What's Love Got To Do With It? - what clients really want from their PCOs and suppliers

1. What's love got to do with it?
What clients really want from their outsourced planners and suppliers:
The PCO / AMC Perspective
Caroline Mackenzie, Congrex Group

2. Introduction
So who am I and what am I doing here?
• Over 30 years of international
experience
• 310 expert staff
• 17 offices in 12 countries

3. So what do we think client’s want?

4. I haven’t a clue………..!?
From: XXXXXXXXXXXXXX
Sent: 21 January 2013 12:50
Subject: PCO overview for congress - July 2022
Dear all,
We are starting to bid for an International medical congress for July 20XX. Based on previous congresses, the estimated
attendance is 3000 people and they are considering XXXXX as the venue for the congress.
We will need to include in a section about the PCO proposed, therefore the client would like to have a proposal of what
services you can offer and a description of your experience in organising large international conference.
Besides, although they understand at this early stage it is difficult to say, as they are trying to work on their budget for this
event, they would like to have a very rough idea of the prices they would be looking at (if possible).
They will probably use the PCO to deal with the following services:
• Hotel negotiation and contracting
• Exhibition design
• Sponsorship management
• On-site event management
• AV and technical services (incl translation, filming)
Please send me your proposal and prices (if possible) by the end of this week and I forward everything to the client.
Regards,
XXXXXXXX

5. So what do client’s think they want?

6. Going beyond the title ……
• How AMC / PCOs can work better with Associations
• Its about having as a service provider a mechanism to
understand and interpret the needs and wider objectives of
your client, to enable you to provide expert advice and
services that are aligned to their specific requirements

7. So how can we meet client’s needs

8. A win:win is no longer enough
Its no longer just about the relationship
between you and your direct client…..
• What about the end customer (members & delegates)?
• What about other partners (local / national / international)?
• What about others in the value-chain? (commercial
supporters)
• Other issues, e.g. sustainability, legacy, CSR etc.?

9. Understanding and aligning expectations
For Members & Delegates
Association Goals:
• Revenue
• Profit
• Quality Product
Quality Content
Quality Experience
Memorability
AMC/PCO Goals:
• Revenue
• Profit
• Quality Product
Quality Content
Quality Experience
Memorability

10. Getting the relationship right
Differences are in the delivery…..
Identify and fill gaps in competence and capacity
• Each associations has specific strengths & resources
• Each service provider has specific strengths & resources

11. So how do you get there?
Asking the obvious questions
• What do you want to achieve?
• What services to you need?
• What will success look like …………..?

12. How are relationships changing?
Supplier
Advisor
Partner

13. Models of collaboration have changed
As a result of a relationship change….
• Fixed fees
• Variable (result based) fees
• Guaranteed return
• Profit & Risk sharing (underwriting)

14. Enablers in collaboration
• Shared values
• Shared Vision
• Customer insight
• Open Communication
• Real contact in the selection process
• Efficient processes & decision making
• Analysis of suitable / relevant information
• Realistic goal setting

15. Disablers in collaboration
• Restrictive contracts
• Dis-incentivising work / reward schemes
• Over-diplomacy / harmony without logic or purpose
• Repetitive planning approaches
• Inconsistent quality / product from year to year
• Structural limitations
• Indirect communications

16. What are Associations paying for?
The basics If its wanted / needed
• Understanding the objectives
and expectations
• Defined work methods
• Standard tools and equipment to
deliver
• Flexibility and willingness to adapt
• Creativity / Innovation
• Specific experience and expertise
• On-going staff and service
development
• Advanced tools or systems
(and the knowledge to use them)

17. Creating the perfect marriage ……!
• Client needs to know what to look for in the right partner
• Understand and align expectations
• Examine and agree appropriate model of collaboration
• Ultimately for the client it’s about safeguarding their investment
Communicate
Communicate
Communicate

18. Thank You
www.congrex.com

19. Spare Slides if needed
www.congrex.com

20. Fixed Fees
Client Association Client Association
Reliable budget
Transparency
Can define service mix and level
Removes commercial incentives
Fee not linked to outcome
Looks expensive
AMC / PCO AMC / PCO
Reliable budget
Reliable planning
Can emphasise quality / expertise for
smaller projects
Removes commercial incentives
Fee not scaled if scope grows
Not competitive vs. other fee models
Strengths Weaknesses

21. Variable (results based) Fees
Strengths Weaknesses
Client Association Client Association
Reliable budget
Transparency
Incentivises growth & sales
Prioritises commercial incentives
May not include “management / creative” time
Proposal comparison difficult
AMC / PCO AMC / PCO
Incentivises growth & sales
Budget & scale can be planned
Efficiency is essential
Reliant on client “product” to sell
Many variables to present at proposal

22. Guaranteed Return (to client)
Strengths Weaknesses
Client Association Client Association
“No” financial risk
Removes burden of financial planning
Reduces potential return
Loss of budget (quality) control
Loss of transparency
AMC / PCO AMC / PCO
Attractive proposition
Clear target for client
Financial risk is priority
Reliant on quality product
Quality second to cost

23. Profit & Risk Sharing
Strengths Weaknesses
Client Association Client Association
Shared financial risk
True win-win partnership approach
Transparency
Very clear budget principles needed
Detailed financial plan to understand
Retain some financial risk
AMC / PCO AMC / PCO
Attractive proposition for client
Shared financial risk
True win-win partnership approach
Reliant on quality product
Needs client to understand budget
details
Uncertain revenue forecast