2017 Agenda

Monday, 16 October

While no content will be delivered today, registration will open in the afternoon and CEB invites those interested in a round of golf to join the pre-conference golf outing.

11:45 a.m. – 6:00 p.m.

Optional Pre-Conference Golf Outing at TPC Las Vegas

CEB, now Gartner’s Sales and Marketing Summit is an incredible opportunity to connect with fellow senior sales and marketing executives from leading organizations. Get a head start on your Summit networking and join us for a round of golf and friendly competition.

11:45 AM - Complimentary transportation from The Cosmopolitan

12:30 PM - Arrival at TPC Las Vegas, Complimentary boxed lunch provided by Seismic logo

Register Now

Price $149 (includes green fees, shared cart, bag gratuity, taxes and practice balls)

3:00 p.m. – 6:00 p.m.

Registration Opens

Beat the Tuesday morning rush at registration, come by and pick up everything you need for the conference.

In addition, we encourage you to stop by the CEB Mobile Support desk, located directly next to Registration. Our staff will be able to help you download CEB Mobile, our event app that will help you navigate your way through the Summit.

Registration will reopen at 7:00 a.m. on Tuesday and will remain open for the duration of the event.

5:00 p.m. – 6:00 p.m.

Speed Networking

We're making it easier than ever to make a few quick, meaningful connections before the event begins. Many businesses rely on who they know - their network of suppliers, partners and, of course, customers. Meet a new person (every seven minutes) from different industries and backgrounds to help enthuse and inspire you to do business together. Short of winning a big jackpot payout on the casino floor, those who attended the speed networking reception last year said it was one of the most beneficial experiences at the Summit.

Tuesday, 17 October

7:00 a.m.

Registration Reopens

7:00 a.m. – 9:00 a.m.

Ice Breaker Breakfast

Start making new Summit connections right away at this informal networking breakfast. Get to know fellow conference attendees who share your areas of interest, including hobbies, favorite sports, travel, pets and more. Tables will be arranged by interest area, so select your favorite and join the conversation! Pre-registration is not required.

9:00 a.m. – 9:15 a.m.


Rick DeLisi
Principal Executive Advisor
9:15 a.m. – 10:15 a.m.

An Inescapable Evolution: Sales and Marketing in the World of Digital Buying

Brent Adamson
Principal Executive Advisor

While Sales and Marketing have sought ways to better integrate their collective commercial efforts today’s B2B buyers have effectively solved the problem for them – ending the debate on their terms rather than suppliers’. To sell effectively, today’s B2B suppliers must understand how customers move easily and frequently between digital and in-person buying channels in a far more fluid and continuous process than most organizations are currently designed to support.

10:15 a.m. – 10:45 a.m.

Networking Break & Exhibitor Showcase

Join us for coffee and refreshments while you connect with attendees and visit with our sponsoring partners to explore how their solutions can help you tackle today’s most difficult challenges.

10:45 a.m. – 11:45 a.m.

CEB Insight Sessions

Driving Growth with a Challenger Strategy
Adam Cole
Partnerships Director, Solutions

Double Digit Growth - we all want it, but how do we achieve it in an increasingly complex and competitive market? Learn from companies that have implemented a Challenger™ commercial strategy with growth in mind. We’ll discuss how their teams are engaging customers in better conversations and winning more deals.

Accelerating Marketing’s Digital Proficiency
Brent Adamson
Principal Executive Advisor

Few marketing organizations have adequately updated their structure, capabilities and operations to keep up with customers who use digital information channels at every stage of the purchase. Join us to learn how the most digitally proficient marketers are evolving their functions.

Driving Account Growth Through Smarter Account Management
Scott Collins
Principal Executive Advisor

Despite having a significantly expanded portfolio, only 28 percent of sales leaders report that their existing account channels regularly meet their growth targets. Learn why traditional account management practices such as delivering higher customer satisfaction and superior service are becoming obsolete. Please join us as we discuss our newest research on driving cross-sell and improving account growth.

Simplifying the Buying Journey 101
Tom Cosgrove
Principal Executive Advisor

Today’s customers require more information, involve more people, and have more options available to them throughout their buying journey than they ever have in the past. Join us for a session to evaluate your existing sales process and learn how to better reflect customer buying behavior in order to identify and overcome customer “stalls.”

Managing the Frontline in Today’s Complex Sales Environment (Invite-Only for CSOs)

Space is limited. To avoid disappointment onsite please reserve your spot now by emailing conferences@gartner.com. Any remaining seats at the event will be available on a first-come, first-served basis.

Rick Karlton
Advisory Leader

Sales managers have a significant impact on your business performance – a strong, focused sales management bench will drive quota attainment, reduce turnover, and improve seller engagement. Are you optimizing their role in your organization to focus and reward the management activities and outcomes that drive performance? Join us for a discussion and explore the tactics of other sales leaders to refine your sales managers’ focus to drive 2018 growth.

Marketing's Role in Driving Account Growth (Invite-Only for CMOs)

Space is limited. To avoid disappointment onsite please reserve your spot now by emailing conferences@gartner.com. Any remaining seats at the event will be available on a first-come, first-served basis.

Carlos Guerrero
Principal Executive Advisor

How effectively does your marketing team support commercial efforts to grow and retain existing accounts? Join a group of peers for an interactive discussion that will explore how and where Marketing could extend its capabilities to impact account teams’ efforts to drive customer improvement.

11:45 a.m. – 1:00 p.m.


1:00 p.m. – 2:00 p.m.

Sponsored Insight Session

The Future of Selling - Bleak or Bright?
Jonathan Lister
Sales Leader

LinkedIn logo

As buyers rely more on their networks, take advantage of ever more accessible information, and leverage new technologies when purchasing it's easy to think that selling is doomed. Not so – buyers are in fact very responsive to commercial teams that cater to these new buying behaviors. This session will explore changes in sales automation and personalization that winning Sales and Marketing teams are putting to work.

2:00 p.m. – 2:30 p.m.


2:30 p.m. – 3:30 p.m.

Sponsored Insight Sessions

Perpetual Sales Readiness: The New World of "Always On" Learning For Sales
Jim Ninivaggi
Chief Readiness Officer

Brainshark logo   

How confident are you that your reps are truly ready and prepared to optimize any buyer interaction? This session will explore a sales readiness model that is "always on," providing an environment for continuous improvement to help prepare your reps quickly – and keep them that way. Specific focus on video, AI and machine learning will show how to augment and guide the coaching efforts of your managers.

Relationship Selling at Scale: Introducing the Engagement Layer
David Held
Product Marketing Lead, Microsoft Dynamics 365 for Sales

Microsoft logo

Is sales really being replaced by a digital process, and will AI ultimately replace sales reps? We see a new model emerging in sales, one that blends digital journeys with highly orchestrated one-to one engagement with sales reps at scale. Join us as we share this new hybrid model of sales, and learn how you can apply this new sales framework to drive revenue growth.

Account Based Marketing and the Challenger™ Approach – Separated at Birth?
Peter Isaacson
CMO, Demandbase

Demandbase logo

Although they “grew up” separately, the Challenger™ approach and account based marketing (ABM) are now both accepted as best practices across the B2B industry. But like twins separated at birth, they actually share some similar traits. Join this session to better understand how ABM, like the Challenger™ approach, can help sales and marketing teams create more pipeline and close more business.

3:30 p.m. – 4:00 p.m.

Networking Break & Exhibitor Showcase

Join us for coffee and refreshments while you connect with attendees and visit with our sponsoring partners to explore how their solutions can help you tackle today’s most difficult challenges.

4:00 p.m. – 5:00 p.m.

CEB Insight Sessions

Winning the War for Entry Level Talent
Matt Kiel
Advisory Leader

Is your organization effectively recruiting and sourcing the best fit, sales-ready entry-level talent? Join us for a panel discussion with Dr. Howard Dover from UT Dallas and Greg Lewis from Capital Texas Bank as they share perspectives on building long-term partnerships for creating a pipeline of entry-level talent.

Building Playbooks for Growth
Rick Karlton
Advisory Leader

Are your sellers getting the most out of account planning and reviews? Understanding your customers’ challenges is a crucial first step in identifying high-quality growth opportunities, yet sellers often come short. Learn how National Instruments simplified difficult and risky moments in opportunity identification and pursuit.

A Blueprint for Content Marketing Success
Shelley West
Principal Executive Advisor

More than 50% of marketing organizations plan to invest significantly more in content marketing across the coming 5 years, but only 27% are confident that their investments are paying off. Learn what types of content are proven to deliver business results, and how to focus your organization's content.

Keeping Customers at the Center of Marketing Content
Peter Pickus
Advisory Leader

Does your marketing content disrupt the buyer's purchase path - and lead them to you? Learn from a panel of marketing leaders how to improve your content marketing capability to shift customers' thinking in your favor and improve lead quality in early buying journey stages.

The Impact of Changing B2B Buying Behavior on the Commercial Organization (Invite-Only for CSOs and CMOs)

Space is limited. To avoid disappointment onsite please reserve your spot now by emailing conferences@gartner.com. Any remaining seats at the event will be available on a first-come, first-served basis.

Brent Adamson
Principal Executive Advisor

Join this interactive session for peer-based discussion of key changes in customer behavior and an exploration of what these changes mean for Sales and Marketing leaders and the overall commercial organization.

5:00 p.m. – 7:00 p.m.

Opening Reception

Join us as we unwind the day - meet the CEB, now Gartner team, other attendees and sponsors over cocktails and hors d'ouevres. This is a great opportunity to broaden your professional network and discover the unique tools and resources available to you through our sponsoring partners.

Wednesday, 18 October

6:30 a.m

Sunrise Fun Run

Join us for the Summit’s first ever group fun run right in the heart of the Las Vegas Strip! Break a sweat. Stretch your legs. Lead the pack. Or just enjoy the people watching along the way. Preregistration is not required.

7:45 a.m. – 9:00 a.m

Breakfast & Sponsored Roundtable Discussions

CEB, now Gartner’s sponsoring partners will host roundtable discussions during breakfast that will touch on a variety of topics. These discussions will be a great opportunity to network with peers interested in identifying solutions to common challenges across the sales and marketing landscape. Attendees are invited to join the roundtable of their choice. Please know these discussions are optional and space is limited.

If you are interested in joining one of these discussions please submit a request to conferences@cebglobal.com.

Revenue Growth Through Content Intelligence

Docurated logo

Join us for a roundtable discussion around best practices for:

  • Improving conversion and win rates
  • More targeted investment in high-performance assets
  • Substantial reduction in the time it takes for Sales to find assets
  • Substantial increase in the use of assets to gain buyer mindshare
  • Reduced effort by sales reps and solutions engineers to create content
  • More consistent messaging and content used in sales cycles

Help Sales and Marketing Drive Revenue with Sales Enablement

Highspot logo

Misaligned sales and marketing teams, unused marketing content, low conversion rates—sound familiar? You’re not alone. This is why many companies are turning to sales enablement technologies to radically simplify the way they manage, find, customize, share, and analyze their sales content; because when sales teams are effectively enabled, they can start converting leads to customers. Over 75% of companies that are investing in sales enablement tools are seeing an increase in sales over a 12-month period, and nearly 40% of those reported increases greater than 25%. There is no doubt that sales enablement tools are changing the way sales and marketing departments work together to drive revenue. Join this session to learn more about how your organization can start increasing conversions with sales enablement.

Turbocharge Your Pipeline By Getting an Unfair Amount of Face Time with Prospects and Clients

Kapow logo

What if you could fill your entire team’s pipeline with qualified leads, increase your close rate and earn a 20x return on marketing spend? In an age of cluttered inboxes and long text threads, the key to growing your business remains the same—meeting clients face to face. Join Kapow in a discussion about why memorable client events remain one of the most powerful tools in a demand-generation arsenal. And learn how game-changing tools combined with local event expertise can enable your teams in every region to drive bottom-line results.

8 Keys to Successful Sales Enablement (Strategy and Tech Stack)

SAVO logo

Your inability to align your sales and marketing teams around the right processes and technologies is costing you upwards of 10% or more of revenue per year. That’s $100 million a year if you’re a billion-dollar company. What are you doing to prevent a $100M loss for your company? Join us to discuss:

  • The long term value of implementing a SE program
  • Key components of SE technology
  • Insights from peers who have spearheaded successful SE tech strategies

Sales Efficiency or Effectiveness.Horse or Cart?

SAVO logo

Just 25% of a seller’s time is spent on core selling. 25%! That means that vital time engaging, advancing, and closing prospects is lost. At the same time, only 58% of pipeline closes because 80% of buyers say sellers add no value. How do you ensure your sellers’ time is spent selling and not searching –and that selling time is well spent?

Join us to explore how you can get more time back into core selling by eliminating the biggest time wastage for sellers. We will discuss:

  • How can you ensure that your marketing department is focused on creating content that drives deals, while also holding your sales department responsible for closing on these opportunities?
  • How can marketing be more deliberate, efficient and targeted when creating content?
  • You know what you think your sellers need to be more efficient –what do they want?

Content Experience: The Key to Scaling ABM

UberFlip logo

Scaling Account-Based Marketing (ABM) involves an orchestrated mix of relevant and personalized content experiences for target accounts, which lays a foundation for sales and marketing teams to nurture. Join Uberflip’s CMO Randy Frisch in a roundtable discussion on how a focus on content experience can lead to ABM success.

9:00 a.m. – 9:15 a.m.


Rick DeLisi
Principal Executive Advisor
9:15 a.m. – 10:15 a.m.

Redesigning Your Website to Support B2B Buying

Brent Adamson
Principal Executive Advisor

For most sales teams (and even some marketing teams) the company website receives little attention as a tool specifically designed to support the sale, rather than simply describe the company. Your customers, however, don’t see it that way. New data from CEB, now Gartner, indicate the crucial role your website plays in B2B buying—not just early, but all the way to the very end of a typical purchase journey. In this interactive session, you will be challenged to think through specific changes to your website to support customers’ specific buying tasks from beginning to end, ensuring sales don’t stall due to ineffective buying support.

10:15 a.m. – 10:45 a.m.

Networking Break & Exhibitor Showcase

Join us for coffee and refreshments while you connect with attendees and visit with our sponsoring partners to explore how their solutions can help you tackle today’s most difficult challenges.

10:45 a.m. – 11:45 a.m.

Sponsored Insight Sessions

Make Your Data More Compelling with Stories
Brent Dykes
Director, Data Strategy

Domo logo

Data-driven marketing campaigns and sales operations require much more than real-time data and great insights to succeed. They need compelling stories. Join this session to learn how memorable stories can be more powerful than data alone, how to combine the science of data analysis with the art of narrative and visualization, and how to choose the best visualizations to convey your story and inspire action.

How Marketing Can Support Sales Beyond Online Demand Generation.
Kyle Parrish
VP of Sales

Showpad logo

With much of the buyer's journey happening online, the limited in-person time with sellers is taking on new importance. But marketers too often are absent in shaping these key opportunities for communicating value to the buyer. Join this session to learn how marketing and sales can work together to surprise and delight customers during that critical portion of the sales process – actual, in-person conversation.

11:45 a.m. – 1:00 p.m.


1:00 p.m. – 2:00 p.m.

Keynote Presentation: A Conversation with Dan Heath

Dan Heath

Dan co-wrote three of the most-loved business books of the past decade: Made to Stick, Switch, and Decisive. All three were New York Times bestsellers. Together the Heath brothers' books have sold over two million copies worldwide and been translated into 33 languages. Dan is a senior fellow at Duke University’s CASE center, which supports entrepreneurs who fight for social good. He is also an entrepreneur himself, having founded Thinkwell, an innovative education company that will celebrate its 20th anniversary in 2017.

2:00 p.m. – 2:30 p.m.


2:30 p.m. – 3:30 p.m.

Sponsored Insight Session

Five Technologies Shaping the Future of Sales and Marketing Enablement
Daniel Rodriguez
VP of Marketing

Seismic logo

Well beyond the days of billboards and television commercials, we are now firmly in the "Enablement Era" of Marketing – where marketing's primary goal is to support and enable sales teams to drive revenue. This session will detail the trends and innovations that allowed us to arrive in this era and will highlight the five breakout technologies that will define its future.

3:30 p.m. – 4:00 p.m.

Networking Break & Exhibitor Showcase

Join us for coffee and refreshments while you connect with attendees and visit with our sponsoring partners to explore how their solutions can help you tackle today’s most difficult challenges.

4:00 p.m. – 5:00 p.m.

CEB Insight Sessions

Rethinking Deal Success Strategies
Scott Collins
Principal Executive Advisor

Changes in customer buying behaviors are making it increasingly challenging for supplier organizations to successfully close high-margin deals, making the role of sales managers more critical today. Join this session to learn about strategies front line managers can deploy to help sellers overcome customer roadblocks across the buying process.

Building an Organization of Challenger Account Managers
Victoria Koval
Head of Learning Design and Digital

Panelists: Jacques Boudreau, Rich Cavallaro, Greg Little

Account managers may resist Challenger™ selling, thinking they don’t need it because they don’t sell. But new research and field experience proves this idea false. Join a panel discussion of Challenger sales leaders who have established Challenger transformation cultures that include account management roles and who actively help these individuals better manage accounts using Challenger skills.

Adopting Agile Processes to Speed Digital Marketing Transitions
Carlos Guerrero
Principal Executive Advisor

Evolving customer expectations require marketing teams to adopt new, more agile ways of working. Join this panel discussion to understand how and where marketing leaders are shifting toward more rapid experimentation while revamping legacy processes to accelerate testing and rollout of marketing initiatives.

Tuning the Commercial Insight Engine
Spence Wixom
Director, Sales & Marketing Solutions

You have a program for developing commercial insight, but will this insight really engage the customer? Our panel of cutting-edge Challenger™ practitioners will discuss specific tactics they use to enrich their customer understanding, refine that understanding into powerful commercial insight and deploy the insight to the field as relevant sales messaging and content marketing.

Leading Digital Marketing Transitions (Invite-Only for CMOs)

Space is limited. To avoid disappointment onsite please reserve your spot now by emailing conferences@gartner.com. Any remaining seats at the event will be available on a first-come, first-served basis.

Martha Mathers
Practice Leader

Nearly 100% of B2B buyers use digital – yet many marketing leaders continue to hire specialists for digital roles, bolting them on to their existing team versus pursuing a true transition. Join us for a discussion focused on how leading CMO’s are building out their digital transition plans and evolving their teams for a digital buying world.

Selling B2B Solutions in a Digital World (Invite-Only for CSOs)

Space is limited. To avoid disappointment onsite please reserve your spot now by emailing conferences@gartner.com. Any remaining seats at the event will be available on a first-come, first-served basis.

Brent Adamson
Principal Executive Advisor

While B2B marketing is moving quickly to embrace digital, the best role for digital in B2B sales remains unclear—both in terms of back-end support and customer facing interactions. Join your peers for a roundtable discussion to learn how other organizations are thinking about digital transformation both for their sales reps and for their customers.

7:00 p.m. – 10:00 p.m.

Networking Night Out at The Cosmopolitan

Please join us poolside for a casual evening of networking, fun, and delicious fare at Boulevard Pool at The Cosmopolitan conveniently located right in the heart of the famed Las Vegas Strip. Claim a cabana to relax in luxury with a specialty cocktail, check out the live DJ, or simply take in the lights and sounds of the Strip from the rooftop pool deck. After a full day of ground-breaking insights this party is not to be missed!

Thursday, 19 October

7:45 a.m. – 9:00 a.m.

Breakfast & Optional CEB, now Gartner Roundtable Discussions

To help you meet and share ideas with peers who are in the midst of the same initiative, or who are undergoing similar challenges, we've set up roundtable discussions during breakfast on topics of interest. During these discussions, CEB will not be presenting content, but rather facilitating discussion amongst peers. If you're interested in both sharing your own "lessons learned," as well as meeting your colleagues who are engaged in similar activities, please sign up for a topic of your choice. Please know these breakfast discussions are optional and space is limited.

Registration for roundtable discussions will be available in October.

Account-Based Marketing 101
Hosted by Kyle Rees, CEB now Gartner

Many marketing organizations are looking to develop and employ ABM strategies but often struggle with where or how to start. Come network with your peers and a CEB Practice Leader to discuss the pre-requisites, as well as how to build the business case, for ABM programs or initiatives.

Arming Channel Partners for Success
Hosted by Tom Cosgrove, CEB now Gartner

Despite significant opportunity, most organizations are still struggling to maintain mutually profitable relationships with their channel partners. Join your peers for a discussion on how to build and grow channel partner relationships by treating channel partners as key stakeholders.

Ask the Small Business Marketing Experts
Hosted by Bessam Mustafa, CEB now Gartner

At CEB, now Gartner, we know that small business customer behaviors are often paradoxical, and it's a challenging segment to target. If you're tasked with growing your small business customer base, or curious to understand how to apply Summit insights to the small business segment, we're here to help. Bessam Mustafa, Research Director, leads CEB's Marketing to Small Business Leadership Council which specializes in studying small business customer behavior. Join us for breakfast, and bring your questions!

Best Practices for Getting a Challenger Journey off the Ground
Hosted by Lauren Brennan, CEB now Gartner

The concept of Commercial Teaching and Challenger may be something your organization is well aware of and trying to execute. How do you go from broad awareness and pockets of application to consistent and sustained execution? Join us for a discussion around the catalysts that lead to broad, sustained execution of the concept. What best practices give sellers the confidence, support and content necessary to truly execute a Challenger strategy?

Bringing Challenger Capability into the Organization
Hosted by Brian Wheeler, CEB now Gartner

The cost of a hiring a bad seller is tremendous. There's the obvious cost—missed revenue—but there are also other hidden costs including the time wasted in training and onboarding and the negative impact on prospects and future customers. Join the discussion to learn why bringing in the best sales talent demands recruiting for a very different skill set than you might currently be looking for.

Building the New Marketing Machine
Hosted by Anthony Belloir, CEB now Gartner

As marketers look to craft new-in-kind digital strategies to respond to heightened customer expectations, questions persist on how to best to close department-wide skill and competency gaps. Join this roundtable discussion to meet with your peers to identify new and emerging marketing roles, ways to source and retain marketing talent, as well as bridge critical skill gaps.

Combatting Rising Customer Expectations in a Digital Age
Hosted by Scott Collins, CEB now Gartner

B2B buyers today spend more time learning through digital channels than any other activity across the buying process. In fact, on average they only spend 17% of their purchase cycle time interacting with sellers. Join us for a discussion on how sales organizations can increase their ability to influence and deliver value to customers through multiple channels.

Commercial Teaching Nuance Where Sellers Most Struggle
Hosted by Kevin Hart, CEB now Gartner

Commercial Teaching is a skill that requires sustained practice and application to truly master. Many organizations observe that their field teams encounter similar pit falls as they work to improve execution of this new-in-kind sales experience. Join us for a conversation both around the common struggles sales people face, but also around some best practices to strengthen and sustain good commercial teaching skill.

Creating the Commercial Insight Engine
Hosted by Spencer Wixom, CEB now Gartner

Content must be disruptive in today's overly noisy buying environment if you want customers to hear you. To do this, Sales and Marketing teams need to engage customers with commercial insight to reframe how they see business problems in a way that earns their loyalty. But what's involved in creating this type of disruptive content? Join us for a discussion on the fundamentals needed to get your teams creating content that will change the way you interact with customers.

Designing Websites to Help B2B Buyers Buy
Hosted by Jonathan Grieb, CEB now Gartner

CEB, now Gartner research shows that B2B customers use supplier websites more than they do any other digital channel across their entire purchase journey. But what do leading organizations do to distinguish their website experience apart from the competition? Get tips and tactical recommendations to drive customer-focus and build better websites that align to and influence the customer buying process.

Hot Tips on Commercial Messaging Implementation
Hosted by Matt Kiel, CEB now Gartner

The best organizations understand that building insight-led commercial messages should not be viewed as an individual skill—it must be treated as an organizational capability. Join us for a discussion with your peers on best practices for developing and implementing commercial messages.

Implementing the Challenger™ Model: Marketing Focus
Hosted by Catherine Watts, CEB now Gartner

Building a Challenger and Commercial-Insight-led Marketing and Sales strategy can be difficult. Come network with your peers and a CEB Advisor on what works and what doesn't, as well as helpful tools that can help you better manage your Challenger transformation.

Incorporating the Mobilizer and Building Consensus Concepts into Your Challenger Strategy
Hosted by Jennifer Buckner, CEB now Gartner

Organizations on the Challenger journey must ask themselves if their salespeople are engaging the right customer stakeholders with insight-led messaging and powerful sales experiences. The right message to the wrong person is an opportunity wasted. Join us for a conversation around strategy to diagnose the most effective stakeholders for your sales experiences, along with best practices for coaching and supporting your customer stakeholders in building consensus and guiding your customers more effectively through their complex decision making journey.

Managing Multichannel Marketing
Hosted by Martha Mathers, CEB now Gartner

In a world where customers learn more on their own, and do so across a number of different devices and channels, marketing must build and sustain plans to drive engagement across a variety of digital and traditional touchpoints. While the promise of offering customers greater choice on when, where, and how they buy is promising, orchestrating a frictionless online and offline experience that provides a consistent voice across human and digital touchpoints can create a number of challenges for commercial organizations. Come network with your peers and a CEB Research Leader to discuss the challenges and benefits of multichannel marketing.

Mapping the Buyers' Journey
Hosted by Danielle Henneberger, CEB now Gartner

Given the complexity of B2B buying today, marketers must identify scalable strategies that address buyer needs and accelerate customers toward a decision. To do this, leading commercial organizations map buying journeys grounded in customers’ tasks and priorities and use that understanding to inform a complicated mix of personas, content marketing creation, and digital strategies. Join your peers and a CEB Executive Advisor to share tips and challenges on effective buying journey mapping.

Nail Down Your Experiential Learning Curriculum
Hosted by Tom Jay, CEB now Gartner

Quality classroom training is insufficient on its own. Join us to learn and share best practices on engineering experiential skill application opportunities for sellers.

Structuring Account Teams for Growth
Hosted by Rick Karlton, CEB now Gartner

Traditional account management practices have a marginal impact on growth in today’s environment. Please join us for a discussion on the skills and behaviors of high-performing account managers today, and how to optimize our account teams to drive account growth.

9:00 a.m. – 10:00 a.m.

CEB Insight Sessions

Gaining the Talent Advantage: Gender Diversity in Sales
Peter Pickus
Advisory Leader

Unlocking the tremendous benefits associated with gender diversity requires action from leaders, including deliberately fostering inclusive environments and a commitment to developing diverse talent. Join this session to hear our panelists discuss the impact of a more gender-diverse sales organization and tactics that support the advancement of women in sales leadership.

Winning the Consensus Sale
Ann Winstead-Derlega
Senior Executive Advisor

A key challenge in B2B selling today isn't improving suppliers' ability to connect with customers – it's addressing customers' inability to connect with each other. Join us to understand why large customer groups struggle to reach consensus and to learn strategies to overcome this challenge and bring in new deals.

Marketing's Role in Simplifying the B2B Buying Journey
Alex Gash
Senior Executive Advisor

Today's customers require more information, involve more people, and have more options available to them throughout their buying journey than they ever have in the past. Join us for a session focused on what's missing from the typical buying journey map and how marketers can deploy that map to shape content strategy and boost sales effectiveness.

Building the Foundations for Account Based Marketing
Shelley West
Principal Executive Advisor

Unsure how to move forward with your ABM strategy in a sea of vendor information? This session will identify the most common approaches to account-based marketing – and associated benefits – and help attendees chart the right path forward for their commercial organization.

10:00 a.m. – 10:15 a.m.


10:15 a.m. – 11:15 a.m.

CEB Insight Sessions

Driving Sales Productivity in the New Work Environment
Matt Kiel
Advisory Leader

While customer and product complexity are burdensome, sellers are more likely to attribute burdens to their company, not their customers. This “internal burden” is a key cause of stalled and lost deals—yet attempts to alleviate it are only exacerbating the situation. Join us to learn how to simplify the seller experience and increase the overall productivity of the sales force.

Measuring the Progress of a Challenger Transformation
Charlie Dorrier
Director, Sales & Marketing Solutions

Transformations are hard but critical paths to growth for companies – implementing a Challenger approach is no different. Join this session to learn the qualitative and quantitative measures of success along the way, as well as recommended metrics to document the impact of Challenger Transformation.

Designing the Structure and Capability in a Challenger Marketing Team
Dan Ericksen
Director, Sales & Marketing Solutions

While all marketers should understand foundational Challenger™ concepts, they shouldn't all play the same roles on a team. Join this session to learn how progressive marketers are specializing structures and roles to boost their Challenger capabilities. 

Value Propositions that Win Advocacy
Michael McCune
Senior Executive Advisor

Learn how progressive companies update their value propositions to inspire advocacy from within the buying group.

11:15 a.m. – 11:45 a.m.

Networking Break & Exhibitor Showcase

Join us for coffee and refreshments while you connect with attendees and visit with our sponsoring partners to explore how their solutions can help you tackle today's most difficult challenges.

11:45 a.m. – 12:15 p.m.

The Path Ahead

Brent Adamson
Principal Executive Advisor