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What Is Strategic Meetings Management and How Can It Benefit Your Business?

Ain’t your business meetings delivering the outcomes you desire, or are they falling short amidst growing time and resource constraints? Well, in today’s fast-paced business world, effective meeting management is essential for staying competitive. This is where Strategic Meetings Management (SMM) comes in. With SMM, you can transform and effectively boost event planning and management. And by strategically outsourcing the complexities of meeting management, you can optimise resources and streamline processes.

But what exactly is SMM and how can it benefit your organisation? 

SMM involves strategically overseeing all aspects of meetings and aligning objectives with broader business goals. Not just that, it has much more to offer. That’s why we have created this guide to explore what Is strategic meetings management and how can it benefit your business, along with the fundamentals of SMM, uncovering its benefits – from cost savings to enhanced productivity and improved attendee satisfaction. 

Let’s dive in and learn what is strategic meetings management and how can it benefit you here. 

What is Strategic Meetings Management?

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Strategic Meetings Management (SMM) is a systematic approach to planning, executing and evaluating meetings and events within an organisation. It involves aligning meeting activities with the organisation’s overall objectives and priorities to maximise efficiency, effectiveness and return on investment.

Further, SMM encompasses various elements, including sourcing venues, managing logistics, budgeting, attendee registration and post-event analysis. This brings us to the key components and phases of it. Let’s dive in to understand. 

Key Components and Phases of SMM

SMM comprises several key components and phases that collectively contribute to its success:

  • Meeting Strategy: This involves defining the purpose, scope and goals of meetings and events within the organisation. It includes establishing policies and guidelines for conducting meetings in alignment with business objectives.
  • Meeting Definition: In this phase, specific meetings and events are identified based on their strategic importance and potential impact on organisational goals. It includes categorising meetings by type, size, frequency and audience.
  • Meeting Policy: Developing and implementing policies and procedures to govern meeting-related activities, including budgeting, vendor selection, contract negotiation and compliance with regulatory requirements.
  • Meeting Registration Process: Creating standardised processes for attendee registration, including online registration platforms, attendee data management and communication protocols.
  • Centralised Sourcing/Procurement: Streamlining the sourcing and procurement of meeting-related services, such as venues, catering, audiovisual equipment and transportation, to leverage economies of scale and negotiate favourable terms with suppliers.

After knowing the key components, you must be wondering why it is important to implement strategic meetings management, right? We have got you covered. 

Importance of Standardised Processes and Technology in SMM Implementation

Standardised processes and technology play a crucial role in the successful implementation of SMM. Here’s why:

  • Efficiency and Consistency: Standardised processes ensure consistency and efficiency across all meeting-related activities, reducing manual errors and streamlining workflows.
  • Data Integration and Analysis: Technology solutions such as JTB Connect facilitate the integration of meeting data from various sources, allowing for comprehensive analysis and reporting on meeting performance, attendee satisfaction and ROI.
  • Cost Savings: By centralising procurement and standardising processes, organisations can achieve cost savings through economies of scale, vendor consolidation and improved negotiation leverage.
  • Compliance and Risk Management: Standardised processes and technology enable organisations to enforce compliance with internal policies, regulatory requirements and industry standards, reducing the risk of non-compliance and associated penalties.
  • Enhanced Visibility and Control: Technology solutions provide real-time visibility into meeting activities, budgets and expenditures, empowering organisations to make informed decisions, identify areas for improvement and optimise resource allocation.

Now that you know what is strategic meetings management and its importance, let’s move ahead and explore the benefits of it. 

5 Benefits of Strategic Meetings Management

An infographic image created by JTB India showing 5 Benefits of Strategic Meetings Management including, Increase Efficiency and Productivity, Cost Savings and Optimization, Enhance Attendee Experience, Improve Data Management and Analytics and Better Control and Compliance

SMM goes beyond mere cost savings, offering a range of advantages that enhance efficiency, attendee experience, data management and compliance. Let’s dive into the five key benefits of implementing SMM:

  • Increase Efficiency and Productivity

SMM simplifies meeting management, saving time and resources by automating tasks like venue sourcing and budgeting. This streamlines workflows, allowing teams to focus on strategic initiatives.

  • Cost Savings and Optimization

SMM centralises procurement processes and allows organisations to negotiate favourable contracts. This centralised approach leads to cost reductions and better allocation of resources, ultimately maximising Return on Investment (ROI). By optimising procurement processes and negotiating better contracts, organisations can achieve significant cost savings.

  • Enhance Attendee Experience

SMM focuses on creating memorable events by offering user-friendly registration processes and personalised experiences for attendees. This emphasis on attendee experience fosters engagement and loyalty among participants, leading to more successful and impactful events. By prioritising attendee experience, organisations can enhance the overall effectiveness of their meetings and events.

  • Improve Data Management and Analytics

SMM provides access to comprehensive data and analytics, enabling data-driven decision-making in meeting and event planning. By leveraging data insights, organisations can make informed decisions, enhance planning processes and support continuous improvement efforts. This access to data and analytics enhances the overall effectiveness and success of meetings and events.

  • Better Control and Compliance

SMM establishes standardised processes and compliance controls, mitigating risks associated with meeting and event management. By adhering to policies and regulations, organisations ensure transparency and maintain compliance with internal and external standards. This emphasis on control and compliance minimises risks and ensures that meetings and events are conducted in a structured and compliant manner.

You can also leverage these benefits by implementing strategic meetings management effectively in your organisation. Also, this will empower you to optimise processes, achieve objectives and stay competitive. After knowing what Is strategic meetings management and how can it benefit you, you must embrace SMM best practices and technology solutions that can propel your organization forward in today’s dynamic landscape.

Request a demo to explore JTB Connect for SMM

How to Implement Strategic Meetings Management in Your Business?

Implementing a Strategic Meetings Management (SMM) program requires careful planning and execution. Here are the key steps involved:

Step 1: Assessment and Planning

Start by assessing your organisation’s current meeting management practices, identifying pain points and setting clear objectives for the SMM program. Develop a comprehensive plan outlining the scope, goals, timeline and budget for implementation.

Step 2: Stakeholder Engagement

Gain buy-in from key stakeholders across departments, including finance, procurement, marketing and human resources. Align their priorities with the goals of the SMM program to ensure support and collaboration throughout the implementation process.

Step 3: Technology Evaluation

Evaluate available technology solutions that align with your organisation’s needs and objectives. Consider factors such as scalability, ease of integration with existing systems, user-friendliness and vendor support. Choose a technology platform that offers features such as venue sourcing, budgeting, registration management and reporting.

Step 4: Vendor Selection

Select service providers who specialise in meeting management and demonstrate expertise in implementing SMM programs. You can also reach out to JTB India as they have global connections and vendors with a proven track record, industry certifications and a strong reputation for customer service. Also, you must conduct thorough due diligence, including requesting proposals, conducting interviews and checking references.

Step 5: Customization and Integration

Work closely with your chosen technology provider such as JTB Connect to customise the platform to meet your organisation’s specific requirements. Ensure seamless integration with existing systems such as CRM, ERP and financial software to facilitate data sharing and streamline processes.

Step 6: Training and Onboarding

Provide comprehensive training to internal stakeholders and end-users to ensure they are proficient in using the SMM platform. Offer ongoing support and resources to address any questions or challenges that arise during the onboarding process.

Step 7: Monitoring and Optimization

Continuously monitor the performance of the SMM program, tracking key metrics such as cost savings, attendee satisfaction and compliance. Identify areas for improvement and optimization, making adjustments as needed to maximise the program’s effectiveness.

By following these steps and leveraging the right technology and service providers, you can successfully implement an SMM program that enhances efficiency, drives cost savings and improves the overall effectiveness of your meeting management processes.

Tips to Utilise Strategic Meetings Management Effectively 

Implementing Strategic Meetings Management (SMM) may pose challenges. Here’s how to overcome them:

  • Engage Stakeholders: Keep everyone informed and involved from the start. Share goals, benefits and expectations clearly to gain support.
  • Set Clear Objectives: Define specific, achievable goals like cost savings and efficiency improvements. Track progress regularly.
  • Tailor Solutions: Customise the program to fit your organisation’s unique needs and workflows.
  • Provide Training: Ensure all users understand the tools and processes through comprehensive training and ongoing support.
  • Promote Compliance: Encourage adoption by highlighting benefits and enforcing policies. Continuously reinforce adherence.
  • Continuous Improvement: Regularly review performance, gather feedback and make iterative changes for ongoing optimization.

With these tips, organisations can navigate SMM implementation successfully, driving better meeting management outcomes.


SMM aka Strategic Meetings Management offers a robust framework for enhancing meeting and event management processes within organisations. By strategically aligning objectives with broader business goals, implementing standardised processes and harnessing the power of technology, businesses can unlock a myriad of benefits, ranging from cost savings to heightened productivity and attendee satisfaction.

Now that you know what Is strategic meetings management and how can it benefit you, consider collaborating with JTB India, a trusted leader in corporate event and travel management. With our extensive suite of services and specialised expertise in Strategic Meetings Management, we can assist you in navigating the intricacies of meeting management, optimising processes and realising your business objectives. 

Request a demo to explore JTB Connect for SMM