terrific-quoteInspiring main-stage keynotes and a plethora of deep-dive track sessions gives you two full days of inspiration, interaction, and practical application. From developing compelling messages and tools to enabling value-based selling conversations, there’s plenty for everyone interested in creating better customer conversations. You’ll hear from industry-leading brands on how to:


Wednesday, September 24


4:00 – 8:00 p.m. Early Check-in
6:00 – 7:30 p.m. Cocktail reception


Thursday, September 25


7:00 – 8:00 a.m. Breakfast
7:00 – 8:15 a.m. Check-in
8:15 – 8:30 a.m. Executive Welcome – Joe Terry, CEO, Corporate Visions
8:30 – 9:30 a.m. The Three Value Conversations That Win – Tim Riesterer, Chief Strategy and Marketing Officer, Corporate Visions
9:30 – 10:30 a.m. Conversation Strategies for Influencing Buyer Behaviors – Zak Tormala, PhD, Professor, Standford Graduate School of Business
10:3010:45 a.m.


10:4511:30 a.m. Transforming the Commercial Engine: Aligning Marketing, Enablement and Sales Training –
Rick Weber, Vice President, Marketing; Jean Olivieri, Vice President, Worldwide Sales Enablement; and Audra Scheer, Senior Director, Sales Training, ADP
Too often big initiatives fail because they are the product of one department or a siloed part of a company. In the case of Customer Conversations That Win, it takes an alliance between all key parts of the ‘commercial engine’ – Marketing, Enablement and Sales Training – to drive true transformation. ADP is an example of a company working every angle for the past few years to make this part of its DNA. In this panel discussion, Tim Riesterer will moderate discussion among executives from each of these three areas to show you how they come together to execute the messages, tools and skills needed for Conversations That Win.
11:30 a.m.12:15 p.m. Delivering Value ConversationsSales Leader from World-Class Company
12:151:15 p.m.


1:304:45 p.m. Track Sessions* (see details below)
5:30 p.m. Buses Leave for Evening Event
6:009:00 p.m. Evening Event


Friday, September 26


7:00 – 8:15 a.m. Breakfast, Late Check-in
8:3010:00 a.m. Predictably Irrational: The Hidden Forces that Shape our Decisions – Dan Ariely, Author
10:0010:15 a.m.


10:15 a.m.1:00 p.m. Track Sessions Repeat* (see the sessions you didn’t catch on Thursday)
1:00 p.m. Depart – Grab-and-go boxed lunches provided




*Track Sessions (Choose Your Favorite or Mix and Match):


Differentiation-ConversationTrack 1: Create Value –
Differentiation Conversations

Come to this track if you are struggling to differentiate in commoditized markets or can’t convince customers to budge from their status quo.
Justification-ConversationTrack 2: Elevate Value –
Justification Conversations

Choose this track if you are finding it hard to get executive buyers to create budget or believe your business case to release budget.
Maximization-ConversationsTrack 3: Capture Value –
Maximization Conversations

Visit this track if your deal sizes are shrinking or you are doing too much unnecessary and painful discounting.
Creating Insights: Turning Research, Facts and Stats into Provocative Messaging

It’s not enough just to grab your prospect’s attention with statistics, research and industry facts.  Instead, you must deliberately use these tools to illuminate and intensify the challenges – both known and unknown – that your prospect faces.  This session will focus on bringing meaningful insight with the numbers and data you share – making them true weapons in the battle to overcome the status quo.

Know Me Before You Meet Me: Enabling the Executive Conversation

Tailoring your conversation to the specific concerns and responsibilities of your target executive is critical to a successful conversation. Many marketing messages and sales conversations get stuck speaking to the person with whom you are most comfortable, but not necessarily the people who actually make the buying decision. You will learn about the myths of “calling high” and the keys to having the right conversation with the right person at the right time.

Avoiding the Trap of the Commodity Conversation

Moving away from a commodity conversation requires a different skill set: instead of “problem solving,” move toward “problem finding” by identifying unconsidered needs. Instead of having the same-old conversation that all your competitors are having, find ways to intentionally drive the conversation toward a more compelling solution.

Replacing PowerPoint With Pictures for Conversational Selling

PowerPoint: so easy to hate, so hard to eliminate. But your executive buyers are demanding conversations, not presentations. Weaning your salespeople off of their PowerPoint crutches — and empowering them to engage prospects in dialogues around a whiteboard — requires a whole new level of messaging mastery. Find out how to enable your salespeople to have compelling conversations using simple and memorable visual stories.

You Get Delegated to Whom You Sound Like: Building Business and Financial Acumen

Nine out of 10 sales conversations aren’t relevant to executive buyers mostly because salespeople are incredibly effective at talking about things that executives don’t care much about.  So executives do what they do best – they delegate salespeople to whomever they can so they don’t have to listen. Learn how to build business-relevant conversations and content that keep executives engaged and your salespeople from being delegated.

Taking (and Keeping!) Control of the Buying Process

Don’t wait to negotiate! The tough truth is that negotiations start from the first time you meet. You’ll end up with better, more profitable and sustainable agreements when you understand the dynamics of the process. Learn skills to help you take, and then keep, control from the beginning to the end.

Creating a Common Company Messaging Discipline for More Powerful Content

Salespeople have more sales methodologies thrown at them in their careers, or even a single job, than they know what to do with. And yet, up to this point, there hasn’t been a single, universal methodology for creating and deploying great sales messaging and field-ready sales tools. That changes with this presentation. Find out how to deploy a common, structured process for the typically unstructured one for sales messaging across your product and marketing organizations.

I Sponsor NASCAR, Not Salespeople: How to Gain Customer Executive Support

It is the fateful question or statement that comes with so many sales conversations or presentations: “Can we have your sponsorship?”  In a word, the answer is “NO,” primarily because executives have learned through experience to avoid agreeing to ambiguous requests. You will learn how to frame an appropriate executive-level request that will increase the number of positive responses while also improving your sales planning process.

Expanding the Range of Reason to Get More of What You Want

You have more control over your pricing than you think. But, you must know the dynamics at work and purposefully apply certain concepts to protect your premium. Since customers’ initial impressions of your value shape the ultimate price they will be willing to pay, you will need to anchor as high an original price as you can.  Learn how to set higher targets and introduce more favorable comparables to help you expand the range of reason.

Delivering Differentiated Conversations to Buyers Who Think They Are Mostly Done With the Buying Cycle

Buyers claim that they’re 60-70% of the way through their purchasing decisions by the time they engage one of your salespeople. Yet 60% of most companies’ qualified pipelines are ending up in “no decision.” Your prospects may feel that they’re close to choosing a solution to their business issues, but their actual decision (or lack thereof) reveals that they weren’t convinced that they ever had an urgent challenge to begin with. Learn how to pepper your marketing messages and prepare your salespeople with content that breaks through your prospects’ status quo barriers, builds a buying vision for your solution and creates an unfair bias for your solutions before the competitive bake-off even begins.

Be Right, When It Counts: The First Five Minutes of a Business Conversation

So here’s the secret…that phone call that comes in five minutes after your meeting started is not real. That’s the executive’s assistant calling to provide a way out. Instantly, your 30-minute conversation comes to a screeching halt. The first five minutes earn you the right to get to the next 25. Learn the keys to win the first five minutes, launch the next 25, and make such an impression that you’ll be asked to stay longer.

Increasing Your Power in Negotiations by Embracing Tension

Those who ask for more get more. Learn skills for setting higher targets to help you expand the range of reason in negotiations. Apply to all aspects of your communications: pricing, deadlines, deliverables and more.

Check back for more details and speakers!

To view last year’s agenda, click here.

To see last year’s speakers in action, check out these videos.


The BIG Evening Event


navy-howlWe’ve rocked Wrigley, we’ve dined with the fishes, we’ve shut down the House of Blues…that’s nothing compared to this year’s BIG evening event. This year we’ll be partaking in the best that Chicago has to offer at a rollicking street party at Navy Pier! We’ll be dining on Chicago’s favorite goodies from a bevy of food trucks, taking in the Chicago skyline from the world-famous venue, and…back by popular demand…dancing and singing to the tunes from the dueling pianos of Howl at the Moon!

Last year Howl at the Moon went down in infamy, as party goers took control of the House of Blues and demanded more, more and then some more. The dueling pianists will be back in action trying to top the hilarity and raucousness of last year. As everyone who’s attended the BIG evening event in the past will tell you, this is an event that cannot be missed.