2016 Annual Forum-The Changing Customer Contract: A New Role for Sales

By: Gary Tubridy Chief Sales Executive Events, Revenue Growth Strategy

Today, empowered customers acquire their own product knowledge and expect vendors to offer something more. Gone are the days of growth through relationship development and product feature distinction. Sales leaders need to transform their organizations from promoting things to delivering value. To reach and influence this new breed of buyer, sellers must offer something compelling.

  • An insight into their particular business
  • A unique solution to a vexing problem
  • A willingness to help implement complex solutions and participate in the results it produces

Alexander Group’s Chief Sales Executive Forum, November 16 – 18, will help sales leaders better understand this Changing Customer Contract and the steps they must take to create a New Role for Sales.

At the 2016 Chief Sales Executive Forum, we’ll explore how functional walls are toppling as sales partners with marketing, operations, finance and customer success to design new services, compelling value propositions and innovative coverage.customers-informed-and-empowered The Forum will explore what great sales organizations and their leaders are doing to meet the terms of the new customer contract. That means examining how sales organizations are building a “revenue generation engine” that seamlessly meshes the skills of sales, operations, marketing and service to deliver:

a. Products that buyers want
b. Messages that resonate with them
c. Value that leads to loyalty

In particular, the Forum will explore how growth-minded sales organizations…

  • Team more closely with Field Marketing to:
    ·Better define segments based on customer need
    ·Exert more influence over marketing promotion and lead generation
    ·Craft value propositions that resonate with emerging customers
  • Build more robust sales ops functions to improve targeting and enable precision selling
  • Acquire and innovatively deploy deep, relevant business expertise
  • Dialog with product marketing to better influence the product pipeline
  • Engage with the C-suite to integrate the customer point of view into strategic planning

At the Forum, attendees will also see how, in this new role, the Sales function contributes value across the entire customer experience. It…

  • Informs new product development
  • Shapes value propositions
  • Translates broad market segments into actionable revenue segments
  • Builds the routes to market that deliver the right value to the right customers
  • Helps harvest innovative solutions and IP for scale
  • Helps customers realize the benefits they were promised

This is the new role for sales…leading a sustainable revenue generation engine.

At the Forum, a qualified network of revenue-focused leaders will explore what it takes to build such a revenue generation engine with multiple, interactive sessions, including…

  • Best practice research findings from Alexander Group’s most recent sales productivity and sales strategy surveys
  • Keynote presentations of sales transformation stories and new go-to-Customer sales models
  • Cross-industry panel discussions addressing important growth imperatives
  • Interactive executive roundtables with invaluable practical takeaways
  • The unprecedented opportunity to network with 200+ corporate revenue-focused leaders across multiple industries

Learn how sales leaders are building their revenue generation engine. See what’s planned for 2017 while you test your ideas, thinking and solutions firsthand at the #1 Chief Sales Executive Forum–the only event designed and produced for revenue growth leaders.

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Gary Tubridy

Gary Tubridy is a senior vice president of the Alexander Group and the general manager in charge of the firm’s management consulting business. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis in technology and medical products industries. Gary has deep expertise in diagnosing sales management issues and helping clients execute action plans to improve results. His research is focused on best practices of leading sales organizations in North America with particular emphasis on sales force transformation and the role of sales leadership. He leads the Alexander Group executive events series and hosts the Operations and Executive Forums. He is one of three founding stockholders of the Alexander Group.


Gary has been with the Alexander Group for over 35 years. Prior to that, Gary was in sales with the IBM Corporation. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.


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