Copyright © 2015 CWT 1

2 The Grand Convergence: Travel, Meetings, & Procurement Shared Success Through Thoughtful Collaboration Upstate NY GBTA and MPI Education Networking Dinner 2016 Amy Schuerman Associate Program Manager, CWT M&E April 14, 2016 Rochester, NY

Copyright © 2015 CWT 3 Visibility Accountability Attention to Detail SMM primer Brainstorm the perspectives of managers in travel, meetings, procurement Myth busting Shared business objectives Key factors for mutual success  Stakeholder Engagement  Program Marketing Focus OBJECTIVES

Copyright © 2015 CWT 4 Visibility Accountability Attention to Detail Passion Creativity Delight Strategic Meetings Management (SMM) is a disciplined approach to managing enterprise wide meeting and event activities, processes, suppliers and data in order to achieve measurable business objectives aligned with the organizations’ strategic goals / vision, and deliver value in the form of quantitative savings, risk mitigation, and service quality. What is Strategic Meetings Management?

Copyright © 2015 CWT 5 Visibility Accountability Attention to Detail INFRASTRUCTURE TO DELIVER Savings Risk mitigation/management Compliance Transparency Quality service Value ROI

Copyright © 2015 CWT 6 Visibility Accountability Attention to Detail Passion Creativity Delight WHAT IT IS Enterprise-wide solution Single program per company Based on sound business principles Driven by strategy reflected in policy Aligned with goals/vision of the organization Customized to corporate culture Multi year/phased process driven by continuous improvement Other?

Copyright © 2015 CWT 7 WHAT IT IS NOT One size fits all Meetings “Consolidation” A single planner/group of planners becoming strategic about their events Strategic Meeting Planning & Delivery Meeting Architecture JUST Meeting procurement/sourcing Other?

Copyright © 2015 CWT 8 CURRENT STATE OF SMM $148.3 billion corporate M&E spend in 2014 Grew 11% in 2014 Small meetings = big opportunity (66% of all meetings) Industry Overview 95% of companies implemented a component of SMM 6% incorporated it company-wide Hybrid models proliferate Market Trends 10-25% savings on M&E spend for clients who adopt best practices Pre-meeting evaluation of costs Back end ROI & strategic value Savings Advantage

Copyright © 2015 CWT 9 Long ago and far away... The birth of SMM

Copyright © 2015 CWT 10 Corporate Meetings Market over $264B Focus shifted to any “unmanaged” spend in mid 1990’s and T&E identified as third largest controllable expense Meetings spend is fragmented and decentralized Data/Benchmarking available Illustrate value of meetings as an investment in business success Regulatory issues Safety and Security WHY MEETINGS NOW?

Copyright © 2015 CWT 11 Visibility Accountability Attention to Detail The Grand Convergence Travel Meetings Procurement

Copyright © 2015 CWT 12 Our Goals Are At Odds What is your perspective? Who are you in the mix? Come to the table with understanding Acknowledge potential road blocks Our goals are also the same………

Copyright © 2015 CWT 13 Visibility Accountability Attention to Detail REALITY 101: GOALS AT ODDS Travel Management  Drive business to preferred partners repeatedly  Travel is travel – even for meetings  Provide rolled up data/reporting  Limited meetings industry knowledge  Focus is on traveler safety and security

Copyright © 2015 CWT 14 REALITY 101: GOALS AT ODDS Procurement  Standardize/homogenize  Reduce risk/cost  Meetings as a commodity  Limited travel and meetings industry knowledge  Limited in procuring meeting service categories

Copyright © 2015 CWT 15 REALITY 101: GOALS AT ODDS Meeting Planners  Unique/creative meetings  Subjectivity can be rewarded  High level of ownership  Previously not engaged in enterprise solutions  Limited business travel knowledge  Legacy success

Copyright © 2015 CWT 16 BRIDGING THE GAP Travel Procurement Meetings HOW DO WE WORK TOGETHER TOWARD COMMON STRATEGIC GOALS?

Copyright © 2015 CWT 17 Reality 101: We Have Shared Objectives There are many myths that exist related to Travel, Procurement, and Meetings. Our shared objectives remove objections.

Copyright © 2015 CWT 18 SHARED OBJECTIVES Meeting Effectiveness Savings / Cost avoidance Risk Mitigation Traveler Satisfaction Data Aggregation Contracting Rigor Branding Alignment Visibility in Spend

Copyright © 2015 CWT 19 SMM becomes a part of the fabric of your corporate services/structure  SMM wins are also business wins Improved policy enforcement and compliance In times of crisis, the value of a managed program is demonstrable with data Program advocates will support program’s value proposition and will be vested in success Meetings/events will be respected alongside marketing and sales as key drivers of business success  Protection of brand reputation SECURING ALIGNMENT

Copyright © 2015 CWT 20 Stand alone projects are easier to cut Program may be seen as “nice to have” but not necessary Enforcement of policies will be minimal Chances of duplication of efforts is high Uncoordinated work may lead to dilution of leverage and increased risk WITHOUT ALIGNMENT

Copyright © 2015 CWT 21 5 E’s of Mobilizing Internal Stakeholders

Copyright © 2015 CWT 22 MOBILIZING INTERNAL STAKEHOLDERS 5 E’s of Stakeholder Mobilization Engage Exchange Emulate Educate Excel

Copyright © 2015 CWT 23 Senior management Every stakeholder and customer that can support your efforts thwart your efforts Be impacted by your efforts ENGAGE Long engagements are preferable...

Copyright © 2015 CWT 24 Ideas Mutual value relationship (WIIFM / WIIFY) Data Knowledge Glory Lessons learned EXCHANGE Share the knowledge, share the love...

Copyright © 2015 CWT 25 Success at other companies and your own Processes and policies that already work well Network with industry associates Identify similar corporate cultures Share your successes EMULATE Beg, borrow and steal ideas...

Copyright © 2015 CWT 26 EDUCATE Keep each other in the loop... Procurement PlanningTravel SMMPlanning Meetings ProcurementTravel Shared Services ProcurementSMM

Copyright © 2015 CWT 27 Increases cost efficiencies Quality gains Maximizing resource allocation Benchmark success Repeatable results Delighted stakeholders and customers EXCEL Celebrate each anniversary...

Copyright © 2015 CWT 28 “One person's craziness is another person's reality.” - Tim Burton “What we see depends mainly on what we are looking for”- John Lubbock “People who look through keyholes are apt to get the idea that most things are keyhole shaped.” - Author Unknown