While strategic meetings management programs typically roll out in corporations to improve procurement and savings, often they operate outside marketing. A recent study conducted by Cvent on SMM program and marketing best practices found that while 80 percent of travel managers/SMM program leaders said it’s “very valuable” to collaborate with marketing, less than 50 percent said they often work with marketing. A closer look at the goals of SMM and marketing can reveal more commonality than differences. Whether such teams should operate under the same umbrella, or simply align processes and practices, there are benefits to gain, as highlighted in this white paper. But stakeholders must understand the goals, language and overall objectives of both functions.
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