Keynote Speaker Sessions
Negotiating Pricing Increases ... and Beyond
People are under increasing pressure to quickly establish credibility, build lasting business relationships, and produce results. To address these challenges, they need specific habits and tools to impact the bottom line. Finding these tools and actually implementing them in the face of fierce competition is not easy. This session will introduce you to a systematic process that will allow participants to become more effective, efficient, and creative in their negotiations.

In this session, you will learn:
  • A systematic process for negotiating
  • Four fundamental guidelines for improving negotiation performance
  • How to manage expectations and make trades

Speaker: Jeff Cochran
The Art and Science of Stellar Sales Enablement Through Turbulent Times
Enabling sales and marketing to work hand and glove breaks the complexity of the buying and selling process into practical ideas through scalable, repeatable, and measurable practices, which leads to decreased speed to revenue and increased productivity.

Sales enablement can be difficult in the best of times. The challenges of navigating sales enablement through the pandemic has been nothing short of overwhelming. This is an opportunity for you to re-evaluate, reinvent, and establish new strategies to communicate, collaborate, and orchestrate with your teams, prospects, and clients in ways you never thought possible.

During this session, you’ll learn how to:
  • Communicate a strategic vision to drive optimal performance.
  • Prepare your teams for the new normal of the virtual world.
  • Collaborate across the organization by building a sales and marketing hub and spoke model.
  • Orchestrate through turbulent times.

Speaker: Roderick Jefferson
The Neuroscience of Purpose: Wired to Become 2.0
The Great Resignation was born out of a confluence of factors. The threat of the pandemic, plus long hours to contemplate what matters, along with ongoing burnout, created a global clarification of values. Individuals identified their sense of purpose and what they wanted from their workplaces.

Humans are wired for purpose, which is the driving force that gives our lives meaning. Recent discoveries in neuroscience offer a fascinating look into what motivates us to become our best selves. Sales organizations that know how to harness the power of purpose thrive and excel while their peers falter or fail. In this session, the speaker will share her research on the brain science of purpose and how it impacts people, organizations, and industries.

Join this session to learn:
  • How to leverage purpose to create a better work environment, more engaged sales teams, more effective leaders, and a positive culture that attracts and retains top talent.
  • Tips and strategies for how to weave purpose into a wide range of learning and enablement programs, all of which will contribute to your organization’s success.

Speaker: Britt Andreatta
Educational Sessions
Activating Content and Skills—One Behavior Change at a Time
Many enablement practitioners are well versed in programs that involve activating content and skills that go beyond theory, incorporating activities such as pitch practice, prospecting into a real account, and coaching. While progress has improved program engagement, these approaches are still evolving. How many times have you heard something like “the enablement didn’t work!” only to find that the program was a one-way broadcast that went on for hours? Or, “I think my reps learned something, but they aren’t applying it with their customers. So, I’m not sure the time spent was valuable.”

Often, enablement efforts are wasted because the dots are never connected from what is being learned to the practical application of the day-to-day reality of selling. Activation, the force behind changing behavior, connects these dots. In enablement programs, activation puts learning into action and drives growth.

From one practitioner to another, learn real-life strategies and tactics to adopt right away to activate your content and skills to change behavior.

Speaker: Liz McCormick
An Agile, Data-Driven Approach to Coaching Pipeline Opportunities
Selling and buying have changed dramatically. Sellers of all backgrounds need the support of a coach to help them manage pipelines and opportunities. A recent Harvard Business Review study found that companies which train sales managers to manage pipelines and opportunities saw revenue grow an average of nine percent faster than those that did not. However, most organizations do not have clear standards for reviewing sales opportunities in a consistent and effective fashion, which results in slower sales growth and more unpredictable revenues.

In this session, you will learn:
  • An agile approach to coaching that aims to make the developmental process iterative, flexible, and dynamic
  • The three essential elements of effective opportunity reviews
  • How to use objective criteria based on observable buyer behavior to accurately determine opportunity status

Speaker: Chris Tiné
Building an Effective Enablement Team: Hiring, Onboarding, and Coaching Enablers
Many enablers enter the profession from various backgrounds. They often start as mighty teams of one organizing chaos and driving outcomes, but what happens when your team grows? How do you successfully scale your function and ramp a team? How do you coach them to success? So much time is spent defining processes and competencies that drive results for GTM teams, but what does that look like for enablement?

Sit down with Ashton Williams to hear best practices, tips, and tricks about how to grow your team of enablers. You’ll leave with tools to define the enablement skills you need, break down your enablement playbook, and coaching activities you can implement immediately to get your team moving like an engine. Whether you’re just thinking about your first hire or leading a large enablement function, this session will help you drive consistent performance at any size or organization.

Speaker: Ashton Williams
Choices, Choices: Selecting the Right Sales Tools and Vendors Can Make or Break Your Career
Sales enablement is the epitome of wearing “many hats.” From facilitating training, to managing logistics and ensuring scalability of learning programs, to creating content for reps to learn from and sell with, enablers have a lot on their plates. As sales teams continue to grow, the enablement teams that support them don’t always grow at the same rate. These professionals must be strategic when selecting impactful sales tools and trusted and proven vendors. Mastering the art of selecting sales tools and vendors as well as becoming proficient with obtaining buy-in and funding from leaders is necessary.

During this session, you’ll participate in a discussion about how to build a business case that will help you secure funding from your leadership team, how to select a vendor that will elevate your enablement programs to the next level, and how to establish a plan that will measure the effectiveness of the tool. It could be the big break your career needs.

Speaker: Jenn Haskell
Data-Driven Enablement: Credibility by the Numbers
As sales enablement professionals, our business currency is our credibility. Ultimately, that credibility rests on the measurable impact we help the business achieve. However, far too many sales enablement efforts are reduced to participation numbers and smile sheets. But what if that dynamic could change? Better yet, what if that dynamic could evolve into something even more? At Workday, we have been tackling this challenge over the last few years and have developed best practices in how to use business performance data, capability ratings, and data analytics both to identify how to drive measurable impact and track the effectiveness of those efforts.

Join this session to learn how to:
  • Establish the data model needed the be truly data driven.
  • Dig into business metrics to find insights that affect different roles and selling motions.
  • Leverage these insights for true partnership with your business stakeholders.

Speaker: Tim Ohai
Do more. Do Less. A Practitioner’s Guide to Enablement Prioritization
It can be overwhelming to navigate the complex needs of the business and outline successful enablement plans to achieve the desired results before the next big initiative needs to launch. Without rigorous prioritization, the enablement function remains reactive, supporting GTM teams' whims versus focusing on topics that yield the highest impact. During this session, you’ll be introduced to a proven strategic framework that marries expectations of levels of learning with the field’s cognitive load consumption requirements. By the end of this session, you will be able to operationalize the strategy and guide an executive prioritization conversation to ensure enablement is set up for success and aligned on achievable outcomes.

Speaker: Whitney Sieck
Enabling a World-Class Digital Sales Capability: Lessons From Microsoft
The pandemic accelerated a shift in customer buying behavior to predominantly online, with deals moving away from large meetings and client dinners to nearly 100 percent digital engagement. Ninety-two percent of buyers prefer remote interactions, and 50 percent of buyers choose the vendor who responds first. For Microsoft, this has meant turning on a dime to enable one of the most elite sales teams in the world to meet the future and become a world-class digital-first sales organization.

In this unplugged session, learn about the peaks and valleys Microsoft encountered shifting thousands of sellers and sales managers from a traditional sales approach emphasizing in-person interaction, to digital engagement informed by marketing insights and A/I driven recommendations. Attendees will leave understanding the three-pronged research-based change strategy Microsoft employed, which may help them meet similar challenges and changes, including driving digital-first behaviors in sales professionals.

Speaker: Shannon de Rubens
Hybrid Skill Development for the Hybrid Selling Era
The new normal has brought significant changes to where and how sales are made. As a result, there are new and adapted skill sets that today’s sellers must master. This session will cover some of the critical skill sets that separate top salespeople in today’s hybrid selling world and how hybrid training approaches can ensure the new skills are retained.

Speaker: Doug Wyatt
If You Want to Predict the Future, You Have to Do the Math: Becoming Conversationally Intelligent About Demographic Trends
The demographic landscape in the United States is made up a series of waves that are about 20 years in duration. Business will rise and fall according to the critical mass of customers heading toward it—and this directly impacts your sales organization’s ability to effectively deploy its revenue generation strategy.

Demographers can forecast markets, societal phenomena, and economics with uncanny accuracy because they count people, not money or things. This crash course session will provide you with the information and insight required to be conversationally intelligent about demographics. You will hear real-life examples that make demography relevant to today’s culture, business climate and the economy so that you can add this new perspective to your internal talent recruitment and enablement planning efforts.

Speaker: John Maketa
Sales Leadership Agility in Our Post-Pandemic World
The roles of sales leaders and sales professionals have forever been changed throughout the past few years. During this session, you will explore what sales leadership agility means in the post-pandemic world. You will learn how leaders can adapt to these changes and meet their people where they are to drive sales success, and you’ll hear about how enablement teams can support them. Explore practical and tactical ways to apply the lessons learned from 2020 and beyond and lead the seller of the future.

Speaker: Karen Cimorelli-Moor
The Secret Ingredient Behind Top Sales Performers: Video-Based Practice and Coaching
Did you know that organizations like Paychex, 3M, and Honeywell are creating top performers by incorporating video-based learning practices into their L&D strategies? Learners can sharpen pitches and validate knowledge by documenting their video performance. This session will explore how learners can incorporate feedback from a mentor or even artificial intelligence based on keywords, eye contact, and more.

In this session, you will:
  • Learn how video-based practice and coaching can accelerate sales training.
  • Gain understanding about how video simulations are used to help sales enablement.
  • Learn how advances in AI are helping to scale video-based practice and coaching.

Speaker: Micah Eppler
When the Going Gets Tough, the Tough Get Creative: Adopting a 70/20/10 Enablement Model
With the ups and downs that enablement teams have been through over the past 2+ years, many have had to get creative with their programs and try to do more with much, much less.

Gartner's 70-20-10 enablement model fuels the success of ATD's capability model by creating a culture of blended and in-flow learning, building the personal capability of each employee by empowering them within their flow of work, with mentors, and in formal training, and by developing and upskilling the professional capabilities of the talent development team as they learn different methods and tools to support the 70-20-10 model.

Speaker: Steffaney Zohrabyan
You Can’t Always be There: Impact Performance While Conserving Resources by Deploying Sales Managers and Self-Coaching Frameworks
It’s time to do more with less, but how? In this session, we’ll discuss methods for engaging managers and sellers in a way that scales your team and your ability to have an impact on the growth and success of your revenue organization. Not all managers are made equal, so standardized coaching frameworks help ensure all front-line sellers are marching to the right beat. What's more is that coaching frameworks can also be used by sellers to self-coach when a manager isn’t present opening up new possibilities for development and performance improvement.

Speaker: Stacey Unck
Pre-session Workshop
Pre-session Workshop: Supercharge Your Sales Results With Sales Coaching Excellence
Sales coaching done well can make a significant improvement in the performance of your salesforce. But, as a sales enablement leader, how do you help your sales managers get the best results possible? This is where many coaching initiatives fall short and often why they don’t stick. The potential is huge, but many don’t know how to realize it.

In this presentation, Mike Kunkle will share how to:
  • Use sales analytics to determine where to spend coaching time to get the biggest impact
  • Use a diagnostic model coupled with field observation to analyze the targeted performance gaps, validate root causes, and establish possible solutions
  • Determine the best solution - including the best-practice content and the right performance intervention (training, coaching, or something else)
  • Use simple field training and sales coaching models (with a special twist) to support their reps in achieving skill mastery
  • Establish a regular coaching cadence to help reps continue to develop skills and achieve their best possible results over time

Speaker: Mike Kunkle
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