Strategies include focus, joining forces

The biggest power players in the association community often represent huge groups, but some CEOs punch above their weight class while leading somewhat smaller organizations.

In the CEO Update survey seeking input on influential CEOs, respondents put forward chief executives of small and midsize groups who have outsize influence.

To achieve that, executives need to focus on core issues, pick fights they can win, be trusted sources of industry data, take creative approaches and calculated risks, work in coalitions, engage members in congressional districts and get involved in other groups in their communities, including industry groups such as ASAE, the U.S. Chamber of Commerce's Association Committee of 100 or the National Association of Manufacturers' Council of Manufacturing Associations.

Purser

Caldeira

Craig Purser, CEO of $12 million-revenue National Beer Wholesalers Association and Steve Caldeira of $13 million-revenue International Franchise Association follow such strategies.

"[Craig] is somebody who is keenly aware of what's happening on the political side but also is very selective about what battles he's going to take on," said Linda Bauer Darr, CEO of the $5 million-revenue American Moving & Storage Association. "He's got a great network on both sides of the aisle. Sometimes people who have that strategic sense lack the charisma that Craig has."

Caldeira employs an avid earned-media strategy, frequently publishes industry economic data and eagerly joins coalitions with other associations to magnify the voice of the franchisees and franchisors he represents.

"Steve is doing a great job of building influence, resources and support for his varied and challenged constituencies," said Dawn Sweeney, CEO of the $91 million-revenue National Restaurant Association.

Among the executives of smaller groups cited by survey respondents:

Dirk Van Dongen, president of the $5 million-revenue National Association of Wholesaler-Distributors. (See story.)

Larry Sloan, CEO of the $5 million-revenue SOCMA, the Society of Chemical Manufacturers and Affiliates.

"They have extensive contacts across key regulatory agencies and positive relationships on both sides of the aisle on Capitol Hill," one respondent said. "Considering the relatively small amount of lobbying dollars available to them, they are routinely quoted in the trade press and enjoy representation by top officials at their events."

Stuart Pratt, CEO of the $4 million-revenue Consumer Data Industry Association.

"He is able to marshal resources," said Joe Rubin, former CEO of the Travel Technology Association. "[Stuart]'s a very effective leader who knows how to motivate staff. From a policy perspective, he's good at seeing upcoming opportunities and challenges."

Brett Palmer, president of the $2 million-revenue Small Business Investor Alliance, which represents private-equity funds.

"He's an innovator and he's an idea person," said Beth Solomon, CEO of the $1.3 million-revenue National Association of Development Companies. "His knowledge of the Congress distinguishes Brett."

William Carteaux, CEO of $5 million-revenue SPI: The Plastics Industry Trade Association.

"Bill brings great energy and effectiveness to the defense of his members' products," said Ernie Rosenberg, CEO of the $8 million-revenue American Cleaning Institute.