Introduction of SMM quick start solution

Global food organization

By providing an in-depth review of a global food company’s meetings program we could build a strategic solution that more effectively met its objectives.

The objectives

A global food company sought to align all of its meetings and events activities around shared objectives and best practices. It wanted to reduce its exposure to risk in terms of unmanaged meetings contracts and to introduce standardized global practices and performance tracking. 


The solution


CWT Meetings & Events proposed its strategic meetings management (SMM) quick start solution, a tailored package of services that assesses a company’s meetings program and delivers strategic recommendations.

An in-depth review of the food company’s needs and goals identified gaps with its policy and processes. CWT looked at all aspects of the meeting planning process and organized discovery sessions, conducted interviews, and analyzed data and documents using the GBTA Foundation’s SMM Maturity Index.  

The results


CWT Meetings & Events recommended a specific strategy and roadmap to help the organization move from the earliest stages of SMM maturity towards greater control and mastery.

The recommended actions covered a wide field: from negotiating better prices by consolidating its preferred supplier program and ensuring more meetings and events planners complied with it, to improving communications to attendees and enhancing reporting processes.

Based on this feedback, the client was able to make a strong business case to senior leadership and enlist its support for a global SMM approach.  




INDUSTRY: Food production and marketing; consumer packaged goods

LOCATION: 15 main offices worldwide


EVENT BUDGET: Meetings and events budget conservative estimate: US$20 million



  • Implemented consistent SMM processes, templates and guidelines to drive efficiency
  • Adopted nearly 100 percent of recommended changes
  • Identified and established leadership support and SMM champions throughout the organization


 More case studies