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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 02, 2011

Business Case Is A Moving Target

Experts who speak keep hearing about “business value of meetings”.  Those are big words that can mean just about anything.  And, unfortunately, the meaning can differ widely by organization.  Exhibit A:  a new study by Meeting Professionals International (MPI) reveals that few companies formalize measurement.  The excuses/reasons why:  too complicated and expensive.

Those who do measure value to it the old-fashioned way:  with traditional surveys (aka, smile sheets for us industry veterans).  This is why one of the first questions we need to ask buyers is not the theme of the meeting or who’s attending.  The biggest criteria is how success is defined and measured.  The more subjective the measurement, the more emphasis on the basics and the “little things”.

MPI will present the findings next month.  Stay tuned…


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.