When I work with clients on any data management project, I'll often point out that there are two broad audiences on staff when it comes to the AMS: data managers (those who frequently use the system for processing data and financial transactions, querying, etc.) and data consumers (those who only use the data that comes from the system).

Both of these audiences are important but have different needs.

Data managers need a system that's easy to use, flexible, extensible, and comprehensive. They're processing data for all types of different activities, coming from multiple sources (e.g., back office, online, third parties). Data managers are often in membership, events, certification, and the like.

Data consumers typically need some subset of data that the AMS contains, either to communicate with that subset, or to do some form of analysis. Data consumers are often in government relations, advocacy, public relations, and marketing/communications.

Although they may have different functional needs from the AMS, they have one thing in common: both groups need quality data to do their jobs. Data managers need to be sure the right things are being sold to the right people or organization. Data consumers need to be sure they're talking to the right people and correctly communicating who and what their membership represents.

My experience is that data managers want a system with lots of functionality, while data consumers simply want to know that the data they need is being collected and is accessible when needed. Both of these things are possible from the same system, as long as you understand the needs of each group!

So whether it's a new system selection and implementation, or a data governance project, be aware of both groups, and be sure their needs are heard and considered throughout the project.