An Axe & Arrow Proposal Prepared For:

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Crystal Edwards
Senior Sales Executive
​The Westin Peachtree Plaza, Atlanta
Axe & Arrow is a premier leadership development consultancy dedicated to the "human side" of organizational performance. We specialize in transforming professional expertise into behavioral mastery through a methodology we call Mindset + Movement. This approach moves beyond theoretical awareness to deliver high-utility, "Monday-ready" frameworks that leaders can apply immediately to drive results.

What is the presenting need?

Following the AI as Your Collaborative Partner session at Marriott Exchange 2026 in Indianapolis, The Westin Sales Team reached out to see how they could use AI to upskill their sales teams at The Westin Peachtree Plaza and CRH cluster properties. The team is using AI — primarily Microsoft Copilot — for routine tasks like email drafting and document updates. The goal now is to move from passive to productive: to use AI as a real sales accelerator, not just a proofreader.  Potential event dates are August 17th & 18th.  Location: Atlanta.

Challenges:
  • The team has AI access but lacks a framework for applying it to high-value sales work — solicitations, prospect research, and account strategy.
  • Skill levels vary significantly across the group; a one-size-fits-all demo risks losing either end of the room.
  • With Copilot as the default tool, the team is curious about what else might be possible — but hasn't had structured exposure to broaden their toolkit.
 
Goals:
  • Leave with three immediately usable AI workflows built around the real work the team does: prospect sheets, solicitations, and account research.​
  • Understand how to prompt effectively — not just copy and paste, but actually collaborate with AI to get better output faster.​
  • Shift the conversation from 'is this allowed?' to 'here's what's possible' — and leave with the confidence to experiment.

​Opportunity:
  • Your team spans corporate, association, catering, and group markets across four CRH properties — the right session can unlock a shared language and toolkit that travels across all of them.
Ingrid and her team exceeded all expectations when upskilling our Talent Enablement Team of 300 with the skills to Build Strategic Partnerships.

Her program divided the teams into cohorts of 20 and took them through three unique experiences.  Her three separate modules were the highest rated live training of 2023 across Pinterest.  The Axe & Arow content is the right mix of science based theory, playful activities and surgical application for our Pinterest associates.  Every exercise feels relevant and no time is wasted.  Ingrid's team was able to manage the communications and schedules for over 300 of our people with no complaints. 

Ingrid is a joy to work with and remains a valuable partner for our team.
- Charlie Hall, Global Head of Talent Enablement, Pinterest
"I've now partnered with Axe & Arrow on two large events for our entire team of 120 pharmaceutical sales leaders.  Ingrid was an excellent collaborator, engaging in multiple discussions with our team to make sure the content was tailored to our specific needs.  She asked the right questions and steered us in the direction that resulted in an 80% Very Good to Excellent session rating.  Our teams consistently talk about her events and value they got from her thoughtful delivery.  As a company, we have seen sustainable change in the effectiveness of team dialogues under Ingrid's ongoing support. "
- Alex Davis, Biosimilars Director, Brand Marketing Strategy, Organon Pharmaceuticals

What is the suggested solution?

The AI Lab
Efficiency & Workflow Optimization:
This lab bridges the gap between high-level technological vision and daily operational reality. We move beyond the "hype" of AI to address the most critical shift required in the modern workplace: relearning how to learn. By reframing "prompting" as a core communication skill—we transform AI from an intimidating tool into an indispensable planning partner.
  • The Mindset Shift: Engage in a "human moment" that reframes AI prompting as clear, specific communication, empowering planners to engage with the tool rather than passively observing it.
  • Live Applied Demos: Witness three real-time, high-speed workflows—personalized outreach, survey-to-summary synthesis, and first-pass RFP drafting—each completed in under two minutes.
  • Expert-Peer Exchange: Participate in facilitated "Question Labs" where experienced users share advanced tactics and newer users gain confidence through peer-led insights.
​
Outcome: Attendees leave with a "Prompt Library" and three immediately usable workflows that reclaim hours of administrative time each week.
BLOCK
WHAT HAPPENS
WHY IT MATTERS
Fear Audit
5 min
A fast, honest read of where the room actually is with AI — from 'I use it daily' to 'I'm not sure where to start.' No shame, just data. The session calibrates from here.
Prevents the presenter from pitching to one side of the room. Everyone feels seen.
Experience Scan
5 min
Quick show of hands: which tools are you using, what for, and how often? Copilot, Claude, ChatGPT — what's in the room already?
Surfaces the team's real baseline and validates that the demos will land at the right level.
Demo 1 · Prospect Intelligence Sheet
10 min
Live build: watch AI research a target account, identify the right contact, and draft a prospect brief in under three minutes.
This is the first 'I didn't know it could do that' moment. Solicitation prep cut from 45 minutes to 5.
Demo 2 · Solicitation Draft & Refinement
10 min
Live build: prompt AI to write a first-pass solicitation for a specific account type, then refine it through a real conversation — not just a single prompt.
Shows the team how prompting works iteratively. The output improves with each exchange — the way a good colleague would.
Demo 3 · Account Research & Personalization
10 min
Live build: use AI to pull public signals on a target account and turn them into personalized talking points for an RFP response or cold outreach.
The differentiator that wins group business: showing the client you actually know them.
Q&A + Takeaway Prompts
10 min
Open floor for questions, plus a one-page takeaway: the exact prompts used in the three demos, formatted to run immediately back at the desk.
The session doesn't end in the room. Attendees leave with tools, not just inspiration.

Program Outcomes
  • Faster Solicitations: Sales team builds prospect sheets and first-draft solicitations in under five minutes using AI — time that goes back into the sell.
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  • Smarter Account Research: Every member of the team can pull account-specific intelligence before an outreach, RFP, or site visit — without a dedicated research function.
​
  • Shared Language & Toolkit: Across all four CRH properties, the team leaves with the same prompts, the same framework, and the confidence to keep experimenting together. 
Ingrid and her team have been amazing to work with.  They are experts and great partners in developing leadership training for our team.  I lost count as to how many participants have said the training they received was the best they have ever taken.  My organization identified a need to build strong leaders.  We worked with Ingrid to co-create a program to address areas such as influencing, compelling conversations, and executive presence.  Despite participants having to get out of their comfort zone, they were completely engaged, embraced the learnings, and had fun throughout the experience.  I have nothing but high regards for Ingrid and her team!
- Willie Lee, VP of Marketing Operations, GOOGLE

Investment Options

OPTION #1
OPTION #2
OPTION #3
$3,190
​
The Zoom Webinar
​for 40 participants
$4,270

In-Person Event
​for 40 participants
$6,270

(3) in-person Workshops
​for 12-15 participants
45-min Zoom Webinar
​for 40 participants
45-min In-Person Workshop 
​for 40 participants
(3) Intimate 45-min In-Person Labs
​for 40 participants
Fear Audit + Experience Scan
Fear Audit + Experience Scan
Fear Audit + Experience Scan
3 Custom Sales Demos
​(AI-built for hotel sales teams)
3 Custom Sales Demos
​(AI-built for hotel sales teams)
3 Custom Sales Demos
​(AI-built for hotel sales teams)
Live Q&A (10 min)
Live Q&A (10 min)
Live Q&A (10 min)
Takeaway Prompt Sheet
Takeaway Prompt Sheet
Takeaway Prompt Sheet
Why Option 3 delivers the most value
​
Here’s the gap every large-group AI session runs into: a room of 40 people has 40 different starting points, 40 different jobs, and 40 different fears about getting it wrong. A 45-minute session can spark the shift. But the real change happens when people get to ask their actual questions in a smaller room — and leave with prompts built around their specific accounts, their specific markets, and their specific gaps.
The three separate labs do exactly that. Each one is a 45-minute working session for 10–14 people, built around what that group is actually trying to do. Corporate sales, catering, group — each gets a tailored experience. Each group leaves with a prompt library that belongs to them.

At $6,270 for all three engagements combined, Option 3 is also the lowest per-session cost of the three — and the only one that guarantees the full team walks away with something they’ll actually use on Monday.

Meet Your Coach

INGRID WIESE
Founder & CEO, Axe & Arrow Solutions

You are not getting a trainer. You are getting a coach who has sat at the table in some of the most high-stakes conversations in the world — and learned how to navigate every one of them. Including conversations about AI that most organizations are still afraid to have out loud.

Ingrid began her career with the U.S. State Department in Eastern Europe, coaching political leaders through conflict resolution and peace negotiations. She went on to execute strategies that raised over $100 million for major NGOs before turning her expertise to the leadership and technology challenges of the world’s most iconic organizations.

For the past fifteen years, Ingrid has worked inside the fastest-moving technology companies in the world — Google, Microsoft, Meta, Oracle, Salesforce, Starbucks, Nike, and Verizon, among others — helping thousands of leaders communicate more effectively, influence more strategically, and use emerging tools with confidence. She has been working with AI applications in leadership and sales contexts since before most organizations had an AI policy. As senior faculty for the McKinsey LEAD program, she regularly works alongside the teams shaping the future of global business.

Academic credentials: Advanced Certificates in Influence and Leadership, Harvard Law School, Master's Certificate in Leadership, M.I.T., Master’s in International Relations, Syracuse University.

What makes Ingrid exceptional isn’t just the résumé — it’s what she does with it in the room. She will tell it like it is, show up without pretense, and make sure your team leaves with tools they’ll actually use the next day. Not inspiration. Results.

Why Axe & Arrow?

Real Connections, Real Presence
Axe & Arrow coaches show up without pretense or ego. From the moment you join the first session, you will be in an environment built on trust — one where honest conversation is not just encouraged, it's the whole point.
You Will Be Challenged
These sessions are not designed to confirm what you already know. Axe & Arrow coaches speak out, push back, and are not afraid to challenge you when it means a more successful outcome. You will be invited to think differently — and you will leave with deeper insight each time.
Practical Tools, Not Theory
Every framework you learn, you will practice immediately. Axe & Arrow's approach is built on the conviction that awareness alone doesn't change behavior — application does. You will leave each session with something concrete to try the next day.
An Experience You'll Actually Enjoy
Axe & Arrow believes great learning happens when people are genuinely engaged. Expect a fast-paced, energized environment that uses self-reflection, group discussion, simulation, and real-world practice — designed to be as enjoyable as it is impactful.
Proven at the Highest Level
With over a decade of virtual delivery, a 98% participant satisfaction rating, and a client roster spanning Google, Disney, Oracle, and McKinsey, Axe & Arrow brings world-class expertise to every session. You are in extraordinarily good hands.
“I was challenged to bring a performance management program to over 300, globally dispersed managers. Our managers were effective at leading for technical results but needed to accelerate their transformation as people leaders.

Axe & Arrow hit the right note across a diverse level of needs. They used surveys, interviews and a pilot to create a highly engaging, rapid, applied learning program to meet our leaders where they most needed help. This enabled them to apply their new skills immediately back on the job.

Over the course of one year, Axe & Arrow elevated the quality of four key performance conversations with 300 of our managers across the globe. Now our leaders are having more frequent and meaningful performance and career conversations and are receiving higher engagement ratings from our employees.

Axe & Arrow Coaching has produced lasting results for my organization. They continually provide fresh ideas in the most current leadership practices. They also vastly increased the confidence of our managers and helped us scale our programs quickly. If you are looking for a world-class learning partner that takes time to understand your needs then you have found them."

Julie Hasset, VP, Chief of Staff, SaaS Engineering, Oracle