SMM Pioneer Betsy Bondurant Asks: “Why don’t more meeting managers turn their data into intelligence?”
Many of you in the industry know my good friend Betsy Bondurant, President of Bondurant Consulting. Betsy is one of the original pioneers of Strategic Meetings Management and managed one of the first SMM programs in the industry while she was with Amgen. Recently, she wrote for MeetingsNet questioning why SMM program managers aren’t turning basic information into big data that provides validation for their programs’ return on investment.
Betsy confirms what we at Lanyon have been evangelizing all along: Combine the richness and power of transient hotel spend with meetings and events spend to analyze and power information. Use this data to negotiate better rates, terms, and conditions with your preferred suppliers. Show your mastery of the enterprise spend data intelligence and put yourself on the road to success.
Sharing ROI statistics with the event marketing team is another area of opportunity. Betsy says “It’s critical for the SMM program lead to collaborate with the event marketing team before, during, and after the event. Together, they can ensure that proper measurements are in place to design an effective event, operate it successfully, and measure the desired results. This data can be used to ensure that the target audience has been reached, to improve existing events, and to identify new areas of opportunity.”
In summary, I think Betsy says it best in her Op-ed; “…those who are not collaborating around data with others in the organization are missing a huge opportunity. Don’t simply collect statistics. Analyze that data to determine trends, identify gaps, and make enhancements to meetings and events throughout the enterprise.”
Thank you Betsy for validating what we at Lanyon have been advising SMM program managers and clients to embrace for years.
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