When a sales representative looks across the landscape of professional associations they will see a near-boundless variety of choices. Some choices are defined by vertical representation and industry-specific expertise. Other choices provide diverse representation focusing on the needs of a role within the sales process. And then there are mixed professional organizations offering an amalgam of industry- and role-specific expertise.

When confronted with these opportunities, the natural question is not, Which association is right for me?, but rather, Is membership in one association or many associations right for my business goals?

As the president of a vertically focused professional … Read the rest