MPI white paper says partnerships are essential to SMMP growth

Partnerships are key to the growth of strategic meetings management programmes (SMMPs), according to a new MPI white paper.

MPI whitepaper says partnerships are essential to SMM growth
MPI whitepaper says partnerships are essential to SMM growth

A new MPI white paper, titled ‘SMM: Increasing Value Through Partner Relationships’, found that there are three key areas in which an SMMP can add value through partner relationships: internal partnerships, stakeholder partnerships and long-term partnerships.

The key findings include:

  • SMMPs can lead to secure and stable relationships that can reduce risk and improve duty of care, enable transparency in contractual obligations, lead to cost savings and efficiencies and overall, benefit all those involved.
  • SMMPs can only succeed if they are driven by 'intra-organisational partnerships—in the form of relationships between departmental leaders and crucially advocates from senior management.' There must be a top-down approach and the objectives of meetings must be aligned with the organisation’s aims.
  • As SMMPs mature, it is important to work with internal and external stakeholders. Being clear about who your stakeholders are is essential, as is establishing the correct technology and metrics for capturing the relevant data for each.

Dr Eliza Hixson, a lecturer in events management at Leeds Metropolitan University who worked on the white paper with fellow lecturer Dr Ian Lamond, said: "SMM is about companies seeking consistent delivery through enhancing their relationships internally and externally. A growing number of companies and agencies are using SMM. It is predominantly in the US at the moment, but it is growing at a rapid pace in Europe.

"It has been seen as a cost-saving exercise around business travel, but it’s now moving more towards achieving value and using data to measure meeting outcomes. This white paper will help event planners to draw on best practices to help them manage meetings and partnerships more effectively."

The industry has welcomed the white paper, as it provides reassurance and best practice on a complex area of events management.

Jane Baker, commercial director of CWT meetings & Events, said: "Many of our clients have found this a complex category to manage, yet the SMM approach is proven to add value in terms of service level consistency and improvements, risk mitigation in contracts or HSSE, plus the all-important cost savings.

"Success requires buy-in from all stakeholders – both top down and bottom up. It’s critical to present benefits relevant to each audience targeted, as well as to have a clearly defined scope and programme objectives.

"To support our clients with this initiative, we have invested in significant training activity and now have more than 30 qualified SMM practitioners within our global network. Our research demonstrates that organisations can expect to drive savings of 15-25% of total meetings spend, so it’s not surprising that many organisations are now turning their attention to SMM."

In pictures: EMEC 2014 highlights

Personalisation, SMM and the 'un-conference' among future meetings trends

MPI EMEC 2015 to be held in Krakow, Poland

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Profit and turnover up for Freeman EMEA

Profit and turnover up for Freeman EMEA

Most recent financial year included acquisition of Comotion Consulting and a new managing director for the event agency.

8 things to look out for at IBTM World

8 things to look out for at IBTM World

With the countdown on, what brand new features and events can attendees expect when they descend on Barcelona next week?

'I could have screamed' - the ongoing war against events waste

'I could have screamed' - the ongoing war against events waste

Putting the environment first doesn't have to cost more, says Karen Sutton, CEO and founder of the Global Good Awards.

How the 'Greta Thunberg effect' is impacting events

How the 'Greta Thunberg effect' is impacting events

'We need to approach the challenge of an event's climate impact at multiple levels,' says agency director.

Zaha Hadid's ME hotel to open in 2020

Zaha Hadid's ME hotel to open in 2020

Designed by the celebrated late architect, ME by MeliĆ” will open its first Middle Eastern property in the Burj Khalifa district of Dubai.

7 tips for organising a successful charity event

7 tips for organising a successful charity event

Group of voluntary organisations and a venue finder offer insights for event planners to put together an effective charity event.

PCMA hires new VP of business development

PCMA hires new VP of business development

Latest recruit will oversee the association's business efforts for global clients and markets.

Case study: One Young World opening ceremony

Case study: One Young World opening ceremony

With 240 performers, a royal guest and some daring acrobatics, organising One Young World's opening ceremony was a challenge.

Venue of the week: Macdonald Burlington Hotel

Venue of the week: Macdonald Burlington Hotel

This four-star hotel in Birmingham city centre is a short walk away from bustling canal-side bars and restaurants at Gas Street Basin.

SAS 2020 conference set for ICC Birmingham

SAS 2020 conference set for ICC Birmingham

Analytics conference will attract more than 1,000 data and technology experts from 22-23 June.

LATEST JOBS