Marketing LEADER BREAKOUTS
June 9 1:15-1:45pm
Stop Guessing What’s Driving Growth: Building a Marketing Engine You Can Actually Trust
Transportation & logistics includes dozens of unique selling motions, from truckload capacity and brokerage margins to SaaS subscriptions, marketing services, Freight Forwarding, and multi-year contracts for TM/warehouse operations. As individuals move between organizations, inappropriate cross-pollination of SIP architecture inevitably occurs.
This session breaks down why each sales motion requires distinct incentive design, driven by differences in value drivers, sales cycles, margin structures, customer ownership, and renewal/retention dynamics.
You'll learn the core principles for tailoring plans to:
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Asset/trucking sales (yield maximization, revenue-based)
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Brokerage (high-velocity, margin-based)
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3PL/FF (multimodal complexity, global reach)
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Marketing & services (deliverables, retainer models)
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Software/SaaS (recurring revenue, expansion, renewals)
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Long-term TM/warehouse contracts (consultative, RFP-driven, multi-year)
You’ll leave with a clear framework for evaluating any sales role in the T&L ecosystem and designing sales compensation that motivates the right behavior, drives profitability, and supports long-term customer relationships.
Beth Carroll
CEO, Prosperio Group
Beth is the CEO of Prosperio Group, a compensation development firm that focuses on the strategic management of compensation for global transportation & logistics companies. Beth has over 25 years’ experience developing incentive compensation plans for companies across the globe in a variety of industries. Beth has completed projects with more than 400 Transportation & Logistics companies, in a variety of sectors (asset, non-asset, asset light, etc).
June 9 1:15-1:45pm
The Ghost in the Machine: Growth in the Age of AI Intermediaries
Gartner predicts that by 2028, 90% of B2B buying will be managed by AI agents. For transportation and logistics firms, the "Great Decoupling" isn't just a trend, it’s a brick wall between you and your customers. When algorithms talk to algorithms, how do you break through?
This workshop addresses the existential threat of "The Great AI Disruption." We move beyond reverse-engineering Google’s rules and instead focus on the one thing AI cannot replicate: authentic human resonance.
Participants will explore a framework rooted in applied anthropology and cognitive storytelling to bypass AI gatekeepers. We will dissect how to transform your sales and marketing from "data-driven noise" into "human-driven signal," ensuring your business remains indispensable in an automated world.
Key takeaways:
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How to generate the signals that will capture attention in the age of AI
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What human resources and guidance, you need to arm yourself for success
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A simple framework to align sales and marketing efforts
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Meshach Weber
President, Behavior Designer, Firebrand
Meshach Weber is a tech strategist and marketing leader with over 30 years of experience helping startups, scaleups, and global brands build visibility and long-term momentum. He leverages behavioral science and neuroscience to create high-performing and humane digital experiences and marketing campaigns.
June 9 2:00-2:45pm
Stop Guessing What’s Driving Growth: Building a Marketing Engine You Can Actually Trust
Most marketing teams aren’t struggling with effort. They’re struggling with clarity.
There’s no shortage of campaigns, content, or ideas, but it’s often unclear what’s actually driving revenue versus what’s just creating activity.
This session focuses on helping marketing leaders step back and evaluate what’s really working across their strategy, measurement, and conversion efforts. The goal is to move from scattered efforts and disconnected metrics to a marketing engine that is intentional, measurable, and aligned with growth.
Expect practical conversation, real scenarios, and a working session that helps leaders make clearer decisions about what to keep, what to fix, and where to focus next.
Meet the speaker
Beth Carroll
CEO, Prosperio Group
Beth is the CEO of Prosperio Group, a compensation development firm that focuses on the strategic management of compensation for global transportation & logistics companies. Beth has over 25 years’ experience developing incentive compensation plans for companies across the globe in a variety of industries. Beth has completed projects with more than 400 Transportation & Logistics companies, in a variety of sectors (asset, non-asset, asset light, etc).
Beth holds a BA from Bucknell University, an MA from The University of Chicago, an MBA from Northwestern University, and is a World at Work Certified Sales Compensation Professional.
Beth is the author of Taming the Compensation Monster: Using Freight Broker Compensation to Drive Urgency, Performance, and Profits which is available on Amazon in soft cover, audio and kindle editions.
Rich Smith
Chief Marketing Officer & Growth Strategist, Rich Smith Media
Rich Smith is a senior marketing executive with over 25 years of experience as a Chief Marketing Officer, growth strategist, and P&L owner across financial services, healthcare, fintech, and technology-driven organizations. He specializes in data-driven marketing leadership, revenue growth, and aligning marketing strategy with enterprise business objectives. Rich has led high-growth initiatives, turnarounds, and digital transformations, integrating brand, performance, and customer insights to drive measurable impact. His work focuses on practical frameworks, executive decision-making, and real-world lessons that elevate marketing’s role as a true growth engine in both B2B and B2C environments.