Strategic Thinking About Meetings Management -- Now the NBTA Joins In
By Dale Weideman, Corbin Ball Associates - ©2004 

Too busy with an improving economy and flusher budgets to think about "strategic meetings management"? Think meetings consolidation went out with the last recession? Well, business travel managers *are* thinking about strategic meetings management, and you should too, to maximize your demonstrated value within your company or your clients companies.

Just a few days ago I reviewed a new think-piece on strategic meetings management authored by the National Business Travel Association: "Framework for Success: Building a Strategic Meeting Management Program". The report was issued on March 29 by the new Groups and Meetings Committee of the NTBA and it should be quite an eye-opener for meetings and events managers. Take a look at this quote from Madlyn Caliri, committee co-chairperson and procurement manager for travel and meetings at AT&T: "The membership of the NBTA asked for this white paper because more and more travel managers are being asked to take over meetings departments". (From the front-page story in MeetingNews, 4/19). Are the travel managers taking over meetings at YOUR company or clients? Are you one of those travel managers?

The NBTA report highlights how the development of technology tools -- actually, enterprise software systems -- provide a framework for supporting strategic meetings management and strategic sourcing. Here at Corbin Ball Associates we've been following this development over the years, working closely with the leading vendors in the field. Right now we're working on a major report covering the latest and most sophisticated strategic meetings management and strategic sourcing tools currently on the market. We're covering StartCite and their combined OneForm / MarketPlace offering; seeUthere's MeetingView, Plansoft's MMS, Worldtravel's Plan2Attend, Carlson's MeetingsLogic, Arcaneo's new Metron, Lenos' Enterprise Event Marketing, Aprimo's Event Management module, and Ambassadors' Bluedot Event Portfolio Management technology.

This will be the industry's first truly in-depth analysis of Strategic Meetings and Events Management solutions, and picks up right where the NBTA's report leaves off. Our report will provide the detailed lowdown on what each of these very sophisticated software solutions provides as practical solutions for implementing strategic meetings management across large enterprises. Now, these tools aren't for smaller companies or associations -- they're truly industrial strength, with the power and price tag that makes them appropriate mainly for large multi-division enterprises. As we work through our analysis, I'm impressed with just how far the different solutions have come, and the real variety of approaches and emphases that are available. This isn't a market where you can easily pick a "best" product -- each offering has its own strengths and distinctive approach, which means it is very important to thoroughly understand the kind of solution you're looking for, and then pick from the short list that most closely meets your needs. Our report will give you the latest in-depth analysis of each product's approach and strengths, so you can be sure you're looking at the solutions that fit you best.

Times have changed. It's just not enough any more to focus solely on delivering great meeting experiences. You have to demonstrate your strategic value to the corporation quarter after quarter. And the key to that is going beyond great meetings management to great *strategic* meetings management. With stronger budgets and much better software tools, that's a lot easier these days. It's time to be thinking strategically about your meetings and events management. The travel managers certainly are.

My report will be coming out in June. I expect to run about 120 to 150 pages, packed with full descriptions of the range of options, strengths, and capabilities of each of the leading products available in the market. Contact info@corbinball.com with "white paper" in the subject line to be at the top of the list of the people I notify as soon as its ready. Thanks so much to all of you who contributed your ideas and suggestions -- I've received some really great ones!