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Faculty

Scot Westwater

Co-founder/CSO | Author
Pragmatic Digital

Scot Westwater is co-founder and Chief Strategy Officer of Pragmatic Digital. A strategist, designer, and UX practitioner with more than 25 years of experience, he helps organizations improve customer experiences, streamline decision-making, and connect digital strategy to measurable business outcomes. His work includes helping senior living organizations better understand buyer needs, improve digital experiences, and strengthen conversion across the customer journey. Scot has worked across healthcare, consumer, and enterprise organizations, translating changing customer expectations into practical marketing, sales, and experience strategies. He is the co-author of Voice Strategy and Voice Marketing and is a frequent speaker on customer experience, emerging technology, and digital transformation.

2026 Sessions

Workshop: The Playbook Is Broken. Let’s Build the One That Works. (Providers Only)

Most senior living teams are still running a playbook that’s costing them move-ins. <br><br>

The impact shows up in familiar ways: inquiries that don’t convert, tours that stall, and more sales effort without better outcomes. The gap is not at the top of the funnel. It’s what happens after an inquiry comes in, where routing, response, and follow-up either move a family forward or quietly lose them. At the same time, the buyer journey has shifted. Adult children and future residents are researching earlier, comparing differently, and forming expectations before they ever speak to a community. <br><br>

This two-hour working session focuses on that intersection. Participants will diagnose their current buyer journey and identify where their approach is misaligned. The session then moves into redesign, with structured exercises on routing, first response, follow-up, and the balance between automation and human engagement. <br><br>

The session concludes with a signature leave-behind: a SMASH-branded Sales and Marketing Blueprint built around the new buyer, the new digital journey, and the operating decisions that actually drive inquiry-to-tour conversion.<br><br>

Key Takeaways <br>
- A buyer-journey diagnosis you complete during the session, identifying where your current routing, first response, and follow-up design are misaligned with how today’s families actually research and decide <br>

- A practical framework for redesigning your playbook around inquiry type, urgency, and decision context, including clear guidance on where automation helps conversion and where it undermines it <br>

- A completed SMASH-branded Sales and Marketing Blueprint you leave with in hand, built around your current gaps and ready to pressure-test with your team.
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Track Sponsored By: <img src=https://naccme.s3.us-east-1.amazonaws.com/SMASH+2026/Rilla+logo+(1).png alt="Upload Image" width="200" /></p>

Presenter

Tuesday, October 06 10:30–12:30 PM
Room Marquis 4
Sales Strategy and Management
Faculty

Scot Westwater

Co-founder/CSO | Author
Pragmatic Digital

Scot Westwater is co-founder and Chief Strategy Officer of Pragmatic Digital. A strategist, designer, and UX practitioner with more than 25 years of experience, he helps organizations improve customer experiences, streamline decision-making, and connect digital strategy to measurable business outcomes. His work includes helping senior living organizations better understand buyer needs, improve digital experiences, and strengthen conversion across the customer journey. Scot has worked across healthcare, consumer, and enterprise organizations, translating changing customer expectations into practical marketing, sales, and experience strategies. He is the co-author of Voice Strategy and Voice Marketing and is a frequent speaker on customer experience, emerging technology, and digital transformation.

Faculty

Susan Westwater

CEO/Co-Founder | Author
Pragmatic Digital

Susan Westwater is CEO and co-founder of Pragmatic Digital, where she helps organizations strengthen marketing performance, improve customer experiences, and adapt to changing buyer behavior. With more than 30 years of experience spanning marketing, UX, innovation, and digital strategy, she works with leadership teams to align marketing, sales, and customer experience around how people research, evaluate, and make decisions. Susan is the co-author of Voice Strategy and Voice Marketing, which features a foreword by Philip Kotler and was recognized as an AMA Foundation Berry Book Award finalist. She is a frequent speaker on customer behavior, emerging technology, and the future of marketing.
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