Lesson 3: Build your Strategy

This lesson introduces participants to the foundational phases of building a Strategic Meetings Management (SMM) program. It guides learners through discovering key stakeholders and performance insights, designing a tailored strategy, and aligning the program with broader organizational goals. Participants will explore tools such as the GBTA Business Case Framework and learn how to establish internal collaboration and ensure brand integrity throughout the process. 

Who Should Attend: 
This course is ideal for professionals in meetings, events, travel, or procurement who are responsible for—or looking to influence—organizational meeting strategies. 

Attendee Commitment: 

1-2 hours per module. 

Special thanks to our collaborators:

Stephanie McNamara - Cvent

Julie Haddix - Cvent

Brenda Davis - International SOS & Meetings & Events Committee

Gem Bassett - Curated by Gem & Meetings & Events Committee

This course has been made possible by: