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SMB* Events Management: How to Develop an Effective Program

by Christopher Dwyer, Ardent Partners

Editor’s Note:
To develop a balanced viewpoint, it’s important to look at a topic from all sides. We are accustomed to viewing event and exhibit programs from a marketer’s POV. Guest author, Christopher Dwyer, evaluates these programs from procurement’s point of view. And his analyses could point the way to better understanding between these two important business areas.

The modern *small- or medium-sized business (SMB) has faced a consistent issue over the years in regards to two of these complex spend categories. To start, business travel is a must; every organization, regardless of size or stature or location, must travel to spur business development and outreach with key clients, customers, and other organizations. And, travel’s “sister” category, meetings and events, are also a necessary function of how the average organization connects with the business world.

At CPO Rising, we’ve taken the time over the past year to highlight the various components of modern complex spend management. Each spend category within this greater banner (travel, meetings, contingent labor, print / marketing materials, etc.) presents its own set of specific challenges, pressures, and strategies. While there are general capabilities and competencies that fit into any program across these strategic spend categories, an enterprise’s size heavily plays into how category-specific programs are developed, executed, and managed. [Read more…]

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