Start the day by connecting with peers in a fun, interactive quiz that surfaces both the “missing pieces” and the “wins” from your enablement work this year. This engaging kickoff will spark conversation, energize the room, and set the stage for the themes that carry throughout SELL 2025.
The speaker will share a story from the book he co-authored about the vital and growing problem of customer indecision. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across the industry, he will reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger. Packed with robust data, counterintuitive insights, and practical guidance, this playbook is for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales.
Speaker: Ted McKenna, Author, Co-Founder, and CEO, SellingInnovations
In this highly interactive 90-minute session, you’ll rotate between two Goal Boards to surface what’s missing in your enablement strategy and highlight wins to amplify it. Spend time adding or upvoting ideas, engage in peer discussions, and wrap up with facilitator-led debriefs that capture key trends and shared priorities to guide your SELL 2025 experience.
Sponsored by Shapiro Negotiations Institute
Curiosity is one of the most powerful tools in negotiation. By asking thoughtful, targeted questions, sales professionals can uncover hidden priorities that shift the conversation from demands to collaboration. In this session, Jeff Cochran will share probing strategies that help you discover what stakeholders truly value, strengthen relationships, and deliver results that benefit both sides.
Speaker: Jeff Cochran, Partner, Master Facilitator, Shapiro Negotiations Institute
Case Study: Waste Management Closes Their Onboarding Gap
During this session, the speakers will share a practical case study on how they identified and successfully addressed a critical gap in their sales enablement strategy by piloting and rolling out an effective onboarding program. They will outline the business need, involved stakeholders, implementation timeline, key milestones, and measures of success. Afterward, SELL facilitators will lead structured table discussions with curated questions, helping you translate the speaker’s insights and best practices directly to your own organizational context.
Speakers: Brian Jarvis, Senior Manager of Learning & Development, WM; Colleen Winful, Senior Learning Consultant, WM
Case Study: Mastercontrol Amplifies Skill-Building Capabilities with AI Role Plays
Explore how the speaker’s company significantly amplified its sales enablement impact by integrating AI-driven role plays into its skill-building initiatives. Committed to scaling its skill development strategy, the enablement team leveraged AI to provide realistic, targeted practice scenarios, allowing for precise identification and addressing of developmental needs. Learn how they effectively utilized AI insights to pinpoint skill gaps, personalize coaching, and optimize sales team performance at scale. After the speaker shares her company’s innovative approach and results, SELL facilitators will lead structured table discussions with curated questions, enabling you to explore how you can apply AI-powered skill development techniques to amplify capabilities within your own organization.
Speaker: Stacey Unck, Director of Enablement, MasterControl
In today’s performance-driven sales environment, training can’t just check a box—it must drive business outcomes. Yet, many organizations struggle to connect skill development with strategic priorities and measurable results. In this session, we’ll share how leading to design programs that assess seller capabilities objectively, target high-impact skill gaps, and align with go-to-market strategies.
You’ll learn:
- How to identify and prioritize the skill gaps that most impact sales performance
- Ways to align sales training and coaching strategies with your business goals
- What to measure—and how—to prove business value and training ROI
Speaker: Michelle Richardson, VP, Sales Performance Research, The Brooks Group
Case Study: LinkedIn Addresses the Missing Piece—Making Facilitation Measurable
Join the speakers as they unpack how they identified and addressed a missing piece in their approach by creating and implementing a Facilitation Rubric. Traditionally viewed as an art, facilitation often relied on subjective feedback and superficial evaluations. This company’s innovative rubric brings clarity and measurable rigor to facilitator effectiveness, highlighting specific learning gaps and directly linking facilitation quality to learner outcomes. Discover how this structured tool is empowering internal teams and vendor partners alike, making high-impact facilitation scalable and coachable. Following the speakers’ insights, SELL facilitators will guide you through structured table discussions using curated questions, helping you adapt and apply these transformative practices to your own organization.
Speakers: Amber Rios Flores, Senior Enablement Lead, LinkedIn; Alejandro Maya, Learning Design Consultant II, LinkedIn
Case Study: Data Axle Amplifies Sales Success Through Certification
Discover how the speaker’s company successfully amplified its sales enablement strategy by launching a comprehensive sales certification program designed around a dynamic blended learning model. Combining live-virtual sessions, engaging e-learning modules, practical online pitch submissions, personalized coaching, and real-world application exercises, the company created a robust and motivating certification experience for its internal sellers. Learn how its innovative use of digital badges boosted participant engagement, reinforced achievement, and provided a scalable approach to enablement. Following this detailed case study, SELL facilitators will guide structured table discussions with curated questions, enabling you to apply this company’s proven strategies and best practices within your own sales enablement context.
Speaker: Jessica Jones, VP, Sales & Enablement, Data Axle
At the close of Day One, our facilitators will revisit the Goal Boards to highlight emerging themes, connect them to the day’s sessions, and surface ideas attendees are already considering. This quick but focused debrief sets the stage for deeper exploration and action planning on Day Two.
The problem facing most sales enablement teams is simple: Tools alone don’t change behavior, and training alone doesn’t stick. You need the right content, approach, and support if you want your team to engage and the new skills to survive beyond the forgetting curve.
This session walks you through:
- How great content, tailored to each stage of your sales journey, can deliver measurable outcomes when paired with a powerful platform
- How to uncover gaps, boost engagement across the entire sales training process, and sustain behavior change in the field
- How proven selling disciplines, combined with AI-powered coaching and role play, can be embedded directly in the flow of work to accelerate adoption and sustain behavior change
Speaker: Jesse Rome, Vice President of Training & Solutions, ASLAN Training & Development
Case Study: How Momentive Software Closed the Gap in its Customer Journey with Post-Sale Enablement
During this session, the speaker will share how his company identified and addressed a critical missing piece in its enablement strategy—the post-sales Customer Success Management (CSM) team. Realizing its previous enablement efforts primarily focused on pre-sales, the company shifted its attention to the team responsible for customer retention, renewals, and ongoing success. By conducting detailed impact mapping, the company isolated specific development areas and strategically aligned resources to support the post-sale customer journey. This targeted enablement empowered its CSM team to proactively manage customer relationships and drive sustained value. Following the presentation, SELL facilitators will guide structured table discussions with curated questions to help you apply these insights to your organization’s post-sales enablement strategy.
Speaker: Robby Halford, Vice President, GTM Performance, Momentive Software
Case Study: Lyra Health’s Revenue Academy (RevUp) – Transforming Early Wins Into Scalable Success
Lyra Health launched Revenue Academy (RevUp) to establish a repeatable GTM readiness rhythm that blends monthly asynchronous learning with quarterly immersive workshops. The team saw immediate wins in engagement, knowledge retention, and coaching effectiveness by pairing creative formats—such as an escape-room–style workshop—with manager guides and microlearning follow-ups. This session highlights how those early successes were amplified into a GTM-wide program, creating consistency across functions while deepening enablement’s impact. You will discover how small experiments grew into a scalable rhythm that fuels performance, builds capability, and strengthens culture across Lyra Health’s go-to-market organization.
Speaker: Brianna Lewke Sr. Director, GTM Enablement, Lyra Health
Proving ROI: Tying Enablement Efforts to Revenue and Impact
Sales enablement leaders are under increasing pressure to show measurable business impact. In this session, Sarah Plummer, senior sales engineer at Allego, will share practical frameworks and real-world examples for connecting enablement programs to revenue results. You’ll explore key metrics—like time saved, behavior change, and total cost of ownership—and learn how to link leading indicators (training completion, coaching engagement) to lagging outcomes (quota attainment, win rates, deal velocity). Leave with a clear approach to demonstrate the economic, efficiency, and effectiveness gains that modern enablement platforms can deliver.
Speaker: Sarah Plummer, Senior Sales Engineer, Allego
Bring it all together in this closing session as our facilitation team guides you through structured action planning at your tables. With the Goal Boards in view and two days of insights behind you, you’ll identify concrete priorities, capture next steps, and leave SELL 2025 with a clear plan to address your missing pieces and amplify your wins in 2026.
