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Don't "check-the-box": Five ways to design an account planning program that actually works
Account and opportunity planning practices have been a sales team staple for decades - and for good reason. Organizations who do them well boast better win rates and more reps achieving quota. Unfortunately, despite the potential, few organizations truly maximize the benefits of these tools and processes. Too often, account plans are “check-the-box” exercises in which a seller is coaxed (or mandated) to fill out a form with varying levels of completeness and consideration. After a first pass, time-starved sellers don’t go back to revisit their efforts. Account plans then function, at best, as early-stage organizers versus meaningful catalysts to close bigger deals, faster.

Join our panel of experts as we mine recent buyer research and loads of first-hand practitioner experience for ways to overcome these hurdles. In the webinar we will share best practices for:
*What to include in an account plan
*How to install account planning as a discipline
*Where to get the information needed to fuel a plan
*What to do with a plan once it’s built
*How to avoid common pitfalls which limit success

Our Panelists:
Seleste Lunsford - Chief Research & Strategy Officer, Emissary
Matt Hawk, PhD - Director of Sales Enablement, Databook
Jacobo Crespo - Area VP, Sales GTM Strategy for the Americas, BMC Software
Kevin Jordan - Director, Sales Performance, Databricks

Jun 9, 2022 11:00 AM in Eastern Time (US and Canada)

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Seleste Lunsford
Chief Research and Strategy Officer @Emissary
A leader in the B2B sales performance industry for over 25 years, she conducts original research, distilling the experiences of Emissary’s thousands of executive advisors into actionable insights for sales and marketing leaders. Prior to Emissary, she ran research organization CSO Insights, served on the Executive Team of Miller Heiman Group. and led the global sales consulting practice at AchieveGlobal.
Matt Hawk, PhD
Director, Sales Enablement @Databook
Matt Hawk PhD is Director, Sales Enablement. Prior to Databook, he was Vice President of Instructional Design, Sales Process, and Training Delivery at Synchrony, where he built their first enablement ecosystem. Matt began his sales career at Gartner and has over 15 years’ experience delivering enablement solutions for clients including American Express, DIRECTV, Google, MetLife, Microsoft, and Toyota. He is co-author of the book, Next Level Sales Coaching: How to Build a Sales Team that Stays, Sells, and Succeeds (Wiley, 2020). Matt earned his doctorate from Yale University in comparative religion, focusing on communal narratives and their role in intergroup conflict.
Jacobo Crespo
Area Vice President, Sales GTM Strategy for the Americas @BMC Software
Jacobo joined BMC in November of 2014 and is currently the Area Vice President for Sales GTM Strategy for the Americas. Jacobo is an established sales leader that has been fortunate to participate in helping transform some of the world's largest digital enterprises. He is currently responsible for launching and developing strategic initiatives within the sales organization to help grow BMC's business through direct field sales teams, inside sales, consulting services, and channel partners. BMC's sales organization focuses on identifying and solving customer challenges that drive revenue, reduce cost and risk, and improve IT's contribution to the business. Previously to BMC, Jacobo co-founded Nuubo, -a wearable medical device company that helps diagnose cardiac arrhythmias faster and more efficiently than traditional technologies-. He also had executive roles in Sybari Software (acquired by Microsoft in 2005) and Research in Motion (RIM | BlackBerry).
Kevin Jordan
Director, Sales Performance @Databricks
Working in the software space for over a decade, Kevin Jordan has helped companies scale as a leader in sales enablement. Kevin has experienced a wide range of roles across marketing, sales operations, direct sales, and sales strategy. He has taken that experience to help coordinate Go-to-Market teams at Databricks improve efficiency and drive productivity. He has been with Databricks for over three years creating scalable programs, improving the field’s selling tools, and equipping sellers with the right resources and knowledge to make their customers successful. Kevin is passionate about helping teams make data-driven decisions to achieve success.