Workshop

In or Out: Staffing and Managing a Successful Sales Team

1.0 Credit Hour for Live Attendance. Join today >

Wed, May 17, 2023 - 2:00PM - 3:00PM (EDT)

Carrie McIntyre
Navigate, Principal
Jodi Ashcraft
American Psychological Association (APA), Director of Media & Event Sales
Addy M. Kujawa, CAE, DES
American Alliance of Orthopedic Executives (AAOE), Chief Executive Officer

As association programs and products evolve, it’s become increasingly important to determine not only what your association is selling, but how you’re selling.  PAR’s Business Development Survey found that 32% of associations say their greatest obstacle to sales performance is staffing/resources, so deciding on a sales team that is in-house, outsourced or a combination is an important step toward finding success. In this interactive panel discussion, association executives with experience in different sales team structures will discuss the pros and cons of each staffing option, how to ensure teams are set up to succeed, and how to measure performance. Attendees will also receive tactical checklists to support the session’s learning objectives.
Key Learning Takeaways:
  • How to decide whether in-house or outsourced sales is best for your association.
  • How to help your team achieve the best possible results.
  • How to evaluate your team’s success in more ways than just revenue.
Carrie McIntyre

Carrie McIntyre

Principal

Carrie McIntyre is the Founder & Principal of Navigate, where she helps associations grow non-dues revenue by aligning member value with industry partner needs and enhancing the sales skills of those in revenue-generating roles. With 30 years of sales and customer success experience in the association space, Carrie empowers professionals — regardless of their sales experience — to drive revenue with confidence. Known for her fun, tactical, and authentic approach, her Non-Dues Revenue Base Camp program equips small to mid-sized associations with the tools to grow sponsorship, exhibit, and advertising revenue… and even enjoy wearing their sales hat.

Carrie is a frequent speaker for organizations like PAR, ASAE, TSAE, Associations North, Non Dues-a-Palooza, and others. She serves on the Awards Committee of the Association Women Technology Champions, the Affiliate Alliance Committee of the Texas Society of Association Executives, and the Industry Partner Alliance of the American Society of Association Executives. Carrie is also the fractional Chief Revenue Officer at Matchbox, where she helps associations launch successful Demo Day programs that connect members with industry partners.

Jodi Ashcraft

Jodi Ashcraft

Director of Media & Event Sales

Jodi Ashcraft is the Director of Media & Event Sales at the American Psychological Association (APA). In that role she manages the strategic innovation, growth, and implementation of APA’s advertising, exhibit, and sponsorship initiatives in addition to the Association’s Strategic Alliance and Member Advantage Programs. Her decades-long career in non-profit media and event sales spans many market and industry changes, including the transformations we are all experiencing today.

Addy M. Kujawa, CAE, DES

Addy M. Kujawa, CAE, DES

Chief Executive Officer

Addy Kujawa, CAE, is the CEO of the American Alliance of Orthopaedic Executives (AAOE) and a results-oriented, creative, and energetic leader with almost 25 years of association management experience. During her first six years as AAOE’s CEO she led them out from under another association, moved the association to another state, and doubled the staff to manage an expanded menu of products and services while ensuring steady membership growth and financial stability.

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Professionals for Association Revenue (PAR) is a CAE Approved Provider.

asaecenter.org/cae

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.