Case Study: American Marketing Association achieves real-time financial visibility and improved event profitability with Sage Intacct

American Marketing Association gains real-time insights with Sage

The American Marketing Association (AMA), a nonprofit serving nearly five million marketing professionals across memberships, publications, events, certifications, and sponsorships, struggled with aging, poorly integrated systems—an on‑premise Microsoft Dynamics Great Plains accounting system and legacy association management tools—that made financial reporting slow and obscured event profitability. Limited access to timely data meant unprofitable events weren’t always identified and decision‑making was hampered.

AMA moved to an all‑cloud stack—Salesforce CRM and Sage Intacct—implemented with BT Partners to replace legacy systems and integrate WordPress and AP automation. Sage Intacct’s dimensional chart of accounts and zero‑click dashboards delivered real‑time gross margin visibility, eliminated manual Excel work (saving about an hour weekly), automated journal entries (saving 5–10 hours monthly), reduced labor costs by roughly 25%, and enabled restructuring or cancellation of unprofitable events, with expected long‑term cloud savings of about $250,000.

American Marketing Association

Jeremy Van Ek

Chief Operations Officer (COO)