Dan Berger of Social Tables put forth this this version of next-generation
SMM at his roundtable.

For many meeting managers, the suggestion of a next generation of strategic meetings management is met with: “But we’re still busy trying to get our arms around our total event portfolio.” For companies with more mature SMMPs, however, it’s something they are more than ready to explore.
The evolution of SMM was the focus of a brainstorming session at PCMA’s Convening Leaders event, held earlier this year in Boston, where three panelists—Rick Binford, vice president of strategic marketplace development at Lanyon; Carolyn Pund, CMP, CMM, senior manager, global strategic meetings management, at Cisco Systems; and Debi Scholar, GLP, GTP, CMM, CMP, SSGB, CTE, who was a consultant at the time and recently started a new position as global cross-divisional category leader/director of virtual meetings at Novartis—shared their visions.
Audience members also tried their hands at re-creating the SMM “wheel,” the standard graphic used to illustrate the concept, developed almost 10 years ago by the Global Business Travel Association.

The challenge with first-gen SMM, all agree, is that the practice evolved from meeting and travel organizations focused on procurement, and it is rooted in spend management. “People are calling it SMM but what they are really doing is consolidated meeting sourcing,” says Pund.
But meetings data can be used for overall experience design, for companies to better understand how to create a best-in-class event that impacts their bottom lines. “Next-generation SMM isn’t as much about event ROI as it is about capturing ROI as it relates to the total business impact of your event strategy,” says Binford. “For example, how are your events paying off in terms of your business objectives, such as influencing customer behavior, or educating employees, or changing their behavior?”