Harmonizing a Professional Association’s Digital Organization Starting with an Updated Mission & Vision
The Challenge
A professional association aimed to expand its offerings beyond events and venture into the digital realm by introducing a suite of products, including a subscription-based thought library of thought leadership insights and eLearning. However, progress toward this transformation had stalled within the existing organizational structure.
The Approach
During the discovery phase, it became evident that launching the new digital products, services, and eLearning initiatives would be severely hindered, if not impossible, within the current organizational setup. To overcome this challenge, we devised a comprehensive plan for a new organizational structure. This new structure involved consolidating all digital efforts, including new product development, data management, and marketing, into a dedicated function fenced-off from from the day-to-day operations of revenue products. .e also introduced a centralized customer relationship management (CRM) hub within the new digital function, ensuring a unified approach to customer engagement across the product suite.
The Result
The professional association has made significant strides in its transformation journey towards offering a customer-centric suite of digital products. Implementing the new organizational structure has provided a solid foundation for aligning all digital efforts with the new product lines. This approach enabled a flywheel effect by building in customer cross-usage across all new products. Through integrating the mission and vision, organizational planning, role definition, hiring strategy, interviewing practices, and change management, the association has set itself on a path of success in the digital landscape. The cohesive structure ensures that all digital initiatives are directed toward serving the evolving needs of the association's members while fostering growth, innovation, and enhanced customer experiences.