One of the challenges that I see with many associations is knowing exactly where a given data point is housed within the association. For example, if someone asks “Where do we keep data on who our exhibitors are for the upcoming show?” can everyone in the association answer that question? Too often, the answer is ‘no.’
To the extent possible, your AMS should serve as your single source of truth. Or to put it another way, when we ask where a piece of data is, the answer should always be, “In the AMS.” (Finding it in the AMS may be another issue, but at least it’s in one place!)
With the proliferation of third-party products (e.g., LMS, CMS, broadcast email, etc.), the AMS as single source of truth is becoming increasingly difficult to maintain. But for key data (e.g., purchase history, engagement, etc.), I believe the AMS should still serve that purpose. How close is your system to that ideal?