W131: What is the Hype about Salesforce for Associations
Tuesday, January 26, 2021
11:00 AM - 12:30 PM (EASTERN TIME)

Salesforce is the largest CRM (Customer Relationship Management) platform in the world.  Does such a solution make sense for Associations given the various existing AMS (association management systems) systems on the market which have been designed specifically for Associations?

During this session we will explore why associations transition from a legacy AMS to enterprise CRM platforms like Salesforce.  What were the benefits for the Association of doing so, what challenges may arise, and some examples of how Salesforce can benefit an association’s operations.

We will also present an actual Association case study with an association executive who will provide the practitioner’s perspective of the transition from a legacy AMS to an enterprise CRM platform.

Enterprise CRM platforms like Salesforce claim the ability to  provide tools to connect your marketing, sales, commerce, engagement, and service operations to create a 360-degree view of your organization’s customers and members. For associations, can an enterprise CRM like Salesforce and its ecosystem of applications work in practice to eliminate silos, scale operations, and leverage data to drive strategic decision making.

Learning Objectives
  • Understand how an enterprise CRM platform can replace the functionality provided by legacy AMS technology.
  • Discover the concept of member-360 and how eliminating data silos across operations can achieve this.
  • How to develop, track, and report on KPIs (Key Performance Indicators) across your organization using Salesforce.
Jake Fabbri
Chief Marketing Officer at Fonteva, Salesforce Premier Partner
With over two decades of experience in B2B technology marketing management, Jake Fabbri has designed and expertly executed dozens of marketing strategies that have consistently resulted in solid revenue growth for his teams and earned high satisfaction ratings among his customers. His expertise in connecting with association clients, a deep understanding of the technology behind Association Management Solutions, and detailed knowledge of Salesforce, and Fonteva’s unique position has fueled growth rarely seen in this market. As CMO he is responsible for Fonteva’s go to market strategy and execution.
Matthew Frank
Head Of Product Marketing, Fonteva
I am a Product Marketing, Technology Evangelism, & Solutions Engineering specialist with experience in the Salesforce ecosystem, university administration, corporate events, NFP management, and community relations. With a background spanning multiple fields from the non-profit sector to higher education to Salesforce and other higher ed cloud platforms, I have cross-industry experience that can help maintain positive relationships with constituents and grow the bottom line. Working with teams across North America, Europe, the Middle East, & Australia for projects large and small, I proud to have a strong history of multilingual and multicultural business relationships across several industries. Lastly, and most importantly, I make a mean spicy mayo.
Frank Grace, CAE
Director of IT at Smart Electric Power Association (SEPA)
Frank Grace graduated from Virginia Tech in 2009 with a major in public relations and a minor in political science. Prior to joining SEPA, Frank interned on Capitol Hill for Congressman Connolly’s office. He also interned for Senator Whitehouse in 2007 and for Morgan Stanley in 2006.
Level Intermediate Delivery Group live presented online due to COVID-19
CPE(NASBA Category) Information Technology Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Administration CPE/CAE Credits 1.5
Prerequisites and advance preparation needed preferably 1-year or more of experience with association management or operations. Advance preparation needed: None Cost $0.00
Refund and Complaint Resolution Policy:

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