The Association for Learning Technology was established 30 years ago, in 1993. Since then, much has changed! Yet as the decades have become ever more digital, our focus on the central role of human agency and expertise has remained strong. This session brings together findings from benchmark surveys, insights from leaders and practical resources to help tackle professional development and recognition challenges in the sector. We will share new findings from ALT's Annual Survey 2023, charting how practice is shifting in the sector and what institutions are investing in. We will also reflect on the continued challenges rapid digital transformation poses for staff development and professional recognition.