New centralized SMM program

Technology company

Clear visibility of spend and ROI were the driving force behind this technology company’s decision to explore a more effective SMM program.

The objectives

Without a strategic meetings management (SMM) program in place, a large technology company didn’t have clear visibility regarding its spending and return on investment for meetings and events. Its meetings planners risked missing the best deals or working overtime because resources were not shared effectively within the organization.


The solution


Via dedicated focus groups CWT Meetings & Events identified two needs: a customized online form for requesting meetings and events support and proactive recommendations from experts to help planners meet their goals.

CWT Meetings & Events recommended that the tech giant first introduce a centralized meetings service platform. This tailored process enabled employees to submit an online request for assistance from CWT Meetings & Events professionals to improve the planners’ knowledge and service.

The results


CWT Meetings & Events’ experts built a relationship with the company’s meeting planners to raise awareness of the global meeting program and steer activity toward strategic choices.

As a result, 278 additional service requests were received in the first six months and reporting improved thanks to an enhanced flow of information and data tracking.

The company was soon armed with a supportive network of planners and the strategic data to leverage global meeting and event spend to drive deeper discounts and market share from its preferred suppliers.






INDUSTRY: Technology



EVENT BUDGET: Meetings and events budget of US$111 million



  • Increased meeting organizer engagement by 10 percent in six months
  • Gained more accurate reporting
  • Saved more than US$500,000 in hard-and soft-dollar costs
  • Achieved a user satisfaction rate of 90 percent


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