What Associations Need to Know about SMM

Karl Kirsch, CAE, had heard about strategic meetings management — or SMM — for years at industry meetings, but he wasn't completely sure what it entailed until he attended a session at a meeting management conference. While listening to the presenter, Kirsch, vice president, Meeting Expectations, an Atlanta-based association management and meeting planning company, came to a realization. “We already kind of do that in the association world. We just don't call it that,” he says.