Insights to Impact: A Practical Design Thinking Framework for Marketing & Sales Growth

SPEAKER: Tony Bynum

APRIL 28, MILWAUKEE: 12:45 p.m. - 1:35 p.m.

APRIL 29, GREEN BAY: 12:45 p.m. - 1:35 p.m.

Session Description

Great marketing doesn’t start with content — it starts with understanding.

In this hands-on session, Tony walks through a simple, repeatable design thinking framework that helps teams move from research and insight to ideas, prototypes, and real-world impact. You’ll learn how to distinguish puzzles from mysteries, set the right ambition level for growth, and design customer experiences that stand out.

Key Takeaways

How to turn customer observations into actionable insights
A step-by-step approach to ideation, prototyping, and refinement
How to align sales and marketing around real buyer needs
Tools for designing experiences that drive trust and relevance
How to move faster without sacrificing strategy

Who Should Attend?

Built for marketing and sales professional teams and business leaders, this session focuses on practical application — helping you clarify your strategy, sharpen your messaging, and create demand by designing with your customers, not just for them.

About Tony Bynum

Tony Bynum, MBA, MDM, is a strategist, educator, and design-led innovation consultant. He is an Associate Professor of Practice Director, ID Executive Academy and a professor of practice, where he helps leaders apply human-centered design to complex business challenges. Previously, he founded the Northwestern Mutual Design Thinking Center of Excellence and served as Principal Senior Director of Experience Design. Tony specializes in bringing design tools into complex organizations to diagnose systemic issues and create practical, scalable solutions that drive relevance, trust, and lasting change.