About NAASE: Connecting Sales Engineers

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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.

Meet Our Leadership Team

Here are the people behind NAASE. They work to support sales engineers, grow the community, and provide resources for professional development. Whether through networking, certifications, or industry insights, they help make NAASE a valuable organization for sales engineers everywhere.

Ken Lambert, a seasoned professional in sales engineering and construction solutions, is one of the founding figures behind NAASE. With decades of experience in the industry, he has played a key role in bridging the gap between technical expertise and client success.

Starting as a sales representative and advancing into leadership roles, Ken has built a career focused on technical sales, product training, and business development. His extensive background in construction specifications and sales strategy has equipped him with the skills to mentor professionals and drive industry-wide improvements. As Vice President of NAASE, he continues to advocate for the professional growth of sales engineers.

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.

Sergiy Kyrychenko recently joined NAASE as a Director, handling key administrative tasks to support the organization’s operations and growth. Coming from a science and research background, he combines analytical thinking with hands-on business experience in web-based products and sales engineering.

With a career spanning research, technology and business development, Sergiy has worked on innovative projects while managing client relationships and optimizing digital solutions. His unique blend of technical expertise and business acumen helps streamline NAASE’s operations, ensuring efficiency and value for its members.

Our History

May 2020

NAASE Founded

The North American Association of Sales Engineers (NAASE) was established to create a professional network for technical sales professionals. The association aimed to bridge the gap between engineering expertise and sales success, providing resources, training, and advocacy for sales engineers across industries.

July 2020

Launch of the NAASE Website

NAASE launched its official website, providing a central hub for industry news, resources, and professional networking opportunities for sales engineers. This milestone marked the first step in building an active and engaged online community.

September 2020

First Board Member Appointed

Matt Mahoney became NAASE’s first board member, helping to shape the association’s strategic direction and initiatives to support technical sales professionals. His leadership played a crucial role in setting the foundation for future growth.

October 2020

Introduction of Corporate Memberships

To better serve sales engineering teams, NAASE introduced corporate memberships, allowing companies to provide professional development opportunities for their entire sales engineering staff. This initiative strengthened industry partnerships and expanded the association’s influence.

November 2020

First NAASE Webinar on Sales Engineering

NAASE hosted its first-ever event—a webinar focused on the evolving role of sales engineers. The session featured insights from industry experts, providing valuable knowledge and networking opportunities for attendees.

March 2021

Student Memberships Introduced

Recognizing the need to support aspiring sales engineers, NAASE launched student memberships, offering educational resources, mentorship, and career-building opportunities for students interested in technical sales careers.

July 2021

Jane Roe Named SE of the Year

Jane Roe was awarded the first-ever NAASE Sales Engineer of the Year title in recognition of her outstanding contributions to technical sales, leadership, and innovation in the field.

June 2022

10,000 Followers on LinkedIn

NAASE reached a major milestone, surpassing 10,000 followers on LinkedIn. This growth reflected the association’s increasing influence and its role in shaping discussions around sales engineering best practices.

September 2022

Damian Hanna Elected as President

Damian Hanna took on the role of NAASE President, leading initiatives to expand industry partnerships, enhance member benefits, and strengthen the association’s presence in the technical sales community.

May 2023

First Corporate Sponsorship Secured

NAASE secured its first corporate sponsorship, further strengthening its ability to provide high-quality resources, training, and networking opportunities for sales engineers.

January 2024

Diana Cervantes Becomes President

A longtime advocate for sales engineering excellence, Diana Cervantes stepped into the role of NAASE President. Under her leadership, the association expanded its outreach, introduced new educational programs, and strengthened its certification process.

January 2025

Sergiy Kyrychenko Joins as Director

With a strong background in product development and research, Sergiy Kyrychenko was appointed as a Director at NAASE. His expertise helped shape strategic initiatives, expand membership benefits, and enhance the association’s industry influence.

Our Mission

We are dedicated to supporting sales engineers through networking, education, and professional development opportunities.

Our Advisory Board

Industry experts guiding NAASE’s vision and initiatives to advance the sales engineering profession.

Corporate Partners

Companies that support and collaborate with NAASE to drive innovation in technical sales.

Contact Us

Have questions or want to get involved? Reach out to our team today.

Business Entity Status:

NAASE is based out of New Mexico (USA), and has a current Certificate of Good Standing from the State of NM – State Entity Id 7822529

About NAASE FAQs

Want to learn more about NAASE? We've addressed some common questions about our history, community, and how we support the professional growth of Sales Engineers.

What is the North American Association of Sales Engineers (NAASE) and who founded it?

NAASE is a professional trade association created to connect and certify Sales Engineers across North America. It was founded by Ken Lambert, a seasoned sales engineer, industry consultant, and writer.

How does NAASE support the career development of Sales Engineers?

NAASE supports career development by offering industry-specific networking through blogs and events. It also provides certification that validates a Sales Engineer’s expertise, commitment to continuous learning, and passion for client success.

What networking events, webinars, or forums does NAASE provide for its members?

NAASE provides a variety of networking opportunities including online forums, webinars, and industry-specific events. These platforms enable members to connect, share experiences, and stay informed about the latest trends in technical sales.

How can I join NAASE and become part of the sales engineering community?

You can join NAASE by signing up for membership through Join NAASE page. Membership provides access to exclusive networking opportunities, webinars, forums, and a community of like-minded professionals in the sales engineering field.