What Happens When Event Teams Help Set the Strategy Rather than Just Executing It

By every measure, your association's annual conference was a success. Attendance was strong, sponsors were happy and members left energized.  

But while the events team is still debriefing and getting a jumpstart on how to improve next year, leadership is mapping out the association's organizational priorities—without giving a voice to the people who just made your year's biggest engagement and revenue driver happen. 

For too many associations, this is the norm. Event professionals are often handed a strategic plan and told to execute it—their expertise consulted only after the big decisions have already been made. But a growing number of association leaders argue that model is leaving value on the table. When the people closest to your events are cut out of strategic planning conversations, associations miss the insights only they can provide and risk misaligning their most powerful member touchpoint with their broader mission. 

Please select this link to read the complete article from Associations Now.