Sales Enablement.
Buyer Engagement.
Business Impact.

November 5-6, 2019 I Chicago, Loews Hotel

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U.S. Agenda

Both days 05 November06 November

05 November

Breakfast & Registration



Customers the Day After Tomorrow: Winning Customers in a World of AI, Bots and Automation

We’re entering phase 3 of digitalization. This is a world of automation, bots and Artificial Intelligence. The benefits to customers will be HUGE. Customers will enjoy a world of faster than real-time customer service. A world with hyper-personalized offerings. And a world with the most seamless user interfaces ever. In this session based on his latest book, Steven will help you achieve these customer benefits in this new digital phase. He’ll discuss three investment axes to achieve the perfect customer experience and show you how the latest technologies can help to win the heart and business of your customers. You’ll see how you can leverage data to improve experiences, learn about the latest customer interfaces. You’ll discover strategies for companies to fight the digital commodity magnet. And finally, Steven will show you how you can augment employee intelligence levels.

Steven Van Belleghem
Author, "Customers The Day After Tomorrow"


Opening Keynote

It has been another impressive year for the world of sales enablement. Join Showpad CEO and co-founder PJ Bouten to celebrate Showpad's community at large. He'll share our platform's successes and the company's latest news.

Pieterjan Bouten
CEO & Co-Founder, Showpad

Expo Hall & Networking Coffee Break


Product & Vision Keynote: Driving the Future of Sales Enablement

Showpad Co-founder and Chief Product Officer Louis Jonckheere will share how technology is remaining buyer engagement today and what's coming next.


Sales Enablement 2020: Are You Ready for What’s Next?

Since Sales Enablement burst on the scene a few years ago, it’s made a dramatic impact. What’s next? How should your organization take a more complete approach to sales engagement? What should you keep in mind as you build your programs? In this session, you’ll learn the trends leading companies see in the space - which will stick and which will fizzle. You’ll walk away better prepared to prepare your organization for the future.


Portraits of Sales Enablement Success: How Companies - Big and Small - Impacted Revenue

Many Sales Enablement teams start as lone internal resources, while others have morphed into large teams with disparate goals. No matter where you are on the Sales Enablement spectrum, you are challenged to show business impact. In this session, you’ll learn from practitioners who’ve elevated Sales Enablement to a strategic function. They’ll share tips for securing alignment and building support for the resources they need to be successful. You’ll walk away with a better understanding of how to grow from an “army of one” to a fully aligned Sales Enablement machine that fuels your revenue machine.

Carrie Fraser
Head of Global Marketing Operations, GE Healthcare Digital Innovation and Marketing Excellence

Peter Mertens
Manager, Sales Readiness, Sprout Social

Paul Saleme
Global Head of Sales Enablement , Showpad

Networking Lunch


What Sets Winners Apart? An Insider’s View of CSO Insight’s Newest Research

CSO Insights’ latest research is in, and it shows how the top 25% of organizations drive better results for revenue plan attainment, quota attainment, and win rates. What are they doing differently? Tamara Schenk will provide exclusive insights into the report for TRANSFORM attendees, unveiling for the first time in a conference setting the five key tips for structuring a winning sales enablement program. She’ll also explain how seller engagement impacts performance and turnover rates, with tips for driving continual improvement.

Tamara Schenk
Research Director, CSO Insights


From Onboarding to Coaching: the Continuous Cycle of Driving Sales Excellence

Onboarding Sales reps is a battle against time - you need to get them onboarded quickly and effectively so they can make quota. Once they’re in the field, your products, market conditions, and customer use cases constantly change. How can you help them keep up? Attend this session to learn how these Sales leaders fuel their teams’ success, both at the start and throughout the journey.

Emily FitzPatrick
Sales Enablement and Training Manager, Showpad

Expo Hall & Networking Coffee Break


Breakout Session- Stop the ”Sales vs. Marketing” Battle: Tips for Delighting Your Sales Team

Is your Marketing team seen as an important contributor to Sales’ success? Or are you fighting a battle for respect and relevance every day? This session will show you how experts build valuable programs and content to arm your #1 customer: Sales. The relationship between sales and marketing doesn’t need to be a battle. You’ll leave this session with a better understanding of how to take the first steps toward delighting your sales team.


Creating Demand with Commercial Insight

Nearly 90% of buyers claim not to involve a supplier when they identify problems. Reacting only to problems the buyer has already uncovered leaves sellers dependent on established demand that is outside their control. What if sellers not only reacted with solutions for established demand, but also helped identify new problems that created new demand? How might that change your success rates? How might that unlock your growth potential?  Creating new demand requires marketing and sales working together to deliver problem-centered commercial insight at the outset of the customer’s buying journey. It’s not easy to do, but you’ll see why it’s worth it.

Spencer Wixom
Vice President of Marketing, Challenger

Demos-Exhibition Hall


Breakout Session - Herding Cats: Easing the Cross-Functional Collaboration Headache

Sales Enablement faces the tall task of aligning Sales and Marketing teams, each with different goals, resources - and personalities. Working with different departments doesn’t have to be frustrating. In this session, Sales Enablement professionals will outline how they define team needs and deliver value. You’ll be armed with first steps toward building a cross-functional collaboration approach.

Mason Bradbury
Global Head of Field Enablement, Collibra


Breakout Session - Courting the Customer: Building a Relationship that Lasts

Every quarter, you’ve got a number to tackle. You need every trick in the book to engage buyers, to make sure you hit quota. But how do you lay the foundation for a relationship that lasts beyond signing on the dotted line? How do you align with Marketing and Customer Success to make sure you’re using keeping the buyer at the center of your strategy? In this session, Sales leaders will share how they work collaboratively with Customer Success and Marketing to build customer relationships that continually grow revenue through better buyer and customer engagement.

Demos-Exhibition Hall


Breakout Session - Measuring What Matters -- Before it’s Too Late

Today, sales managers don’t have a way to easily track and measure how their new hires are ramping. That can lead to them not finding out if they’re effective for two quarters-then their annual targets are shot. In Measuring What Matters-- Before it’s Too Late session, we will show attendees how to measure training progress, sales skills, how sales are doing on calls and much more. By attending, you will be able to learn how to course correctly in a timely manner and not put your revenue targets at risk.

Michael Hoy
Director of Sales Excellence , Pendo


Breakout Session - More than Just Adoption: Understanding the True ROI of Sales Enablement

As Sales Enablement has evolved, so have the metrics for measuring its impact. Reporting on deliverables only shows part of the picture. Sales enablement and marketing teams need to know what content and courses being consumed and which are connected to won revenue. To show the value of Sales Enablement, professionals should share a complete view of the program. In this session, Sales Enablement professionals will outline the reports and benchmarks that matter to the C-suite - and the bottom line. You’ll walk away with a better understanding of how and what to measure for a holistic view of your program’s success.

Ian Botbyl
Sales Enablement Manager, Puppet


Breakout Session - It’s All About the Deal: Measuring Marketing’s Impact at the Bottom of the Funnel

Measuring success is always top of mind for Marketing leaders. With the proliferation of data and tools, marketers can easily measure the impact of programs at the top and middle of the funnel. However, for many marketers, the usage and impact of content by sales is still a black box. In this session, Marketing leaders will outline how they measure and optimize the impact of content throughout the entire funnel.. You’ll walk away with an understanding of how to optimize the buyer experience to drive revenue success.

Closing Session and Awards Ceremony

Happy Hour

06 November

Networking Breakfast With Sales Enablement Experts

Product Insights

Gaurav Kotak
VP Product , Showpad

Rita Patel Jackson
VP Product Marketing, Showpad


Why Bet Your Career on Sales Enablement?

Jason Holmes was a leader at Marketo when demand generation and marketing operations titles barely existed. Today, Marketo is a multi-billion-dollar category leader, and thousands of people have built exciting careers in Marketing Automation. Jason sees close parallels with Sales Enablement, and you are uniquely poised to take advantage of its increased importance. In this session, he’ll share his unique perspective on how to capitalize on an emerging role and market category as you advance your career.  

Jason Holmes
President and COO, Showpad

Networking Break and Demo Theatre Sessions

General Session


Crushing the SKO: Sitecore’s Tips to Make Sales Love Your Kickoff

  • Who loves sales kickoffs? Some do, but many don’t. Sales teams dread long, dreary days away from selling, while leadership and marketing teams worry about making them valuable for reps. In this session, you’ll learn how Sitecore bucked the trend, delivering a sales kickoff that engaged sellers, delivered actionable content, and spurred them to success with continued learning after the event. In the process, they increased engagement in Showpad, with over 25,000 hits to the mobile app in one day!

Matthew Glasser
VP Sales Operations, Sitecore

Stacey Box
Senior Manager, Global Enablement Programs, Sitecore

Special Guest Keynote

Closing Remarks

Networking Lunch


Accelerate Strategy Workshop (registration is required)

Accelerate, the global community of sales enablement professionals,  is hosting an exclusive strategy workshop that will allow you to put your TRANSFORM learnings into action. During this 2 ½ hour session, learn from fellow practitioners how to effectively partner with the leadership team and why building a professional network can help you become an enablement champion. You will leave the workshop with a tangible blueprint to assess the current state of your program and outline next steps.  

The number of available seats is limited.  To attend, please fill out the separate ticket registration form. View the Accelerate Strategy Workshop agenda

Andrea Hardy Ihara
Director of Sales Enablement and Development, Innovyze

Kyle Himmelwright
Director of Revenue Operations, Yelp

Nina LaRouche
Director, Sales Enablement,

Drew Luzi
Director, Sales Enablement, Zywave

Paul Petroski Jr
Sales Enablement Leader, IBM Watson Health

Irina Soriano
Director, Global Sales Enablement & Training, Percolate

Dave Lichtman
CEO and Founder, Enablematch

Emily FitzPatrick
Sales Enablement and Training Manager, Showpad



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