Inspiring 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 – 8 p.m.||Early Check-in|
|5:30 – 7 p.m.||Cocktail Reception|
Thursday, September 25
|7 – 8 a.m.||Breakfast|
|7 – 8:15 a.m.||Check-in|
|8:15 – 8:30 a.m.||Executive Welcome – Joe Terry, chief executive officer, 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.||Building Certainty (and Uncertainty) to Promote Persuasion – Zak Tormala, Ph.D., professor, Stanford Graduate School of Business|
|10:30 – 10:45 a.m.||
|10:45 – 11:30 a.m.||Transforming the Commercial Engine: Aligning Marketing, Enablement and Sales Training – Brian McGuire, senior director of marketing communications; Patrick Flanigan, senior director, sales enablement; and Audra Scheer, senior director, sales training, ADP; and Tim Riesterer, chief strategy and marketing officer, Corporate VisionsToo 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 a 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.||A Chief Operating Officer’s View of Why and How Marketing and Sales Alignment Drives Commercial Success – Lisa DeCarlo, managing director, chief operating officer, government & institutional banking, Wells Fargo & Company; and Tim Riesterer, chief strategy and marketing officer, Corporate Visions|
|12:15 – 1:15 p.m.||
|1:30 – 4:15 p.m.||Track Sessions* (see details below)|
|5:30 p.m.||Buses Leave for Evening Event|
|6 – 9 p.m.||Evening Event (co-hosted by Brainshark)|
Friday, September 26
|7 – 8:15 a.m.||Breakfast, Late Check-in|
|8:30 – 10 a.m.||Predictably Irrational: The Hidden Forces That Shape Our Decisions – Dan Ariely, author|
|10:00 – 10:15 a.m.||
|10:15 a.m. – 1 p.m.||Track Sessions Repeat* (see the sessions you didn’t catch on thursday)|
|1 p.m.||Depart: grab-and-go boxed lunches provided|
*Track Sessions (Choose Your Favorite or Mix and Match):
Check back for more details and speakers!
The BIG Evening Event
We’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 event – co-hosted by Brainshark – cannot be missed.
Tormala, PhD Stanford University Business School
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.
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.
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.
Cheryl Geoffrion, Corporate Visions
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.
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.
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.
Cheryl Geoffrion, Corporate Visions
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.
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.
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.
Cheryl Geoffrion, Corporate Visions
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.
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.
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.
Cheryl Geoffrion, Corporate Visions
A Sales Playbook has become the flagship asset in today’s bill of materials. Learn about how other companies have developed holistic strategies based on formal purpose and usability criteria. Then, see how by working from a core set of pre-defined information areas, you’ll be able to produce powerful playbooks that arm your sellers with consistent, client-outcome-focused conversations that generate sales.
Today’s need for insight-driven content has never been greater, because your customers have never been more confused by their research and options. Learn how to start the “why change?” conversation before the first sales meeting with insight-driven content that helps buyers understand why the status quo is unsafe, reveals a new set of needs, and paves the way to a shared vision of improvement by doing business with you. As an added bonus, you’ll even learn the secret to uncovering the insight goldmine in your own organization.
Every company invests in client-facing and sales-facing content, yet nearly all of them complain that what they have isn’t right. Beyond simple content reuse, we’ll share examples of how your peers are looking across many content assets, and repackaging and elevating existing content in new and interesting ways that support targeted conversations.
Your customers (both external AND internal) want and NEED to become a part of your message and require three important things from your marketing organization in order to become engaged. In this session, Chuck Dulde, SAVO’s vice president of sales engagement, will explain “marketing engagement” and share with the group three prerequisites that every marketing organization needs to demonstrate in order to “rise above the noise” and entangle their audiences. This session will also feature Lisa Cummings, vice president of products at Corporate Visions, who will share her own case study of how Corporate Visions optimized marketing engagement and alignment in one of their latest market offerings, Power Launch. Look forward to a lively presentation and discussion of this exciting marketing evolution.