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Evolution to revolution: Transforming a mature SMM program

Case Study


Industry: Major technology provider

Service: Align the strategy for meetings & events to the overarching company's goals

Location: Global


CWT Meetings & Events collaborated with a major consumer technology provider, to simplify their needs. Using their existing strategic meetings management program which enabled the customer to achieve their business objectives, we fine-tuned with a total meetings management approach to provide better performance. 

The client wanted their existing program to become seamless through everyday tasks such as planning meetings, sourcing venues, managing suppliers, signing contracts, organizing teams for effective impact and more. We mapped key stakeholders current state and challenges to understand their needs and identified where improvements could develop the program. Overall, the client required a program that drives strategic value through all their meetings and events. 


The client was rapidly growing within the meetings space and had a constant push for diversity and innovation. They were looking for ways to stand out from the crowd and push their offering further.

To ensure a successful delivery, the client requested CWT M&E to provide regular validation steps with key stakeholders and partners to streamline the overall strategy.


With the client’s requirements in mind, 95% adoption rate was achieved by using a total meetings management approach, assigning the right staff into the right roles.

After starting with only eight people in operational roles to service the account, a huge focus was on hiring the right talent and putting them in roles to manage all events activity. In addition to the staffing model, there were further developments:

  • Central mechanisms to track cancellation credits
  • Adjustment of sourcing strategies and negotiations tactics
  • Strategically aligning with the client’s travel provider
  • Introducing a technology specialist

The development of these programs ensured high service quality, while:  

  • Conducting robust quarterly business reviews with the client, allowing stakeholders to see the value in what was being delivered.
  • Implementing an annual recognition program to showcase the ability to think more creatively and enhancing internal adoption of our programs. Especially by assigning internal brand ambassadors to tell their story.

We had a third party organization conduct an anonymous survey to interview all stakeholders and investigate their pain points which needed resolving.


Embodying the client’s company culture and values within CWT M&E service while continuing to deliver, resulted in the contract being renewed. It showcases the strong strategic relationship we build side-by-side with a client, and the solid, measurable results CWT M&E delivers. They signed a six-year contract renewal and expanded the scope of services for a total meetings management (TMM) approach.

  • Ability to drive SMM/TMM rigor while delivering amazing events
  • People (Training and culture)
  • A respectful challenger to drive strategic value

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