Associations are under pressure to modernize outdated systems. Legacy AMS platforms weren’t designed for how today’s members engage or how modern marketing, sales, and operations teams actually work.
That’s why more organizations are shifting to HubSpot for associations, a CRM platform that enables better automation, lifecycle visibility, and engagement. In our latest report, we analyzed insights from over 250 associations and uncovered the key challenges facing the industry today.
Download the full research report to see the findings.
This post explores why HubSpot implementation for associations is gaining traction and how smarter member engagement tools are driving results.
Why Revenue Teams Are Ditching the AMS
Here’s what we’re hearing from association sales teams and RevOps leaders:
They’re not just frustrated with their AMS. They’re stuck because the system wasn’t built for revenue motion. No lifecycle visibility. No marketing-to-sales handoff. No way to forecast renewals with confidence.
This is why more teams are shifting toward HubSpot for front-office execution, layered with NetSuite or other financial tools on the back end. It gives them:
- A clear view of the full member journey
- Automation from lead to renewal
- Reporting execs actually use in board meetings
It also opens the door for better partner collaboration. With shared data and workflows, it’s easier to co-sell, support channel programs, and report on what’s working.
Revenue teams don’t need more tools. They need systems that work together.
Why Marketing Can’t Rely on AMS Alone
Most associations aren’t struggling with ideas. They’re struggling with execution. Marketing and member engagement teams are trying to launch campaigns, personalize outreach, and drive renewals but the systems they rely on weren’t built for it.
AMS platforms make it hard to segment by lifecycle, automate outreach across channels, or track what’s working. The result is a lot of manual work and very little insight.
This is where HubSpot makes a difference. It gives teams one place to:
- Centralize member and marketing data
- Build automated journeys across the full lifecycle
- Personalize communication without relying on dev or IT
In our work with associations, the biggest unlock hasn’t been more tools. It’s been helping teams get the right data in the right hands, so they can move faster and serve members better.
Where Associations Are Headed Next
The cracks we’re seeing in the association space aren’t unique to associations. They’re an early signal. Any organization with a complex customer or member lifecycle is starting to feel the same pressure: legacy systems can’t keep up with how people buy, engage, or expect to be supported.
AMS platforms aren’t going away. But they’re no longer enough. They weren’t built to be systems of action. They were built to store records.
CRM is stepping into that role. It’s where marketing, sales, and service come together to deliver value across the full lifecycle—not just track it.
That shift isn’t just technical. It’s strategic. And it’s already happening. The tools are here. What’s missing is the mindset.
