Association RevUP Podcast
It’s not always easy talking about association business. But, what if it’s not what we are saying, but how we are saying it?
Introducing, Association RevUP, a new podcast presented by the Professionals for Association Revenue (PAR) and hosted by Carolyn Shomali that will get everyone in your association talking about revenue health.
Yes, we know what you are thinking… ‘Another podcast?!’ And you’re right! We don’t need another podcast, but we think we need a new kind of podcast. Over the course of 8 episodes, Association RevUP will explore how everyone from practitioners to C-Suite executives can improve association business practices. The best part? The 25-minute episodes are written and produced in an entertaining way meaning we think it’s the type of learning you’ll want to do, not the type of learning you have to do.
Learn about PAR by visiting MyPar.org.
Special thanks to VPC Inc, the supporting partner of this podcast.
Listen wherever you get your podcasts:
LATEST EPISODES
Featuring: Skot Waldron
Throughout the inaugural season of the Association RevUP podcast, we’ve covered how to prioritize association business to help you achieve your mission. But knowing what to do is just the start—now it’s time to focus on how to implement change effectively. In this final episode, renowned speaker and change management consultant Skot Waldron joins us to explore not just the “why,” but the “how” of successful change management. Learn how to ensure that everyone in your association understands and embraces the value of change. Don’t miss this powerful conclusion to our season!
Featuring: Michelle Brien | Matchbox, Matchbox, VP, Marketing
Colleen McKenna, Intero Advisory, CEO, Founder
Duane Capuano
Thad Lurie, American Geophysical Union (AGU), SVP, Digital and Technology
In Episode 7, we take everything we’ve learned about association business and turn it into action by diving into digital strategy. Join Duane Capuano and Michelle Brien as they outline the financial, operational, and strategic goals your association should prioritize before embarking on its next digital transformation. This episode will equip you with the insights you need to make smart, future-focused decisions in the digital space.
Featuring: Joe Colangelo, Bear Analytics, CEO
Maneesha Manges, HighRoad Solutions, Chief Experience Officer
Thad Lurie, American Geophysical Union (AGU), SVP, Digital and Technology
Vinnu Deshetty, EVA | Event Tech Hub, CEO/Founder
In Episode 6, we explore how associations can evolve from staying relevant to becoming true change makers by harnessing the power of data. A team of data experts reveals why data is your association’s most valuable asset, how to use it to tell compelling stories, and ways to embed data-driven thinking into your organization’s culture. Plus, we’ll dive into innovative event strategies fueled by data insights.
Featuring: Lori Zoss Kraska, MBA, CFRE, Growth Owl, LLC, Founder/Chief Principal
Josh Slayton, Holmes Corporation, Chief Growth Officer
In Episode 5, we bring it all together. After exploring the connections between culture, sales leadership, skills, and partnerships in the first four episodes, we now turn our focus to outreach and high-impact collaborations. Lori Zoss Kraska shares how to craft outreach that resonates with Fortune 1000 companies, and what kinds of partnerships can help associations transform entire industries. Plus, Josh Slayton from Holmes Corporation takes it further, discussing how associations can collaborate with higher education to build the workforce of the future. This high-level episode is a must-listen for any association business leader looking to drive innovation and growth!
Featuring: Lewis Flax, Flax Associates, President
Bruce Rosenthal, Corporate Sponsorship Consultant and Co-Convener of the Partnership Professionals Network (PPN)
Jeremy Figoten, ICMA, Managing Director, Conferences & Sponsorships
Tracie Clemmer, International Downtown Association (IDA), Director of Corporate Relations
In Episode 4, we tackle a critical question: does your entire association truly grasp the transformational impact of partnerships? This episode dives into how you can elevate sponsors into true partners while gaining full organizational alignment. With insights from four trailblazing association leaders, you’ll discover strategies to foster deeper, more impactful partnerships.
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.