Straight Talk from the EdExec Summit

Compro recently attended the EdExec Summit in Atlanta and the experience delivered exactly what the event promised: straight talk. 

District buyers and leaders spoke candidly with product vendors. Sales and marketing professionals exchanged hard-earned lessons with one another. Compro’s own technology experts also joined the dialogue, sharing perspectives on security and cultural responsiveness in the age of AI.

What Districts Expect from Vendors

District leaders were clear: if a technology product does not align with their annual priorities, the product will not get far. To earn their attention, vendors must first understand a district’s “north star,” or the strategic goals that guide their decisions. From there, it is essential to demonstrate how the product solves a real and specific problem, for the right audience, at the right moment.

Additionally, compliance is non-negotiable. Products must meet FERPA- and SOPPA-related requirements. Furthermore, integration with previously existing technology is mandatory. For example, if a technology product does not connect with identity systems such as Clever, ClassLink, or another widely used platform, it will not be considered. Also, professional development should also be included in the product budget, and not sold separately. District leaders do not want to pay twice: once for the tool, and again for training.

Finally, evidence matters. Buyers want proof that their solution improves learning. This means sharing data on student usage, behavior changes, measurable outcomes, and testimonials. Without clear evidence of impact, the product is unlikely to gain traction.

Sales and Marketing That Works

The group consensus was clear: mass, unsolicited emails for scheduling meetings, in the way most companies use them, rarely work. The one exception is when they deliver concise, high-value content such as lessons learned, webinars, or practical “how-tos.” We recognize the irony that you may even have found this blog through a mass email, but our hope is that the value it offers keeps you engaged.

Even then, less is more. Shrink the volume of emails, personalize them, and focus on providing value rather than pushing for a meeting in the first outreach. Practical strategies also involve placing ads in the publications your audience already trusts, referencing recent news about the people you want to connect with, and showing up at events regularly to nurture relationships. The bottom line is this: relationships grow from value, not volume.

Straight Talk on AI 

The summit also featured lively discussions on AI: what it can and cannot do today, how technologists are experimenting with it, and how teachers and students use it in and out of the classroom. Compro’s technology experts shared insights on security, compliance, and fostering cultural responsiveness with AI. We will explore these themes in more detail in our next blog. Stay tuned.