The Association of Metropolitan Water Agencies (www.amwa.net) is the nation’s only policy-making organization dedicated to municipal drinking water systems and suppliers. AMWA serves more than 175 utility members, each having more than 100,000 customers—the minimum number needed to join the association. These AMWA members also represent the water interests of more than 160 million people across the country. But with hundreds more nationwide prospects, AMWA’s membership pool is far from dry. Yet, despite the opportunity to grow its membership base, AMWA CEO Tom Dobbins knew his sales pipeline had a partial clog in it. For several years, AMWA consistently added about four new members annually. For AMWA to meet future objectives, Dobbins needed the flow of new members to increase, but without a dedicated membership director on staff, he knew removing the sales pipeline clog would be a challenge…and a possible hairy one at that! So, he called Big Red M. “I had worked with Big Red M previously at two of my other jobs and knew they did more than just craft a strategic plan and walk away,” said Tom. “I knew they were also experts who are relentless at executing the plan they collaborate on as well. I knew that’s what we needed.”
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