General Sessions

Jim Zaniello will facilitate an esteemed panel for a timely discussion on how associations can thoughtfully navigate leadership transition and evaluate what organizational structure will best support future success. Drawing on experience with CEO succession, interim executive leadership, and engagement with association management companies, this panel will explore how leaders can frame the right questions, assess available options, and determine whether an AMC model is the appropriate next step. The conversation will also highlight the important role exiting CEOs and interim leaders can play in providing continuity, perspective, and strategic guidance during periods of change.

Wednesday, July 29
9:15 a.m. - 10:15 a.m.

The Intelligence Advantage: Insights from AMCI's Marketing Engine & How AMCs Are Putting It to Work
Jeanne Sheehy, MBA, Bostrom, Salma Gottfried & Mauricio Del Castillo, BeautifulBeast
Three years ago, AMC Institute set out to achieve a daunting goal: 50% of associations managed by an AMC by 2050.

What began as a digital marketing initiative, grounded in focus groups, persona research, and customer journey mapping, evolved into something far more valuable: a continuously growing body of market intelligence about what drives trust in an AMC partner, what content resonates with today's association executives and volunteer leaders, and what’s the best way to reach them.

In this panel session, you'll hear from the team behind that work and from AMC professionals who have taken those insights back to their own firms and put them to use. Moderated by AMCI's marketing advisor and agency lead, this session will highlight stories from members of AMCI's Digital Marketing Task Force, taking strategy to real-world application. The panel will also explore how market intelligence translates into sharper positioning, more compelling content, smarter channel decisions, and business development that actually works in today's environment.

From elevated case studies and precision targeting to the emergence of AI-powered tools built specifically for association professionals, this session offers a rare look at how the AMC industry is learning to market itself with the same sophistication it brings to serving its clients.

You'll walk away with:
• Candid perspectives from AMC peers on how they've applied market insights to differentiate and grow
• A strategic framework for thinking about your firm's brand, content, and digital presence, not as marketing tasks, but as business development assets
• A preview of AMCI's emerging toolkit designed to help member firms build smarter, more targeted marketing programs
• A look at how AI is opening new possibilities for AMC visibility, client engagement, and competitive positioning

This session is designed for AMC owners and senior leaders who are ready to move from reactive marketing to a strategic growth mindset.

2:30 p.m. - 4:00 p.m.

From Strategy to Execution: Optimizing the Integrated AMC Hybrid Model
Moderator: Sarah Timm, President/CEO, Parthenon Management Group
Panelists: Beth Chitnis, Senior Vice President, Etherio, Mike Dwyer, Chief Innovation Strategist, Association Headquarters and Jim Zaniello, President, Vetted Solutions

Building on last year’s exploration of the Integrated ED/CEO hybrid model, this session moves beyond theory into real-world execution. As associations increasingly adopt hybrid and limited-service arrangements, the focus now shifts to what happens after implementation to how to refine the model, strengthen partnerships, and ensure long-term success.

Through updated peer discussion and interactive problem-solving, this session will examine how organizations have evolved their integrated models over time. Attendees will explore how to navigate ongoing challenges such as scope creep, role clarity, team alignment, and sustaining employee engagement.

Participants will also gain practical frameworks and tools to:

• Evaluate and adjust service models as client needs change
• Strengthen AMC–client governance and communication structures
• Measure success and demonstrate value in hybrid engagements
• Build resilient teams within shared leadership environments

This session is ideal for those who attended the original program or, those who have begun implementing integrated models and are looking to optimize performance, avoid common pitfalls, and scale effectively.