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Tuesdays with Talia: Introducing Category Management

“SMM (Strategic Meetings Management) is an interesting topic. I have talked to many procurement managers and category managers of procurement, and if they do not come from the meetings industry they do not even know what SMM means. However, they do know what category management is. As we are talking to companies who are first looking at this category, category management really resonates for them. It really ends up being the same thing as SMM. It is creating a policy process, figuring out the unique workflow and how to address and automate it. It is a combination of creating and supporting the process and finding the technology that will implement the program. Our industry has not adopted well because we are teaching people something they are not familiar with. But, if we talk about category management in the language of SMM we can start helping procurement to understand how to manage the meeting and events category with all the nuances and specifics which will create a lot more interest and conversation. I think we should start as an industry, to take SMM and that language and think of it as broader language, the language of category management. That will get a lot more conversation and interest going with the right people that will make actual changes in the category.”