April 24-26, 2017 | Washington Marriott Wardman Park

Registration

Monday, April 24, 2017

Welcome & Opening Keynote

Opening Keynote - Speeding to Success: Quantifying the Customer Experience

8:45 a.m. - 9:45 a.m.
Gerry McGovern, Founder & CEO, Customer Carewords, & Author, Transform: A Rebel’s Guide for Digital Transformation

How do you truly measure the quality of the customer experience you are delivering? How do you know you’re getting better? Amazon and Google know that the answers to these questions involve helping customers get stuff done as quickly as possible. Task completion gets you in the right ballpark, but it is speed that wins you the game of excellent customer experience. This keynote stresses how the relentless pursuit of customer convenience drives customer loyalty, retention, and revenue growth. Learn how to speed to success by measuring your results.

Coffee Break

9:45 a.m. - 10:15 a.m.

Track A - Science of Sales

A101 - Sales Transformation: Culture Still Eats Strategy for Breakfast!

10:15 a.m. - 11:00 a.m.
Jim Dickie, Research Fellow, MHI Global, CSO Insights

Decades ago, Peter Drucker observed that “culture eats strategy for breakfast.” Today, as related to sales transformation, that sage advice could not be more relevant. In this session, using case study examples, Jim Dickie profiles how companies such as Aon Insurance, Fairchild Semiconductor, and SAS have successfully dealt with the culture change needed for their companies to maximize the impact that process, CRM, and knowledge can have on their organizations’ ability to turn how they engage customers into a strategic competitive edge. Attendees to this session also receive a copy of CSO Insights’ “2017 Sales Performance Optimization Key Trends Analysis,” based on a survey of more than 1,000 small, medium, and large enterprises.

A102 - Change the Process, Change the Game— Winning in Sales

11:15 a.m. - 12:00 p.m.
Sharon Swendner, Managing Director, CRM Concepts

This case-study session looks at EasyClosets, a company with great products that consistently receive great reviews, but one that is also hampered by long sales cycles and very little brand equity. The solution was to take advantage of the long sales cycle by engaging customers earlier in the decision-making process, leveraging the information in its CRM and marketing automation systems. This session explains how EasyClosets was able to engage prospects with more relevant content; change the lead-generation process to yield a 100% increase in “hand raisers”; revamp the sales engagement process to improve focus, effort, and efficiency; and improve sales closing ratios. In short, see how EasyClosets changed its sales and marketing processes to turn around revenue.

Keynote Lunch: How Chatbots Are Ushering in the Era of the Digital Employee

12:15 p.m. - 1:15 p.m.
sponsored by
Joe Gagnon, GM Cloud and Chief Customer Officer, Aspect

Imagine if you could hire someone who learns quickly. Someone who is always available, doesn’t require overtime pay, and will never ask for a wage increase. Someone who could help scale your service organization, but could also make your existing employees better at their jobs. Sound too good to be true? It’s not! Learn how a digital employee can provide immense value to organizations by managing repetitive tasks, freeing agents to focus on higher-value customer-centric activities, improving the routing of questions to answers, changing the dynamic of how you manage your workforce, and much more.

A103 - How to Maximize Customers & Customer Data

1:15 p.m. - 2:00 p.m.

Your organization’s two most important assets are your customers and your data about your customers. Maximizing these two assets is the best way to create a competitive advantage for your organization. Not maximizing these two assets is the surest way to lose customers, market share, and profitability. Specifically, this session discusses how you can use your CRM data to coach sales reps using an effective sales management dashboard, increase close rates, reduce customer churn using predictive analytics, and implement an organization-wide data management strategy with your CRM system as the central system of record for all customer-related data. It also provides an overview of how several companies have used their CRM data to improve sales productivity, increase customer intimacy, and grow sales.

Solution Sessions

2:15 p.m. - 3:00 p.m.

Open to all conference attendees and Discovery Pass holders, solution sessions are presented by conference sponsors. The sessions are educational, and the presentations typically focus on solving real-world problems using case study examples, with a question- and-answer period that follows. Details will be posted shortly so check back soon, or follow us on Twitter at #CRMevolution.

A104 - Adaptive Selling in the Digital Era

3:15 p.m. - 4:00 p.m.
Lance Tyson, President & CEO, PRSPX

The traditional sales process is in a period of rapid disruption. With 24/7 internet connectivity, most buyers have a wealth of information at their fingertips before they ever contact a salesperson. It is no longer sufficient for salespeople to function merely as human conduits for product information. Salespeople need to evaluate where customers are in the buying cycle, provide customized solutions on-the-fly, and then step in and function as a knowledge broker while building rapport. This session provides an adaptive selling framework and identifies the five critical steps salespeople must master to be successful in this new era of salesmanship.

A105 - The Death of the Sales Funnel

4:15 p.m. - 5:00 p.m.
Rebecca Lynn Wettemann, Vice President, Nucleus Research

Most sales efforts are driven by the concept of a sales funnel—bring in enough prospects at the top and qualify and engage them in the middle, and ultimately some fraction of them will buy your product. The concept has guided sales meetings for decades—but now it’s on its way out. The traditional sales funnel assumed two things: information asymmetry and a consistent sales cycle, both of which are disappearing. Sales managers must rethink the pipeline. This session addresses how pipelines are changing, how to leverage your existing CRM tools to meet new pipeline challenges, and how to evaluate the potential benefits from sales force automation changes. Learn the five keys to ensuring successful change management.

Track B - Filling the Pipeline

B101 - View From the Crowd: Digital Marketing

10:15 a.m. - 11:00 a.m.
Michael Fauscette, Chief Research Officer, G2 Crowd

Is digital marketing technology living up to its promise? Using crowdsourced marketer satisfaction scores and usage data metrics, this session looks at the current state of technology supporting modern marketing organizations. Learn what users really think about the usability, implementation, ROI, and other key features of the most popular tools, and find out what business problems marketers are facing and whether there are tools available to help improve business outcomes.

B102 - The Marketer’s Cookbook: Recipes for Using Predictive Analytics

11:15 a.m. - 12:00 p.m.
Steven Ramirez, CEO, Beyond the Arc

Marketing teams have become the guardians for their organizations’ customer experiences. While it is important to acquire customers, retaining them has become more challenging. With diverse customer needs and a splintering of traditional marketing segments, how can marketing deepen customer relationships, and do it at scale? This session offers key takeaways, case studies, and practical steps on using predictive analytics to expand customer relationships; using data analytics to pinpoint customer pain points; and using AI, machine learning, robotics, and other technologies to evolve what we mean by customer relationship management.

Keynote Lunch: How Chatbots Are Ushering in the Era of the Digital Employee

12:15 p.m. - 1:15 p.m.
sponsored by
Joe Gagnon, GM Cloud and Chief Customer Officer, Aspect

Imagine if you could hire someone who learns quickly. Someone who is always available, doesn’t require overtime pay, and will never ask for a wage increase. Someone who could help scale your service organization, but could also make your existing employees better at their jobs. Sound too good to be true? It’s not! Learn how a digital employee can provide immense value to organizations by managing repetitive tasks, freeing agents to focus on higher-value customer-centric activities, improving the routing of questions to answers, changing the dynamic of how you manage your workforce, and much more.

B103 - Mobilize Your Marketing

1:15 p.m. - 2:00 p.m.
Ben Gillis, Senior Sales Engineer, Plus Consulting

By 2018, more than half of all consumers will use mobile first for all of their online activities, according to research from Gartner. As a marketing professional, mobile should be a way of life by now; to keep up with customer expectations, customer relationship management (CRM) technology needs to ensure access to valuable organizational customer data, anywhere, anytime, and on any device. This session explores how mobile CRM can take your organization to the next level, regardless of the platform you choose. It looks at how mobile systems are deployed across the leading CRM platforms and provides best practices for integrating CRM technology with marketing automation and customer analytics.

Solution Sessions

2:15 p.m. - 3:00 p.m.

Open to all conference attendees and Discovery Pass holders, solution sessions are presented by conference sponsors. The sessions are educational, and the presentations typically focus on solving real-world problems using case study examples, with a question- and-answer period that follows. Details will be posted shortly so check back soon, or follow us on Twitter at #CRMevolution.

B104 - Building Your Digital Brand

3:15 p.m. - 4:00 p.m.

Sales, marketing, consulting, and other customer-facing professionals don’t always have the time to find great content to build their personal brands, an endeavor that’s becoming an increasingly necessary part of career advancement. Learn how to build your personal digital brand, one that will precede and compliment your sales and marketing process, with just a few simple steps to be taken each week.

B105 - A Practical Guide to Account-Based Marketing

4:15 p.m. - 5:00 p.m.
Lora Kratchounova, Principal, Scratch Marketing & Media

Most B2B marketers are struggling to put ABM in practice. While web trends and studies indicate that the pace of adoption and investment in ABM is accelerating, 47% of marketers still don’t believe they have the skill necessary to be successful at it. ABM is still a fairly new concept, so marketers can’t draw on a lot of expertise or best practices just yet. This session covers the major steps in building an ABM strategy, which include segmenting accounts and look-alike accounts, using data tools regardless of budget, creating contextual experiences through website personalization, and best practices for creating content for ABM.

Track C - Boot Camp Basic Training

C101 - Executive Boot Camp, Part 1: Integrated Customer-Centric Strategy— How to Thrive in the Digital Deluge

10:15 a.m. - 11:00 a.m.
Barton J Goldenberg, President, ISM, Inc.

Every organization needs to gather, organize, analyze, and exploit the deluge of data coming from both traditional media and increasingly the digital firehose. Discover how best-in-class B2B, B2C, and B2B2C organizations such as ExxonMobil, Amazon, Marriott, Uber, Disney, and others take an integrated approach to customer engagement. Learn how they are integrating customer profiles, traditional media, social media, ecommerce, emerging technologies, and customer experience management to ensure they and their customers thrive in the digital deluge. This session covers the drivers behind the digital deluge and the components of an effective integrated customer-centric strategy; how to optimally gather offline and online information about your customers, analyze it, and derive actionable insights from it; and case studies of organizations already successfully implementing an integrated customer-centric strategy.

C102 - Executive Boot Camp, Part 2: Integrated Customer Centric Strategy— Your Road Map to Success in 2030

11:15 a.m. - 12:00 p.m.
Barton J Goldenberg, President, ISM, Inc.

At the heart of a successful integrated customer-centric strategy is a solid CRM system containing clean, accurate, and comprehensive customer profiles, or customer master files, that get enhanced using tools such as identity resolution to seamlessly integrate offline and online customer data. New business analytics tools in turn leverage customer profile data to optimize sales, marketing, and service processes, and ultimately drive optimal customer experiences. Learn how to maximize your investment in CRM tools and techniques. This session covers the role of CRM as the hub of an integrated customer-centric strategy containing holistic customer profiles populated with timely, relevant customer information; how to put together a multiyear road map through 2030 that exploits CRM to ensure that your company thrives; and case studies of organizations successfully leveraging CRM as the core of their integrated customer-centric strategy.

Keynote Lunch: How Chatbots Are Ushering in the Era of the Digital Employee

12:15 p.m. - 1:15 p.m.
sponsored by
Joe Gagnon, GM Cloud and Chief Customer Officer, Aspect

Imagine if you could hire someone who learns quickly. Someone who is always available, doesn’t require overtime pay, and will never ask for a wage increase. Someone who could help scale your service organization, but could also make your existing employees better at their jobs. Sound too good to be true? It’s not! Learn how a digital employee can provide immense value to organizations by managing repetitive tasks, freeing agents to focus on higher-value customer-centric activities, improving the routing of questions to answers, changing the dynamic of how you manage your workforce, and much more.

Track C - Future Trends

C103 - How AI-Driven Smart Services Will Transform CRM

1:15 p.m. - 2:00 p.m.
R "Ray" Wang, Founder and Principal Analyst, Constellation Research, Inc. CRM Magazine Advisory Board, Harvard Business Press Best Selling Author, Harvard Business Review Contributor, Investor in Altimeter Group

The robots are taking over, the robots are taking over? Actually, they’re not. While brands and organizations rush to embed artificial intelligence into customer journeys and customer experience, expect artificial inteligence to play a role, but in augmenting the human element. Constellation Research’s Spectrum of AI Outcomes plays a key role in crafting every AI-driven smart service. Learn how these trends will transform the future of CRM.

Solution Sessions

2:15 p.m. - 3:00 p.m.

Open to all conference attendees and Discovery Pass holders, solution sessions are presented by conference sponsors. The sessions are educational, and the presentations typically focus on solving real-world problems using case study examples, with a question- and-answer period that follows. Details will be posted shortly so check back soon, or follow us on Twitter at #CRMevolution.

C104 - CRM, the Cloud, & the Culture of Mediocrity— Implementing Success in Next-Gen CRM

3:15 p.m. - 4:00 p.m.
Joshua Greenbaum, Principal, Enterprise Application Consulting, & Co-Founder, ProQ Inc.

Cloud-based CRM implementations are becoming more complex, more mission-critical, and more closely integrated with on-premises and other cloud properties than ever before. While the appetite for more complexity has grown, the tools, processes, and cultural mindset have not kept up. The result is that CRM in the cloud is facing the same threat that on-premises software implementations have faced for the past 20 years: an excessively high failure rate and a culture of mediocrity that favors getting the job done over getting it done right. This session focuses on how companies can eliminate failure and waste in CRM implementations and stop the cycle of mediocrity.

C105 - Automate This!

4:15 p.m. - 5:00 p.m.
Vinnie Mirchandani, President, Deal Architect, Inc.

Drawing from research from his recent book, Silicon Collar—which looks at a century of automation and its impact on jobs—Mirchandani demonstrates, through a wide series of examples, how it is, in fact, customers, not workers or unions, who are often the road blocks to automation. In doing so, he highlights the importance of getting the perspective of customers as companies look to implement artificial intelligence, robotics, and other automation in their operations and customer-facing processes.

Grand Opening Reception

Grand Opening Reception in the Customer Solutions Expo

5:00 p.m. - 7:00 p.m.

Join your peers as we celebrate the grand opening of the Customer Solutions Expo. Visit with conference sponsors, exhibitors, speakers, and other attendees while enjoying light hors d’oeuvres and drinks. Open to all conference attendees including Discovery Pass and Exhibits-Only pass holders.

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