Marketing

Growth is Key Member Need

November 22, 2017 | Laura Snyder | Marketing

A Word From the President

By Laura Snyder

As consumers, we want our voices heard. In 2017, AAM offered members two official feedback opportunities: a traditional Member Satisfaction Survey, and a Net Promoter Score (NPS) assessment, which measures relationship loyalty. The purpose was to better understand the value of our organization to its members and identify areas needing improvement.

According to NPS results, members overwhelmingly agree AAM provides good value for the fees paid and helps its members on day-to-day activities (Note: AAM’s NPS score is 50.8, which falls in the “great” range). Not surprisingly, members find networking with peers and affiliate members, conferences and in-person events, and thought leadership and insight on industry trends as the three most valuable benefits.

The biggest challenge AAM members face is lack of buy-in from managing partners and firm leadership. Members have requested assistance from AAM on how to educate managing partners and firm leadership on both the value of marketing and the role of marketing and growth within their firms.

The highest focus for personal improvement is on “growth” with members wanting advice on how to improve close rates, grow their professional networks, and increase business development pipelines.

Knowing what members want and what they perceive to be of value helps AAM develop programs that meet members’ needs, which are offered in the way they want. In 2018, AAM is focused on developing a plan to create more targeted training (by experience level and specialty), delivered in a variety of digital and in-person formats (deep-dive, case study, and hands-on how to sessions), and to communicate these programs in a way that is less “intrusive” and more targeted. This is an interesting conundrum considering members say we email too much yet they are not aware of programs offered.

AAM is unique – we are the only association that does what we do. AAM is special – because it is members, like you, who make it possible for AAM to do we do. Thank you for taking the time to complete these two surveys and for contributing to the value of AAM.

Posted in Marketing

About Laura Snyder

Laura has more than 25 years of experience assisting companies with marketing communications and business development activities, including 15 years in accounting marketing at two industry leading firms specializing in the financial services sector. In her current position, she focuses on continuing professional education events for clients and prospects, integrated marketing communications programs, lead generation campaigns for top prospects, and client relationship development. Active in the Association for Accounting Marketing (AAM), she currently serves as President on the Executive Committee of the Board of Directors and as a Board Member of the Atlanta chapter. Past AAM leadership positions include President-Elect, Vice President, a two-year term as Treasurer, two terms as Member-at-Large on the Board of Directors, three years as chair of the Conference committee, chair of the Marketing Achievement Awards committee, a term as Conference committee member and held board liaison positions to the Finance, Association Growth and Growth Strategies committees. She was named "Volunteer of the Year" for AAM in 2008 and has helped her firms earn 10 "Marketing Achievement Awards" in several categories.