In today's environment, leaders are looking at what provides strategic value to their organizations. No longer can meeting professionals execute without measuring and demonstrating. In the wake of cut backs, downsizing and bankruptcies, all that do not justify their existence will be closely scrutinized or eliminated.
Meeting professionals must demonstrate their value to their organization as well as the value of their meetings. This does not mean that you must become a statistician or earn a MBA. It does mean however, that you develop the skills to articulate your organization's goals and the needs of your stakeholders and find innovative solutions. The results will not only justify the meeting, they will elevate your role in your organization.
