The Path to Association Business Development is Paved with Subject Matter Expertise
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Customers are looking for guidance and partnership when making investment decisions in your projects, membership, sponsorship or event. Join leading association revenue producers as we discuss the importance of subject matter expertise in your team’s development. Learn how to be a resource for your client’s decision making, and why developing your subject matter expertise is crucial for both new and existing relationships.
- How your client’s use your subject matter expertise
- Being a guide and curating industry information
- Real world examples
- How to level up your current SME level
Christopher Ware
Vice President of Business Development and Strategic Initiatives
Christopher Ware is a sales expert with over 20 years’ experience in selling print and digital advertising, event sponsorships, and exhibit space. He has generated millions of dollars in media sales for association publications and events. Currently he is the Vice President of Business Development and Strategic Initiatives for NAIOP, a national trade association for real estate developers.
Christopher is a regular speaker and writer on generating sponsorship and media sales. He’s contributed thought leadership to the American Society of Association Executives (ASAE), Niche Media, Association Media and Publishing (AM&P), International Association of Exhibit Managers (IAEM), Specialized Information Publishers Association (SIPA), Lippman Connects Sales Roundtables, and ExpoNext.
Though he’s achieved record sponsorship and advertising sales with NAIOP, he’s best known for giving away free burritos to get his calls returned.
Christopher lives in Virginia with his wife of 22 years. He’s been to all 30 Major League Baseball parks, over 40 minor league parks, and hopes to one day see a game in every state.
Ben Ledyard
SVP, Sales, Media & Events
Ben Ledyard is the SVP of Sales, Media and Events for MCI, a global engagement and marketing agency that creates human-centric touchpoints that unleash the power of people to deliver innovation and growth. Ben is passionate about performing for his clients and driving new revenue for their organizations. In his role with MCI, he partners with his clients to create new conferences, strategic partner programs, advertising, exhibits, sponsorship and other non-dues revenue. Over 20 years, Ben has worked with some of the industry’s leading associations, including AIHA, HBAM, AAMVA, NCAA, NGA, ATD and more.
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.
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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.