• Senior-level sales leaders who work in B2B organizations (this program is not recommended for B2C leaders)
• Leaders in B2B organizations who are associated with customer activity, including line sales, revenue operations, customer success, enablement, marketing leaders carrying revenue numbers, founders and rising commercial leaders
• Companies are encouraged to send two to four people across functions, allowing for greater collaboration across the organization

• Build efficiencies and solutions for your company in real time with AI tool labs
• Empower human and AI partnerships to drive business initiatives
• Streamline sales system process to lead to more efficient business growth
• Create greater collaboration between marketing, sales, customer success and operations functions to better connect systems and products with customer decisions
• Learn the ROI and role applied AI plays in the sales process

• Day 1: Diagnose – See the system your buyer actually meets
  • Map your sales engine end-to-end and identify areas where it breaks
  • An interactive panel with buyers helps uncover how we really make buying decisions and what sellers get wrong
• Day 2: Detect – Find the signal and prepare with context
  • Segments, committees and the signals buyers leave behind
  • Participate in two build labs: the signal router and the AI prep engine
• Day 3: Convert – Earn confidence and de-risk decisions
  • Build a decision confidence brief based on a live deal
  • Learn to use forecasting as evidence, not optimism
• Day 4: Operate – Realize value and run the system
  • Discuss customer health scores, value realization, advocacy loops and the AI-integrated organization (roles, data and delegation)
  • Teams present their 90-day plan developed in the program

Scott Barghaan - Academic Director; Adjunct Lecturer of Executive Education

Craig Wortmann - Academic Director; Clinical Professor of Marketing; Executive Director, Kellogg Sales Institute