Revenue generation is a commercial activity — like it or not. It is also essential for the health and welfare of any organisation, but many associations fail to develop a clear overarching revenue strategy.
Others do not understand where their profits are coming from — which are the profitable products and programs, and which should be sunset.
To achieve their mission and continually deliver value and relevance to all stakeholders, associations must generate both revenues and profit (margin) and reinvest that profit into value and innovation.
This paper breaks down the fundamentals of a successful commercial strategy and why associations must develop not only a revenue strategy but also a revenue mindset.
It provides practical tips and tools for distinguishing sales from account management, devising a win-win revenue strategy to address the core user audience as well as industry partners, and why to invest in a product lifecycle review.
Carrie Hartin, President Sales Solutions & Services, MCI USA
Brittany Shoul, Vice President Sales, MCI USA
Murat Dogru, Account Manager, MCI Brussels
Kavitha Prabhu, Director Association Management & Consulting, MCI Middle East
This paper is one of our Future Proof Association Strategic Transformation series (F.A.S.T.). To find out more about F.A.S.T and how it can help your association visit www.FASTbyMCI.com
For more information contact the authors at email@example.com.