CAMBRIDGEWHO’SWHO:  What would you like to promote most about yourself or your business?

PATRICIA A. BAGLIO:  I have more than 27 years of experience in the meeting planning business, mostly in the corporate arena. That experience gave me a clear perspective and a deeper understanding of the daily challenges that our clients face, including reduced budgets, increased responsibilities, fewer support staff, and shorter planning cycles. This knowledge becomes an invaluable asset when partnering with our clients.

 What prompted you to start your own company?

BI used to be a school teacher in the public sector and I wanted to be in the private sector. The economy startedshifting 15 years ago and DEC started their layoffs, which they had never done before. When Compaq bought DEC, I had a choice to stay with them and travel a lot of the time to Houston or take a severance package. I decided to pursue my dream and start my own business.

I thought, ‘Well, there’s no better time if I’m going to do it than now. The worst case scenario is that the business fails and I have to go find a job.’ So I took the leap and the company will be 10 years old this fall.

What is your greatest professional accomplishment to date?

I took the chance to start my company. It’s been successful and profitable each year. In the middle of all this, I faced my biggest challenge when I was diagnosed with breast cancer.With the support of my associates and friends, my business continued to prosper without any interruption in client service and satisfaction.

How have you been able to achieve such a high level ofsuccess for your business?

I’m a small company; I don’t have this large business plan. I spend a lot of time nurturing my relationships. For example, I had a potential client from nine years ago. I had done some local work for one of their divisions. I asked to be introduced to the corporate side, which was in Phoenix, and they didn’t need me at the time. A couple of times, they asked me to bid on something, but then the money was withdrawn. For eight years, I would occasionally call or send an e-mail. A year ago, I got a call from my contact, who had recommended me to one of her co-workers right off the top of her head. I asked the woman, Susan, “How did you think of calling me?” She said, “I always appreciated your professionalism. You were never pushy; you just kept in touch and understood the situation. I knew when I had the right opportunity that fit, I would call you.” I’ve done about 50 programs for them so far. I’m looking forward to nurturing more relationships like that.

What topic(s) do you consider yourself to be an expert on?

Any logistical planning of an event from the initial concept to the implementation and follow-up. I can help my clients design the event from not only a creative standpoint but also a learning standpoint.We become a part of their team from the very beginning.We have access to a vast resource of vendors, [who are] anywhere in the world, in all aspects of production, videography, trade show booths, registration, etc…

We also produce performance management analysis and reports.With the economy the way it is and with people having to prove their ROI [returns on investments], we work with our clients to identify key areas and their goals. We provide an evaluation sheet for each attendee. We review it, perform the data entry, survey it and analyze the data, which is then put into a full-fledged presentation with graphics. This analysis allows the client to make improvements to their programs, identify successes and failures, redesign agenda flow and schedule speakers where needed; it also shows which tactics work. More importantly, we identify prospects who are actively interested in [clients’] products or services.

What makes you a valuable resource in your industry?

The wealth of resources readily available to us, our ability to use our experience with other companies to maximize or leverage discounts and professional assistance, our performance management capabilities, and the fact that we have been on both sides of the table.We can be realistic about our delivery and their requirements.

What is the most difficult obstacle or challenge youhave faced in pursuit of your goals?

Everybody wants to do a lot for a little. Companies really need to maximize their dollars, yet it can be very challenging to create a project or a program and still get the
most out of their resources. People are so busy. To get them to attend or even to respond is a big challenge. We’ve seen the no-show factor at events go from 15 to 20 percent ten years ago to 50 percent in the last couple of years. People take the time to register and show interest. But, very often, half of them don’t come. It’s about how you get their attention and how you maximize the time you get from them.

How do you gauge your success: on the satisfaction of the client or the satisfaction of the company who commissioned you?

If I make my client successful, that means they’ve made their client successful. That’s how I measure my success.

What advice can you offer people aspiring to work inthis profession?

Have realistic expectations. By that, I mean everybody thinks anyone can do it [meeting planning]. Understand it’s much more than just making a few phone calls. You need to show what your added value or advantage is. You have to understand your client, your business and the vendors you’re working with. Give as much as you can in your time. You have one shot to make your pitch.