Presenting Your Business Case For a Meetings Management Program

Building Your Business Case

While your company may not have a culture of writing a formal business case, putting your thoughts in writing can help you to consolidate your thoughts, data, and ideas into a single location. When putting together business cases, some areas to think about:

  1. Current Situation/Business Need
  2. Objectives
  3. Risks
  4. Proposed Strategy
  5. Justifications and Impacts
  6. Expected Results
  7. Selecting Meetings Technology
  8. Recommended Rollout Plan

The Cost Of Doing Nothing

As you put your business case together, one important point to remember is the cost of doing nothing. Based on today’s current situation, are you exposed to a large risk? Are inefficiencies impeding organizational growth?

Think back on why you are doing this is the first place and articulate not just what needs to change, but why the status quo is actually harmful.

Presenting Your Business Case

When you present your case to executives, again, keep your business, and the executive’s’ personality, in mind. How do they best digest information? How much time do they have to listen? One of the most frequent mis-steps I’ve heard from clients is they attempt to present too much information. Most executives will have ten, maybe fifteen minutes to hear you case.

There is a common misconception in the industry that if you can’t get an executive mandate for meetings management, you’re doomed to fail. While an executive mandate certainly speeds up the adoption process, some companies just do not have a mandate culture. Others need to see some level of success before a mandate is issued.

So if you can’t get time with executives, or don’t get a mandate on the first go-round, don’t let it slow you down!

Kiewit, our 2016 SMM Program of the Year Plannie Award Winner, had an unofficial SMM program in place for two years before executives heard their business case. At that point, the team had a solid foundation in place and case studies of success. Once the executives saw the unofficial benefits, it became a no-brainer to mandate the meetings management program across the organization.

Download business case templates + our Meetings Starter Kit here.

 This post is part of a series on strategic meetings management. To see other blogs in the series, click here.

This content was originally posted on in 2014. 

Madeline Hessel

Written by Madeline Hessel

Maddy is on the Content Marketing Team at Cvent. When she’s not geeking out on lead gen tactics, optimizing processes, or cramming prospects through the funnel faster, you can find Maddy playing soccer, cooking a yummy dinner at home, or traipsing around the country to visit her geographically-challenged family.