PARtners at Work
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AI is reshaping association business development—tell us where it’s making the biggest impact for your organization.
Skepticism has become the default — and AI, information overload, and effortless personalization are making it harder for association revenue teams to earn trust. Ahead of her RevUP Summit 2026 keynote, workplace performance expert Henna Pryor explains why polished messaging can hurt more than it can help, how congruence builds credibility, and why showing your thinking may be the most powerful trust signal of all.
Association revenue teams are under pressure to grow sponsorships, exhibits, advertising, and membership without burning out staff or diluting the mission, and many feel stuck in a cycle of chasing any prospect who shows interest. For salespeople and business executives, that scattershot approach can lead to bloated pipelines, complicated one-off deals, and partners who never quite see the value your association delivers.
Intent signals are quickly becoming one of the most important tools association salespeople and business development executives can use to focus on the right accounts at the right time to deliver the right story. These behavioral clues can tell you which prospects, members, and partners are leaning in long before they fill out a form or return your call. Here’s what associations should know about intent signals, why they matter, and how to leverage them to turn hidden interest into revenue.
Is your brand visible to AI? Answer engine optimization is reshaping the selling process — and prospects may have their first interaction with your association before a salesperson knows they exist.
The conversations happening across the PAR community point to four common revenue challenges that association leaders — regardless of sector or size — are tackling in 2026. Here’s what we’re hearing and how RevUP 2026 is designed around it.
John Mark Wallach, CEO emeritus of Engagement Mobile Strategies, is an expert and advisor in the association community on innovative mobile technology, strategic planning, and collaborative partnerships. Wallach, who goes by Mark, speaks at industry events and advocates on behalf of ALS organizations. He joined PAR in 2024. Here, Wallach shares how he constantly adapts his company, what he considers associations’ currency, and which revenue strategies help his team win.
Sales team structures vary based on an association’s goals, resources, and strategy. Share how your organization is structured and compare your approach with your peers.
Towson, MD — Professionals for Association Revenue (PAR) announces Swapcard as its newest Pathway PARtner, strengthening PAR’s commitment to providing innovative solutions that help association professionals maximize event engagement, exhibitor value, and revenue opportunities.
Towson, MD — Professionals for Association Revenue (PAR) announces Swapcard as its newest Pathway PARtner, strengthening PAR’s commitment to providing innovative solutions that help association professionals maximize event engagement, exhibitor value, and revenue opportunities.