your digital team


your story


your customers

September 8th, 2022 | The Westin Waltham Boston, MA

save your seat

Modern sales teams must execute smarter, be more compelling, and articulate the value throughout the entire customer journey to be best in class. salesDisrupted, powered by B2B DecisionLabs, will level up your leadership and selling skills in a one-day, research-focused event.

together, we will Disrupt Sales by focusing on...

Convert your traditional field and channel sales teams to modern digital selling machines

Upgrade your inside selling teams to execute more complex, solution-based sales cycles

Develop more disruptive, differentiated messages that drive decisions

Deliver more memorable presentations and conversations that win

Execute more consistent, persistent digital engagement

Articulate value across the entire customer-deciding journey

Click to view the full agenda

Thursday, September 8 | 8:00 AM - 9:00 AM

Registration & Expo Open

Thursday, September 8 | 9:00 AM - 9:15 AM

Thursday, September 8 | 9:15 AM - 9:45 AM

The Neuroscience of Attention

Prominent researchers in neuroscience, economics, and business administration agree: One of the most important factors for success is attention. This is because attention paves the way to memory and decision-making. But getting the attention of customers is becoming increasingly challenging, especially in virtual settings.

In this session, you’ll learn the results from Dr. Simon’s most recent neuroscience research, during which she studied buyers’ brains to find practical answers to questions such as:

• Does a picture always lead to more attention and better memory?
• Are extra details in complex sales detrimental or desirable for sustaining attention?
• Which Zoom background keeps your virtual audience more focused?

Dr. Carmen Simon
Chief Science Officer | B2B DecisionLabs

Thursday, September 8 | 9:45 AM - 10:15 AM

Research Implications Working Session – Opportunity to Apply the Research

Thursday, September 8 | 10:15 AM - 10:30 AM

Tech-Driven Data Insights Booster - Can AI be more effective than a rep?

During this tech-driven data session, Professor Joel Le Bon, PhD will share results of recent research conducted by Johns Hopkins University’s Science of Digital Business Development which analyzed the effectiveness and efficiency of using AI to schedule sales meetings for BOTH the buyer and the seller.

Expect to hear results that address the parts of selling that waste time, add no value, and only create busy work.

To take it a bit deeper, you'll learn what the research says about ways AI can do this work more efficiently and effectively, no matter what the lead source or the seniority level of the rep.

Joël Le Bon, Ph.D.
Marketing & Sales Professor, Executive Director, The Science of Digital Business Development | ​Johns Hopkins University, Carey Business School

Thursday, September 8 | 10:30 AM - 11:00 AM

Break in the Expo

Grab a coffee and snack in the Expo while taking a look at the latest tools, technologies, and services offered by the salesDisrupted exhibitors!

Thursday, September 8 | 11:00 AM - 11:30 AM

Acquiring Prospects vs Expanding Customers is Not One-Size-Fits-All

Recent research shows how different selling and buying situations require a distinct approach for maximizing growth.

During this session led by Doug Hutton, you'll learn practical frameworks for:

- Prospect Acquisition - Why Change?
- Customer Retention - Why Stay?
- Upsell/Cross-sell Why Evolve?
- Win-Backs - Why Return?
- Customer Problems - Why Forgive?

Doug Hutton
EVP, Customer Experience | B2B DecisionLabs

Thursday, September 8 | 11:30 AM - 12:00 PM

Research Implications Working Session – Opportunity to Apply the Research

Thursday, September 8 | 12:00 PM - 12:15 PM

Tech-Driven Data Insights Booster - 5 Things That Separate the Best Sellers from The Rest

What is it that separates great sellers from the rest? By analyzing millions of data points gathered through sales engagement technology, five seller actions rise to the top to explain the gap between high performers and low performers. During this Tech-Driven Data Insight session, you’ll hear the results of this analysis and how you can improve your own teams during a discussion between Dr. Bryan Hochstein, Associate Professor of Marketing at the University of Alabama, and Derek Grant, SVP of Market Strategy from Salesloft.

Derek Grant
SVP of Market Strategy | Salesloft
Dr. Bryan Hochstein
Associate Professor of Marketing | University of Alabama

Thursday, September 8 | 12:15 PM - 12:20 PM

Looking Ahead...

Before heading to lunch and afternoon sessions we will briefly recap the learning from the morning and discuss additional membership benefits including the 2023 Leadership Summit.

Bob Perkins
Founder & Chairman | AA-ISP
Nicci Nesmith Hammerel
GM Research and Advisory | B2B DecisionLabs

Thursday, September 8 | 12:20 PM - 1:30 PM

Lunch in the Expo

Grab your lunch in the Expo and explore the latest tools, technologies, and service providers.

Thursday, September 8 | 1:30 PM - 2:30 PM

Rep Track: Developing and Delivering More Memorable Virtual Presentations

Decisions are often made long after your presentation takes place online. How do you inspire and install differentiated, precise memories in your buyer’s minds that they recall favorably at the moment of truth? Dr. Carmen Simon will share ways you can create unified memories that drive consensus among multiple decision-makers!

Dr. Carmen Simon
Chief Science Officer | B2B DecisionLabs

Manager Track: Coaching Approaches for Improving Your Team’s Customer Conversations

It’s not your products, processes, or tech stack that make the difference between high and low sales performers. It all comes down to their ability (or inability) to articulate value when their lips are moving in customer conversations. During this session, Doug will teach ways you can make them great where it counts – their meetings and messages.

Doug Hutton
EVP, Customer Experience | B2B DecisionLabs

Executive Track: Case Study: Moving from Outside Field or Channel Sales to Digital Inside Selling Motions

Every company that has been relying on expensive outside direct sales teams or channel partners is re-evaluating the possibility of converting that approach to a more cost-effective, highly-productive digital selling team.

During this session, Frank Pinder will share two case studies where large companies are taking multi-billion dollar outside revenue teams and bringing them inside.

Frank Pinder
Executive Advisor and Researcher | B2B DecisionLabs

Thursday, September 8 | 2:30 PM - 2:45 PM

Short Break

Take a quick break before heading into the second workshop!

Thursday, September 8 | 2:45 PM - 3:45 PM

Rep Track: Displacing Your Competitor by Disrupting and Defeating Your Prospect’s Status Quo

The hardest job in selling is dislodging an incumbent competitor. Yet, the main focus for most digital sales teams is new business development/new logo acquisition.

In this session you will learn several unexpected concepts – backed by research – for introducing unconsidered needs, not just discovering known needs, using the DIQ approach; and, how to make the status quo unsafe enough to create urgency and uniqueness that convinces prospects they need to change and choose you.

Nicci Nesmith Hammerel
GM Research and Advisory | B2B DecisionLabs

Manager Track: Making Your Reps More Effective Across the Entire “Deciding Journey”

As digital sales cycles become more complex and your teams engage multiple buyer types they must be confident and competent to master the big three deciders:

1) The Champion who helps you create the opportunity
2) The Executive who makes the buying decision
3) The Purchasing agent who negotiates the contract.

Discover some counter-intuitive, research-backed ideas for improving your team’s performance with each one.

Doug Hutton
EVP, Customer Experience | B2B DecisionLabs

Executive Track: Selling is Really Customer Success. The Emerging Strategic Role of CS in Sales

Engage in three executive roundtable discussions concerning alignment between Sales and Customer Success, facilitated by top Customer Success researcher and consultant, Dr. Bryan Hochstein. Through a lens of corporate benchmark research, each mini session will focus on a segment of Customer Success practices that integrate sales teams to drive revenue more effectively: Customer Health Scoring, Lead Qualification, and Business Reviews.

You’ll learn how top companies are implementing Customer Success to reshape their account management strategies and re-focus their commercial teams to maximize customer retention and expansion.

Dr. Bryan Hochstein
Associate Professor of Marketing | University of Alabama

Thursday, September 8 | 3:45 PM - 4:00 PM

Break in the Expo

Thursday, September 8 | 4:00 PM - 4:45 PM

Selling on a Cadence Instead of an Expense Account

Every level of selling is discovering the power of a consistent, persistent approach to multi-channel, multi-touch messaging and content as part of the disrupted digital buying journey. Join researcher Frank Pinder as he shares recent real-world, controlled field trials showing how 75% of meetings occur after the vast majority of salespeople have stopped reaching out. Learn the optimal number and touch types, including the most effective messaging and content assets at each touch.

Frank Pinder
Executive Advisor and Researcher | B2B DecisionLabs

Thursday, September 8 | 4:45 PM - 5:00 PM

Tech-Driven Data Insights Booster - The Future of Virtual Sales and How AI Can Improve Our Ability To Sell

With limitless access to knowledge and information, empathy and trust now play a critical role in shaping purchase decisions and gaining the time and attention of buyers. During this session, Entrepreneur and Director of Uniphore Video AI, Maria Pacovi will discuss Emotional Intelligence in our ever-connected world as well as the impacts improved EQ can have on our sales performance, predictability, talent retention, and bottom line.

Expect to learn ways AI can augment human capabilities to improve Self Awareness, Self-Regulation, and social awareness in our virtual environments to improve empathy, trust, and overall sales performance.

Maria Pocovi
Sr Director Video AI Business | Uniphore
Dr. Carmen Simon
Chief Science Officer | B2B DecisionLabs

Thursday, September 8 | 5:00 PM - 5:20 PM

Closing Keynote - The Customer Success Sales Organization

Synthetic Customer Vision: What if you could see your organization as your customers do—without needing to ask? Dr. Bryan Hochstein introduces new high-velocity customer insights that make it possible for you to know what you can’t see. Learn how data-driven “synthetic vision” helps address the needs your customers may not even know they have.

Dr. Bryan Hochstein
Associate Professor of Marketing | University of Alabama

Thursday, September 8 | 5:20 PM - 5:30 PM

Thursday, September 8 | 5:30 PM - 7:00 PM

Happy Hour with the Sponsors

salesDisrupted FAQ

Who should attend?
Sales professionals & leaders of all levels will find value in attending this event. salesDisrupted is designed to provide you with new skills and ideas based on Research & Testing. This conference won’t teach theory, we are here to disrupt the status quo by focusing on results. Visit the agenda to see all topics, tracks, and research takeaways.
What is the price?
  • Member Pricing: $395

(Not a member yet? No problem. The $145 membership fee will be added to your order at checkout. Learn about the Benefits of AA-ISP Membership here)

Are team discounts available?
Yes! If 4 or more from your organization plan to attend the event, please contact AA-ISP to receive the best rate possible!
What does my registration include?
All conference content and materials, access to the event networking app, beverages throughout the day, breaks, boxed lunch, as well as Happy Hour drinks and hors d'oeuvres are included with your registration.
Where is the conference?
All sessions will take place at The Westin Waltham located at 70 Third Avenue,Waltham, USA, Massachusetts 02451
I’m traveling to the event, where should I stay?
This event will be held at The Westin Waltham. The AA-ISP Room Block has expired, but rooms may still be available.

To book a room online, please click the button below, or call 888-627-8455. If you have any questions, please contact the AA-ISP Event Manager here.
Which airport should I fly into?
Logan International Airport is approximately 20 miles from The Westin Waltham. Consider Uber or Lyft for quick transfer from the airport to the conference!
Are sponsorship opportunities available?