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Each issue of Keeping it SiMMPle addresses a component of the A to Z of SMM from a Practical, Light & Effective perspective. In this issue K is for the Kaleidoscope of Customization
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When I think of a kaleidoscope, I visualize an array of colors and shapes that are in symmetry. This kaleidoscope is what comes to mind when I reflect on the various approaches to Strategic Meetings Management Programs (SMMP) that are currently deployed around the world.
I believe this kaleidoscope to be a result of the need for companies to customize some or all of the SMM program to fit their culture, organizational design and program goals. For example, the design will be different if it is a local, regional or global program. Additionally, the goals of the program will vary based on who is taking the lead: Procurement may be laser focused on cost savings and increased efficiencies. The Travel Team may be interested in controlling currently unmanaged small meetings spend. SMMP housed in Event Marketing may be more focused on driving revenue by increasing attendance at their events. The SMMP Director will likely have all of these perspectives in mind for the program, plus the key elements of mitigating risk and demonstrating ROI for their enterprise wide meetings and events. Additionally, I have found that the industry the company is in can also dictate special customization. The need for tracking certain participant data in the Pharmaceutical sector comes to mind. All of this is okay! Each SMM program can't be exactly the same because there are unique business requirements that drive specific functionality in order for the SMMP to be a success.
The kaleidoscope of customization notwithstanding, I continue to believe that the following list identifies some of the many proven best practices that should be embedded in every Strategic Meetings Management Program:
- Executive sponsorship from the C-level
- An enforceable meeting policy
- Thoughtful Communication Plan that is acted upon
- Effective Stakeholder Management
- Thorough Change Management plan that is acted upon
- Internal cross-functional advisory board (global if your program is global)
- Technology to improve effectiveness and productivity
- Supplier relationship program to engage suppliers in your process
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SiMMPle Tips!
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TIP #1: Don't reinvent the wheel! As stated above, there are numerous industry best practices when it comes to SMMP. Take advantage of integrating what others before you have developed.
TIP #2: Examine current industry studies to see how you measure up to other Strategic Meetings Management Program (some recent resources are noted in the "Did You Know" section)
TIP #3:
Keep it Simple! If you are in the process or designing or refining your SMM, keep it as clear and simplified as possible
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