Drs. Rob Hammond is a practitioner scholar with over 30 years of experience with some of the world's most iconic global companies including Microsoft, Motorola, Sprint, and General Dynamics. Rob is a doctoral candidate at the Muma College of Business, University of South Florida, with expected graduation in 2017. Building on his experience in sales, marketing, product, and engineering Rob's research seeks to explain the actors and processes that impact sales transformation with the goal of creating Transformed Sustainable Sales Organizations. Rob holds two master's degrees, an MBA from the Lake Forest Graduate School of Management in Lake Forest, Illinois, and a Master of Science in Engineering from West Coast University in Irvine, California. Rob began his academic journey with undergraduate degree in electrical engineering from Purdue University in West Lafayette, Indiana. Rob also holds five patents.

Informing is the core of change and communication. This session examines conceptual schemes that illuminate the intrinsic challenges of Experts Informing Experts. Expert status exists on multiple levels in Academic – Business, Consulting – Business, Academic – Business, and interactions within Business and Academy informing activities. Concepts from Informing Science in Complex Systems and Cognitive Science are applied to practitioner scholar research being used to inform sales managers planning a sales transformation.