USCA Sponsors its Annual Sales Research Symposium

Unlocking Sales Potential: Strategies for Growth, Alignment, and
Enablement


Tuesday, March 25, 2025 VIRTUAL 9a-Noon, EST

Read his Bio

Brendan Condon is an industry-leading senior media executive with extensive global
experience in strategic leading, prospecting, evaluating, and acquiring or partnering
with companies of scale across varying media sectors as well as internal start-ups.
He is a sought-after thought leader on developments in multi-platform initiatives
within advertising sales, consumer marketing, strategic planning, operations and
finance. His history of successes managing private equity-backed companies and
public corporations include the creation of B2B brands, successful business
turnarounds, acquisition integrations, and value proposition expansions. Highly
regarded as a change agent, Brendan possesses an innate ability to recruit and
motivate strong performance-based executives and their teams. Brendan brings a
unique C-Suite and Executive Leadership background perspective to his roles having served as CEO, CRO,
EVP, CFO, and Managing Director, International – across Media, AdTech, and MarTech companies.
Most recently, Brendan is serving as an Analyst for the Gartner corporation – specializing in guiding companies
with their go-to-market strategies and elevating their Chief Sales Officer’s operational effectiveness. Prior to
that he was the Global Chief Revenue Officer of the martech firm: GDS Group (www.gdsgroup.com).

Previously, he was the CRO of Captify (www.captify.us) – the world’s leading independent provider of search
intelligence for global marketers and their advertising agencies. In this role, Brendan took the company to new
heights of sustainable and profitable revenues. Prior to that, Brendan was the Chief Revenue Officer for
Comcast Advertising (Effectv). He was recruited to streamline and oversee $2.5 Billion in advertising revenue
across national, regional and local agencies and clients (>25K) covering cross-screen, addressable, audience-
based, linear TV and digital video solutions.

Prior to Comcast, Brendan initiated the process and negotiated the successful sale of the Carlyle-backed
Media Properties Holdings (MPH) company to Zelnick Media and Palladium Equity. As CEO for MPH, Brendan
took the organization from sizable EBITDA losses to an all-time high trajectory level of profitability. He
orchestrated a founder transition, senior management realignment, and a successful transaction of MPH to
Zelnick Media ahead of schedule and above price expectations.

Earlier in his career Brendan assumed various positions of increasing responsibility with Time Inc./Time
Warner Inc./AOL – from summer intern to Executive Vice President. As EVP, he held the principal role in Time
Inc.’s acquisition and leadership of Media Networks, Inc. (MNI) where he grew the firm’s revenues three-fold.
Brendan led the start-up of Custom Publishing and took revenues from zero to $100M+. As SVP/Managing
Director for AOL, he launched the $300M international advertising division across 10 European countries and
Japan. As a divisional CFO, Brendan was the business lead for the AOL acquisitions of advanced advertising
companies: Advertising.com, Third Screen Media, Lightningcast, AdTech, Buy.at and a Tokyo-based joint
venture with the Mitsui Corporation.

He is a contributor to business trades and various digital media outlets as well as a keynote speaker and
panelist at domestic and international television industry conventions, digital media conferences and global
trade shows.

He holds an MBA, Finance from Columbia University and a BS, Mathematics from St. John’s University.
He attended The Courant Institute of Mathematics for Graduate Studies and was a student at the Juilliard
School Masters Division for piano performance. Brendan is an avid and competitive equestrian who also
enjoys golf, running, and fly fishing.

ANYONE who is interested in conducting sales research or advancing sales theory is invited to participate in the Sales Research Symposium.  The symposium is an opportunity to hear from leading sales academics and industry leaders.  Participants will also have an opportunity to engage with our research academicians in smaller break-out sessions.

There is no charge to attend this virtual symposium. Registration is free.

Schedule ( Times are in US Eastern Standard Time)
9:00a-9:10aWelcome and introduction of the speakers
9:10a-
9:45a
Keynote speaker: Brendan Condon from Gartner 
Topic: Driving Growth: The DNA of Top Sales Organizations
Today, CSOs are being asked to do more with less. With 81% of the average sales organization’s budget tied up in personnel, CSOs are searching for new ways to boost productivity and improve seller effectiveness.  This presentation covers the most effective levers to elevate sales performance, including how role and organizational design, culture, and technology can fit together in new ways to unlock seller potential.
9:45a-10:30aSpeaker Panels
(15 minutes per speaker. Q&A in the breakout sessions)
9:45a-10:00a Speaker: Bill Burkart
Topic: Bridging the Chasm Between Marketing and Sales: Practitioner Perspectives.
10:00a-10:15a Speaker: Avinash Malshe
Topic: Helping Sales and Marketing Work Together: Academic Research Perspectives.
10:15a-10:30a Speakers: Ellen Pullins and Katy Gilstrap
Topic: Sales Enablement
10:30a-11:45aBreakout Sessions with the Speakers
There will be three rotating break-out sessions of 25 minutes each with the academic speakers. Participants will be randomly assigned to one room, and the speakers will rotate between the three rooms. 
10:30a – 10:55a Rotation One
10:55a – 11:20a Rotation Two
11:20a – 11:45a Rotation Three
11:45a-NoonConcluding Remarks and Wrap-up

Conference Organizers


Dr. Ravi Sohi
email
University of Nebraska-Lincoln
Dr. Lenita Davis
email
University of Wisconsin, Eau Claire