SellMasters CEO to Present 'The Perfect Conversation' at SLAM 2006 Conference

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One of the biggest challenges facing today's software sales forces is their ability to have 'perfect conversations' with executive buyers. Too many conversations are centered around value propositions that are not aligned and not tailored to an executive buyer's key business issues and personal motivations. Chris Deren, CEO of SellMasters, will define 'the perfect conversation' and its essential ingredients -- and how software companies can align and optimize their sales, marketing and product teams for them.

SellMasters, the leader in sales performance optimization (SPO) services for enterprise software and technology companies, today announced that Chris Deren, CEO, will speak at The SLAM 2006 Conference: Sales, Licensing, Alliances and Marketing for Software Companies.

Held April 11-12th at the Lincolnshire Marriott Resort in Lincolnshire, IL, SLAM 2006 is set to feature more than 25 sessions, including exhibits and demonstrations focusing on sales strategies, licensing technologies, partnering, growth opportunities, and marketing issues facing software company executives and managers. On Tuesday, April 11th at 10:30 a.m., Deren is scheduled to present “The Perfect Conversation Between Software Buyer and Seller,” a keynote where he aims to shatter conventional thinking about sales training and marketing tools to help software sales professionals become “trusted advisors” in the eyes of executive buyers.

"We're excited to have Chris back as a speaker this year," said conference chairman John Cargile. “He was one of our highest rated speakers at last year’s inaugural SLAM conference, when he presented on selling at the executive level. I'm sure his "perfect conversation" topic will be even more thought provoking and enthusiastically received by this year’s attendees.

Deren is an industry veteran with over 25 years of experience in building entrepreneurial teams. Starting his career in sales and marketing positions at IBM, Xerox and Dun & Bradstreet, Chris has a solid track record in identifying and executing against winning go-to-market strategies. Most recently, Chris held the positions of VP of sales and VP of business development at ServiceSoft and later Broadbase Software (now Kana Software). As employee #6, Chris built the global sales forces that helped the company grow to 550 employees and later be sold for $650 Million. He was also personally responsible for winning, among others, the key accounts of IBM, Intel, Cisco, Motorola, GTE and Wang. Chris has also created successful reseller relationships with EDS and IBM for several companies in the CRM and Mobile Workforce Management space. Chris regularly speaks at industry events on topics ranging from sales coaching, C-Level selling and business leadership to building and sustaining successful reseller relationships with major system integrators and IT outsourcers.

SLAM 2006 is organized by Software Business magazine and produced by Webcom Communications Corp., the magazine's publisher. For more information on this two-day conference and to view the current program, visit the event’s Web site at: For event registration information, contact Marsha Hanrahan at marshah @

About Webcom Communications

Webcom Communications is a publication and information services company based in Greenwood Village, Colorado, that serves advanced technology fields worldwide through its magazines, conferences, Web portals, newsletters, directories and database products. Visit

About SellMasters, Inc.

SellMasters is the leader in sales performance optimization (SPO) services, providing sales training, deal coaching, content and technology designed around today’s sales challenges and years of research. All SellMasters offerings can be customized around a company’s existing sales practices and challenges, CRM system and methodology investments—and conveniently delivered to sales professionals through classroom instruction, real-time coaching and self-paced learning via the Web and mobile devices. Headquartered in Boston, MA, SellMasters serves leading enterprise software and technology companies such as EMC, Symantec, Computer Associates, IBM and Rockwell Collins. Additional information is available at

SellMasters, The Perfect Conversation, and the SellMasters logo are service marks of SellMasters, Inc. All other names and trademarks are the property of their respective holders.


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Dan Cote