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In addition to the business development track, attendees can choose from sessions in three other tracks—sales and positioning, workflow automation and new services. There will also be a keynote address on each of the first two days of the conference.

On Sunday, communications expert and author Sue Hershkowitz-Coore will share practical advice on how to perfect the sales conversation regarding new marketing support ideas, including dealing with skepticism from customers stuck in old paradigms.

Hershkowitz-Coore is the author of two top-selling books on selling, the latest titled “How to Say It to Sell It: Key Words, Phrases and Strategies to Build Relationships, Boost Revenue and Beat the Competition!”

Mark Stevens, CEO of management consulting and marketing firm MSCO and a popular journalist/media commentator, will give a keynote address on Monday. He will share tactics to help graphic communications firms become marketing resources for their clients, who the consultant contends often lack good marketing know-how.

Stevens is the author of many books, including “Your Marketing Sucks,” which challenges the conventional wisdom about marketing tactics and offers a step-by-step approach to analyzing a company’s marketing efforts. His blog, “Unconventional Thinking,” was recently ranked among the Top 10 of all marketing-related blogs.

The DMA will present a one-day version of its well-known Direct Marketing Institute, which is a three-day seminar covering the core aspects of direct marketing and offering step-by-step tactics. The abridged version will cover key marketing principles, effective offers, creative development, database marketing and understanding testing, with an emphasis on mail and the Internet.

Networking is an important benefit of conference attendance, so it will again be part of the formal agenda at Converge in the form of a “Peer Exchange” session during which attendees can learn from one another. There will also be an Innovation Fair where sponsors will present their products and services, and be available to answer questions.

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