For many associations and societies, "commercial" is often viewed with suspicion—secondary to the mission or, worse, contrary to it. In this high-impact session, Denis Murphy (former Commercial Director, Association of Corporate Treasurers) will outline how commercial effectiveness is not just about making money; it is the vital engine that sustains relevance and amplifies influence.

Attendees will deconstruct the barriers to revenue growth, review real-world case studies of commercial transformation, and workshop their own organisations' untapped potential.

The "Elephant in the Room": the tension between Member Benefit and Commercial Gain.
Challenge Forum: Handling internal resistance, the Asset Gap, the Capability Deficit
Short break
The Playbook – Success & Strategy: Partnerships, Monetizing intellectual property, pricing for value (presentation)
Opportunity workshop & Review

23. Unlocking Revenue, overcoming resistance, and leveraging hidden assets in Associations

Speakers

Denis Murphy