The real success behind getting this association launched is the involvement of our industry’s professionals. Here is an opportunity to contribute your knowledge and expertise to the formation of this association. We are asking for volunteers to participate in working groups that will develop proposals on various aspects of forming the Performance Marketing Alliance.

Here are the working groups being formed:

Initial scope and objectives of the PMA

• What should be the focus of the association?
• What are the benefits of an association to the industry and to members?
• What should we try to accomplish the first year?

Governance

• What kind of member groups, committees, boards, should be formed? How would they interact?
• How should the decision making bodies be structured and how would they be determined?
• What would be the reporting structure?

Operational Management

• Would a dedicated professional staff be needed to run this association?
• What kind of roles would be needed?
• What are the qualifications for those roles?

Membership

• Who are the target members and how do we recruit them?
• What is the application process for membership?
• What kinds of membership fee structures would be available and what would the dues be?

Financial Analysis

• How much money needs to be raised to fund a self-sustaining organization?
• What kinds of expenses would we incur?
• How would we raise funds and generate revenue?

The qualifications of working group participants are straightforward:

• You’re an active member of the performance marketing profession.
• You have the best interests of the industry at large in mind.
• You are able to dedicate 2-3 hours per week for the next few weeks.

I can’t reiterate enough the importance of the working groups. It will be this group of people that will offer perspective on each of these areas, and present the recommendations for the formation of the PMA. A broad base of participation is going to make this association successful. We know that you’re all busy professionals, so we want to make this effort as effective as possible. The more people we have participating, the more effective this process will be.

If you are interested in participating in this critical phase, please contact Rebecca Madigan at rebecca@performancemarketingalliance. com.