M&IW Difference Makers: Intent Strategy Group’s Angie Duncan Callaway
Angie Duncan Callaway, CMM, Sr. Director of Intent Strategy Group, is a respected leader both within Meetings & Incentives Worldwide and across the meetings and events industry. She joined M&IW in 2018 as a Meetings Management & Implementation Consultant and was promoted to senior director in 2023. In 2022, she was named one of MPI’s 50 Most Influential Members. Now, she serves as vice chair of MPI’s Research Advisory Board.
“With this being my first appointment on the advisory board, to be named the vice chair is an honor,” said Angie. “The board’s initiatives align with ISG’s work in analytics, research, and consulting, so it was a natural fit. I’m excited to learn and stretch my skills while making an impact in the industry.”
Learn more about Angie’s experience and leadership style as well as her plans for the Research Advisory Board in our exclusive Q&A.
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Q&A with ISG’s Angie Duncan Callaway
How did you get started in meetings and events?
I graduated with a degree in Tourism Management and a minor in Meeting Management, so I knew I wanted to do this from the start. At least, I knew I wanted to travel the world. Meeting and events seemed like a great way to be able to do that.
What areas do you specialize in?
I have always been on the event agency side. This probably comes from my deep-rooted customer service values. My first roles and leadership positions were managing clients who had adopted a Strategic Meeting Management (SMM) model. I have always been a numbers person, so managing the financial and overall outcomes through data has always been a passion of mine. Once I joined ISG, I knew it was a perfect fit.
In your own words, what is ISG? How do ISG’s services benefit our customers?
ISG is the consulting division of M&IW. We primarily work with enterprise customers offering SMM consulting, tech optimization, and system administration as well as business intelligence and data analytics.
What makes ISG unique is that we offer both consultation and implementation. Many agencies will provide recommendations, but we take it a step further by helping make it a reality. Also, since we specialize in multiple areas—strategy, business intelligence, and technology—we serve our customers from the beginning of their SMM journey until well after implementation. As their business needs change and evolve, we’re with them every step of the way, combining a strategic approach with tech expertise to make SMM an operational reality.
What is a misconception about SMM that you’d like to dispel?
In the early years of SMM, it usually involved a major, complex overhaul of your meetings program. It was a huge, expensive undertaking that took years to see results. Many leaders didn’t think it was worth the time, money, or effort.
Some people still have this view of SMM, but so much has changed in the last decade. We now take a phased approach where instead of trying to do everything at once, we identify the biggest pain points and tackle those first. Then, as a program matures and grows, we take on further initiatives. While it may still take just as long as to fully optimize a program, you’re getting wins along the way, making SMM less intimidating and more valuable.
Now that you’re on MPI’s Research Advisory Board, what areas are you focusing on for 2025?
The board’s objectives are to consult and aid MPI’s research initiatives, which include new education, industry advocacy, thought leadership, and participant expansion. We’re just getting started for 2025, but we’re looking to dive deeper into MPI membership analytics and further research the impact of events.
A lot of attention has historically been given to the financial impact of events from a business perspective, but our industry’s impact is so much greater. We’re looking at the environmental effects and the role of sustainability as well as the social and economic impacts to the destinations and communities where events take place. A lot of event professionals have a gut feeling about the difference our work makes, for better or worse. We are looking forward to quantifying these instincts and sharing our findings.
What advice would you give to event professionals just starting out in their careers?
Work hard, say “yes, and…” and remember that feedback is a gift. This industry is stressful—it’s important to be authentic and remember why you love what you do. Enjoy the travel and culture you get to experience, but use those opportunities to learn all you can from both a personal and professional perspective.
What advice would you give to women leaders specifically, either current or future?
You cannot lead wearing a mask, so always be yourself. Find a role and organization where they respect the real you. Also, leading with kindness and a servant heart will bring out the best in your teams. I saw a quote recently that really resonated with me: “Shoutout to people whose kindness isn’t a strategy but a way of life.” That’s what differentiates the good leaders from the great.
Learn More About Intent Strategy Group
Intent Strategy Group is a division of M&IW supporting all aspects of the SMM journey. Whether the need is to create an initial business plan or design and execute a multi-year strategy, ISG’s consultants adapt to any scope of work. Contact us to discover how ISG can elevate your meetings and events program. Already an M&IW customer? Contact your Customer Success Manager.
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