The Growth Architecture: How Leading Associations are Reimagining the Member Journey

Research shows that 69% of associations operate with fewer than 50 staff members, yet many serve communities of 5,000+. When teams are this lean, manual processes and disconnected tools are a barrier to growth.

Currently, 44% of associations say collaboration between Marketing and Learning only happens occasionally. This results in disjointed member experiences and missed revenue opportunities. That’s why the most successful organizations are moving to a Growth Architecture.

Join Mark Jones, Global Director of Memberships & Associations at LearnUpon, Nicole Luque, Learning and Development Manager at IMarEST and Kricket Ichwantoro, Senior Learning Specialist at NEA as they pull back the curtain on the tech stacks and strategies they use to turn training into a competitive advantage.

What we’ll cover:

• The Integrated Ecosystem: How our panelists link their LMS to HubSpot (or a different CRM) and their AMS to automate professional development globally.
• Scaling Performance: How these leading associations provide support to thousands, proving that learning is a driver of speed to proficiency.
• The Growth Metrics that Matter: Moving beyond completion rates to track member retention, non-dues revenue, and real-world impact.