Brand agency Strata ’ s new group head of strategic meetings management Caroline Lumgair Wiseman discusses the need to reimagine SMM and why it ’ s imperative to ‘ be the client ’

once watched a hugely successful fashion designer addressing his senior leadership team , and he said something that has always stayed with me . He explained that a principal belief he had embraced throughout his career was that he and his wife were first and foremost their own customers . This idea informed his designs and , ultimately , he believes it is the key reason behind the success of the billion-dollar empire he still leads to this day .

Reflecting on it now , it remains a

favourite piece of advice . If you know who your customers aspire to be , and what they envision for their events , you can identify what they need , as well as introduce them to ideas they may not have considered – infusing your work with the excitement of what you as a seasoned professional might wish to explore and embrace . Thinking about it , as strong relationships with clients are established , you find yourself curating for them as you work , noting places they may love , people they would connect with and ideas they might utilise .

Defining a new standard Imagining what other people might want informs my thinking . I ’ m relationship-oriented and an advocate for bringing people together to create lasting memories , both in my work and in my personal life . To be heading up

Caroline Lumgair Wiseman

“ Historically , SMM has looked at cost savings and efficiencies however , I believe a greater focus on creativity , innovation and value creation would challenge that perspective .”

Strata ’ s new division is a wonderful opportunity to further embrace these fundamental passions . Moreover , to be given the opportunity to reimagine strategic meetings management ( SMM ) is exciting . It may sound bold to say ‘ reimagine ’ and that is our goal – to give SMM a bit of a shake-up and to define a new standard with a unique lens on our ever-changing world .

Currently , Strata is on a journey , an ambitious period of growth , which includes SMM . As we progress , we ’ re looking to go beyond processes and systems that track event and meeting effectiveness ; we ’ re focusing on collaboration

To meet any organisational goals , one must collaborate . This involves humility , teachability and a genuine receptiveness to the ideas of others . We desire to further support our clients to gain a full overview of their events programme in order to design a roadmap .

Collaborative partnerships Historically , SMM has looked at cost savings and efficiencies . However , I believe a greater focus on creativity , innovation and value creation would challenge that perspective .

When partnering with clients , honesty and transparency are essential . It ’ s paramount that you get to a point with a client and key stakeholders where you can say , ‘ Let ’ s look at the dream and then what your priority is within that dream ’.

To be truly consultative , you also have to be able to grasp any underlying complexities and be candid , troubleshooting and finding