Association Business Week: Mission-Driven Sales for Every Association Professional
Ignite Growth. Elevate Influence. Drive Your Mission Forward.
On Tuesday, April 28, join us for an open-access, 90‑minute virtual event designed to energize, connect, and equip association professionals with tools to drive mission‑aligned growth. This interactive session will include inspiration, practical learning, and meaningful connection—true to the collaborative PAR spirit.
The program begins with a high‑level keynote session, “Influence and Impact: Mission‑Driven Sales for Every Association Professional.” Explore how influence powers success across all roles and discover ways to communicate value clearly, build authentic relationships, and create opportunities that advance your organization’s goals.
Continue into a skills‑building workshop, “Conversational Sales: Grow Revenue One Dialogue at a Time.” Learn actionable strategies to strengthen trust, uncover member or partner needs, and turn everyday conversations into impactful, revenue‑driving interactions.
The event concludes with facilitated small‑group breakout discussions—a dynamic opportunity to connect with peers, exchange ideas, and experience the engaging, community‑first culture that defines PAR events.
Sean Soth
Founder & Leadership Advisory Board Chair
Sean Soth is the Leadership Advisory Board Chair of Professionals for Association Revenue, a member organization focused on improving association revenue health through community and resources. As a recognized business development expert, Sean has led multiple sales portfolios in a variety of industries including: life sciences, legal, government contracting, association management, training and development, and healthcare. In these relationships, Sean’s teams surpass budget objectives, while launching new program and product development for thousands of clients per year.
In addition to his role with PAR, Sean is owner of Hi-Fidelity Group, Inc. a managed sales and marketing firm focused on exhibit and sponsorship sales and a Co-Founder of Webvent, a digital platform for webcast management and online directories for associations.
Sean is a regular speaker at industry conferences speaking about the value of audience, business development, and marketing best practices
Jen Smith
Executive Director
Jen Smith brings a wealth of association leadership experience, along with a strong expertise in program management, revenue strategies, and member engagement. Known for her strategic approach, Jen is focused on helping PAR advance its mission by combining best practices in association management with innovative business development. Jen’s proven leadership and collaborative spirit drive her commitment to increasing PAR’s value for members and the broader association industry.
John Bacon
VP, Sales & Partner Experience
John Bacon is a dynamic and business-focused management professional, offering more than 15 years of extensive experience and expertise in leading profit-generating operations for professional and trade associations. John has worked with hundreds of associations, helping them maximize the overall profitability of their member communications, while ensuring a high degree of customer satisfaction. He is currently the VP, Enterprise Sales at ASAE where he works with a team to expand, energize and optimize the performance of ASAE’s enterprise-wide sales portfolio, which includes the Alliance Partner Program, advertising and sponsored content, exhibits, digital products and sponsorships. John has an MBA as well as a BA in business administration and management.
Brittany Shoul
SVP, Revenue Strategy & Operations
Brittany Shoul serves as SVP, Revenue Strategy & Operations for MCI USA. She leads the full-service sales team that partners with associations to deliver outsourced media, advertising, sponsorship, and exhibit sales. Brittany oversees transition management for incoming association relationships, training and development of sales talents, and sales management for full-service sales clients. During her time with MCI, Brittany has worked with more than 50 associations to help them maximize their non-dues revenue. Her approach to sales operations drives success for each client relationship. Brittany earned a double major in Mass Communications and Communication Studies with a minor Psychology from Towson University and is a member of ASAE and PAR.
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Professionals for Association Revenue (PAR) is a CAE Approved Provider.
Professionals for Association Revenue (PAR) is a CAE Registered Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.