Track Sessions


Continual changes in the buyer’s journey, new and emerging sales technologies, changing demographics in the workplace and evolving business models are impacting the roles, responsibilities and competencies needed in today’s b-to-b sales organizations. Chief sales officers, sales operations and sales enablement are tasked with recognizing and adapting to these changes while continuing to improve sales productivity. In this track, we will discuss key trends shaping the future of sales and show how sales leaders can implement best practices that drive alignment, engagement and growth.

Sales Enablement Functional Design: One Size Never Fits All

Presenters: Heather Cole, Nancy Maluso

As the organizations that surround them grow and change, sales enablement functions must evolve to remain relevant. So while there is no single functional structure to adhere to, enablement leaders must understand a common set of variables that guide how they build and operate their function to deliver maximum value. This presentation will provide the following benefits:

For sales:

  • Understand the critical factors that impact prioritization of sales enablement efforts, as well as organizational structure, span of control and metrics
  • See an execution framework that facilitates the customization of sales enablement strategy and functional design
  • Experience SiriusDecisions client examples that illustrate how attributes drive priorities and structure


Aligning Sales Coverage and Compensation with Audience-Based Strategies

Presenter: Dana Therrien

In addition to segmenting their go-to-market models by geography, product, channel and account type, b-to-b sales and marketing leaders are increasingly experimenting with audience-based segmentations that better enable them to appeal to buyers. The success of any go-to-market model hinges on compensation plans based on well-designed sales roles, a pay mix specific to each role, performance measures that drive the right sales behavior and crediting rules that reward salespeople at critical buyer’s journey inflection points. This presentation will provide the following benefits:

For sales:

  • Gain an understanding of traditional go-to-market models and new audience-based approaches
  • Hear advice on making go-to-market model decisions based on market maturity and other factors
  • See a model that aligns sales and marketing compensation plans with joint go-to-market decisions

Programs of the Year: Sales

Facilitator: Peter Zink

The one question that SiriusDecisions analysts get most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer this question in the moment, but also to bring examples to our Summit attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For sales:

  • See which sales programs our analysts have chosen as best-in-class
  • Hear from the clients who developed these programs, who this year will present their own winning stories

Long-Term Competency in a Short-Term World: Building Skills That Last

Presenters: Heather Cole, Amanda Jensen

While intensive, curriculum-based sales training programs still have their place in the overall learning continuum, between 87 and 93 percent of traditional learning is forgotten within 30 days unless it is reinforced or used on a daily basis. The challenge is how to drive learning and skills development into the daily routine of sales reps in a meaningful, lasting way. This presentation will provide the following benefits:

For sales:

  • See a new competency-aligned execution framework that will help foster continual learning
  • Understand proven approaches for integrating bidirectional learning into reps’ daily workflow
  • Learn how new processes can amplify the impact of sales enablement technology

The Sales Operations Sunburst, One Year Later

Presenters: Steve Silver, Dana Therrien

At our 2016 Summit we introduced the SiriusDecisions Sales Operations Sunburst model, which defines sales operations’ seven primary accountabilities. This year, we will share new research that maps sales operations variations across firmagraphic variables using the Sunburst, and how sales and sales operations leaders can develop a roadmap and investment plan for evolving operational capabilities. This presentation will provide the following benefits:

For sales:

  • Gain an understanding of the factors that influence required sales operations capabilities
  • See new research that shows how companies are investing in sales operations
  • Understand a process and tool for developing your own unique sales operations evolutionary roadmap