Nov 30, 12:00 AM UTC 


Sales & Marketing Enablement Workshop: From Digital Strategy to Strategic Account Management


Experienced marketers know that their salesforce can have a greater impact on results than any other element of the marketing mix. The challenge has always been to deploy limited resources efficiently and effectively. Fortunately, today’s digital technologies make it possible to scale diverse resources, enabling the salesforce to manage profitability across a wide range of account types and sizes.

This hands-on workshop will be conducted by two leading academics with practical experience as salesforce managers. Tom Steenburgh is Senior Associate Dean of Executive Education at the University of Virginia’s Darden Graduate School of Business. Mike Ahearne is a chaired Professor of Marketing at the University of Houston and Research Director of the Sales Excellence Institute. Tom and Mike are co-founders of the Thought Leadership on the Sales Profession conference, which brings together leading academics and senior sales leaders to discuss cutting edge practices in sales.

Attendees will learn from direct teaching sessions and interactive exercises how to target and manage profitability from key accounts relationships down to merely transactional customers. Participants will be asked to read a case study on HubSpot and come prepared to explore the use digital sales enablement to nurture smaller accounts. The workshop leaders will also discuss how to cultivate customer relationships, focusing on innovation and co-creation to create, measure, and monitor customer lifetime value.

Who Should Attend?

  • Experienced marketing and sales managers who want to explore the latest thinking on how account strategy is changing
  • Marketing and sales operations professionals interested in digital salesforce enablement
  • Strategic account managers from CPG and other manufacturers tasked with aligning sales resources with corporate strategy and goals
  • Insights professionals who support sales and marketing

Seating for nonmembers is extremely limited!

Please log in here to register

Agenda Description


Please note that this Agenda is for planning purposes only and is subject to change. Please check back soon for additional information.


Thursday, November 30

8:00 – 9:00 a.m. Registration & Breakfast, Convene
9:00 – 9:30 Welcome and Introduction
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:30 – 10:15 The Changing Landscape in Sales
Michael Ahearne, University of Houston
Thomas J. Steenburgh, University of Virginia

We will discuss some of the big-picture trends that are changing the sales environment, including the increased focus on organic growth, the changing balance of power between buyers and sellers, and how accounts are moving toward the extremes of digital service or deep partnerships.
10:15 – 10:30 Break
10:30 – 12:00 p.m. Targeted Account Strategies: Digital Channels to Strategic Partners
How are companies managing a broad spectrum of accounts profitably? This session will cover how digital strategies are being pursued to entice savvy, modern buyers as well as how deep partnerships are being formed to find new growth opportunities.
12:00 – 1:00 Lunch
1:00 – 2:30 A Deeper Dive: HubSpot Case Study
HubSpot faced a dilemma at a critical juncture in its growth. The company had to decide which of two segments to serve – “Owner Ollies” or “Marketer Marys”. Both segments had their merits and it would be difficult to serve both. We will discuss how HubSpot looked at this problem and the path it took once it made a decision.
2:30 – 2:45 Break
2:45 – 3:45 Breakout Discussion Groups
This session will allow participants to discuss the take-away lessons from the day and to share best practices from their own companies. Part of the debate will focus on how to profit from both transactional and strategic relationships.
3:45 – 4:00 Closing Remarks
Michael Ahearne, University of Houston
Thomas J. Steenburgh, University of Virginia

Hotel Accomodations

Please contact for hotel recommendations.

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