I received an interesting response to my LinkedIn post suggesting that when associations are considering changes to their annual conference, they should get input from conference sponsors and year-long corporate partners

An association executive messaged me, “We are working on a robust conference survey, and I didn’t consider asking our partners. That would have been a huge mistake since they are one of our largest (most valuable) stakeholders.

That’s why I recommend that the person on an association’s staff who has responsibility for sponsorships and corporate partnership has a seat at the senior staff or executive staff table. By being present, they can listen as programs and issues are discussed that could impact sponsors and partners.