GBTA Travel Research Tools

Strategic Meetings Management Maturity Index

Strategic Meetings Management (SMM) is a disciplined approach to managing enterprise wide meeting and event activities, processes, suppliers and data in order to achieve measurable business objectives aligned with the organizations strategic goals/vision, and deliver value in the form of quantitative savings, risk mitigation and service quality.

The Strategic Meetings Management Maturity Index allows meetings managers and executives to quantify the developmental progress of their SMM Program across 13 distinct categories. Understanding that each SMMP and each organization (defined as a company, corporation, partnership, association, government agency, educational facility, supplier, or any other entity that conducts meetings or events) is unique and each approach is different this index is based on best in class models.

After completing the entire assessment questionnaire, the Index displays your score in each of the 13 categories as well as an aggregate score for your entire program. The Index then provides you with a prioritized list of detailed recommendations to further develop your program, thus increasing your SMM score, and ensuring continued improvement and growth of your SMMP.

The 13 categories of assessment are:


  • Strategy (7 questions)
  • Policy (8 questions)
  • Meeting/Event Registration (5 questions)
  • Approval (13 questions)
  • Data Analysis and Reporting (8 questions)
  • Technology (2 questions)
  • ROI/ROO/ROE (6 questions)
  • Planning, Program Design, and Execution (9 questions)
  • Payment/Expense Reconciliation (5 questions)
  • Sourcing/Procurement (7 questions)
  • Stakeholder Management (5 questions)
  • Communication and Leadership (3 questions)
  • Resource Modeling (3 questions)