2016 Agenda

Monday, 17 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

LAs Vegas

Registration is now closed for this event

CEB'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 showpad
  • 1:00 PM - Shotgun Start, Enjoy beverages along the way provided by SAVO

Price $142 (Includes green fees, shared cart, bag gratuity, taxes and practice balls)

3:00 p.m. – 6:00 p.m.

Registration Open

Tuesday, 18 October

7:00 a.m.

Breakfast and Registration Reopens

9:00 a.m. – 9:15 a.m.


9:15 a.m. – 10:15 a.m.

Rethinking Customer Understanding (Part 1)

Presented by Brent Adamson

Nearly every commercial team faces a CEO mandate to boost performance through an improved "customer experience." Ironically, most resulting efforts to better understand customers' views are leaving suppliers completely blind to the very perspectives most important for commercial success.

10:15 a.m. – 11:15 a.m.

Sponsored Insight Session

Hanging on by a Thread: How Uncertainty Can Be an Opportunity for Growth

Presented by linkedin

Speaker: Mike Derezin

In the face of today's uncertain economic and business climate, leaders are faced with the question: is uncertainty an obstacle to growth or can it be an advantage? With more budget centers, decision makers, and greater turnover both of their own teams and of customers, sales leaders must find a way to solidify their approach or risk losing to competitors. This session will explore a framework for leaders to think about how they can use uncertainty to their benefit.

11:15 a.m. – 12:00 p.m.

Networking Break & Exhibitor Showcase

Now's the time to shift gears between presentations. Attendees are encouraged to use this time to connect with both attendees and CEB staff as well as visit our sponsoring partners in the networking lounge to explore how their offerings can help you tackle today's most difficult commercial challenges.

12:00 p.m. – 1:00 p.m.

Lunch & Optional CEB 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 lunch 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 lunch discussions are optional and space is limited.

Please email conferences@cebglobal.com if you'd like to sign up.

View Discussion

1:00 p.m. – 2:00 p.m.

CEB Insight Sessions

The Shifting Skills of Tomorrow's Sales Manager

Presented by Scott Collins

As sellers struggle to cope with the increasing complexity of customer buying behavior and internal sales organizations, the role of sales managers has become more critical. Learn how the competencies required of managers are changing and what world-class sales organizations are doing to develop the frontline sales management force of the future.

Simplifying the Seller Experience

Presented by Brent Adamson

While many organizations actively manage the customer experience, few apply the same rigor to the seller experience. Learn how mapping your sellers' workflow to uncover friction points and targeting support at key moments in the sale can significantly drive productivity at your organization.

An Introduction to the Challenger Commercial Organization

Presented by Ann Winstead

Customers have fundamentally changed the way they buy, forcing organizations to evolve how they sell and market their products. Discover how Challenger commercial organizations win by leading with insight and challenging customer assumptions to mobilize customers around a purchase.

What's Missing from Your Customer Journey Map?

Presented by Keri Parcells

The path to purchase has become more complex and fraught than ever. Learn how you can demystify the challenges your customers face when buying and how content can progress buyers forward and indicate when they are ready for Sales.

2:00 p.m. – 2:30 p.m.


2:30 p.m. – 3:30 p.m.

CEB Insight Sessions

Boosting Sales Training Stickiness

Presented by Emeka Osakwe

Sales L&D teams need to deliver change quickly and sustain it over time. Learn why placing your bets on traditional training strategies is likely to fail while creating demand for change and engineering opportunities for the application of new skills is likely to win.

Lessons from Challenger Transformations

Presented by Charlie Dorrier

Featured Panelists: Myke Hawkins, Kelly Services, Janel Ryan, Arbor Networks and Jim Wallace, Xerox

Why do some organizations succeed at successfully executing a Challenger transformation while others struggle? Learn from our panel of experts about the key drivers of effective change management, the structural changes required to align sales and marketing around commercial insights, and the foundational talent management changes needed to lead a Challenger sales force.

Activating Commercial Insights

Presented by Dominic Ambrosio

Commercial insights are critical to move deals forward, but many organizations struggle to the close the gap between having insights and making impact with them. Find out how to put your commercial insights to work and drive results in this session.

Redesigning the Digital Buyer Experience at National Instruments

Presented by Michael McCune

Featured Panelist: John Pasquarette, National Instruments

This session will highlight National Instruments' solution for improving customers' digital user experience while simultaneously enabling Marketing to create fewer pieces of higher-impact content.

CEB Optional Insight Session

The Next Generation of Effortless Experience: Develop Your Talent to Drive Loyalty

Presented by Rick DeLisi

Do you have the right staff (with the right skills) serving your customers? Discover how to create the right environment to execute an effortless customer experience that drives customer loyalty, from hiring to leading your teams. Of seven types of reps, only one wins - learn why most companies hire the wrong types for service positions, and how you can increase the quality of your frontline workforce by (surprisingly) becoming LESS selective. Space is Limited - Register Now

3:30 p.m. –4:00 p.m.


4:00 p.m. – 5:00 p.m.

Sponsored Insight Sessions

Unleashing the Power of Video for Sales

Presented byvidyard

Speaker: Jeff Gadway

Video is the medium B2B buyers crave - but while 75% of marketers are embracing video, only 1 in 3 sales teams are using video engagement insights in their sales process. Learn how video can help sales reps deliver a high impact message and yield valuable insights from prospecting to closing deals.

Interactive Marketing: The New Playbook for a Buyer Centric World

Presented by SnapAap

Speaker: Seth Lieberman

The only constant in marketing is that nothing stays the same. That means if your marketing plan for 2017 is “more of the same,” you’ve already failed. Learn how your executive peers are bucking the status quo to build buyer-centric interactive experiences that accelerate leads through the funnel and turn into more revenue, more quickly.

Align Your Sales & Marketing Teams into a Single Force for Growth

Presented by insightview

Speaker: Andrea Austin and Joe Andrews

Sales and Marketing alignment is an age-old problem costing your organization more than you think. This session is based on original research featured in our new book, “Aligned to Achieve”. We’ll discuss real-world actions for improving your culture, processes, and technology – and you’ll learn the financial and strategic impact of getting alignment right.

Introducing Unified Sales Workflows - How Simplifying The Seller Experience Enhances the Buyer Experience and Maximizes Productivity

Presented by Octiv

Speakers: Brad Gillespie and Justin Smith

As buyers become more knowledgeable and enjoy ever more options, sellers must maintain more product, industry and competitor knowledge to add value and establish trust with buyers. The way forward? A simplified seller experiences that improves customer interactions and seller productivity. Join this session to explore how Unified Sales Workflows can do that for your organization, based on practical case studies including Justin Smith, Director of Sales and Sales En​ablement at Siemens.

5:00 p.m. – 6:00 p.m.

Speed Networking

Many businesses rely on who they know - their network of suppliers, partners and, of course, customers. The Speed Networking Reception is simple and effective way for you to expand your business/personal network. 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. Pre-registration is not required, the more the merrier!

5:00 p.m. – 7:00 p.m.

Opening Cocktail Reception

Join us for a party in the Networking Lounge - meet the CEB 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, 19 October

7:45 a.m. – 9:00 a.m

Breakfast & Sponsored Roundtable Discussions

Our sponsoring partners have specific expertise and unique business perspectives that cover a broad range of sales and marketing issues. The roundtable discussions have been designed to bring our members together to discuss and uncover solutions with our sponsoring partners. Attendees are invited to attend a roundtable of their choice. Please know these breakfast discussions are optional and space is limited.

Please email conferences@cebglobal.com if you'd like to sign up.

View Discussion

9:00 a.m. – 9:15 a.m.


Presented by Rick DeLisi

9:15 a.m. – 10:15 a.m.

Rethinking Customer Understanding (Part 2)

Presented by Brent Adamson

If commercial teams need different-in-kind customer understanding, how can they get it? This session will provide an introduction to different-in-kind customer learning methods, along with an opportunity to discuss specific application with fellow attendees

10:15 a.m. – 11:15 a.m.

Sponsored Insight Session

The Agile Commercial Team – The Benefits of “Fast Cycling” for Your Customers and You

Presented bySAVO

Speaker: Jason Liu

Though born in software development, “agile” methods have caught the attention of commercial leaders. Why? Because agile selling explores how sales and marketing can more quickly adapt to real-time feedback from buyers, while still preserving the brands and messaging at the core of your business. Join this session to learn if “going agile” is right for your organization.

11:15 a.m. – 12:00 p.m.

Networking Break & Exhibitor Showcase

Now's the moment to shift gears between presentations. Attendees are encouraged to use this time to connect with both attendees and CEB staff as well as visit our sponsoring partners in the networking lounge to explore how their offerings can help you tackle today's most difficult commercial challenges.

12:00 p.m. – 1:00 p.m.


1:00 p.m. – 2:00 p.m.

Keynote Presentation: Customers and their "Jobs" to be Done

Presented by Bob Moesta

More often than not suppliers come up short in customers' eyes with the products and services they offer - and the way they position and commercialize those offerings. Why? Because suppliers typically don't understand the "job" the customer is trying to accomplish. The technique for identifying and responding to those jobs - featured in September's HBR - offers a powerful way forward. Join this session where Bob Moesta will introduce the Jobs to Be Done methodology and share tips for putting it to use at your organization.

2:00 p.m. – 2:30 p.m.


2:30 p.m. – 3:30 p.m.

CEB Insight Sessions

Driving Value through Sales Ops and Enablement

Presented by Dave Anderson

Many sales organizations are struggling to see desired returns from their existing sales support resources. Learn how employing a simple problem-solving methodology can help you become a more valuable business partner.

Preventing Stalled Deals through Smarter Sales Process

Presented by Liam Kelly

As hard as it is to sell complex solutions today, it's even harder to buy them. Review your existing sales process and evaluate how to better reflect customer buying behavior, identifying and overcoming stall points.

A Blueprint for Content Marketing Success

Presented by Shelley West

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 organizations priorities.

Disrupting Customers' Thinking at Hilton

Presented by Patrick Spenner

Featured Panelists: Lauren Festa, gyro, Scott Gillum, gyro and Brian Waters, Hilton Worldwide

Does your marketing content disrupt the buyer's purchase path - and lead them to you? Learn how to shift customers' thinking in your favor in early buying journey stages. Join Brian Waters - Senior Director of B2B Marketing and Integrated Insights at Hilton Worldwide, Patrick Spenner co-author of The Challenger Customer, and Scott Gillum - Gyro DC office President, to learn about Hilton's journey in creating and deploying disruptive marketing content that reframes customer mindsets and leads them to pay for the incremental performance Hilton provides.

CEB Technology Lab Session - Sold Out

Improving Sales Execution with Video Technology

It's increasingly difficult for sales organizations to know what's happening on the front line. Leaders struggle to efficiently share the best sales techniques, lack visibility into daily execution, and simply hope that managers are providing reliable coaching. Many companies are turning to CEB Sales Exchange, a video technology platform, to address these issues, seeing it as the ideal medium to hone seller skills, enable coaching, and share best practices across teams. Learn how companies are using Sales Exchange to increase performance and participate in sample programs to experience the technology first-hand.

3:30 p.m. – 4:00 p.m.


4:00 p.m. – 5:00 p.m.

Sponsored Insight Sessions

Accelerate Sales Onboarding, Maximize Sales Results

Presented by brainshark

Speaker: Jim Ninivaggi, SVP Strategic Partnerships

B2B sales organizations face a common dilemma: cutting the time new reps take to close their first deals. Fast, effective onboarding is the first step – yet exceedingly difficult to get right, and it remains a primary concern for sales leaders across industries and company sizes. Join this session to learn how companies can make sales talent optimization a core part of their sales enablement strategy, and accelerate onboarding in the process.

Sealing the Deal: How Marketing Helps Sales Close Deals with Account-Based Marketing

Presented by demandbase

Speaker: Peter Isaacson, CMO

Account-Based Marketing (ABM) is clearly the biggest trend in B2B right now. But too many marketers still feel that their job ends at the MQL. ABM is changing the relationship between marketing and sales, enabling teams to collaborate – from account identification to close. Find out how an account-based approach can help marketers partner with sales teams to create pipeline and close deals.

The Death of the Traditional Salesman: How to Thrive in the New Era of Selling

Presented by salesforce

Speaker: Tim Clarke

The role of the traditional salesperson is changing as buyers become more empowered and technology evolves ever faster. What does it take to thrive under these new conditions? Join this session to learn critical findings from the brand-new Salesforce State of Sales research with insights from over 3,000 sales executives.

The Four Phases of Digital Transformation in Sales

Presented bymicrosoft

Speaker: Stephanie Dart

While Sales leaders consider digital technology a necessity, most are struggling to fully empower their teams through new technologies. In this presentation, you'll learn how fast growing companies have passed through the four phases of technology adoption – what we call the Digital Transformation Curve - and what your organization can do adopt the digital technologies that drive productivity, customer engagement, insights, and faster revenue growth.

7:00 p.m. – 10:00 p.m.


Networking Night Out at Marquee at The Cosmopolitan

Please join us for a casual evening of networking, fun, and delicious food and drink at Marquee at The Cosmopolitan conveniently located right in the heart of the famed Las Vegas Strip. Visit Showpad’s VIP 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!

You will receive a wristband as your credential to get into the party, which will be distributed at the 3:30pm break on Wednesday. Photo ID is also required.

Thursday, 20 October

7:45 a.m. – 9:00 a.m.


9:00 a.m. – 10:00 a.m.

CEB Insight Sessions

Onboarding New Sales Talent

Presented by Matt Kiel

It's never been harder to be a new rep and master the complexities of products, customers, and sales organization. Learn how the best sales teams are creating effective onboarding experiences to help their new hires reach full productivity faster.

The Challenger Customer

Presented by Nick Toman

Why isn't being a Challenger seller enough? Commercial success also depends on whom you challenge. In today's buying environment, you need a Challenger inside the customer organization - a Mobilizer.

Putting "Jobs" to Work - Workshop

Presented by Bob Moesta

Want to learn more about how to identify your customers' jobs to be done? Join the workshop for a live, teaching interview to learn firsthand the basic approach and technique needed to explore your own customers' jobs. Preregistration required

Building a Customer Understanding Capability

Presented by Shelley West

Featured Panelists: Susan Hopkins, Accuray and Sarah Richards, SMART Technologies

Given importance of customer understanding, B2B organizations are boosting their customer understanding capability through a variety of new techniques. Learn from our panel how and when the best organizations are investigating for success.

CEB Technology Lab Session - Sold Out

Bolster Marketing Talent with a Tailored Game Plan

The obstacles facing talent at marketing organizations continue to grow. Our research shows more marketers coming from non-traditional backgrounds and dwindling confidence in the ability to drive effective content, to name a few. Many organizations are leveraging CEB's Marketing Excellence Survey program, which addresses these trends and more through scalable knowledge measurement and training tools. Learn how your peers are driving alignment by participating in a simulated deployment experience that demonstrates how talent development addresses the real-world project based activities marketers face.

10:00 a.m. – 10:15 a.m.


10:15 a.m. – 11:15 a.m.

CEB Insight Sessions

Accelerating Sales Transformation with Video

Presented by Jamie Kleinerman

Featured Panelist: Brett Andersen, HireVue

Commercial leaders struggle to efficiently share the best sales techniques, lack visibility into daily execution and wonder whether managers provide reliable coaching. Learn how organizations use video technology to improve teams' skills and enable managers to coach more efficiently across distributed teams.

Arming Managers to Coach Challenger Skills

Presented by Spencer Wixom

Coaching to the Challenger profile can present unique difficulties for managers given the drastically different way Challengers sell. Learn how to help managers properly coach Challenger skills.

Taming the Technology of Lead Management

Presented by Kyle Rees

Investing - or about to - in marketing automation systems? Learn about the technology, people, and process changes required to maximize the value of these systems and build out your martech stack with confidence.

The Next Generation B2B Marketing Organization

Presented by Carlos Guerrero

Shifting buyer behavior is forcing Marketing to evolve its structure, processes, and skillset. Join us to learn how marketing teams must adapt to drive strong commercial outcomes.

11:15 a.m. – 11:45 a.m.


11:45 a.m. – 12:15 p.m.

The Path Ahead