Featured Main Stage Speaker

Ted McKenna
Author, Co-Founder, and CEO,
SellingInnovations
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Ted McKenna

Ted McKenna is a bestselling co-author of The JOLT Effect: How High Performers Overcome Customer Indecision and The Activator Advantage: What Today’s Rainmakers Do Differently, and is a sought-after speaker and advisor to sales, business development, and customer experience teams around the world.
An accomplished researcher with work appearing frequently in the pages of Harvard Business Review, Ted is now co-founder and CEO of SellingInnovations which provides research-based training, enablement, and advisory support to B2B commercial organizations. Ted is also a founding partner of DCM Insights (DCMi), a company that uses data and research-backed frameworks to help professional services firms improve business development. Prior to co-founding DCMi, Ted held numerous executive leadership positions in product, strategy, research, advisory, and enablement for Tethr, Russell Reynolds, and CEB (now, a part of Gartner).

Jeff Cochran
Partner, Master Facilitator, Shapiro Negotiations Institute
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Jeff Cochran

As a partner of the firm, Jeff has led high-impact negotiation and influence sessions—ranging from 45 minutes to multi-day engagements—while also coaching and training professionals across a variety of industries. His audience size has ranged from five executives around a boardroom table to 1,000 people in an auditorium. In addition to his role as an educator and an entertainer, Jeff has also played a significant role in designing negotiation training programs for SNI.
Jeff has delivered customized programs for clients across many functions and sectors, including: financial services (Barclays, PricewaterhouseCoopers, J.P.Morgan Chase); government (Defense Acquisition University, Department of Treasury); pharmaceutical (Novo Nordisk, Sanofi-aventis, Bristol Myers Squibb); insurance (GeneralReinsurance, Nationwide); telecommunications (Verizon, Comcast); medical devices (Toshiba Medical Systems, Siemens Medical); sports (Chicago Bears, Baltimore Ravens, Madison Square Garden); media (ESPN, Hearst Corporation); aerospace/manufacturing (Boeing, Collins Aerospace, Pratt & Whitney), and a host of others. Jeff also works closely with the Anthony Robbins Platinum Partnership, an exclusive membership-only group personally coached by Tony Robbins.
Thanks to Jeff’s global experience, he is often asked to speak on international and cross-cultural negotiations. Equally, having served as both a sales manager and sales trainer—and having trained hundreds of procurement professionals—he offers a unique 360-degree perspective on procurement and sales.
Before joining SNI in 2000, Jeff was an account manager for Tessco Technologies, the nation’s largest communications infrastructure supplier. He managed a portfolio of more than 250 accounts, including Mitsubishi Electronics. In his role as corporate sales trainer, Jeff was responsible for educating new sales professionals and handling new hire training for Tessco, a company that had grown to $196 million in annual sales at the time of his leaving.
Jeff’s first career was working in Nepal for three years as a US Peace Corps volunteer. Assigned to Nepal Bank Ltd., he leveraged his status as an external foreign advisor to successfully implement a micro-lending project targeting impoverished farmers and small business entrepreneurs, helping them form borrowing cooperatives.
International Experience
Jeff has lived and worked extensively in Asia and has delivered programs on six continents and in multiple countries, including Canada, Argentina, Colombia, Brazil, England, France, Germany, Spain, Hungary, the Netherlands, South Africa, Malaysia, the UAE, Thailand, China, Japan, Fiji, the Philippines, and Australia.
Education and Community Involvement
Jeff is a member of the Mensa International Society and holds a BS in agricultural economics from Cornell University. He lives with his wife and his two children in Fallston, Maryland.
Conference Host

Dayna Williams
Programming Chair and Host of SELL25, CXO,
The Myers-Briggs Co.
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Dayna Williams

Programming Chair and Host of SELL25
Dayna Williams partners with organizations facing pivotal moments—stalled growth, challenging team dynamics, or organizational friction—and guides them from crisis to clarity, alignment, and accelerated results. Since 2018, Dayna has strategically curated the program for ATD’s SELL conference, designing engaging, interactive sessions tailored specifically for sales enablement leaders and practitioners. As the event host, she brings critical conference insights to life through meaningful dialogue, practical applications, and dynamic facilitation, ensuring attendees leave with actionable takeaways that add immediate value to their organizations. She is currently the CXO at The Myers-Briggs Company and the author of The Diligence Fix.
SELL Facilitators

Jonathan Kvarfordt
Head of GTM Growth and Founder of GTM AI Academy,
Momentum
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Jonathan Kvarfordt

Head of GTM Growth at Momentum and Founder of GTM AI Academy
If you’re leading a GTM team and feeling the pressure to drive revenue faster with fewer resources, Jonathan Kvarfordt is someone you want in your corner. He helps go-to-market and business teams turn AI from a buzzword into a daily advantage while driving better execution across the board. With more than 15 years in enablement, revenue operations, and sales leadership, Jonathan now leads GTM Growth at Momentum.io and founded GTM AI Academy to equip startups to Fortune 500 companies with practical, proven ways to win with AI. His work focuses on frameworks, automation, and playbooks that move the needle.

Lindsay Hoyle
Sr. Enablement Manager,
Sales Skills
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Lindsay Hoyle

Sr. Enablement Manager, Sales Skills
Lindsay Hoyle is a senior enablement manager at Smartsheet, focusing on critical selling skills account executives need as they develop their craft across the globe. Previously, she was a sales enablement lead at Stripe, focusing on the bespoke learning and change management needs of North America and LATAM sellers. Prior to that, she was a learning experience designer at Tableau Software, concentrating on designing strategic, end-to-end learning strategies for their key global sales organization initiatives. She was also a learning designer at Nordstrom. She holds an MEd in learning design and technologies and is a master of organizational leadership degree candidate.
Lindsay started her career as a TESOL educator for adult learners. Expanding on her love of adult learning, she transitioned into corporate learning design, focusing on creating scalable, engaging, and relevant content for multiple audiences. Lately, she has transitioned to sales enablement via learning strategies for long-range programs and initiatives aligned to critical business strategies. She also led the design and development of these multi-faceted strategies and their bill of materials.

Robby Halford
Vice President, GTM Performance,
Momentive Software
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Robby Halford

Robby joins us with 14 years of experience in GTM performance building multiple Enablement practices from scratch. He has a deep passion for helping sellers continuously improve their skills. He believes that learning is a revenue-generating activity. His background in education, combined with his own sales experience, helps bring a practical, yet engaging approach to learning. Robby is an avid traveler, a permanent resident of Panama and can quote the entire movie of “Clue.”

Amber Watts
ATD Author and Global Performance Consultant,
LinkedIn
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Amber Watts

ATD Author and Global Performance Consultant at LinkedIn
Amber Watts is the author of From Onboarding to Everboarding: Redefining Employee Development (ATD Press), a keynote speaker, and founder of Radical GrowthWorks. She also serves as a global performance consultant at LinkedIn, where she helps organizations build systems-based talent strategies that drive long-term performance and retention.
A former chief revenue officer turned talent strategist, Amber brings more than 15 years of real-world experience leading enablement and development in high-growth environments. She’s the creator of the Everboarding framework, a practical, strategic approach that moves beyond traditional onboarding to support employees well beyond their first day.
Amber’s background spans sales enablement, leadership development, change management, and learning design. She’s served as president of the ATD Nebraska Chapter, advises ATD chapters nationally, and regularly speaks at events for ATD and Training magazine.
Known for her refreshingly honest delivery and actionable takeaways, Amber helps learning and business leaders connect employee growth to business strategy because when people grow, performance follows.
Main Stage Speakers

Sarah Plummer
Senior Sales Engineer,
Allego
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Sarah Plummer

Sarah Plummer is a seasoned sales engineer and solutions consultant with more than a decade of experience guiding buyers through complex technology evaluations. Currently a senior sales engineer at Allego, she partners with pre- and post-sales teams to deliver compelling demos, drive proof-of-concepts, and support enterprise deals from evaluation through implementation. Prior to Allego, Sarah held sales engineering and consulting roles at Highspot, MURAL, and Mindtickle, where she consistently served as the technical bridge between product and customer needs. With a passion for translating business challenges into effective solutions, Sarah brings deep expertise in enablement, pre-sales strategy, and customer success alignment.

Michelle Richardson
VP, Sales Performance Research,
The Brooks Group
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Michelle Richardson

Michelle Richardson is the vice president for sales performance research. In her role, she is responsible for spearheading industry research initiatives, overseeing consulting and diagnostic services, and facilitating ROI measurement processes with partnering organizations.
Michelle brings more than 25 years of experience in sales and sales effectiveness functions through previously held roles in curriculum design, training implementation, and product development to the Sales Performance Research Center.
Michelle’s depth of knowledge on instructional design principles and her keen attention to detail have significantly enhanced ATD’s core IMPACT Selling® training programs, as well as offerings related to strategic and complex sales, account management, negotiation skills, sales management, coaching, and ROI measurement.
Michelle holds a BA from the College of William and Mary in Williamsburg, VA. She has also completed coursework in the Phillips ROI Methodology from the ROI Institute, Inc. Michelle has more than 16 years in curriculum design and sales training and has customized more than 300 programs during her tenure with The Brooks Group.

Jesse Rome
Vice President of Training
& Solutions,
ASLAN Training &
Development
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Jesse Rome

Jesse Rome is vice president of training and solutions at ASLAN, where he helps sales teams shift from persuasion to service. With experience leading enablement at Fortune 500 companies and scaling high-growth organizations, he specializes in turning sales content into real-world capability. By combining ASLAN’s Other-Centered® Selling approach with AI-powered coaching, Jesse equips leaders and sellers to accelerate adoption, close the coaching gap, and drive lasting results.
Case Study Presenters

Amber Rios Flores
Senior Enablement Lead,
LinkedIn
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Amber Rios Flores

Amber Rios Flores is a Lead on the Readiness Programs and Onboarding team at LinkedIn, known for designing inclusive, high-impact learning experiences that actually stick. With 16 years at the company, she brings a deep enablement lens to onboarding, facilitation, and strategy—helping teams not just show up, but level up.

Stacey Unck
Director of Enablement,
MasterControl
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Stacey Unck

Stacey is a passionate sales enablement leader at MasterControl. Her background includes 12 years in sales for companies like Eli Lilly and Tableau. She has nine years of enablement experience at Tableau, Lucid and MasterControl. She believes that people are the most important asset of an organization and is passionate about helping them build skills and become more capable tomorrow than they are today. She has helped organizations build out enablement programs, launch products, identify business value, and thrive in a competitive environment. Stacey is a builder and enjoys introducing Sales Enablement to organizations and watching it change their trajectory for the better.

Alejandro Maya
Learning Design Consultant
II, LinkedIn
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Alejandro Maya

Alejandro brings a unique blend of K12, real estate, and tech industry experience to enablement and learning design. Alejandro has led impactful training and onboarding programs across diverse sectors, driving measurable improvements in performance and engagement.

Brianna Lewke
Sr. Director, GTM
Enablement, Lyra Health
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Brianna Lewke

Brianna Lewke leads go-to-market enablement at Lyra Health, where she built the function from scratch to give sales and customer success teams the strategies, skills, and support they need to succeed. Before Lyra, she developed her expertise across the FinTech and Cybersecurity industries in sales, talent development, and enablement leadership at Palo Alto Networks and Coupa Software, helping high-growth teams sell more effectively and build stronger customer relationships. Fluent in German, an art history nerd, and the writer behind the blog about the little things, Brianna is currently sharpening her negotiation skills with her toughest prospect yet: her toddler.

Jessica Jones
VP, Sales & Enablement,
Data Axle
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Jessica Jones

Jessica is a visionary enablement leader who champions the intersection of revenue enablement, strategic alignment, and organizational growth. She brings a people-first mindset to building scalable, data-informed enablement ecosystems that empower individuals and teams to thrive. Her work is rooted in creating cultures of accountability, continuous learning, and operational excellence. Jessica is passionate about transforming how organizations activate their people to drive meaningful, lasting impact.

Brian Jarvis
Senior Manager of Learning & Development,
WM
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Brian Jarvis

Senior Manager of Learning & Development, WM
Brian Jarvis is a strategic learning leader with more than a decade of experience driving performance through talent development in large-scale organizations. As the senior manager of learning and development at Waste Management(WM) National Accounts, Brian leads a cross-functional team that supports learning initiatives across the US, Canada, and India.
Known for connecting learning strategy to business outcomes, Brian specializes in developing scalable programs that support growth, operational efficiency, and work force readiness. His work includes building enterprise learning frameworks, leading high-impact onboarding programs, and integrating data-driven evaluation methods to measure the ROI of learning.
Brian’s approach blends design thinking and change management. He is passionate about practical innovation, especially applying AI and technology to modernize the learner experience. He’s also a frequent collaborator with business leaders to embed learning into the fabric of a growing organization. Outside of L&D, Brian is an accomplished singer-songwriter and seasoned live performer who has toured with several well-known musical acts.

