Can Silos Stunt Association Revenue Growth?


President & CEO

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Association Revenue GrowthCan Silos Stunt Association Revenue Growth? “We’ve met the enemy head on and it is us.” Is this true? Absolutely, yes.  Silos at Associations can do more harm than good. Why?  Although a well defined organizational structure is effective in defining roles and responsibilities, they at times erect unnecessary walls and can create a fiefdom.

Beware of the Silo Effect

The symptoms are easily recognizable. If Senior Managers consistently debate boundaries, direct reports challenge colleagues and managers to “stay out of their portfolios” then your Association is seeing some of the silo effect. Regardless of the motivation it’s harmful to your bottom line. In time, Association morale and focus is diminished along with focus on members and revenue growth.

Can the silo effect be avoided or changed? Yes!

3 Steps to Motivate Association Revenue Growth

Regardless of the time of year, CEOs can alter their Association’s trajectory and focus. Implementing these three steps can help increase member satisfaction, elevate retention, drive member growth and deliver sponsorship and conference attendance increases. Really? Increasing your market satisfaction and execution in a highly competitive environment can’t help but up your game:

  1. Reward and reinforce and team results.  Recognize staff publicly, be specific, share how collaboration achieved renewals, new members, sponsors, conference attendance growth.
  2. Shared Performance objectives. All job descriptions and performance objectives should carry the same message. Everyone helps everyone else satisfy the marketplace and grow revenue.
  3. No one more is important than other team members.  Setting and reinforcing this practice is powerful. One diva impedes progress where an entire team working together can overcome anything. Coach Norman Dale, the iconic basketball Coach from the movie says it best” Five players on the floor functioning as one single unit team team, team, no one more important than the other.”

Can Silos Stunt Association Revenue Growth? 

An Association recovering from its worst revenue performance ever implemented all three of these steps the following year. They achieved dramatic improvements in total revenue, new member growth, retention and exceeded their net growth objectives.

At a time when Associations need collaboration and accelerated market focus, staff silos blur the external vision necessary to satisfy members and achieve revenue growth objectives. Removing the silos and creating a culture of collaboration will up your Association’s game. Actually, it just might have your team coming from behind and winning just like the Hickory Huskers.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.