Both Meeting Professionals International and the Global Business Travel Association are hammering out—together, at times—a new definition of strategic meetings management. One thing is certain: The original, official definition focused mostly on procurement and financial issues, but the new view will include attendee engagement, attendee ROI, and event ROI. Said Linda McNairy, head of the GBTA global meetings task force, “While previously SMM was led by travel and meetings management, we now see sales and marketing organizations as an emerging audience, and there’s an increased sophistication of understanding coming from procurement, finance, technology, and other key stakeholder groups.” Most recently, at an MPI–sponsored “co-creation” session at IMEX America in October, a group of 20 SMM professionals gathered to discuss the future vision and definition of SMM.

Active Network/StarCite's Linda McNairy, head of GBTA's global meetings task force