Strategic Meetings Management

Strategic Meetings Management / Full Course (Lessons 1-6)

WelcomeThe Fundamentals of Strategic Meetings Management Full Course contains all 6 modules. Learners will have access to the modules in sequential order and must complete the survey at the end of module 6 to complete the course and obtain the Certificate of Completion. Course OverviewAs corporations increasingly integrate travel, procurement, and meetings into their business strategy, the need for a structured approach to meetings management has never been greater. This foundational course provides a comprehensive introduction to Strategic Meetings Management (SMM)—a discipline focused on managing enterprise-wide meeting and event processes to achieve measurable business objectives aligned with organizational goals. Developed by seasoned experts in travel, procurement, and meetings, this course equips participants with the skills and knowledge to develop, deploy, and sustain a Strategic Meetings Management Program (SMMP). Through a combination of real-world insights and practical tools, learners will gain a deep understanding of how to contain costs, mitigate risk, manage data, implement technology, and ensure high-quality service delivery. Participants will explore six key modules covering the fundamentals of SMM, stakeholder engagement, strategic design, policy alignment, value definition, and future-focused execution strategies. This module was created in collaboration with Cvent and the GBTA Meetings & Events Committee. Special thanks to our collaborators:Stephanie McNamara - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events Committee This course has been made possible by:

Lesson 1: Fundamentals of Strategic Meetings Management

This lesson provides a foundational understanding of Strategic Meetings Management (SMM), including its definition, value, and connection to the travel industry. Learners will explore the essential components of a successful SMM program, the skills required to implement it, and current industry trends that influence strategy and planning. The lesson also emphasizes aligning the program with brand identity and leveraging available resources. 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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Meetings & Events Consultant, CuratedThis course has been made possible by:

Lesson 2: The SMM Wheel and It’s Components

This lesson introduces the Strategic Meetings Management (SMM) Wheel—its components and purpose—and highlights the critical role of engaging stakeholders for a successful SMM program. The Strategic Meetings Management (SMM) Wheel provides a comprehensive framework for managing enterprise-wide meeting processes, spend, volume, standards, suppliers, and data.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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events CommitteeThis course has been made possible by:

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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events CommitteeThis course has been made possible by:

Lesson 4: Define the Value

This lesson explores how to demonstrate the value of an SMM program by analyzing spend and funding, calculating ROI, and identifying and mitigating risks. Learners will gain financial insights, learn to assess return on investment, and understand how to protect the organization through effective risk management strategies. 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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events CommitteeThis course has been made possible by:

Lesson 5: Grounded in Policy and Partnerships

This lesson focuses on evaluating existing organizational policies and identifying any gaps relevant to Strategic Meetings Management (SMM). It also explores how to build effective supplier strategies and leverage Preferred Supplier Programs across key categories such as hotels, technology, and travel.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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events CommitteeThis course has been made possible by:

Lesson 6: Elevate your SMM Program

This lesson explores how to plan and deliver modern, forward-thinking meetings by integrating technology, prioritizing sustainability, and ensuring attendee safety. Learners will examine emerging tools, eco-conscious practices, and risk mitigation strategies that align with evolving expectations and global standards.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 - CventJulie Haddix - CventBrenda Davis - International SOS & Meetings & Events CommitteeGem Bassett - Curated by Gem & Meetings & Events CommitteeThis course has been made possible by: