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 founder and Leadership Advisory Board Chair of Professionals for Association Revenue (PAR), a member community designed to help association teams grow revenue and build stronger business development cultures. Based near Baltimore with his wife and two boys, Sean has spent his career leading association teams across healthcare, education, legal, tech, engineering, and consumer sectors, always focused on better relationships, smarter programs, and healthier bottom lines.
He launched PAR in 2019 to create a place where association professionals and strategic partners could learn, share, and grow together around revenue and business impact. In his work with PAR, Hi‑Fidelity Group, and Webvent, Sean champions practical business development thinking — helping teams turn strategy into real results.
Jen Smith
Executive Director
Jen Smith is the Executive Director of Professionals for Association Revenue (PAR), where she leads the overall strategy, member engagement, and program direction for the PAR community. With a strong background in association leadership, revenue strategy, and member-focused programming, Jen is responsible for advancing PAR’s mission and ensuring that members see clear value in every touchpoint.
Jen is passionate about building a vibrant, resource‑rich community where association professionals and partners can grow their skills, revenue, and influence together. Through cohorts, events, tools, and strategic partnerships, she helps members like you strengthen their business development capabilities and deliver greater impact within their organizations.
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.