Athletic fundraising comes down to the concept of engaging conversations. Joe True has served Marquette University for over 10 years as a member of the athletic development team, rising to the role of Associate Athletic Director. True discusses his strategy to get to know and communicate with the MU alumni base, as well as make the ask, not just friendraising, but actual fundraising. True discusses some of avenues and continual mindsets that have helped MU reach lofty revenue goals and maintain its annual giving levels. Twitter: @MUJoeTrue

The relationship between the primary and secondary market are discussed in deep detail with David Marcus, who helps run one of the largest ways to protect the branding of teams and promoters in both marketplaces. Marcus pinpoints the time in which the secondary market grew up, and everyone including Mom became aware of its power, and its not a sporting event that he cites. It's a Disney-promoted concert which sent shockwaves throughout the nation and really drew a lot of attention toward the secondary market as a whole. Marcus sees the branding of teams as a key part of which ScoreBig can protect, while still offering the general consumer deals that clear seats and generate revenue. Marcus provides his theories on some of the best practices that teams can start to implement, and what the secondary market looks like, in relationship to the primary, in the future. Twitter: @DvdMarcus

Athletic fundraising North of the American border is starting to catch on with its American counterparts. Bruce Logan serves as a foothold reminder of this, at one of the largest collegiate campuses in the entire Canadian system. With Canadian universities turning their attention toward the NCAA model, and joining their academic brothers in the United States, this translates into a huge opportunity for development activities with alumni. Logan discusses how York builds its base, and with a non-traditional Canadian sport of football leading the way, and how it maintains its historical legacy despite affiliation or conference changes. Twitter: @BruceLogan2

Ticket aggregators are unleashing data for the secondary market in record time, with one of the companies at the forefront being SeatGeek. The company's Director of Growth, Will Flaherty, discusses the state of the secondary market, as well as how sales data on the secondary is starting to inform both resellers as well as sports teams on how their tickets are doing. Flathery discusses how the information can help achieve a better pricing structure for resellers and teams, in understanding how the customer reacts to the product, as well as SeatGeek's Deal Score calculation which can help determine the best seats in a venue based on historical data and other statistical information. Twitter: @flathertyiv

As the traditions of college athletics have been usurped by conference affiliation changes, it has placed some challenges for marketing a football or basketball program in the modern era. Matt Wells knows this at West Virginia, where the populations to come watch live college entertainment is limited, and the passion for undeveloped rivalries isn't surfaced yet. Wells shares his views of what makes up a good marketing & sales plan, as well as how to develop an attraction that builds a fan base, despite the lack of a historical or traditional conference rival game. Twitter: @WMattWells

It is a rare, unique and surprisingly fresh approach when sports marketing turns toward the arts world for inspiration. That's what Christian Deleon's tenure at San Diego State Athletic Marketing has been all about, with the adoption of a Banksy-esk art-deco feel to an advertising campaign that cost the department little, yet got their branding throughout the city of San Diego. Deleon shares his passion of developing good, smart and interesting branding opportunities through new media, as well as creating a fun environment at games. Deleon talks about how SDSU honored the passing of its legendary alumni Tony Gwynn, not with a memorial, but with a fantastic week of showcasing exactly what Gywnn meant to SDSU and the San Diego community. Twitter: @SDSUChristian

Jared Frank has edited SEAT Magazine for the Association of Luxury Suite Directors for the past nine years, witnessing changes in the premium market. The ALSD Conference will be its 25th year when it kicks off in San Francisco July 6-9, 2015 and Frank says that some of the best is yet to come. Frank talks about some of the things which have made up the premium space, as well as how the entire industry has developed a feel for luxury seating options. Frank also is very touchy when it comes to the print media, defending its viability vigorously as he puts out a publication with over 100 pages of content quarterly. Frank also shares a few stories about what makes the ALSD a unique family atmosphere, including what happens when a co-worker calls in sick for the first time. Twitter: @JChrstophrFrank

The world of premium sales at the venue level requires a certain type of perspective on prospective client relations, as Mike Guiffre explains. This doesn't just means hitting the phones hard for 100 calls per day, but a data-driven approach with CRM that helps illuminate exactly who the client is, and what their capacity is as well. Guiffre presents the argument for how data analytics is being performed at the sports/venue level, and where it needs to go in order to improve. Some of those steps require less phone skills, and more information on how to deliver that message correctly in the first place. Twitter: @MjGuff

Brent Jones has been working to meld the duties of marketing and communications into one department at the University of Southern Mississippi. Those tasks entail a plethora of duties, including  promotions, communications, licensing, sponsorship fulfillment, branding, advertising, ticket sales campaigns, in game production, fan engagement, video operations, public relations, social media, community relations, the athletic department website, digital assets and the spirit squads for Southern Miss Athletics. Yes, that is a lot to digest, except Jones also oversees departments for sports information, broadcasting, sports technology and video operations, IMG College, LRG, M-Club ( Letter winners association) sports marketing department, digital marketing and creative services. So, basically, Jones has only a short window to chat on the podcast before catching his breath and continuing on. Jones covers the gamut in terms of different ways to attract fans to S. Mississippi as well as live the brand of the institution, and get most departments working together, instead of apart. Twitter: @BrentJones4

The Western Bulldogs of the Australia Football League are a perfect example of revenue generation. Despite some lackluster results on the field of play, the Bulldogs' Chief Commercial Officer Nick Truelson and his team were able to generate a men's health program in partnership with Liverpool FC, generating over $1 million in revenue, along with bringing in 25 new partners to the club. It is a great example of business development with new product creation that no one else in the AFL was doing. Truelson speaks about the reasons behind the men's health program, fixated on the poor health stats of the local community which has resonated with the area fans and has become a great new opportunity to grow the fan base. Twitter: @nicktruelson