Building the Case for Change

PROGRAM DESCRIPTION

Join Sales Assembly and Jen Allen-Knuth,  Founder of DemandJen, for Building the Case for Change, part of the Complex Selling certification.

This program focuses on how to create urgency in the sales process by helping buyers recognize when their current approach is no longer sufficient. Participants will explore how to shift away from pitching solutions and instead identify the real business problems, risks, and missed opportunities that make change necessary.

Designed for revenue teams navigating complex deals, this session helps participants more effectively challenge the status quo, build stronger internal alignment with buyers, and move opportunities forward with greater clarity and momentum.

GENERAL PROGRAM INFO

New for 2026: This program has been developed by one of our Executives-in-Residence (in collaboration with Sales Assembly), meaning new content and takeaways. Even if you’ve completed this program in past years, if you decide to take this program again in 2026 you’ll gain fresh insights and strategies.

The content of this, and all of our programs, is designed around specific elements, frameworks and strategies needed to build proficiency within the skill.

To earn your certification for this skill, you must complete all required live programs and fulfill participation requirements (you must be live on the zoom for at least 40 minutes). Programs can be completed in any order and at your own pace, offering flexibility to fit your schedule.

ADDITIONAL INFO TO KNOW

This program is open to all employees of Sales Assembly member companies. You must be logged into your Sales Assembly account to RSVP for this program. If you need help logging in or need help setting up your account, please email support@salesassembly.com.

All registrants of this program comply with our Terms and Conditions.