Working with a client last week on their selection of a new AMS, I was again reminded of how important it has become for associations to be able to track in their AMS not only transactions (e.g., membership joins and renewals, event registration, product sales, etc.), but interactions with members and customers (e.g., tracking phone and email conversations).

Something I’ve observed over the past couple of years is that associations are becoming more attuned to the fact that most associations are sales organizations. Whereas “sales” used to be a dirty word in association management, more and more associations realize they need a sales process and a sales mindset in order to be really successful.

And one big piece of that is keeping track of interactions with members and customers. So whether it’s tracking significant conversations (by email and phone), tracking in-person meetings, or tracking website downloads, keeping track of these interactions, in addition to the standard financial transactions, is helping associations to be more effective working with their customers and members.