The Magic Behind Google Cloud's Speaker Training and Readiness Approach

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Session Overview

What is the experience you are creating for your speakers from story development to the moment they step on stage?

The event content and speaker training teams at Google Cloud put deep intention, precision, and touch of magic into their speaker training process to enable speakers to shine and deliver the highest quality content to the audience.A speaker's stage presence and content delivery is directly correlated with how they feel and are showing up in the final moments before stepping on stage.Mark Ferrone, Head of Event Content at Google Cloud shares, “people aren’t spending time on the last mile - the final 5 minutes before a speaker steps out on stage”.

In this speaker training series, Mark and Allison dive into their approach on:

-Collaborating with speakers on story development

-Coaching stage presence and body language

-Developing concise, memorable moments from speakers

-Putting each speaker in best frame of mind during the last mile

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Speakers:

-Mark Ferrone, Head of Event Content, Google Cloud

-Allison Pearce, Lead Speaker Coach, Pearce Studios, LLC

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Session Transcript

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Bryan Funk [00:00:00]

Thank you so much for joining. I can't even begin to express how excited I am for this session. We are going behind the magic on Google Cloud's speaker training and readiness. You all are in for a treat.

Now, I want to orient everyone around three core motions we’ll move through today: pre-event story development, the rehearsal phase, and delivery. We'll talk about content development and script writing, preparing speakers emotionally and physically for delivery, and stage presence and body language. I’m thrilled to dive in.

Mark and Allison, welcome! I’d love to start by letting folks get to know you. Tell us a little about yourselves, your background, and what you love about events and speaker training.

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Allison Pearce [00:03:00]

Hi everyone. I’m Allison Pearce, and I’m thrilled to be here talking about one of my favorite subjects. I live in San Diego, coincidentally near Mark. My background is in TV and theater—I have a master’s in drama and voice and speech. I’ve spent most of my life in this space and have been speaker coaching for 14 years.

I started my own company, Pierce Studios, and my team helps executives, developers, influencers, lawyers, and doctors communicate more effectively. I love what I do and find such joy in it. On a personal note, I have a ten-year-old daughter, a husband, and two dogs. It’s wonderful living in San Diego.

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Mark Ferrone [00:04:30]

Thanks, Allison. I’m Mark Ferrone. I grew up in San Diego, spent seven years in Tokyo, and then lived in the Bay Area for 20 years. My passion for helping speakers started in public relations, prepping speakers for press interviews and events. That evolved into show and content development for companies like Cisco, Workday, and now Google Cloud, where I’ve been for seven years. I love hiking, backpacking, and being outdoors.

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Bryan Funk [00:05:00]

Beautiful. Thank you both. Mark, let’s kick off with you. Can you share how you approach program planning and setting milestones for your speakers? What does content development look like early on?

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Mark Ferrone [00:05:30]

One of our priorities is keeping speakers focused by handling logistics for them. We schedule rehearsals, table reads, and meetings well in advance so speakers can simply show up and focus on their content. This is part of a six-month timeline created by our breakout lead, which aligns with the overall show production schedule.

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Bryan Funk [00:06:30]

Allison, when do you enter the process, and how do you help speakers build an authentic story and create their hook?

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Allison Pearce [00:06:45]

I get involved early, attending production meetings to understand the stage setup, technical aspects, and timing. From there, I meet with speakers to assess their strengths and needs. I aim to make sure they trust their content so they can focus on delivering key ideas clearly and engagingly. It’s about grounding them and ensuring the audience understands the "why" behind their message.

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Mark Ferrone [00:09:00]

After the foundation is set, we move into outlining the story arc. This process is iterative and audience-focused. We align the speaker’s expertise with the audience’s learning objectives, emphasizing takeaways and evidence like customer stories.

Bryan Funk [00:10:00]

Allison, how do you prepare speakers for success the moment they step on stage?

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Allison Pearce [00:10:15]

The first 30 seconds are crucial. That’s when speakers hook the audience and establish connection. It’s about grounding, breathing, and seeing the audience as part of the conversation. Teleprompters can be tricky—they often pull speakers out of the moment. I coach speakers to memorize openings, connect authentically, and stay present.

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Bryan Funk [00:12:30]

Mark, do you have any standout stories where all the preparation came together beautifully?

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Mark Ferrone [00:12:45]

Absolutely. One executive wasn’t very engaged during prep but surprised everyone with an amazing rehearsal and show day performance. Another case involved a non-native English speaker who worked tirelessly through rehearsals. They built confidence and delivered a phenomenal presentation. It’s all about trust and preparation.

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Bryan Funk [00:15:00]

What advice do you have for teams managing large-scale speaker lineups?

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Allison Pearce [00:15:15]

Communication is key. Work closely with content and operations teams to ensure a seamless experience. Happy speakers perform better, and that enhances the audience experience.

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Bryan Funk [00:16:00]

How do you handle live demos during presentations?

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Mark Ferrone [00:16:15]

Live demos are high risk but rewarding. We encourage speakers to rehearse extensively, plan for contingencies, and have a backup video ready. The goal is to stay calm and connected, even if things go wrong.

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Bryan Funk [00:18:00]

What’s the biggest takeaway from your speaker training experiences?

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Allison Pearce [00:18:15]

Advocate for speaker coaching. It’s often overlooked but is critical to delivering clear, confident messages. Speaker training isn’t just for the stage—it’s a lifelong skill.

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Bryan Funk [00:20:00]

Thank you, Mark and Allison, for sharing your insights and passion today. And thank you to everyone who joined. Today’s session was brought to you by Sessionboard, where we believe excellent content and speaker management lie at the heart of every successful event. We’ll see you next time!

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