the value (e.g.
increased revenues) in a quantifiable
measure
Supplier risk/reward recovery from
key performance indicators
Managing suppliers – transparency in
pricing
Forensics and Fraud 5-10% Vigilance in detecting fraudulent
activities
Audit processes and records
Trusted Advisors and Superior Solutions for the Travel and Meetings Industry
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Estimated Spend on Meetings
Method used to estimate spend was: • benchmark of T&E spend (25%-35%)
• extracted data from Card, AP and Expenses
• surveyed hotel suppliers (equals about 20%
of total meeting spend)
• surveyed administrative assistants
Drivers of moving
toward
Meetings
Management
• Reduce costs and gain
visibility into meeting
spend
• Reduce risk exposure
• Gain efficiency and
improve integrity
• Improve business
processes
• Improve quality
• Increase ROI
opportunities
• Use right resource
models
$X,XXX,XXX
Estimated Savings
through Program
Management
15% - 25% within 12
months
$XXX,XXX
Estimated Volume
Meeting / event is defined as
- requires contract
- may be 10 or more that go
XX,XXX meetings
(Great C-Level Slide!)
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Deliverable savings opportunities Estimated
savings (of the % saved)*
Savings realization
0-6 months 7-12 months
Policy Modification • Meeting/event patterns
• Allowable spend 20-25%
Demand Management • Non-essential spend
• Alternative meeting locations or methods 15-20%
Payment and Recovery • Method of payment
• Incentives, fees, points, unused tickets 2-5%
Control and Compliance • pre-spend approvals
• employee non-compliance 2-5%
Strategic Sourcing • centralizing spend, moving market share
• contract negotiation and renegotiation
• supplier risk/reward service level agreements
20%
Resource management and duplication • right skills, right place, right tasks
• use of standard materials without recreation 8-10%
Technology and Automation • reduce agent-assisted group books
• automate tasks, increase productivity 8-10%
Identified areas for cost savings can be realized through short-term policy modifications, and long-term
strategy and resource changes.
*If 10% of 10M needs to be saved, these are the categories where you will find savings
10% of $10M is $1M. Of the $1M in savings goals, 20% (or $200K) will be in policy modifications.
See the 62 Opportunities for Savings on www.TEPlus.net, posted April 2013.
(Great C-Level Slide!)
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
30
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
YOUR TURN!
What Risks are Exposed?
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Stories on the following Risk Categories?
• Financial
• Contractual
• Regulatory
• Operations
• Strategy
• Reputational
• Technology
• Marketing
Meeting / Event Facts
• Risk is Rampant • An average meeting produces three or more contracts (e.g., hotel,
ground transportation, audio-visual, activities, etc.)
• Most contracts are not reviewed by procurement and do not contain
our terms and conditions
• Data is not secure (e.g. PII data stored in Excel, transferred via
unsecured email, etc.)
• Attendee whereabouts during a crisis are unknown
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Contractual / Financial risks Crisis Management risks
Ethical risks Technology / PII Risk Exposure
©Debi Scholar. 2012
(Great C-Level Slide!)
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Risk Exposure ANSWER these questions … Risk Category
How effective is your meeting policy? Strategy Risk
How many of your coordinators and/or Admins
are accepting complimentary services?
Reputation Risk
How many of you have four-stage crisis
management plans in place for all
meetings/events throughout your organization?
Business
Operations Risk
How many of you know where ALL of your
meeting contracts are for ALL meetings/events
throughout your organization? And, what
business terms were included?
Legal/regulatory
Risk
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Risk Exposure ANSWER these questions … Risk Category
Are your end-to-end business processes
automated? (meeting registration through invoice
reconciliation)
Information
Technology Risk
Are you tracking all of your diversity spend for all
of your meetings/events? Are all meetings/events
branded appropriately?
Market Risk
Are you leveraging your group volume and
spend with your transient volume and spend for
greater discounts? Managing penalties across
the organization? Strategically sourcing to fewer,
preferred suppliers?
Financial Risk
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Risk Exposure is
REAL if you plan
1 meeting or
1,000 meetings
Risk Exposure • Contractual / Legal (e.g. language,
signing authority, third parties
signing or negotiating contracts without
input, document retention, etc.)
• Regulatory (e.g. SOX, maintaining
financial controls
selecting suppliers fairly, compliance, etc.)
• Operations (crisis management,
duplication of
numerous ad-hoc staff planning meetings,
unethical behaviors, etc.)
• Financial (e.g., penalties, lack of visibility,
spend in
over 40 SIC codes, invisible suppliers,
etc.)
• Strategy (e.g. lack of policy, awareness,
funding of program, etc.)
• Reputation (e.g. exposure to negative
public perception, etc.)
• Technology (e.g. PII, redundancy, lack of
automation, etc.)
• Marketing (e.g. lack of consistent
branding, customer satisfaction,
etc.)
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
0
1
2
3
4
5
6
7
8
9
Manual Automated
Case Study: U.S. based client seeking guidance
on manual vs. automated processes Efficiency Average time in hours averaging data from 10
meetings (of different complexity factors) using
manual vs. automated processes
Hours
per
meeting
©Debi Scholar. 2012
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
Perfect
Teamwork
for
Meetings
Program • Experts in fair
procurement practices
and how to calculate
hard and soft savings,
as well as cost
avoidance
• Experts in Strategic
Sourcing and SRM
Procurement
• Experts in
sourcing and
Planning Meetings
• Understand the
uniqueness of
each meeting /
event
Meetings
• End-to-end SMM
technology desirable
• Reduce urge for
piecemeal technology
• Use Excel
spreadsheet if
necessary
Suppliers
• Experts in offering
air cost analysis of
locations, travel risk
mitigation, group
travel services,
discounts and
credits
Travel
Integrate these Experts, as well as Finance, Security, IT,
and other Stakeholders
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Risk and Savings Opportunity
8% of Total
Ticket Cost
for domestic
flights.
$50 for
international
flights.
Travel Agency 1 Travel Agency 2 Travel Agency 3 Travel Agency 4
$30 Flat
Fee
$37 Flat
Fee
$49 Flat
Fee
Transient Travel Group Travel
Travel Agency 5
€54 Flat
Fee
“Other Country”
What do you think happened when they needed to find employees during crisis?
What do you think they paid for online booking vs. agent-assisted?
Meetings Meetings
May need to look in Meeting
Planning company spend for
Airline and Travel Management
Company (TMC) fees
Airline and TMC
fees were hidden
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Travel Professionals • Direct all travel through one TMC; reduce exceptions
• Lead efforts to ensure that meeting planners get timely
and regular travel manifests
• Through Group Travel Desk
• Integration between OBT and Meeting
Management Technology
• Air analysis by location; provide lift reports for second /
third tier cities
• Group travel through OBT
• Group air contracts and block group space
• Flag out-of-parameter group travel
• Provide Crisis Management Support
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
Benchmark your program against others
Help your Leaders understand what others are doing ...
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Strategic Meetings Management (SMM) Topics
• Why SMM?
• Secrets of Successful Programs
• Saving Opportunities
• Risk Mitigation Opportunities
• Efficiency Opportunity
• Unite Meetings, Travel, Procurement and Suppliers
• Benchmark
• Roadmap
• Pitfalls
Appendix
• Goals of each Stakeholder Audience
• Mid-Market vs. Large Organization Differences
• SMM Strategy Articulation Roadmap and Maturity Model
Upping the Ante
"20% of Clients participated
in both the ABC and the
DEF Customer Conference.
These same Clients
downloaded at least 50% of
the available presentations
and these 20% Clients
produced an additional
10% of revenue since the
two conferences."
APP, MMT, and CRM Integration
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Upping the Ante
"20% of Clients participated
in both the ABC and the
DEF Customer Conference.
These same Clients
downloaded at least 50% of
the available presentations
and these 20% Clients
produced an additional
10% of revenue since the
two conferences."
APP, MMT, and CRM Integration
F&B is the 1st,
2nd, or 3rd largest
expense in
meetings.
GET a REBATE
back to your
company for your
F&B spend!
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Upping the Ante
"20% of Clients participated
in both the ABC and the
DEF Customer Conference.
These same Clients
downloaded at least 50% of
the available presentations
and these 20% Clients
produced an additional
10% of revenue since the
two conferences."
APP, MMT, and CRM Integration
F&B is the 1st,
2nd, or 3rd largest
expense in
meetings.
GET a REBATE
back to your
company for your
F&B spend!
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Upping the Ante
"20% of Clients participated
in both the ABC and the
DEF Customer Conference.
These same Clients
downloaded at least 50% of
the available presentations
and these 20% Clients
produced an additional
10% of revenue since the
two conferences."
APP, MMT, and CRM Integration
F&B is the 1st,
2nd, or 3rd largest
expense in
meetings.
GET a REBATE
back to your
company for your
F&B spend!
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Advance
copy
of SMM book
at
TEPlus.NET
(T&E Plus)
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
3 month plan – identify stakeholders, map out a plan,
and tackle 1-2 opportunities for grassroots effort
First 30 days 31-60 days 61-90 days
Organize projects Manage project Manage project
Identify and communicate with people
(stakeholders) who may be able to
help you
● Ask stakeholders some
or all of the 20 questions;
● Obtain feedback from
suppliers
● Develop analysis from
the findings
● Map out a long-term plan
or business plan for
leaders
Identified Opportunity #1 (example)
Source hotels strategically
Identify meeting spend at preferred
transient properties
Ask suppliers for total spend reports
● Ask other planners how
much they’re spending at
hotel properties
● Obtain reports (AP and
corporate card)
● Begin sourcing hotel
chains for multiple
upcoming meetings
● Develop process for
consistent sourcing (e.g.
RFPs, etc.)
Identified Opportunity #2 (example)
Review current policies
Obtain best-in-class policies
● Collaborate with
stakeholders on policy
language
● Develop recommended
policy
● Vet policy with
stakeholders
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Project Timeline
Email Debi
Scholar for
Project
Plan
Example.
For longer version...
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
What to Watch For ...
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
• Identified Stakeholders that do
not appear interested
(show them WIIFM!)
• Technology that doesn't provide
end-to-end functionality
(only about 5 technologies do!)
• Lack of comprehensive policy
(create a better one!)
• Lack of commitment from Administrative Assistants
(use comprehensive change management and get them
involved to make them feel like champions!)
• Lack of Strategy
(use Debi's Business Plan!)
www.TEPlus.net
www.smmbenchmark.com
1.
3.
2. www.linkedin.com
Blog
Group
Website and free Benchmarking
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Connect with
Debi Scholar
On LinkedIn
TEPlus.NET
and SMMBenchmark.COM
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Congratulations
on completing the
The 1-hour
Secrets of Successful Strategic
Meetings Management
Programs Strategic
Meetings
Management
Instructed by Debi Scholar
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Appendix
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM book
at
Amazon
and
iTunes
Trusted
Advisors
and
Superior
Solutions
for the
Travel
and
Meetings
Market
SMMbenchmark.com
Debi Scholar , President of Scholar Consulting Group • Author of SMM: The Strategy Quick Reference Guide
• Co-author of the Strategic Meetings Management Handbook
• Consults with organizations, associations, education facilities, and suppliers on
T&E, strategic meetings management, travel management, and virtual meetings
• Created the meeting industry’s first SMM Maturity Model©
• Created two LinkedIn groups (T&E Plus over 2,300 members and GBTA SMMP
over 1,000 members)
• Her blog, T&E Plus, has been viewed over 36,000 times and was described as a
“must-read” resource by an industry trade magazine.
• Previous co-chair of the GBTA Groups & Meetings Committee
• Previous MCAF member
• Previous GBTA Foundation Board member.
• Top 20 Changemakers in the Industry,
• Business Travel News Practitioners of the Year
• VIPs in the Strategic Meetings Management Industry
• Contributes to HotelExecutive.com
• Contributes to Business Travel Executive magazines monthly.
• Edited the Travel Policy in the Business Travel Buyer's Handbook
• Managed the PricewaterhouseCooper's SMM Program and Group Travel for over
2,000 meetings and a budget of over $200M
• First Meeting Director to have included Virtual Meetings under her direction back
in 2002.
• PwC Travel and Entertainment Consulting Lead and worked for the firm for 13
years.
Benchmarking
When you compare your business processes to other leading
organizations, the resulting information offers a foundation to develop
improvement plans that will guide you towards best in class, or mature
programs.
To benchmark processes, use the SMM Maturity Model on the next slide.
To benchmark costs, use a meeting management company that provides
these services
www.smmbenchmark.com
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
2Technologies that may be integrated in SMM
Meeting Mgmt.
System3
Learning Mgmt.
System
Online Booking
Tool
Enterprise Contract
Mgmt. System
Organization’s
Intranet / Portal
Strategy Operations Tactical
Change Management
Culture
Innovation /
Vision
Business requirements1
Business linkages and
integrations
Stakeholders
Governance
Executive sponsor
Regulatory / legal requirements
Policy and compliance
Internal / external customer
expectations
Branding
Strategic Meeting Management
Program (SMMP) funding
Business impact / ROI of SMM
Resource model
Corporate Social
Responsibility (CSR)
Business Cases for
SMM and
technology
Organization
design and
resource efficiencies
SMM Benchmark and
Maturity Model Dimensions1
Risk management
Program management
Standard operating
procedures (SOPs)
Technology(s) and integration2
Select suppliers / preferreds
Supplier Relationship
Management (SRM)
KPIs and SLAs
CSR plans (economic,
environmental, social)
Business intelligence /
reports / dashboards
Audits, compliance and fraud
identification
Forecast Meetings
Identify resources
Link business objectives
to desired outcome
Analyze need; design content
Identify method of delivery of
meeting (face to face/virtual)
Budget / Financial controls
Register meeting(s)
Approve meeting(s)
Site selection and
air analysis
Source meeting(s)
Plan and implement meeting(s)
Crisis management
Debrief meeting(s)
Pay and reconcile expenses
Tax reclaim (i.e. VAT)
Report metrics and meeting
ROI
Expense Mgmt. /
ERP System
Virtual Meeting
Technologies3
Make technology a means to a solution; not an end to a solution. Technology should support the organization strategy and enable its processes, not dominate as a
strategy.
Value
Proposition
Strategy
Strategy
● Business alignment
● Stakeholders
● Policy/compliance
● Visibility
Reputation
● Retain customers
● Raise equity
● Win / Win relations
● Ethical behaviors
Strategy
Operations
● Efficiencies
● Business continuity
● Crisis management
● Authorized activities
Strategy
Regulatory
Legal
● Financial
● Regulatory
● Contract
● Insurance/Licenses
Strategy
Information
Technology
● Efficiency
● Confidentiality
● Data availability
● Data integrity
Market ● Customer Service
● Branding
● Diversity
● CSR
Financial ● Savings/cost
avoidance
● ROI
● Fraud
Risk Categories
The above sampling
represents only a few of
the many risks in each risk
category
Reduce Costs/Gain Visibility
Manage Demand
Manage Regulatory/Legal
Requirements
Improve Business Process
Gain Efficiency
Improve Quality
Increase Revenue/ROI
Reduce Risks
Use Right Resource Model
©Debi Scholar 2010.
Hotels, venues, air and ground transportation, AV/production, content, entertainment, food/beverage, and all suppliers for large and small meetings
3These technologies are often managed by the Meetings and Events team
Strategic Meetings Management provides direction for organizations to guide the strategy, operations and tactical activities of meetings and events in
order to improve business processes, quality, and return on investment, and reduce costs, risks and inefficiencies.
Debi@DebiScholar.com 908-304-4954
1See
SMMBenchmark.com
Customer
Relation. Mgmt. Regulatory /
Compliance Misc.
databases
63
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Meetings Planned by Complexity Level
Complexity
1
Complexity
2
Complexity
3
Complexity
4
Complexity
5
Total # of
Meetings
Professional
Meeting
Planners
129 mtgs. 149 195 115 18 606
Meeting
Planning
Companies -
6 used
84 mtgs. 96 101 65 11 357
Ad hoc
(admins,
coordinators
, etc.)
852 mtgs. 563 249 75 8 1,747
*See Meeting Complexity Factors on www.TEPlus.net
33% of Complexity 2 through 5 meetings
are planned by non-professional meeting planners
Begin to identify the types of meetings you plan, the
complexity of those meetings, and who plans those meetings.
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
Stakeholder Concerns Stakeholder Concerns
Finance Costs, Savings Information
Technology
Tech impact,
mitigate risks
Human Resources Insourced,
Outsourced,
Organizational
Design
Marketing, Sales Flexibility, improve
market share and
revenues
Procurement Costs, controls,
manage suppliers,
mitigate risks
Travel Group travel impact
and supplier
integration
Legal / General
Counsel
Contractual, mitigate
risks
Training and
Development
Flexibility, enhance
environment for
learning
Real Estate /
Facilities
Incorporate use of
internal facilities
Security Mitigate security
risks, manage crises
Know their goals ...
SMM Category Large Company Small to Mid-Sized
Company
Strategy May be formal and
supported by business
leaders.
May be formal if in
compliance-required
industry. May be more ad-
hoc.
Governance May be centralized
by one full time person, a
group, or outsourced
completely
In addition to the same
choices as the large
organization, a multi-hat
person may be
overseeing role (in
addition to facilities,
cafeteria, etc.)
Scope Could be global or
regional
Could be global or
regional
Policy May have a meeting
policy – separate or
combined with T&E
May have a meeting
policy – separate or
combined with T&E
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM Differences in Large Companies vs. Small to Mid-Sized Companies
SMM Category Large Company Small to Mid-Sized
Company
Spend Significant spend Less than large
organization, but still
significant
Risk Significant risk exposure Significant risk exposure
Technology Meeting Management
Technology, end-to-end
functionality, is critical.
Technology is important;
try to avoid buying limited
functionality technology
because of the perception
that end-to-end
technology is not needed.
Registration Hundreds / thousands of
meetings in meetings
calendar
Fewer yet still important
to be captured in
meetings calendar
Approvals Needed, often automated Needed, but often is more
ad-hoc
Trusted Advisors and Superior Solutions
for the Travel and Meetings Market
SMM Differences in Large Companies vs. Small to Mid-Sized Companies
SMM Category Large Company Small to Mid-Sized
Company
Sourcing /
Procurement
Should strategically source with
preferred suppliers, chain-wide.
Strategically source ancillary
services.
Should strategically source.
If volume does not warrant
preferred chains, then move
market share toward
preferred properties.
Strategically source ancillary
services.
Planning /
Execution
Important, simple to complex Important, simple to complex
Payment /
Reconciliation
Important, prefer on meeting, P-
cards or ghost cards
Important, may not have a
corporate card program in
place yet should standardize
on payment method that
allows most visibility into
itemized spend.
Data Analysis /
Reporting
Important Important
Resource
Model
Insource, Outsource or Hybrid Insource, Outsource or
Hybrid
Trusted Advisors and Superior Solutions
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