Over three days attendees had access to researched backed Gartner content. Day 1 focused on the latest findings from our annual CMO Spend and Strategy Survey. Day 2 showed ways to assess brand health and how to engage audiences. Day 3 focused on Gartner Genius Brands, demystifing martech deals, and how to capitalize on personalization.
2022 day highlights
Gartner Opening Keynote: Sustaining Growth through Unrelenting Disruption
Speakers: Alice Walmesley, Director, Advisory, Gartner
Scott Collins, Managing Vice President, Gartner
Key take-aways
- Customer understanding: Understanding customers’ buying actions through tactics such as information journeys or interpersonal dynamics, and technology such as pipeline data and conversion intelligence.
- Customer engagement: Focusing reps on the highest value sales activities through tactics such as customer verifiers and buyer enablement, and technology such as AI.
- Operating model: Establishing clear rules for effective cross-functional collaboration through a unified commercial engine and technology, such as communal data and intelligence led decisions.
Featured Session: The Transformation to RevOps Is Not as Daunting as It Seems: 5 Key Steps to Change
Speaker: Craig Rosenberg, Distinguished VP Analyst, Gartner
Key take-aways
- Bring go-to-market functions together in a commercial coalition by generating executive support for the RevOps vision and redesigning functions accordingly.
- Align the end to end (E2E) revenue process to the full customer life cycle transparency by mapping buyer journeys, agreeing on revenue process milestones and supporting multiple routes to market.
- Identify interconnected workflows by designing cross-functional workflows, integrating systems to automate processes, and support handoffs and service-level agreements.
- Capture revenue process data in a shared data source by agreeing on data strategy, governance and quality assurance, ensuring data quality, and consolidating relevant data into accessible sources.
- Leverage unprecedented data for more intelligent decisions by leveraging analytics, creating a data decision framework and enabling data literacy for stakeholders to draw their own insights.
Featured Session: Revenue Enablement Is Key to Reducing the Complexity of the Modern Sales Ecosystem
Speaker: Doug Bushée, Sr Director Analyst, Gartner
Key take-aways
- Align roles and functions: Silos create friction in the buying and selling process. Revenue enablement transcends the customer journey, simplifying the commercial journey and providing consistent CX.
- Unify technology: Sellers today are using up to 17 different tools in the sales tech stack. Revenue enablement takes a holistic approach and audits tech used for sales execution, account retention and growth, and pipeline generation.
- Gather data and deploy AI: This simplifies selling and helps sales organizations make data-driven decisions, improving everything from onboarding to engagement.
Featured Session: How Should the Sales Org Be Redesigned in Response to the Talent Shortage?
Speaker: Robert Lesser, Director, Advisory, Gartner
Key take-aways
- The talent shortage, shifting buyer preferences, digital commerce and cross functional collaboration each make a compelling business case for change.
- Talent is the second largest risk facing organizations according to Gartner research, right behind ransomware. CSOs report that recruiting sales talent is difficult and attrition rates are high, creating a leaky bucket of talent they can’t fill.
- Progressive CSOs are driving change by redesigning go-to-market (GTM) roles: Over 50% plan to change the basic responsibilities of salesroles, introduce new sales roles and overhaul customer coverage approaches.
- Headcount arbitrage, burden reduction, targeting and alternate channels are all strategies that go beyond simple cost cutting to deliver a superior buyer experience and improve seller productivity.
- The three steps to launch a sales redesign are plan, build and monitor. Adopt a timeline that is geared to the pace of market change in order to sustain competitive advantage.
Featured Session: CROs: It's Time to Solve the CRM Data Problem
Speaker: Dan Gottlieb, Senior Director Analyst, Gartner
Key take-aways
- Sales leaders take a look at their pipeline and forecast and realize they have low CRM data quality.
- The average cost of data quality comes in at around $12.9M every year, and that number is expected to rise.
- There are three main trends to address when looking to improve CRM value for sellers: Improvements in employee UX, AI data capture for sales, Innovative sales tech vendors
- In a Gartner study of over 4,000 employees, our experts found that high-quality user experience translates to 1.9x improvement in effectiveness, 1.5x in productivity, 1.8x intent to stay, 1.5x discretionary effort.
- It is worth the time and the money to think differently about improving seller UX and asking AI for help.
Featured Session: When Machines Become Customers: Prepare for Earth’s Ultimate Emerging Market
Speaker: Don Scheibenreif, Distinguished VP Analyst, Gartner
Key take-aways
- There are more machines on the planet with the potential to act as customers than human beings on the planet.
- The evolution of machine customers will happen in three main phases: 1) The Bound Phase, 2) The Adaptable Phase, and 3) The Autonomous Phase.
- CEOs and CIOs expect anywhere from 25-49% of revenue will come through machine customers with an average of 22% by 2030.
- Within the next 8 years, spending that machine customers initiate without involving a human will reach almost $19 trillion.
- Sales leaders can prepare for machine customers by exploring market opportunities, deepening partnerships across the organization and ensuring all information relevant to machine customers is accessible.
Featured Session: Use B2B Digital Commerce to Improve Sales Performance
Speaker: Sandy Shen, VP Analyst, Gartner
Key take-aways
- Align all sales channels: Use a combination of go-to-market (GTM) approaches for digital commerce based on profitability, volume and effectiveness.
- Get buy-in from sales teams: Show benefits of digital commerce and position sales reps as catalysts in the buying journey.
- Adjust the sales compensations and KPIs: Focus on accounts and profitability.
Featured Session: The Seven Sales Tech Disruptions You Might Not See Coming Through 2025
Speaker: Craig Rosenberg, Distinguished VP Analyst, Gartner
Key take-aways
- Multiexperience: Apply new channel-less thinking to deliver a unified CX in a world with an increasing array of digital touchpoints and interaction modalities
- Generative AI: Technology that can generate artifacts that previously relied on humans, delivering results without the biases of human experiences.
- Augmented reality/virtual reality: B2B buying and selling is going digital, prompting sales organizations to find new ways to engage.
- Emotional AI: Systems such as sentiment analysis in emails or audio based speech analytics that analyze, process and respond to emotions. By 2025, AI identification of emotions will influence 30% of the messaging a buyer receives, disrupting empathic ability, engagement, buyer insights and sales enablement.
- Digital Twin of the Customer: A dynamic virtual representation of a customer developed from physical and digital interactions. This will be used to emulate and predict their behavior, disrupting everything from scenario planning to messaging effectiveness.
- Digital humans: AI-driven humans that engage with customers and internally, and create a new type of seller. By 2026, half of B2B buyers will interact with a digital human in the buying cycle.
- Machine buying: A non-human economic actor that obtains goods and services in exchange for payments, and creates a new type of buyer.
View By:
A look back at 2022's agenda
Tuesday, May 17, 2022 / 11:00 AM - 11:45 AM EDT
Gartner Opening Keynote: Sustaining Growth through Unrelenting Disruption
Alice Walmesley, Director, Advisory, Gartner
Scott Collins, Managing Vice President, Gartner
Constant change is overwhelming today's sellers, undermining sales effectiveness. In response, sales leaders have sought to provide greater support and direction. However, that support comes with unintended consequences and surprisingly high costs. This session will explain why and what to do differently to predictably boost sales performance in an unpredictable world.
Tuesday, May 17, 2022 / 12:00 PM - 12:30 PM EDT
Characteristics of a Modern Sales Enablement Organization
As buying and selling continue to evolve, sales enablement must also evolve. During this panel presentation, hear from Gartner analysts how sales enablement has been impacted and what a modern sales enablement organization of the future should include in their charter including technology such as virtual salesrooms and digital selling.
Tuesday, May 17, 2022 / 12:00 PM - 12:30 PM EDT
Customer Experience 2022: Brought to You by the Letter W
Don Scheibenreif, Distinguished VP Analyst, Gartner
As the world experiences the ups and downs of the global pandemic, a focus on customer experience takes on increased importance. But what can sales leaders do to help their organization prepare for a world shaped by W? In this session, we will share what to expect from customers in 2022 and how sales leaders can lead their team to prepare and take advantage of this opportunity.
Tuesday, May 17, 2022 / 12:00 PM - 12:30 PM EDT
Drive Growth by Closing the Value Loop Across the Buying and Owning Cycle
David Yockelson, VP Analyst, Gartner
Purchases are made to drive business outcomes, but despite a litany of value-oriented selling methods, providers still have a hard time articulating the potential value of their offerings to buyers. This is an issue for both new business and growth with existing customers. Find out how to create a "closed loop" for buyers, linking the proposed value new purchases to value realized afterwards.
Tuesday, May 17, 2022 / 12:00 PM - 12:30 PM EDT
The Transformation to RevOps Is Not as Daunting as It Seems: 5 Key Steps to Change
Craig Rosenberg, Distinguished VP Analyst, Gartner
Revenue operations is a trendy topic right now. The issue is there are multiple definitions of what it is and what it requires. Furthermore, most of the revenue operations ideas seem challenging to execute. In this session, we clearly explain revenue operations, lay out an easy to understand framework, and debunk the myths that make RevOps change management seem so daunting.
Tuesday, May 17, 2022 / 12:00 PM - 12:45 PM EDT
Ask the Expert: How Should Companies Leverage Digital Commerce Alongside Traditional Channels?
Robert Lesser, Director, Advisory, Gartner
Jason Daigler, VP Analyst, Gartner
B2B digital commerce is a critical component for improving CX, reducing costs and growing revenue. But it must be executed correctly and aligned with other sales processes. It cannot operate in a silo. This session will offer strategy fundamentals, pitfalls to avoid, and information on what buyers want from digital commerce experiences.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 12:00 PM - 12:45 PM EDT
Ask the Expert: How Do I Create a Best-in-Class Sales Talent Development Strategy?
Elizabeth Beard, Director Analyst, Gartner
Shayne Jackson, Sr Director Analyst, Gartner
Offering a best-in-class training and development program has never been more important for recruiting and retaining talent. A training strategy is designed systemically following a five-step process. During this session, learn how to execute the five steps, and create a talent strategy that develops your team into high-performing, dedicated rockstars!
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 12:45 PM - 01:05 PM EDT
6sense: Leading with the Data: A Demand Generation Transformation for Morningstar
Financial services company Morningstar previously relied on cold sales outreach, guesswork, and hunches to drive their company growth until they realized it was time for a change. By putting the 6sense Platform at the center of their demand generation engine and educating the revenue team on the importance and impact of intent data, the Morningstar team has racked up quick wins, taking their pipeline numbers to new heights.
Tuesday, May 17, 2022 / 12:45 PM - 01:05 PM EDT
Mindtickle: Medallia - Accelerating Speed to Revenue & Scaling with Mindtickle
Lauren Comer, Sr. Product Marketing Manager, Mindtickle
Recent industry reports have measured an average ramp time of 9 months for sales reps. Companies that invest in smart onboarding gain a major edge. Join this session to learn from Sheryl Hughes, Medallia’s Director of Enablement Operations, about how they used Mindtickle’s sales readiness platform to overhaul their onboarding program into a scalable engine of speed to revenue. By leveraging automation, streamlining program development, and unlocking new enablement tools, Medallia pushed their ramp time down while also increasing quota attainment.
Tuesday, May 17, 2022 / 12:45 PM - 01:05 PM EDT
Allego: Where Do We Go From Here? Best Practices for Leading Virtual Sales Teams
It turns out most of your customers prefer virtual meetings. According to Accenture, 80% of buyers will reject sellers who are unable to deliver a relevant digital buying experience. For sales leaders, this means putting more emphasis on sales training and coaching to ensure their teams are fully equipped for virtual selling success. Join Deniz Olcay as he shares the most important aspects of virtual selling, and how to enable sellers in a virtual-first, hybrid world in this micro-session. In less than 15 minutes, you'll learn the tactics your team needs to turn every opportunity into a win.
Tuesday, May 17, 2022 / 12:45 PM - 01:30 PM EDT
Roundtable: Strategic Enablement Drives Great Sales Performance moderated by Highspot
Kara Mangan, PRINCIPAL CONSULTANT, Highspot
The gap between your company and your prospects continues to grow due to competition, information overload, and short attention spans. Worse yet, attempts to enable and equip your team to deal with these challenges may fall short. The good news is that every company is capable of breaking through by helping their team master the skills, knowledge, and behaviors they need to engage buyers and consistently perform. Join Highspot and your sales leader peers to explore how to scale positive behavior change across your teams and ensure visibility across teams to understand what is working, or not.
Tuesday, May 17, 2022 / 12:45 PM - 01:30 PM EDT
Roundtable: Leverage AI to Redefine Revenue Intelligence & Transform Enterprise Growth in 5 Steps, moderated by People.ai
Mark Gallant, Sr. Director Marketing, People.ai
It’s no question that B2B selling has changed dramatically in the past two years—and things are never going back. Gartner's own research shows that 80% of the B2B buyer journey will occur online by 2025. Is your enterprise ready for this accelerating shift to digital selling? Today’s fastest growing companies are digitally instrumenting their sales, marketing, and ops teams. Are you?
Join our roundtable as we discuss a 5-step process that companies can use today to drastically boost CRM adoption, data quality, and revenue, all while driving impactful digital transformation across GTM teams.
Tuesday, May 17, 2022 / 01:10 PM - 01:25 PM EDT
Product Demo by Conquer: Salesforce users, this is 15 min you CAN'T miss. Guaranteed.
Wayne Sheppard, SALES ENGINEERING, Conquer
Watch how Salesforce automation in conjunction with a truly native Sales Engagement Platform (SEP) is the key to increasing user adoption rates and ensuring data and reporting accuracy: without ever performing a bi-directional data sync. Learn how our truly native to Salesforce SEP will increase revenue by automatically capturing every omnichannel guided selling activity into Salesforce to improve rep productivity, while automating best practices across your team. See how the Conquer Cadence SEP uniquely keeps your enterprise sales team on track and focused on the metrics that really matter.
Tuesday, May 17, 2022 / 01:10 PM - 01:25 PM EDT
Product Demo by Rev: How to build target lists of prospects that *act* like your best customers
Jeff Ha, CHIEF GO TO MARKET OFFICER, Rev
Outbound teams often struggle with knowing who to contact next, and often resort to creating target lists of companies that look alike.
But, not all companies that look alike act alike. So, how do you determine which targets are “fit and ready” to buy from you, even before they’ve shown intent?
Discover the most efficient (and profitable way) to prospect. See how Rev Sales Development Platform can optimize all your outbound channels and learn how to
-Build an actionable ICP
-Target prospects based on how they operate
-Dramatically reduce time spent on list building and prioritization
Tuesday, May 17, 2022 / 01:10 PM - 01:25 PM EDT
Product Demo by Outreach: Close your Sales Execution Gap with Outreach
Every revenue team suffers a Sales Execution Gap — the gap between the potential revenue of an organization and the actual revenue it achieves. To innovate, grow, and win, leaders must embrace technology to improve their teams' sales execution. Sales reps need automation and actionable intelligence to execute more successful sales cycles. In this session you'll see how with Outreach-- organizations close the gap and execute at their full potential, they win more deals with less effort, forecast without guesswork, and deliver a better customer experience.
Tuesday, May 17, 2022 / 01:30 PM - 02:00 PM EDT
Modern Opportunity Qualification: Qualifying Opportunities for Growth Potential and Fit
Elizabeth Beard, Director Analyst, Gartner
With changes in buying and selling as well as the need for sales and marketing to be in lock-step with each other, opportunity qualification is taking a new focus with the most progressive sales organizations. This session will walk through best practices for qualifying opportunities with a focus on closing high-quality deals, higher percentages of retention, and higher percentages of growth.
Tuesday, May 17, 2022 / 01:30 PM - 02:00 PM EDT
Getting Coaching Right in the Digital Era
Nate McCullough, Director, Advisory, Gartner
Gartner research shows that coaching is a key component to driving sales manager effectiveness, yet many sales organizations struggle to improve managers’ coaching behaviors. This session will cover three key components to get right to drive coaching effectiveness in 2022 and beyond.
Tuesday, May 17, 2022 / 01:30 PM - 02:00 PM EDT
You Can't Spell End-to-End Revenue Strategy without "D-A-T-A"
Tom Cosgrove, Sr Director Analyst, Gartner
Gone are the days when gut feel and historic success can guide our reactive revenue strategy decisions and approaches. Today's environment requires more proactive and data-driven plans and execution guidance to ensure sustained growth. This breakout session will explore questions like: "What flawed assumptions am I relying upon to lead my decision making?", "How do we make sense of all the data that we know and don't know is available to us?", and "What are the most important data-driven metrics and use cases to consider?"
Tuesday, May 17, 2022 / 01:30 PM - 02:00 PM EDT
Real World Stories of the Journey to Revenue Operations, the New Operating Model for Growth
Michele Buckley, VP, Team Manager, Gartner
Revenue operations continues to evolve as a modern operating model that delivers revenue more effectively and efficiently. This session will share real-world examples and stories about how RevOps is being implemented and adopted in companies of all sizes -- bringing together data, functions, and collaboration in new and exciting ways to improve commercial outcomes.
Tuesday, May 17, 2022 / 01:30 PM - 02:15 PM EDT
Ask the Expert: How Can I Help My Organization Become A Better Place To Work?
Daniel Hawkyard, Sr Principal, Advisory, Gartner
Brent Cassell, VP, Advisory, Gartner
As employee engagement and retention remain an ongoing challenge for employers, finding new ways to connect and build a more human employer-employee relationship is critical. In this session, bring your questions and learn more about how to reinvent your Employee Value Proposition to better meet the needs and expectations of your teams - both managers and employees - while also decreasing attrition and increasing engagement.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 01:30 PM - 02:15 PM EDT
CSO Circle Exclusive Roundtable: Executive Partner Musings on CSO Priorities
Maria Boulden, VP, Executive Partner, Gartner
Betsy Gregory-Hosler, Sr Director, Research, Gartner
Henri Richard, VP, Executive Partner, Gartner
Gartner for Sales Leaders Executive Partners will lead a roundtable discussion of topics they commonly hear from Chief Sales Officer clients and compare/contrast with the recent CSO Priorities Pulse Survey data to share what's "common" versus what's "recommended" from their own peer experiences
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 02:15 PM - 02:35 PM EDT
Gryphon.ai: Develop an Effective Sales Coaching Strategy Across Your Organization
In the wake of the Great Resignation, 60% of sales reps say that they're more likely to leave their job if their manager is a poor coach (The Center for Sales Strategy.) In this session, learn how to develop and implement an effective sales coaching strategy at your organization with the help of tech you may already have! A sales leader’s day is spent on a multitude of tasks; see how you can leverage tech to spend less time coaching with more effective results to close the visibility gap, onboard reps faster, reduce churn, and drive more revenue.
Tuesday, May 17, 2022 / 02:15 PM - 02:35 PM EDT
DemandFarm: Unlock Key Account Growth for a digital world - A customer’s perspective
By bringing account planning, governance & relationship intelligence inside your CRM’s, not only do Digital Account Planning tools enhance visibility, sales productivity & revenue predictability across your key accounts, but also lay the foundation for digital transformation of your KAM function. Imagine a future of AI assisted account plans & insights to make Key account management data driven, intelligent and intuitive.
Learn how Zebra Technologies (Nasdaq ZBRA) and TaskUs (Nasdaq TASK) are maximizing revenue growth across their key accounts by leveraging Digital Account Planning solutions.
Tuesday, May 17, 2022 / 02:15 PM - 02:35 PM EDT
Outreach: Engagement and Intelligence: The Key to Unlocking Predictable, Efficient Growth
Modern business buyers have endless options. To stand out in a crowded space, your sales team needs to know what actually works and stop wasting time on opportunities that will never close. But how? B2B sales have become so complex that it’s impossible for one rep to monitor, much less know, all the variables to win a deal. The answer always comes back to technology.
Tuesday, May 17, 2022 / 02:15 PM - 03:00 PM EDT
Roundtable: Stop Guessing, Start Closing Skill Gaps with Informed, Data-Driven Coaching , moderated by Mindtickle
According to Gartner, effective sales coaching leads to an 8% increase in sales performance, but only 40% of sales reps say they work within a well-established coaching culture. Why are so many organizations leaving these gains on the table? In this session, we’ll discuss how sales leaders can empower their frontline managers with smart tech and data to discover opportunities for targeted coaching, establish scalable processes, and tie coaching to core revenue metrics. By adding science to the art of coaching, you can help turn your front-line managers into first-class mentors for your team.
Tuesday, May 17, 2022 / 02:15 PM - 03:00 PM EDT
Roundtable: The Convergence of Sales Enablement Tools: The Solution to Seller Adoption Woes, moderated by Allego
A whopping 82% of sales leaders say trying to get reps to use sales tools feels like a second job! Are you one of them? Low adoption of sales tools by reps is a common problem. Sales teams use more tools every year—from sales learning, sales coaching and conversation intelligence, to CRM and sales content management. And the list doesn’t end there.
Reps struggle to access and learn all the tools effectively, with their different logins, interfaces, and processes. Many B2B sales leaders are finding that consolidating sales enablement tools is helping to solve their adoption challenges.
Join other sales leaders in an engaging peer discussion on the sales technology convergence trend, your current mix of sales tools, and strategies for improving rep adoption.
Tuesday, May 17, 2022 / 02:40 PM - 02:55 PM EDT
Product Demo by Groove: Increase Seller Productivity and Effectiveness
Ben Budde, VP SALES, Groove
Groove is a sales productivity platform that enables revenue leaders to boost revenue-per-rep across every division of the enterprise. Groove automates administrative tasks and makes Salesforce easy to access and update from everywhere a seller works – in the office, at home, or on the road. Whether it’s creating repeatable playbooks or using AI to synthesize complex data into actionable insights, Groove empowers sellers to operate at peak performance.
Tuesday, May 17, 2022 / 02:40 PM - 02:55 PM EDT
Product Demo by Rattle
Ranjay Matharu, ACCOUNT EXECUTIVE, Rattle
Rattle enables revenue teams to exceed their goals and make more intelligent decisions by unlocking critical customer data and insights at the right place and right time.
By interconnecting Slack or MS Teams with your sales technology, Rattle transforms the way teams fundamentally operate providing them with a faster and easier way to access, update, and collaborate in real-time.
Rattle’s revenue acceleration platform enables today’s businesses with the agility their teams need to scale customer engagements, commit to accurate forecasts, and generate predictable revenue.
Tuesday, May 17, 2022 / 02:40 PM - 02:55 PM EDT
Product Demo by Clari: Live Demo of Clari Align’s Customer Collaboration Solution
Tom Williams, HEAD OF ALIGN, Clari
Operationalized buyer-seller collaboration with Clari Align Clari Align powers modern collaboration between buyers and sellers throughout the entire revenue process—making buying and selling easier & revenue more predictable. Join Clari’s Head of Align, Tom Williams, to see how Align’s Mutual Action Plans drive buyer engagement, which in turn guides sellers to follow process more consistently, de-risks the deal for your buyer, helps your champion win consensus internally & provides a unique signal into deal health inside Clari for a more reliable close dates and higher-confidence forecast.
Tuesday, May 17, 2022 / 03:00 PM - 03:30 PM EDT
Impacts of Digital Buying and Virtual Selling on Seller Motivation
Steve Herz, Sr Director Analyst, Gartner
Sales leaders have long known that technology would eventually open up their B2B sales teams to a digital sales model. But the unexpected suddenness of change, accelerated by disruption to in-person selling, caught many sales leaders by surprise. As the 'Great Resignation' threatens to hollow out their teams, sales leaders urgently want to understand their risk, and what they can do to attract, motivate and retain top salespeople in a world of digital and virtual commerce.
Tuesday, May 17, 2022 / 03:00 PM - 03:30 PM EDT
Indirect Channel Partner Strategy for the Digital Era
Nate McCullough, Director, Advisory, Gartner
This breakout session will explore the evolving role of indirect channel partners and the enablement, technology and processes required for them to contribute value as a route to market in the era of digital customer engagement. Gartner will share pan-industry best practices on topics like partner segmentation, partner experience, collaboration technology, commercial propositions, and digital engagement strategies to and through the channel.
Tuesday, May 17, 2022 / 03:00 PM - 03:30 PM EDT
Revenue Enablement Is Key to Reducing the Complexity of the Modern Sales Ecosystem
Doug Bushée, Sr Director Analyst, Gartner
As buying and selling processes change, typical siloed approaches to enablement create barriers instead of growth. To reduce the complexity of the hybrid buying/selling reality, sales enablement leaders must integrate roles, prioritize end-to-end metrics and centralize functions with revenue enablement. This session will include a five-step maturity model for CSOs and enablement leaders looking to evolve their current sales enablement function towards a revenue enablement function.
Tuesday, May 17, 2022 / 03:00 PM - 03:30 PM EDT
Top Ecosystem Growth Insights and Opportunities. They Aren't in Tech, Do You Know Where?
Tom Cosgrove, Sr Director Analyst, Gartner
Ecosystems have shown up 16x more among Board of Directors than ever before. Why? Because ecosystems are a significant go-to-market opportunity across all sectors and markets worldwide today. But they aren't just in the technology sector. Join this session and learn where the future of ecosystems is headed, how to drive revenue from them and explore with us as we go over real-world examples.
Tuesday, May 17, 2022 / 03:00 PM - 03:45 PM EDT
Ask the Expert: Should I Buy, Build or Borrow My Sales Methodology Design?
Elizabeth Beard, Director Analyst, Gartner
Roland Johnson, Sr Director Analyst, Gartner
This is an interactive session that will allow attendees to ask questions around their current challenges with choosing a sales methodology and/or training provider. Topics could range from how to determine the best plan of action, the pros and cons of using a 3rd party sales training service provider vs DIY model, how to determine the criteria for choosing a sales methodology, and more.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 03:00 PM - 03:45 PM EDT
Ask the Expert: How Do I Build the Ultimate Revenue Tech Stack?
Craig Rosenberg, Distinguished VP Analyst, Gartner
Dan Gottlieb, Sr Director Analyst, Gartner
An open conversation for attendees to ask Gartner analysts who specialize in revenue tech about the latest trends and best practices in building their stack. Attendees can share their current challenges and analysts will make live recommendations on potential solutions. By the end of this discussion, everyone will have a new idea for their stack.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 03:45 PM - 04:15 PM EDT
The Ultimate Virtual Sales Tech Stack
Dan Gottlieb, Sr Director Analyst, Gartner
It's difficult to figure out what basic, optimal and advanced virtual selling looks like. This session will provide insight into the different virtual selling technologies and how they influence common workflows across the sales process.
Tuesday, May 17, 2022 / 03:45 PM - 04:15 PM EDT
Top Success Factors for Business-Driven Automation
Jason Wong, Distinguished VP Analyst, Gartner
Gartner has found that business technologists, those who don't work in IT, created technology output for an average of 4.2 automation initiatives in a year. Almost 80% self-reported they were successful in achieving their business objectives toward hyperautomation. CSOs need to check for these top factors to drive successful business outcomes between IT and and sales.
Tuesday, May 17, 2022 / 03:45 PM - 04:15 PM EDT
Driving Deal Momentum Through Sense Making Selling
Billy Luckey, Director, Advisory, Gartner
In this session, Billy Luckey provides updated data reinforcing the value of a "Sense Making" approach to B2B selling and shares two real-world examples of how Expedient and FedEx Europe embedded Sense Making into day-to-day customer engagement.
Tuesday, May 17, 2022 / 03:45 PM - 04:15 PM EDT
How Should the Sales Org Be Redesigned in Response to the Talent Shortage?
Robert Lesser, Director, Advisory, Gartner
Increasing the size of pay packets is a race to the bottom. CSOs can win the war for talent by reducing dependency on sellers and improving seller retention by redesigning their sales organizations. Learn of org structures and key actions to take to improve your sales organization's capability to drive growth with more efficient organizations.
Tuesday, May 17, 2022 / 03:45 PM - 04:30 PM EDT
Roundtable: Head of Sales Operations Priorities
Steve Herz, Sr Director Analyst, Gartner
Greg Hessong, Sr Director, Advisory, Gartner
Steve Rietberg, VP Analyst, Gartner
Simon Escobar, Director, Advisory, Gartner
Gartner experts will host this interactive discussion among sales operations leaders. Participating sales operations leaders will be asked to share their priorities for the current and coming years in light of emerging and enduring disruptions. Come network with your sales ops peers and gain new perspective on how to address your top priorities at this highly interactive session.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 03:45 PM - 04:30 PM EDT
Ask the Expert: How Do I Improve the Effectiveness of My Sales Onboarding Program?
Shayne Jackson, Sr Director Analyst, Gartner
Doug Bushée, Sr Director Analyst, Gartner
The high levels of sales turnover demand a robust onboarding program. Poor hiring decisions are expensive, even more so the longer they are delayed. A skills-focused, milestone-based onboarding program identifies new hires who either need extra coaching early on or are in the wrong position. This gives an added layer of assurance to the hiring decisions and boosts confidence of the new hires at the same time.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Tuesday, May 17, 2022 / 04:30 PM - 05:00 PM EDT
Exclusive Leadership Session: Harnessing Change & Driving Influence for the 2022 C-Suite Leader
Maria Boulden, VP, Executive Partner, Gartner
Jonah Berger, Marketing Professor at Wharton, Guest Keynote Speaker
Dr. Jonah Berger is a world-renowned expert on change, influence and consumer behaviors. How does influence work? And how can we be more effective at changing minds and organizations? In today’s shape-shifting market environment as well as within our own C-Suites and evolving organizations, we could all use answers to these questions. Join us as Dr. Berger shares his research and the behavioral science behind it all. We will also have a brief Q&A to address your specific questions and needs.
This session is exclusive to Gartner for Chief Sales Officer members and their teams.
Wednesday, May 18, 2022 / 11:00 AM - 11:45 AM EDT
Guest Keynote: A Conversation with Sarah Robb O’Hagan
Sarah Robb O'Hagan, CEO, EXOS
Join us for an interview with Sarah Robb O’Hagan, Business Leader, Author and CEO of EXOS. Sarah has a strong track-record of implementing game-changing innovation and growth strategies as President of Equinox and Gatorade. Sarah will share anecdotes from her time working for highly team-oriented corporate cultures (including Nike and Virgin), as well as insight into the strategies she used while leading major global companies.
Wednesday, May 18, 2022 / 12:00 PM - 12:30 PM EDT
CEO Conflict Management Approaches and How CSOs Can Best Deal With Them
Tina Nunno, Distinguished VP Analyst, Gartner
This session is based on Gartner's CEO survey and over 400 responses. CEOs were asked their primary approaches to resolving conflict among members of the executive team. Five different approaches were analyzed, looking at the pros, the cons and the politics. CSOs can develop strategies to help them make the most of their CEOs conflict approach.
Wednesday, May 18, 2022 / 12:00 PM - 12:30 PM EDT
CROs: It's Time to Solve the CRM Data Problem
Dan Gottlieb, Sr Director Analyst, Gartner
In a world where automation and AI/ML will increasingly be leaned on to make decisions, we need to improve the confidence and faith in the data feeding our models. This session covers how to make the data capture/collection more compatible with the needs for prescriptive and predictive analytics, including different ways technology vendors can help.
Wednesday, May 18, 2022 / 12:00 PM - 12:30 PM EDT
Keys to Offering Scalable and Accelerated Seller Onboarding
Elizabeth Beard, Director Analyst, Gartner
Reducing time to productivity is always at the top of mind for CSO's and sales enablement leaders. At the same time, job readiness is a key factor in long-term productivity and performance success. This session will focus on the key elements of designing seller onboarding for reducing ramp time and preparing new sellers for a lifetime career as a top-performer.
Wednesday, May 18, 2022 / 12:00 PM - 12:30 PM EDT
Staying Ahead of the Digital Evolution in B2B Sales
Craig Riley, Director Analyst, Gartner
Despite customers increasingly seeking an independent, digital purchase, Gartner research shows it is crucial to maintain some seller intervention to minimize customer purchase regret. Leading sales organizations leverage multithreaded customer engagement. In this session, Gartner shares predictions for the outlook on Sales beyond 2022, helping CSOs keep pace with, and anticipate, evolving buying dynamics.
Wednesday, May 18, 2022 / 12:00 PM - 12:45 PM EDT
Ask the Expert: How Can We Use Executive Sponsorship Effectively in a Virtual Sales Environment?
Robert Blaisdell, Sr Director Analyst, Gartner
Billy Luckey, Director, Advisory, Gartner
Daniel Hawkyard, Sr Principal, Advisory, Gartner
Executive sponsors are often not deployed optimally. They are randomly assigned to an account, do not have a full understanding of their role, are not given guard rails, and are rarely provided ongoing support. Position properly executive sponsors can be a great asset to an account team and to a customer, positioned poorly they can do more harm than good. Gartner Experts covering sales execution, account management, and customer success teams and processes will answer questions pertaining to this leadership-oriented topic.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 12:00 PM - 12:45 PM EDT
Ask the Expert: What Do I Need to Know About Sense-Making? Your Toughest Questions, Our Best Answers
Alice Walmesley, Director, Advisory, Gartner
Nate McCullough, Director, Advisory, Gartner
Are you trying to implement Sense-making or working to increase seller adoption of a Sense-making approach? Or maybe you're looking to get the most from your Sense-making investments? Join this session to discuss your most pressing questions on how to apply Sense-making in today's buying environment.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 12:45 PM - 01:05 PM EDT
Clari: Instrumenting revenue as a process
Revenue leaders can’t rely solely on individual sales talent to operate at scale. They need an efficient and effective way to align their entire team to a strong process.
Clari CRO Kevin Knieriem shares how to design a revenue cadence ready to achieve revenue targets and strategic initiatives. A well-built cadence is repeatable, scalable & flexible, but successful adoption depends on building accountability into both your tools & your culture. And don’t forget the customer: to build deeper, more profitable relationships with customers, we must operationalize buyer collaboration.
Wednesday, May 18, 2022 / 12:45 PM - 01:05 PM EDT
Groove: Empowering the Modern Seller
Ben Budde, VP SALES, Groove
The digital disruption of sales is accelerating, yet many companies are still leveraging siloed systems leading to gaps in data, friction for sellers, and inconsistencies in the customer experience. Revenue leaders are seeking unified solutions that integrate seamlessly into existing seller workflows to unlock the productivity benefits of automation with the insights needed to solve customer problems in real-time. This session will explore the systems, processes, and technologies that modern sales organizations are implementing to increase seller productivity in a hybrid selling environment.
Wednesday, May 18, 2022 / 12:45 PM - 01:05 PM EDT
People.ai: Building A Next-Gen Revenue Engine
Revenue leaders are all facing the same challenge right now: pressure to deliver more revenue with fewer resources. And with more than 60% of the buyer’s journey happening online, it can feel impossible to drive that kind of change. Traditional tools are not going to deliver on rising expectations. The solution? The Next-Gen Rev Engine: Join us to learn about a data-first, customer-centric approach that unlocks the next era of enterprise growth.
Wednesday, May 18, 2022 / 12:45 PM - 01:30 PM EDT
Roundtable: Modernizing your Revenue Process through the Power of Intent moderated by 6sense
Kerry Cunningham, SR. PRINCIPAL, 6sense
PennEngineering, a pioneer of fastening solutions, underwent a digital transformation after years of traditional sales and marketing tactics with the understanding that they needed to adapt to today’s fast-paced, digital world. Through adopting new technologies, realizing the power of intent data, and upgrading their sales and marketing processes, PennEngineering is now targeting and engaging with demand at scale – with the 6sense platform at the core of their revenue process.
Wednesday, May 18, 2022 / 01:10 PM - 01:25 PM EDT
Exclusive Session: Fireside Chat with Keynote Speaker, Sarah Robb O'Hagan
Sarah Robb O'Hagan, CEO, EXOS
Please join us for an exclusive 15 minute fireside chat with today's keynote speaker, in which we'll ask questions that expand on the insight shared in the keynote, get to know Sarah from a more personal perspective and learn from some insight she has specifically for top level sales leaders.
Wednesday, May 18, 2022 / 01:10 PM - 01:25 PM EDT
Product Demo by Showpad Inc.: How to Win Over B2B Buying Teams
Jeff Hau, DIRECTOR OF SOLUTIONS ENGINEERING, US EN, Showpad
Today’s digital-first buyers are more informed than ever (and tired of old-school scripted sales pitches). They want a guided buying experience that puts them in the driver's seat. Hear how Showpad powers collaborative buying team experiences that make it easy for your target customers to buy from you. You’ll learn why Showpad is the end-to-end revenue enablement solution that prepares sellers, engages buyers, and optimizes buying journeys with meaningful insights. Helping you close more deals, faster.
Wednesday, May 18, 2022 / 01:10 PM - 01:25 PM EDT
Product Demo by Gryphon.ai: The Newest Innovations in Conversation Intelligence and Real-time Guided Coaching
Michael Virga, Sales Engineer, gryphon.ai
Gryphon.ai’s AI-powered conversation intelligence and real-time guided coaching empowers sales leaders and reps alike with the insights needed to make better, data-driven decisions and drive more revenue. Real-time, AI capabilities automatically capture and transcribe every conversation in-the-moment, allowing sales leaders to identify metrics indicative of success, provide more effective coaching, and faster onboarding. With Gryphon ONE, empower reps to more efficiently progress deals, improve call outcomes, and turn conversations into revenue.
Wednesday, May 18, 2022 / 01:30 PM - 02:00 PM EDT
KAM Should Embrace Technology and Automation — Not Run From It
Robert Blaisdell, Sr Director Analyst, Gartner
KAMs often look to themselves as the sole owner of the relationship with key customers. In parallel, they are often not accepting of new technology or processes that may interfere with critical relationships. This leads to a heavy administrative burden with the KAM being labled "in the weeds." By embracing technology and automation processes KAMs can free up time and capacity to engage at a more strategic level.
Wednesday, May 18, 2022 / 01:30 PM - 02:00 PM EDT
The Key to Effective Prospecting for Your SDR Team
SDR prospecting relies on reaching the customer at just the right time with the right message, and offer. This session will arm you with the frameworks and tools to ensure your SDR team achieves their response goals with the right message, to the right person and offers something of value the customer is willing to trade their time for.
Wednesday, May 18, 2022 / 01:30 PM - 02:00 PM EDT
The Tech Stack to Turbocharge Sales Enablement Programs
Daniel Hawkyard, Sr Principal, Advisory, Gartner
This session will detail a spectrum of technologies that sales enablement leaders can invest in to streamline how their teams' design, implement, manage, and optimize sales enablement programs digitally. It will explore the basic, recommended, and advanced technologies used by sales enablement teams today to deliver world-class sales enablement programs.
Wednesday, May 18, 2022 / 01:30 PM - 02:00 PM EDT
When Machines Become Customers: Prepare for Earth’s Ultimate Emerging Market
Don Scheibenreif, Distinguished VP Analyst, Gartner
Sales leaders seeking to support new growth horizons may be missing a huge financial opportunity. Gartner predicts that billions of machines — both physical and virtual — will act, look, and feel like customers. We will explore why this is happening, how it is showing up today, and how sales leaders can help their organizations take advantage of this final frontier of emerging customers.
Wednesday, May 18, 2022 / 01:30 PM - 02:15 PM EDT
Ask the Expert: How Can I Optimize My Sales Development Strategy, Operations, and Execution?
Dan Gottlieb, Sr Director Analyst, Gartner
Alice Walmesley, Director, Advisory, Gartner
This Ask the Expert session will feature Gartner Experts covering pipeline generation and sales development (SDR) topics, including questions about the strategy, people, process, operations, enablement and technologies supporting the (SDR) role.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 02:15 PM - 02:35 PM EDT
Seismic Software Inc.: Experian infuses enablement with modern selling strategies
Irina Soriano, Vice President, Enablement & Process Excellence, Seismic
The role of enablement within organizations is constantly evolving. Experian is an industry leader in how they are looking at and defining enablement at their organization. In this session, hear how they’ve taken an innovative approach, expanding beyond the traditional view of enablement, to ensure their teams are set up to exceed their revenue goals.
Wednesday, May 18, 2022 / 02:15 PM - 02:35 PM EDT
ZoomInfo: How to Increase Attach Rates and Win Rates as You Scale
Steven Bryerton, Senior Vice President of Sales, ZoomInfo
For any company doing M&As and releasing new products, ensuring product profitability can keep even the most seasoned investors and C-level executives awake at night.A new product’s success rests on the sales leader’s ability to increase attach rates and win rates.But many sales teams struggle to “change their ways” to sell their new product lines and they continue to measure overall win rates, resulting in missed opportunities.Join Steven Bryerton, ZoomInfo’s Senior VP of Sales, as he shares insights and tactics for increasing attach rates and win rates with every M&A and new product release.
Wednesday, May 18, 2022 / 02:15 PM - 02:35 PM EDT
Gong: Across The Org - How Mintel Aligned Their Go-To-Market Teams With Reality
Making sure your GTM teams are on the same page is tough, especially when you're relying on information that only partially paints the full picture.
Hear how Patricia Avila & Josh Morgan tackled this obstacle and brought Reality into the mix at Mintel to ensure their GTM team's were all on the same page.
Wednesday, May 18, 2022 / 02:30 PM - 03:30 PM EDT
CSO Circle Exclusive Workshop: GET IT: Communicating to Connect
AmyK Hutchens, Founder, Speaker and Master Communicator, AmyK International, Inc.
Imagine having the ideal set of communication skills to break down barriers, inspire action, heal relationships, solve problems and create real connection. What if you had the confidence and courage to share your ideas, speak with conviction and honor the worth of your own voice? You’d be unstoppable: both brilliant in business and happy in life. In this compelling and energetic program, AmyK Hutchens, an international award-winning speaker, two-time Amazon #1 best-selling author, and 20+ year coach and consultant, introduces leaders and go-getters to the power of taking life one conversation at a time. Her Magical Phrases and communication techniques, used around the globe, have helped close multi-million dollar deals, save marriages, advance careers, heal family dynamics, and align leaders with their “right” and best lives.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 02:40 PM - 02:55 PM EDT
Product Demo by SetSail: How to Get Actionable Visibility for Modern Revenue Teams
Alex Greer, SR DIRECTOR, REVENUE OPERATIONS & SALES, SetSail
SetSail is a Sales Data Hub that solves the problem of siloed and incomplete sales data. By connecting to your CRM, calendar, email, and other engagement platforms, SetSail provides complete, end-to-end visibility. SetSail then uses machine learning to extract actionable insights, like buying signals and productivity patterns.
You'll learn:
• How to solve the problem of siloed and incomplete sales data for RevOps teams
• What "actionable visibility" looks like in a modern sales platform
• How companies like Cisco, LinkedIn, and ADP have used SetSail to get complete and actionable sales data
Wednesday, May 18, 2022 / 02:40 PM - 02:55 PM EDT
Product Demo by Second Nature: Accelerate mastery of sales conversations, presentations, and pitches
Russell Zack, HEAD OF REVENUE, Second Nature AI
Sales teams need to master so many different types of customer conversations – multiple products, industries, personas, and sales stages. How can you ensure your sellers stay proficient?
Second Nature allows sellers to practice two-way conversations with an AI powered role play partner and provides real-time feedback on how they can improve. Our research – based on tens of thousands of sessions - shows that using Second Nature leads to a 50% increase in proficiency in just 30 minutes! Watch how we can help you:
• Build your sellers confidence
• Have your sellers master complex messages without manager intervention
• Enable sales enablement to scale practices, certification and coaching
Wednesday, May 18, 2022 / 03:00 PM - 03:30 PM EDT
Reengineer Key Account Programs to Reduce Key Account Manager Burden
Daniel Hawkyard, Sr Principal, Advisory, Gartner
Key Account programs are critical for revenue growth yet many Key Account programs' success hinges primarily on the Key Account Managers within the program. This places a huge burden on Key Account Managers who largely depend on their own relationships with colleagues to secure cross-functional resourcing. Executive sales leaders need to reduce the burden on Key Account Managers by putting emphasis back on the organizational processes.
Wednesday, May 18, 2022 / 03:00 PM - 03:30 PM EDT
The Aligned Pipeline Machine: How Sales and Marketing Can Work Together to Drive Quality Pipeline
Greg Hessong, Sr Director, Advisory, Gartner
Sales leaders and their marketing counterparts have historically struggled to consistently work together to drive revenue. The effectiveness of traditional approaches to engaging customers continues to decline, increasing pressure on revenue leaders. Forward-thinking revenue leaders are addressing this issue by aligning with other GTM functions to create an account-based strategy for more consistent engagement at targeted accounts.
Wednesday, May 18, 2022 / 03:00 PM - 03:30 PM EDT
Measuring Sales Enablement Impact — You're Doing It Wrong
Shayne Jackson, Sr Director Analyst, Gartner
Sales enablement leaders often struggle to show the value of their function. They are often measured based on revenue or Net Promoter Score. Without solid measurement and impact attribution processes, the credibility of sales enablement's contribution to these metrics is dubious at best. This session will lay out the process to show the actual contribution of sales enablement programs.
Wednesday, May 18, 2022 / 03:00 PM - 03:30 PM EDT
Reduce Seller Attrition Through the Use of Stay Conversations
Doug Bushée, Sr Director Analyst, Gartner
Clients that are experiencing high attrition tend to rely on exit interviews or focus groups to identify ways to reduce seller turnover, but these methods either are rearview facing or don't collect the honest information needed. During this session, clients will learn about a third option, the stay conversations that improve the dialogue between sales managers and sellers and give the organization time to address any issues that could lead to a seller's departure.
Wednesday, May 18, 2022 / 03:00 PM - 03:45 PM EDT
Ask the Expert: How Can I Align Pipeline Generation with My Business Model?
Craig Rosenberg, Distinguished VP Analyst, Gartner
Christopher Gamble, Sr Director Analyst, Gartner
72% of organizations cite pipeline generation as a critical priority in 2022. There are so many factors to consider from strategy, content, processes, etc. yet sales leaders are short on time. This session will be led by Gartner analysts who specialize in pipeline generation and sales development where they will answer audience questions and provide actionable advice so attendees can drive the change they need fast.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 03:00 PM - 03:45 PM EDT
Ask the Expert: How Do I Build the Foundations of Customer Success?
Robert Blaisdell, Sr Director Analyst, Gartner
Mark Dauigoy, Sr Director Analyst, Gartner
This interactive session is a Q&A opportunity for those considering a customer success program or have recently rolled out a customer success program. Join us to learn from others experiences, share ideas and critical lessons for building and deploying customer success resources for management of existing customer relationships and renewals/re-purchases.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 03:45 PM - 04:15 PM EDT
The Seven Sales Tech Disruptions You Might Not See Coming Through 2025
Craig Rosenberg, Distinguished VP Analyst, Gartner
The rate of change in revenue technology is so rapid that the technology landscape can change in weeks. It seems like disruption is happening constantly. As a revenue leader, you must be able to stay ahead of these trends, prioritize and have the agility to respond quickly, decisively. This session explores the disruptions you need to know, what it means for your organization, and how to prepare.
Wednesday, May 18, 2022 / 03:45 PM - 04:15 PM EDT
Synchronize Account Management and Customer Success Teams in Moments That Matter
Robert Blaisdell, Sr Director Analyst, Gartner
Driving healthy growth is nearly impossible when happy customers leave you all the time. Chief sales officers need customer success and account management team partnerships that deliver seamless interactions to retain and grow customers who realize current value and eagerly pursue future value.
Wednesday, May 18, 2022 / 03:45 PM - 04:15 PM EDT
Use B2B Digital Commerce to Improve Sales Performance
Sandy Shen, VP Analyst, Gartner
Many B2B organizations launching digital commerce during pandemic when traditional sales channels are being disrupted. This session looks at how to launch B2B commerce platforms that support rather than compete with your existing channels.
1. Ways B2B commerce align with sales
2. Commerce functions that contribute to customers buying processes
3. KPI and incentive alignment
Wednesday, May 18, 2022 / 03:45 PM - 04:15 PM EDT
Reimagining the Unique Value-Add of the Seller With Situational Awareness
Alice Walmesley, Director, Advisory, Gartner
As customers increasingly seek a rep-free experience, CSOs must strategically position sellers in the customer’s buying journey as human mediators that help them make sense of information in their own unique circumstances. As sales leaders drive such buyer-centric approaches, they often overlook changing buyer signals in favor of simplicity and seller adoption. As the commercial environment increases in variability, Situational Tuning is required in the application of Sense Making techniques – rather than a standardized approach across customers.
Wednesday, May 18, 2022 / 03:45 PM - 04:30 PM EDT
Roundtable: Head of Sales Enablement Priorities
Doug Bushée, Sr Director Analyst, Gartner
Billy Luckey, Director, Advisory, Gartner
Shayne Jackson, Sr Director Analyst, Gartner
Elizabeth Beard, Director Analyst, Gartner
Melissa Hilbert, Sr Director Analyst, Gartner
Gartner experts will host this interactive discussion among sales enablement leaders. Participating sales enablement leaders will be asked to share their priorities for the current and coming years in light of emerging and enduring disruptions. Come network with your peers and gain new perspective on how to address your top priorities at this highly interactive session.
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
Wednesday, May 18, 2022 / 03:45 PM - 04:30 PM EDT
Ask the Expert: How Do I Influence the Larger Commercial Organization to Become Data-Driven?
Tom Cosgrove, Sr Director Analyst, Gartner
Steve Rietberg, VP Analyst, Gartner
Organizations striving to become more data driven are frequently challenged by low levels of data literacy among sellers, managers and other commercial roles who rely on sales analytics. Join this session to discuss questions including: How do I tell if my organization has a data literacy problem? How can I tailor a program design to my organization's needs? How do I demonstrate that my data literacy efforts are helping to make us more data driven?
Please Note: Based on availability and eligibility you may sign-up for the session via Conference Portal after you register for this conference.
2022 day highlights
Over two days attendees had access to researched backed Gartner content. Day 1 focused on the rise of RevOps, and how sales can respond to talent shortages. Day 2 focused on how CROs can solve the CRM data problem, how B2B digital commerce can improve sales performance, and sales disruptions coming through 2025.
Gartner Opening Keynote: Marketing’s Big Shift: Unleash Your Superpowers to Accelerate Value
Speakers: Kristina LaRocca-Cerrone, Sr Director, Advisory; Michael McCune, Sr Director, Advisory; Dean Vitté, Director, Advisory, Gartner
Key take-aways
- Most marketers have crossed the digital business threshold to the point where it is no longer a differentiator. They need to shift their energy and resources elsewhere.
- CMOs are surrounded by dangerous siren calls of short-term thinking: 71% agree that short term execution pressures keep the marketing function from focusing on long term strategic goals.
- There are two key skills CMOs need to embrace and evolve to accelerate the value they bring to the business:
- Scaled judgement: marketing’s ability to use data-driven insights to help the enterprise identify and act on market signals.
- Empathetic influence: marketing’s ability to motivate others to take action on the solutions that drive positive change.
- Those who effectively evolve these skills into marketing superpowers are 11% more likely to report organizational revenue growth.
Signature Series: The State of Marketing Spending and Strategy — Insights From Gartner’s CMO Spend Survey
Speaker: Ewan McIntyre, Chief of Research and Vice President Analyst, Gartner
Key take-aways
- Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021.
- Seventy percent of respondents reported their budgets had increased this year, however they’re still down from the average budget between 2018 and 2020 of 10.9%.
- Average marketing spending has increased across almost all of the industries surveyed with the exception of consumer goods
- CMOs are not particularly concerned about inflation. The majority thought that increasing costs would have a positive impact on their business.
- CMOs have made the shift from digital-first to hybrid multichannel strategies: The survey shows they are dedicating the largest portion of their budget (56%) to online channels and a more equitable split (44%) to offline channels.
- Marketing is experiencing a historic surge in talent demand in 2022, with the majority of CMOs reporting that their teams lack the capabilities required to deliver their strategy.
Featured Session: Three Steps to Grow Third-Party Digital Commerce
Speaker: Ant Duffin, Sr Director Analyst, Gartner
Key take-aways
- There are three challenges that marketers face when implementing third-party digital commerce strategies: resources are spread too thinly, digital sales channel capabilities vary and execution quality is inconsistent.
- Assess: To address these challenges, marketers must assess the total picture (i.e. growth opportunities and partner capabilities).
- Prioritize: Marketers must also determine key growth channels, partner areas and battlegrounds.
- Execute: Marketers should establish execution excellence through the digital shelf and selective commerce marketing.
- When executing, marketers must also utilize four digital shelf value levers to address third-party digital commerce challenges: product content, visibility, price and promotion, and availability.
Featured Session: The Frontiers of Influence: Assessing the Impact of Emotion and Generative AI with Real Examples
Speaker: Andrew Frank, Distinguished VP Analyst, Gartner
Key take-aways
AI algorithms are equipping enterprises and marketers with new tools to automate and learn elements of how to influence at scale and achieve MarComm influence objectives.
- The ‘yin and yang’ of influence engineering includes generative AI and emotion AI:
- Emotion AI is how machines learn to interpret reactions and predict consumer behavior.
- Emotion AI is transforming market research and has its roots in neuromarketing. It recognizes emotions from neural and biometric inputs such as focus, arousal and valence to predict actions.
- Generative AI is how machines learn to create realistic artifacts such as audio or visual content and designs for new products.
- There are four ways marketers can use generative AI: 1) scale up content creation, 2) generate synthetic data for testing and training purposes, 3) generate code to automate decision making and 4) create new embodiments of brands such as virtual influencers and avatars.
Featured Session: From Chaos to Clarity: A New Way to Assess Your Brand’s Health
Speaker: Julie Reeves, Sr Director Analyst, Gartner
Key take-aways
- Healthy brands have the power to transform organizations, cementing their market position, evoking deep feelings with their target audience and creating opportunity.
- There is no one magic metric that will diagnosis brand health, but marketers who can answer the questions within these six dimensions of the Gartner Brand Health Framework will be able to better communicate the impact of the brand:
- Strategy: Does our target audience find value and differentiation in our strategy? Is our target audience size consistent with business goals?
- Reach: Is our target audience aware of us?
- Communication: Are we communicating our brand positioning well to our target audience?
- Engagement: Does our target audience find enough value in our brand positioning to engage with us?
- Experience: Is our target audience experience delivering on our brand positioning?
- Business outcomes: How are the actions of our target audience driving business results such as revenue and profit?
Featured Session: Engaging With Your Audience via Emerging Digital Marketing Channels
Speaker: Matt Moorut, Director Analyst, Gartner
Key take-aways
- Like an ocean, emerging digital marketing channels are massive, unchartered territories that marketers need to learn how to navigate.
- Marketers that attempt to build strategies for every digital channel are doomed to fail, becoming unfocused and using platforms that may not generate the right connections.
- The top barriers marketers face around innovation are the inability to measure innovation impact and organizational resistance to risk.
- There are 3 steps to calculate the opportunity of emerging digital marketing channels: 1) determine your company’s appetite for innovation; 2) understand your audience; 3) agree on key performance indicators (KPIs) to measure success.
- Critically examine whether or not marketing efforts need to take place in the metaverse. While chatter is growing around it, only 6% of U.S. consumers can articulate what the metaverse actually is, according to Gartner research.
Featured Session: Big I, Little i: A CMO Guide to Marketing-Led Innovation
Speaker: Chris Ross, VP Analyst, Gartner
Key take-aways
- Just over 20% of marketing budgets are set aside for marketing innovation, which is a significant portion.
- 91% of CMOs struggle to measure the impact of innovation and 83% say it is not delivering to management expectations.
- Big I innovation is the big, invention-type initiatives that are exploratory, problem-centric instead of product-centric, and requires a design thinking skill set.
- Big I cautions include conflation, unmet expectations, meandering problems and poor communications.
- Little i innovation is about optimization and improvement of existing processes or products. These ideas are collected from all stakeholders and origins and are more incremental.
- Little i cautions include an overwhelming volume of ideas or a failure to communicate value.
Featured Session: Emerging Market Alert: The New Young Adult Consumer
Speaker: Kate Muhl, VP Analyst, Gartner
Key take-aways
- Gen Z young adults are the most diverse generation of young adults the world has ever seen in terms of race, ethnicity, gender, sexuality.
- Gen Z young adults seek security: Compared to older consumers in 2022, today’s young adults associate themselves with progressive ideals but also a sense of vulnerability.
- Gen Z young adults prioritize mental health and well being, and smart brands are using their platforms to support and advance constructive mental health conversations.
- Gen Z young adults want brands to do more but are not naive: They are more likely to say that businesses should take the lead on solving key issues in culture and society, but also acknowledge that brands capitalize on said social issues as a way to sell more.
- Today’s youth are more serious, less optimistic and more savvy, and brands need to acknowledge this in their marketing strategy if they want to succeed.
Signature Series: In the Company of Genius
Speaker: Chris Beland, VP Analyst, Gartner
Key take-aways
- Brand experience is the culmination of every interaction an individual has with a brand over time. The great ones are present, relevant and add value to the customer journey.
- A strong brand experience in today’s terms is not possible without smart digital strategies and tactics.
- Genius Brands are identified through the Gartner Digital IQ index, which benchmarks the digital marketing performance of brands against their respective industries.
- Genius brands stand out from average brands across three core differentiators: 1) a robust approach to content marketing, 2) seeking agility through scale, and 3) embracing customer centricity.
- Gartner tracked 1,337 brands across 15 Digital IQs, and only 45 were categorized as Genius. Only 3% of brands rose to the Genius level.
Featured Session: Demystify Your Martech Deals
Speaker: Tia Smart, Associate Principal Analyst, Gartner
Key take-aways
- Worldwide martech revenue is expected to grow to nearly $21 billion in 2022 and exceed $32 billion by 2025, according to Gartner forecasts.
- Martech investments are tricky. In some cases, it might take up to 18 months before selecting a vendor. Marketers also find difficulty communicating their value once implemented.
- On average, marketers are only using 58% of their martech stack, leaving the remaining 42% underutilized and millions worth of efficiencies on the table.
- Marketers can regain control of the buying process and ensure strong ROI by 1) aligning martech tools and strategy to relevant stakeholders 2) reviewing common fees that make up the total cost of ownership and 3) negotiating in their favor in every deal.
- There is room to negotiate in every martech deal through tactics, such as price uplift caps, payment schedule adjustments and service credits or rollovers.
Featured Session: Who's Afraid of AI? Gauging Consumer Readiness for AI Assistance
Speaker: Michael McCune, Sr Director Analyst, Gartner
Key take-aways
- The vast majority of marketers are already using AI.
- Marketers tend to think about AI outcomes in terms of their enterprise, rather than their customers, but should shift toward the latter.
- Consumers care what happens to them in marketers’ use of AI. Marketers need to be in sync with these consumer sentiments to avoid outcomes such as exclusion, restriction and punishment.
- Regardless of business sector or age, a significant portion of your organization’s customers don't want to play your AI game. Baby Boomers, in particular, are much less likely to agree that personal identifiable information can be used in AI deployments.
- Marketers who communicate their intentions on the use of AI can mitigate consumer pessimism.
Featured Session: Building a Genius Personalization Function: Team, Tech and Touchpoints
Speaker: Jason McNellis, Sr Director Analyst, Gartner
Key take-aways
- Consumers don’t want to receive irrelevant or annoying communications. In fact nearly half of consumers block brands that do.
- Personalization efforts from Genius Brands are 14 times more memorable than an average brand’s personalization.
- The three components of personalization that lead to desired consumer behavior are:
- Strategy and tactics: Drive personalization by focusing not only on basic customer data collection but also on what they are trying to achieve.
- Team and skills: Two important skills within personalization are 1) testing and 2) customer lifetime value.
- Technology: Genius brands invest in technology that harmonizes data and content, providing a consistent customer experience across all channels.
2022 day highlights
Over two days attendees had access to researched backed Gartner content. Day 1 focused on the rise of RevOps, and how sales can respond to talent shortages. Day 2 focused on how CROs can solve the CRM data problem, how B2B digital commerce can improve sales performance, and sales disruptions coming through 2025.
Day 1
Gartner Opening Keynote: Sustaining Growth through Unrelenting Disruption
Speakers: Alice Walmesley, Director, Advisory, Gartner
Scott Collins, Managing Vice President, Gartner
Key take-aways
- Customer understanding: Understanding customers’ buying actions through tactics such as information journeys or interpersonal dynamics, and technology such as pipeline data and conversion intelligence.
- Customer engagement: Focusing reps on the highest value sales activities through tactics such as customer verifiers and buyer enablement, and technology such as AI.
- Operating model: Establishing clear rules for effective cross-functional collaboration through a unified commercial engine and technology, such as communal data and intelligence led decisions.
Featured Session: The Transformation to RevOps Is Not as Daunting as It Seems: 5 Key Steps to Change
Speaker: Craig Rosenberg, Distinguished VP Analyst, Gartner
Key take-aways
- Bring go-to-market functions together in a commercial coalition by generating executive support for the RevOps vision and redesigning functions accordingly.
- Align the end to end (E2E) revenue process to the full customer life cycle transparency by mapping buyer journeys, agreeing on revenue process milestones and supporting multiple routes to market.
- Identify interconnected workflows by designing cross-functional workflows, integrating systems to automate processes, and support handoffs and service-level agreements.
- Capture revenue process data in a shared data source by agreeing on data strategy, governance and quality assurance, ensuring data quality, and consolidating relevant data into accessible sources.
- Leverage unprecedented data for more intelligent decisions by leveraging analytics, creating a data decision framework and enabling data literacy for stakeholders to draw their own insights.
Featured Session: Revenue Enablement Is Key to Reducing the Complexity of the Modern Sales Ecosystem
Speaker: Doug Bushée, Sr Director Analyst, Gartner
Key take-aways
- Align roles and functions: Silos create friction in the buying and selling process. Revenue enablement transcends the customer journey, simplifying the commercial journey and providing consistent CX.
- Unify technology: Sellers today are using up to 17 different tools in the sales tech stack. Revenue enablement takes a holistic approach and audits tech used for sales execution, account retention and growth, and pipeline generation.
- Gather data and deploy AI: This simplifies selling and helps sales organizations make data-driven decisions, improving everything from onboarding to engagement.
Featured Session: How Should the Sales Org Be Redesigned in Response to the Talent Shortage?
Speaker: Robert Lesser, Director, Advisory, Gartner
Key take-aways
- The talent shortage, shifting buyer preferences, digital commerce and cross functional collaboration each make a compelling business case for change.
- Talent is the second largest risk facing organizations according to Gartner research, right behind ransomware. CSOs report that recruiting sales talent is difficult and attrition rates are high, creating a leaky bucket of talent they can’t fill.
- Progressive CSOs are driving change by redesigning go-to-market (GTM) roles: Over 50% plan to change the basic responsibilities of salesroles, introduce new sales roles and overhaul customer coverage approaches.
- Headcount arbitrage, burden reduction, targeting and alternate channels are all strategies that go beyond simple cost cutting to deliver a superior buyer experience and improve seller productivity.
- The three steps to launch a sales redesign are plan, build and monitor. Adopt a timeline that is geared to the pace of market change in order to sustain competitive advantage.
Day 2
Featured Session: CROs: It's Time to Solve the CRM Data Problem
Speaker: Dan Gottlieb, Senior Director Analyst, Gartner
Key take-aways
- Sales leaders take a look at their pipeline and forecast and realize they have low CRM data quality.
- The average cost of data quality comes in at around $12.9M every year, and that number is expected to rise.
- There are three main trends to address when looking to improve CRM value for sellers: Improvements in employee UX, AI data capture for sales, Innovative sales tech vendors
- In a Gartner study of over 4,000 employees, our experts found that high-quality user experience translates to 1.9x improvement in effectiveness, 1.5x in productivity, 1.8x intent to stay, 1.5x discretionary effort.
- It is worth the time and the money to think differently about improving seller UX and asking AI for help.
Featured Session: When Machines Become Customers: Prepare for Earth’s Ultimate Emerging Market
Speaker: Don Scheibenreif, Distinguished VP Analyst, Gartner
Key take-aways
- There are more machines on the planet with the potential to act as customers than human beings on the planet.
- The evolution of machine customers will happen in three main phases: 1) The Bound Phase, 2) The Adaptable Phase, and 3) The Autonomous Phase.
- CEOs and CIOs expect anywhere from 25-49% of revenue will come through machine customers with an average of 22% by 2030.
- Within the next 8 years, spending that machine customers initiate without involving a human will reach almost $19 trillion.
- Sales leaders can prepare for machine customers by exploring market opportunities, deepening partnerships across the organization and ensuring all information relevant to machine customers is accessible.
Featured Session: Use B2B Digital Commerce to Improve Sales Performance
Speaker: Sandy Shen, VP Analyst, Gartner
Key take-aways
- Align all sales channels: Use a combination of go-to-market (GTM) approaches for digital commerce based on profitability, volume and effectiveness.
- Get buy-in from sales teams: Show benefits of digital commerce and position sales reps as catalysts in the buying journey.
- Adjust the sales compensations and KPIs: Focus on accounts and profitability.
Featured Session: The Seven Sales Tech Disruptions You Might Not See Coming Through 2025
Speaker: Craig Rosenberg, Distinguished VP Analyst, Gartner
Key take-aways
- Multiexperience: Apply new channel-less thinking to deliver a unified CX in a world with an increasing array of digital touchpoints and interaction modalities
- Generative AI: Technology that can generate artifacts that previously relied on humans, delivering results without the biases of human experiences.
- Augmented reality/virtual reality: B2B buying and selling is going digital, prompting sales organizations to find new ways to engage.
- Emotional AI: Systems such as sentiment analysis in emails or audio based speech analytics that analyze, process and respond to emotions. By 2025, AI identification of emotions will influence 30% of the messaging a buyer receives, disrupting empathic ability, engagement, buyer insights and sales enablement.
- Digital Twin of the Customer: A dynamic virtual representation of a customer developed from physical and digital interactions. This will be used to emulate and predict their behavior, disrupting everything from scenario planning to messaging effectiveness.
- Digital humans: AI-driven humans that engage with customers and internally, and create a new type of seller. By 2026, half of B2B buyers will interact with a digital human in the buying cycle.
- Machine buying: A non-human economic actor that obtains goods and services in exchange for payments, and creates a new type of buyer.