North American Association of Sales Engineers

North American Association of Sales Engineers

European Association of Sales Engineers

About Us

About Us

The North American Association of Sales Engineers (NAASE), is the brainchild of a long-time sales engineer and industry consultant/writer, Ken Lambert.

Previously, there was no professional trade association that both connects and certifies Sales Engineers in various sectors. With roughly 67,000 sales engineers (plus roughly 130,000 technical sales reps) throughout the United States, and many more in Canada and Mexico, NAASE was formed to fill that gap for those already in their roles as well as those just entering the field. The organization provides industry-specific member networking through forums, webinars, and blogs. Additionally, through membership, a certification designating a Sales Engineer (SE) as an experienced professional, life-long learner with a passion for client success.

In July 2023, NAASE expanded to include the European markets, under the added name and brand- European Association of Sales Engineers (EASA).

NAASE’s DEI Statement:

“Diversity. Equity & Equality. Inclusion. They’re more than just words. They’re the key principles guiding how we build our teams, cultivate leaders and create an Association that’s the right fit for every person who chooses to join or volunteer. We have a global, multicultural following—we want to reflect that in our outgoing vision.” (As an outward manifestation of our DEI Statement, NAASE is a proud Member of the East Africa Chamber of Commerce.)

Business Entity Status:

NAASE is based out of New Hampshire (USA), and has a current Certificate of Good Standing from the State of NH – Certificate # 0005362453.

We look forward to getting to know you!

<strong>Diana Diaco Cervantes</strong> - President of NAASE
Diana Diaco Cervantes – President of NAASE

Diana Diaco Cervantes, a seasoned professional with a background in product management and solution engineering, currently serves as the Service Engagement Manager at Tacton Systems. Her journey, rooted in a Bachelor’s degree in Computer Information Systems, has led to a dynamic career marked by continuous learning and skill enhancement.
From a Product Specialist to a Product Manager, Diana’s roles reflect her commitment to improving product quality and client support. From post to pre-sales in her Solution Engineer and Service Engagement roles, she brings her knowledge of implementation and nurturing personality to support her clients’ as they take the step into executing their vision of digital transformation.
Beyond her professional endeavors, she passionately volunteers as the President of the North American Association of Sales Engineers, a position she holds after previously being an Advisory Board member. In these volunteer roles, Diana channels her dedication to supporting individuals in their career paths.
With a deep interest in technology, photography, movies, and a curiosity about astronomy and crypto, Diana balances her professional and personal life. A proud mother of twins, she leads by example, emphasizing the values of hard work, resilience, and determination. Diana’s commitment to excellence and continuous growth is evident in her pursuit of learning, regularly immersing herself in deep level conversation podcasts with brilliant minds from around the world. 

Ken Lambert, Vice President
Matthew Mahoney, Vice President


We aim to foster a base of Certified Sales Engineers across North America, enable them to connect with one another, and actively promote the profession while serving organizations through reducing the uncertainty of new hires.


To keep up with industry trends and ensure we are on the right track, we have created the NAASE Advisory Board comprised of various experts across the different industries we represent in North America.


NAASE would like to thank our various corporate sponsors and partners who are helping NAASE and the greater technical sales community.

<strong>Ken Lambert, Founder/ Vice President</strong>
Ken Lambert, Founder/ Vice President

Ken has been a building materials sales engineer for many years, having worked in many parts of the country. He has been an expert consultant at times for “Maven”, and for the “Gerson Lehrman Group”, and has been a regular contributing writer for several publications/sites- including SMPS (Society for Marketing Professional Services).

Uplift your career as a Sales Engineer with The North American Association of Sales Engineers (NAASE)