Keynote Speaker

How to Sell Nothing

Joe Pallo

“THE TWO MOST POWERFUL WORDS IN SALES ARE ‘WHAT ELSE?’ THEY ARE ALSO THE MOST UNDERUSED.”  Having sold millions of dollars in sales in industries including financial services, technology, and agriculture, Sales Coach and game-changing Trainer to Top Producers Joe Pallo has learned one universal truth that has been the key to success: Making an emotional connection matters more than any sale made with logic. Joe is an Amazon bestselling author of How to Sell Nothing: The Logical Way To Make The Emotional Sale, the salesperson’s guide to what really happens during a sale. He is a master in the art of emotional sales, referrals and the creator of the E.A.R.N.I.N.G™ Sales System and Silver Bullet Method. 

General Sessions
Monday, October 6

General Session: 1:00 PM - 3:00 PM 

Doughnut Filling: Alternative technologies might allow for skimming the cream in competitive markets.

Justin Huebner, Justin Huebner Consulting

Rural fiber providers often hesitate at the edge of competitive markets. This session reveals how embracing advanced fixed wireless can enable rapid, profitable entry. Overcome low penetration and long ROI, turning competitive challenges into significant growth opportunities by strategically 'filling the doughnut.

How to Sell Nothing.

Joe Pallo

Session description and bio listed above under Keynote Speakers. 

Tuesday, October 7

General Session: 8:00 AM - 10:00 AM 

The Time is Now for Leadership
Dennis Cooley, Southwest Wisconsin Technical College  

  

In my work as a leadership training facilitator, a theme has emerged - especially since Covid - that workers seem to lack resiliency to bounce back from disappointment, mistakes, etc., so fewer are stepping up to take on more responsibility. This is happening more and more in rural areas where worker confidence across all industries seems to be lagging. We are adding a two-hour block to our successful Leadership Academy to delve into how to help develop grit and how to foster resiliency through corporate culture. This is a new focus for our work and we'd like to share it first with WSTA.

Update on BEAD in Wisconsin

TBA, PSC Wisconsin

Breakout Sessions
Tuesday, October 7

2:00 PM - 2:50 PM 

Customer First: Elevating Engagement in a Competitive Broadband Market

Nicki Britton, NISC

Discover how broadband providers can strengthen customer relationships through strategic engagement. This session offers practical tools to enhance the customer journey, boost retention, and increase satisfaction—using digital touchpoints and personalized experiences to turn subscribers into loyal advocates in today’s fast-paced, connected world.

Response Plans, How Long Can Your Systems be Offline?
Eric Beck, Vantage Point Solutions

A disaster response plan is only as strong as its weakest link. Identifying choke points, recovery time objectives (RTOs), and mission-critical systems is essential. Companies must map key stakeholders, validate recovery priorities, and ensure everyone knows their role when downtime hits. True resilience comes from aligning people, processes, and technology before disaster strikes.

Economic Update
Hunter Hook, CoBank

Staying up to date on what's driving the economy will help you navigate the ever-changing business environment. This presentation will cover the key drivers of the economy, how it impacts the telecom industry and what you can do to best position your company. s on the post award compliance and reporting requirements of the various programs.

AI in Telecom: From Tool to Thought Partnerpetitor or Inevitable Space Junk?
Cat Minor, Calix

In this session, we will explore the transformative potential of AI in the telecom industry. The presentation will focus on the distinction between Mode A (AI as an assistant) and Mode B (AI as a thought partner), highlighting how AI can elevate leadership and operations. Through real-world examples and interactive discussions, attendees will gain insights into leveraging AI for strategic clarity and cognitive activation. This session aims to inspire leaders to embrace AI not just as a tool, but as a mirror that amplifies their capabilities and prepares them for future challenges..

3:00 PM - 3:50 PM

State of the Video Union
Jean Edhlund, CNS

Jean will update you on the latest developments in the video industry, focusing on both content and regulatory aspects. She will also discuss how the new administration at the FCC may impact vMVPDs and explore what the landscape might look like if they are required to negotiate directly with broadcasters rather than networks. Other important topics that will be addressed include Regional Sports Networks, genre-based packages, and an open forum discussion.

The CIA and Putting Your Cybersecurity SOCs on
Matt Glosson, Calix

Updates on the latest topics in Telecommunication Regulation and Compliancees' Newest Assets
Eric Pulvermacher,  FORVIS Mazars

Overview of several key regulatory and compliance topics affecting carriers

Distributed Split Architecture in a micro solution for FTTh deployment
Wyatt Wisnefske,  RaDD Networks

This presentations focus will be on micro-fiber innovations and distributed split architecture in modern fiber deployments. I shall discuss what micro-fiber is, why it matters and I'll explain the topologies of a Centralized Split v. a Distributed Split architecture.

4:00 PM - 4:50 PM

The Changing Nature of Customer Support in a 24/7 World

Andy Brown, NineStar Connect 

24/7 Customer support is no longer just about reporting and dealing with outages. Competitive pressures and changing consumer behavior mean that rural broadband providers must constantly be tracking consumer trends both locally and nationally. This presentation will discuss those trends and lessons learned from NineStar’s experiences in the broadband customer support business.

Test Your Readiness: An Interactive Cyber Hygiene & Incident Response Workshop

Ashley Kozan, Telcom Insurance Group

Together, we’ll explore how to build and test effective incident response plans that keep your network resilient when an attack happens. Through real-world scenarios, self-assessment checklists, and group discussions, you’ll leave equipped not only with knowledge, but actionable steps tailored to your organization’s size and resources.

Importance of Broadband Mapping and Verifying Locationsport in a 24/7 World

Cole Clark, JSI 

This session highlights how accurate broadband mapping supports funding, compliance, and deployment. Attendees will learn how GIS tools and federal datasets improve planning, prevent audit risks, and drive smarter builds. With billions in funding at stake, mapping is no longer optional—it’s a strategic requirement for success in broadband expansion.

Converge & Conquer: Designing Resilient Networks for the Future

Cody Jenks, Vantage Point Solutions 

Broadband networks today support a vast array of applications—from VoIP and video streaming to cloud services, online gaming, and AI-driven platforms. Yet many service providers still underestimate the importance of designing networks that prioritize performance and reliability. This session explores how technologies like SR-MPLS, EVPN, and BGP can be harnessed to accelerate convergence, enhance failover capabilities, and improve overall network resilience and reliability. Learn how to build a more diverse and redundant edge and discover strategies to deliver higher uptime and a superior quality of experience for your customers—no matter what applications they rely on.