Written by: Vickie Sullivan | November 08, 2018
The Business Case for Meetings
Yep, it’s that time of year again: trends and predictions for 2019. A recent Business Travel News article, “What to Expect for M&E in 2019,” got my attention for its 30,000-foot view of meetings and events, where thought leaders spend time speaking and networking.
Yes, these are opinions, so take these predictions with a grain of salt. Two things that pinged my radar:
• How meeting ROI is defined. Yes, corporate America sees the value of face-to-face experience. The key shift is towards whom. Key quote: “Internal training is being done in alternate ways, online … maybe reduce time onsite. [This reserves] face-to-face resources for revenue-generating events that can more directly justify costs.” Translation: Your training programs just got more complicated.
Listen: How to Take Advantage of Upcoming Changes
• The business case for meetings has broadened. Two changes here. First, the current war for talent will make employee engagement key, so look for tactics that worked in marketing meetings to carry over here. Second, meetings play a big role in customer experience. Key quote: “That event itself may not have a return; that may not be the best calculation. Clients are focusing [analytics] on their customer acquisition or retention cycle or their revenue growth setter.” If meetings are tools, then how does our contribution make that tool work better?
Our speaking and thought leadership don’t happen in a vacuum; we have to evolve with the environment. Check out these changes, and ask yourself, “How do I adjust my contribution to fit my clients’ business case?” Those who strategically answer that question will have the inside track.
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