Association RevUP Podcast
Associations are change makers. Association RevUP shares how they’re making an impact—powered by smart association business strategies.
Welcome to Season 2 of Association RevUP, the podcast from Professionals for Association Revenue (PAR), hosted by Carolyn Shomali. This season, we’re taking revenue health from a conversation to real-world action.
In Season 1, we explored what high-performing association business looks like. Now, we’re bringing you the stories behind it. Each episode starts with an association that’s driving its mission through business success—then delivers expert insights to help you apply those lessons in your own organization.
And because we know learning should be engaging (not just another task on your to-do list), every episode is thoughtfully crafted, under 20 minutes, and packed with insights you’ll actually enjoy.
Ready to rev up your association’s impact? Tune in!
Learn about PAR by visiting MyPar.org.
Special thanks to VPC Inc, the supporting partner of this podcast. Learn more about how VPC can bring your in-person events to life with high-quality, boutique production services.
Listen wherever you get your podcasts:
Association RevUP Podcast
LATEST EPISODES
Featuring: Brittany Shoul, MCI USA, SVP, Revenue Strategy & Operations
Jay Blankenship, MCI USA, SVP, Revenue Strategy & Operations, Enterprise
Park Howell, Business of Story, Founder
Lori Zoss Kraska, MBA, CFRE, Growth Owl, LLC, Founder/Chief Principal
In Episode 3, we turn our focus to the essential sales skills every association sales team needs to boost revenue health. Whether you’re directly involved in generating revenue or supporting the process, this episode is for you. Learn how to pinpoint your audience’s top needs, leverage AI to enhance your sales strategy, master effective outreach and meeting techniques, and communicate in a way that resonates with partners, members, and prospective clients. Plus, find out what Park Howell says is the most effective way your team can rise above the competition.
Featuring: Carrie McIntyre, Navigate, Principal
Jodi Ashcraft, American Psychological Association (APA), Director of Media & Event Sales
In Episode 2, we build on what we learned about culture in Episode 1 and put it into action by exploring the five key elements of effective sales leadership. Jodi Ashcraft from APA and Carrie McIntyre from Navigate reveal how to treat sales professionals as experts, prioritize relationship-building, demonstrate the value of sales teams, set clear sales criteria, and foster psychological safety. Plus, hear from Jeremy Figoten of ICMA as he shares the crucial step he uses to elevate his sales team’s efficiency.
Featuring: Jamie Notter, Propel, Author, Consultant, and Culture Strategist
Welcome to Episode 1, where we dive deep into the powerful role culture plays in shaping behavior with culture strategist Jamie Notter. Before we can improve our association’s business practices, we must first understand the foundation: our organizational culture. In this episode, we’ll define what culture truly means, guide you on how to build and sustain the culture you want, highlight common pitfalls to avoid, and equip you with essential questions to evaluate where your culture stands—and where it needs to go.
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