BCD Meetings & Events (BCD M&E) has released a guide for events teams who want better structure in their planning process. Anya Catherine has been with BCD M&E for more than four years, contributing across multiple teams and roles.
In her current position as an associate solution designer, she collaborates with colleagues to develop strategic meeting solutions that support client program growth, efficiency and compliance. Smart Meetings asked Catherine how meeting profs can develop a more strategic approach to their process.
What is a meeting policy and why does it matter?
A meeting policy is an established set of rules to help regulate an enterprise meetings and events program. This matters because it limits financial and legal liability as well as garners visibility into spend and volume. Enforcing policy compliance increases spending under the organization’s management, generating more supplier leverage, and a trusted partnership.
A policy is also important because it should clearly communicate what defines a meeting and how meetings at this threshold should be managed. The policy should explain the reasons employees should follow the policy; why it is important for employees and the organization to follow these guidelines. Examples include mitigating risk, driving cost savings, providing visibility of activity for security / duty of care reasons and enhancing the user experience at the organization.
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What is the best way to communicate roles and responsibilities to all stakeholders?
The most effective way to communicate roles and responsibilities to stakeholders is to document a clear strategy that outlines the goals of the meetings program, how it will be implemented and the outcomes it is designed to achieve. This should include the responsibilities of each stakeholder and serve as the central defining document for the program.
It should be developed using input and feedback from your various stakeholder groups. Creating this document becomes the first step in understanding those groups and actively engaging them in the process. Clients that have done this well have advocated for their program over a period of time, presenting to each stakeholder group so the purpose and responsibilities are clear to all.
When it comes to launching a meetings program, we have used a variety of methods in partnership with our customer. This includes corporate communications customized to each level of leadership, training videos, virtual roadshows, digital signage and screen savers.
How can identifying guidelines around factors such as venue sourcing and preferred suppliers, contract processes and insurance requirements help with budget approvals and management?
Identifying guidelines around these important factors helps control program costs. Venue sourcing and preferred supplier guidelines will help filter out appropriate locations, trusted support, and negotiated discounts and concessions. Contract processes and insurance requirement guidelines mitigate hidden fees & clauses, as well as reduce potential risk & liability. When guidelines like these are followed, it allows for a more seamless approval process and can create consistency across program budgets.
How can starting with the meeting’s purpose help with evaluating effectiveness and iterating to improve future meetings?
It is important to establish a meeting’s purpose because it sets expectations and provides insight into key takeaways, the bigger picture and expected outcomes. As a planning agency, successfully understanding a meeting’s purpose prior to the actual planning piece allows us to have clear standards and benchmarks moving forward for future programs. Although every meeting may have a different purpose than the next, iteration is important to understand the “why” of a program. Through elements such as success stories or lessons learned, we can make future programs even stronger.
With organizations placing greater emphasis on ensuring their investment in meetings and events delivers measurable business value, it’s essential to design each meeting with purpose at the center of the planning process. This allows you to clearly demonstrate effectiveness, whether through surveys, feedback forums, or even AI tools that capture real‑time reactions in the room.
