DAY ONE | TUESDAY, JULY 23
7:30 REGISTRATION & WELCOME COFFEE
8:20 CHAIRPERSON’S OPENING REMARKS
8:30 KEYNOTE PANEL: DECODING THE ROLE OF SALES ENABLEMENT IN THE MEDICAL DEVICE INDUSTRY
- Outline the current organizational structures of enablement teams
- Determining key responsibilities and goals for enablement executives
- Garnering buy-in from relevant cross-functional team leadership
- Impact of enablement teams on overall sales effectiveness
Martin Osborn, MEDTRONIC
Zeke Zielinski, ABBOTT, SMMG MEDTECH
Steve Paul, BREG
Taebah Khan, ACTO
9:15 BUILDING A VALUE STORY: SHOWCASING THE BENEFITS OF DEPLOYING SALES ENABLEMENT STRATEGIES
A high performing sales team within medical device organizations is a critical component to ensuring product differentiation and adoption in this highly competitive market. While many companies invest in traditional marketing programs and sales training, they are not leveraging sales enablement strategies and tools that can ultimately lead to shorter sales cycles and more committed customers. To justify the enablement investment, it is critical to show how the practice can lead to value-driven engagements and incorporate innovative technologies that elevate the customer experience. To ensure success, the investment must be rationalized through ongoing sales productivity measurement and have the commitment of all cross-organizational teams.
Greg Wolfe, Director of Sales Enablement, IRHYTHM TECHNOLOGIES, INC
10:00 TAMING THE 3 HEADED SALES ENABLEMENT DRAGON
How to master your people, process and technology in three easy steps.
Dustin Kenyon, Chief Operating Officer, SOLOFIRE
10:30 COFFEE AND NETWORKING BREAK
11:00 CASE STUDY: EXPLORING THE IMPACT OF ESTABLISHED SALES ENABLEMENT TEAMS ON INTERNAL OPERATIONS
As the medical device industry continues to explore the value and impact of a formal sales enablement team on a company’s overall profitability, it is essential for executives to review how others have launched and integrated optimization efforts and the results of those initiatives. Beyond the foundational elements of sales enablement; strategy and execution, a third element; analytics is critical. While determining necessary resources and proper re-configuration of team responsibilities are very important, the ability to leverage the sales enablement function to produce meaningful business insight/foresight opens the door to business revenue enablement, the next step in the sales enablement journey. Practical business metrics and tools to enable and quantify improved business outcomes can be powerful factors when reviewing the need for a formal sales enablement team.
Dave Manning, Director, Global Commercial Excellence, ORTHO CLINICAL DIAGNOSTICS
11:45 ELEVATE: ADVANCED STRATEGIC THINKING FOR SALES LEADERS
New research shows that the No. 1 cause of business failure is bad strategy, and only 3 out of every 10 managers are strategic. This results in silos, fire drills, too many priorities, and the inconsistent understanding and execution of strategy. The group will learn how to apply the 3A Strategic Thinking Framework along with practical strategy tools to set direction, make strategic trade-offs and rise up out of the tactical weeds of the business.
Rich Horwath, Founder & CEO, STRATEGIC THINKING INSTITUTE
12:30 LUNCHEON FOR ALL SPEAKERS, SPONSORS & ATTENDEES
1:30 SALES READINESS, NOT SALES TRAINING: MEASURABLE SALES CAPABILITY FOR COMMERCIAL AND FIELD EFFECTIVENESS
Selling value, staying compliant and current in the field requires a next-generation approach to onboarding, on-going training, certification, and in-field coaching across field, national and corporate account teams. Learn from Endologix about how their partnership with MindTickle is transforming traditional sales training across product launches, sales onboarding and field updates into a sales readiness strategy incorporating best practices from other industries. This presentation will showcase programs, methodologies, and practical steps for transforming your own approach to sales readiness and enablement.
Tom Griffin, Senior Director, Commercial Strategy & Execution, ENDOLOGIX
Gopkiran Rao, SVP Strategy and GTM, MINDTICKLE
2:15 PANEL: PROMOTING CROSS FUNCTIONAL COLLABORATION FOR SUCCESSFUL SALES OPTIMIZATION
- Currently implemented departmental processes promoting effectiveness
- Departments supporting internal sales optimization strategies
- Strategies for filtering optimization responsibilities to enablement team
- Streamlining transition from siloed processes to centralized enablement
MODERATOR: Jim Patchen, BIGTINCAN
Steven Barringer, BIOVENTUS
Kelly Clem, BD
Jason Gwilliam, BTG
2:45 COFFEE AND NETWORKING BREAK
3:15 – 5:30 OUTSIDE INDUSTRY PERSPECTIVE: BEST PRACTICES IN LAUNCHING ENABLEMENT TEAMS
The functionality of enablement teams is a growing trend within the medical device industry and manufacturers are currently exploring a variety of considerations surrounding the transition to a sales optimization model that will impact internal organizational structures and long-term ROI. A critical area of evaluation for many executives is to look at how industries with more established enablement teams approached implementation and the subsequent outcomes on overall returns. Through rapid-fire case study presentations, medical device companies will be able to gain knowledge on how organizations have navigated sales enablement department launches in order to ensure seamless sales operations.
3:15 CASE STUDY ONE: WELLS FARGO
Marvin Spears, SVP & Global Head, Commercial Excellence, WELLS FARGO
3:45 CASE STUDY TWO: EPSILON
Kathy Kimmel, Senior Director, Sales Enablement, EPSILON
4:15 CASE STUDY THREE: FUJIFILMS
Terence Mitchell, Director of Marketing Communications & Sales Enablement, FUJIFILM GRAPHIC SYSTEMS
4:45 Q&A PANEL DISCUSSION: INSIGHTS FROM ESTABLISHED SALES ENABLEMENT PROGRAMS
This panel discussion will bring together the presenters from the outside industry perspective module for a closing 30 minute Q&A session with program attendees.
MODERATOR: Jake Braly, HIGHSPOT
Marvin Spears, WELLS FARGO
Kathy Kimmel, EPSILON
Terence Mitchell, FUJIFILM GRAPHIC SYSTEMS
5:30 END OF DAY ONE CONFERENCE