Remaining relevant and valued
Remaining relevant and valued is a key challenge for any professional membership organisation.
I recently read with interest a thought leadership paper, ‘Relevance and Professional Associations in 2026’*, which concluded (in part) that: “Associations that resist change will be bi-passed and transcended, yet those that adjust to a changed world with new structures and approaches are expected to remain highly relevant and facilitate the inevitable transformation of the profession they support.”
Indeed, professional associations must keep their finger on the pulse of their members – and the wider professional cohort – if they are to remain relevant to the current and emerging needs of members.
At the Australian Marketing Institute, we monitor the pulse of our members (and non members) on a continuous basis and, more formally, with an annual member monitor. The aim is to track how the AMI is performing and identify the emerging needs and aspirations of our members (and non members) so that we can continue to evolve our offerings.
The 2018 Member Insight Survey, conducted by Hall and Partners, highlighted three key areas:
- The likelihood to recommend the AMI has increased: a pleasing aspect of this finding is that the AMI’s Net Promoter Score (NPS) has continued to increase with an encouraging 33% 12% promoter score amongst members. Overall AMI’s Net Promoter Score (NPS) increased 20% over the previous survey. The Certified Practicing Marketer (CPM) certification is highly valued by members as it provides the opportunity to “elevate the (value) of the marketing profession”.
- Demand for digital skills and knowledge is still strong: digital and strategy concepts are the most sought after topics for continued learning.
- Online training is preferred: Members and non members state that they prefer short on-line presentations that educate around these topics. Webinars and webcasts continue to be favoured as part of the online mix.
This survey also highlighted that members wanted to see more networking and knowledge sharing opportunities; a few years back, these activities seemed to fall out of favour, but the value of face to face networking has come back into vogue amongst members at various points on their career path.
The CPM designation has increased markedly in value over the past year with a record number of members qualifying for CPM status. This is driven by the need for professional marketers to show employers (and prospective employers) that they have continued to maintain currency in their marketing skills and expertise. Not a CPM? Then go to the AMI website to find out more.
The AMI will continue to utilise member and non member feedback – as well as monitoring national and international trends – to shape and evolve services to ensure that we remain relevant to the needs of our members and the wider marketing fraternity.
Andrew
Andrew Thornton
Chair, Board of Directors
*RMIT/CA academic leadership series – Gutherie, Evans and Burritt
Great, the AMI is adopting the helicopter perspective of its role as a key industry peak association, in Andrew’s post. Education, new graduates and continuing remain front-and-Centre to peak associations, beit, Marketers, Bankers, Techos, Accountants or whomsoever. Here, the efficacious peak association can be, must be, in fact, the link between Educators and Industry.
As for AMI training focus on events and webinars are especially meaning when content backward integrates with economic exchange as defined by Marketing philosophy. When employees are so trained away from focusing to much on products and selling, the seeds are planted for more CMOs and Boards actually practising Marketing.
Andrew, congrats on the Board’s recent accomplishments, especially, facilitating easier access to Marketing training.