By Kathryn Deen, PAR 

As you lean into 2026, who better to take advice from than the GOATs? We tapped the wisdom of PAR’s Greatest of All Twenty Twenty-Five association revenue producers — Audio Video Integrated Experience Association’s Dan Cole, Revmade’s Krystle Kopacz, Navigate’s Carrie McIntyre, and MCI’s Brittany Shoul. Here, they tackle one big question: “What's your strongest strategy or boldest idea to come out of 2025 that you plan to build on in 2026?”

Then catch them live online during the 5th Annual PAR GOAT Awards from 2-3 p.m. ET Jan. 21. In even more depth, they will reflect on their year and share what they believe all associations need to advance their work in 2026 and beyond. The virtual workshop is free and open to everyone.

1. Take a global account-based approach.

Dan Cole, AVIXA, Senior Director, Exposition Sales, says, “One of the boldest strategies of 2025 and growing stronger in 2026 is our work toward a global account-based approach for many of our key clients. This shift was prompted by direct client feedback — who've asked for a more streamlined experience rather than navigating multiple touchpoints across our organization. I've found their feedback encouraging, as it signals their interest and willingness to deepen their relationship with AVIXA on an integrated basis.

“This account-based approach allows us to represent the full spectrum of AVIXA's offerings — from InfoComm and our other trade shows to membership, training, and certification, and a host of really great solutions from our digital portfolio. Instead of piecing together solutions from different departments, these clients now have one strategic ambassador who ensures seamless communication across our solutions.

“The early results have been encouraging. Clients genuinely appreciate this unified, relationship-focused approach, especially as the market continues to shift globally, and they're seeking success in non-traditional ways.

“This same philosophy of integration and collaboration has driven our work to enhance the attendee experience at InfoComm. By bringing together expertise from across our trade show team around the shared goal of better serving our audience, we've discovered that breaking down silos internally translates directly into better experiences externally. In 2026, we're building on this foundation: deepening our global account-based relationships while continuing to eliminate friction and enhance value at every touchpoint — whether that's for our strategic clients or the thousands of attendees and exhibitors who participate in our shows.”

2. Shift ad sales to idea- and outcome-based partnerships.

Krystle Kopacz, Revmade, CEO, says, “My bold idea is to shift ad sales from inventory transactions to idea- and outcome-based partnerships. In 2026, we need to leave placements-minded thinking behind and start actually solving our clients' problems. Advertising is fractured, attention is harder to earn, and buyers are confused and scared.

“The good news: Audience trust and subject matter expertise position associations as natural heroes to swoop in and help. But to do it, we need to lead with big strategic ideas — custom content, creator partnerships, insight-driven solutions, etc. — that can help marketers reach their goals. We need to change how they think about us. In 2026 I'd love to see associations become preferred marketing partners through consultative selling and differentiated products that are harder to commoditize and easier for advertisers to say yes to.”

3. Develop a future-ready sales force.

Brittany Shoul, MCI USA, SVP, Revenue Strategy and Operations, says, “The boldest move I’m making in 2026 is building on our work to develop a future-ready sales force. For us, future-ready means focusing on important sales skills and blending them with technology that helps us be more effective salespeople.

“We’re doubling down on a consultative sales approach and starting every engagement by understanding our clients’ needs, objectives, and challenges, then aligning those with the right mix of advertising, sponsorship, and partnership solutions. Our team is becoming trusted advisors who help clients see the bigger picture and reach outcomes that truly matter.

“We’re also embracing AI and new technologies to streamline prospecting and proposal development, freeing our sales team to focus on what matters most: building relationships and selling strategically. Agility, a customer-first mindset, and adaptability are at the heart of our approach, ensuring that as buyer expectations and technology shift, we’re ready to respond and deliver exceptional results. In 2026, this commitment to a future-ready sales team is central to our strategy for driving sales success.”

4. Ask, ‘If you become our customer, will everyone have a good story to tell?’

Carrie McIntyre, Navigate, Principal, says, “The boldest shift I'm making in 2026 is to change the fundamental question association revenue professionals keep in mind in conversations with their industry partner prospects (sponsors, exhibitors, advertisers). Instead of thinking, ‘How can I win your business?’ the better question is, ‘If you become our customer, will everyone have a good story to tell?’ And by everyone, that means the industry partner, the association, and the members.

“‘How can I win your business?' prioritizes the sale itself, leading to mismatched expectations, ghosting, unnecessary discounting, and, ultimately, working harder to sell less. ‘Will everyone have a good story to tell?’ prioritizes outcomes and aligns your best outcomes (revenue, future renewal/expansions, testimonials, happy members) with those of the industry partner (ROI expectations met/exceeded, a great experience, positive member response, internal recognition for a smart investment).

“As a result, this perspective adds clarity to your ideal customer profile, sharpens your messaging, improves your qualification questions, and gives you permission to walk away from revenue that might fill a gap today but creates bigger revenue challenges and other headaches tomorrow.

“Best of all, the question not only makes it easier to sign new business by fostering a better sales process but also strengthens your renewal rate, and that has a compounding effect on revenue growth, translating into more revenue for less effort.

“In 2026 I'm making this framing a core component of every client engagement because it not only transforms the bottom line and makes selling more efficient, but it also has the welcome side effect of making the sales process more enjoyable for association sellers.”