Challenge: A hundred-year old trade association based in Washington DC, had experienced multi-year declines in its revenues due to a number of internal and external factors. The board, acknowledging that dramatic changes needed to take place, brought in a new CEO who began the task of reshaping the team, building a fresh strategy and designing a ‘growth plan’ so the association could rebuild its topline revenues. His goal was to uncover over $10 million in new, incremental revenue within three years.
Solution: The new CEO contacted Topline Growth Partners, asking for strategic assistance and support for his team. He wanted an ‘unencumbered’ approach, specifically asking for a “broad, deep and creative look into the existing association assets”. We immediately went to work, conducting over a dozen extensive interviews with the executive team and senior staff. The questions used during these conversations were pulled from the Topline Growth Partners proprietary Discovery database (300+ questions). Additionally, a custom designed Voice of the Member interview format was created based on the client’s objective. Nearly 20 CEO members and Board level interviews took place.
Results: After all of the ‘discovery’ interviews were completed, the learnings were assessed, diagnosed and over 70 recommendations were presented to the CEO and members of the senior staff. If all of the TGP playbook of observations, insights and recommendations are acted on or implemented, the association will generate millions and millions of new, incremental dollars and achieve the CEO’s three-year financial goal.
"Gary Oster at Topline Growth Partners completed a multi-month project to uncover areas where we could grow GMA’s revenues. After conducting dozens of discovery interviews, he performed a complete assessment of our opportunities for growth. Numerous members remarked that they appreciated Gary’s questions, and the feedback he collected was immensely valuable. In addition, his recommendations have provided a blueprint for future growth.”
Brandon Partridge, SVP Member Engagement-Grocery Manufacturers Association