This year, SPI hosted its third “Customer Success Conference” on the 18th and 19th of April in Brussels.

Creating an environment where clients can discuss, collaborate and share best practices or lessons learned with their like-minded colleagues is crucial to continue being up-to-date and relevant in a fast-evolving field.

Besides networking and sharing ideas amongst themselves, attendees had a chance to listen to several presentations focused on various aspects of sales transformation in different types of organisations as well as new trends, best practices and technology revolving around the future of the sales profession.

This year the agenda consisted of:

  • Stephen Mc Aneny from Smurfit Kappa showed us how they transformed their packaging business from a product centric perspective to a more solution oriented approach by adding value for their customers and always asking the important question: “Why should your customer buy from you?”
  • Elke Goliath from ThyssenKrupp presented their global sales transformation process and shared important lessons learned from failure. These learnings have contributed to much of their success in building a sustainable sales transformation.
  • SPI’s own Tim Sullivan brought everyone back on track with the latest news from the world of Account-Based Marketing and its potential to complement the Solution Selling methodology.
  • Erik Östby and Frank Moulla from Mölnlycke showed us how they overcame the challenges of deploying a global selling process on a local level by implementing elements of change management to adjust employee behaviour and measuring KPIs through their CRM system.
  • Natalya Lesik from Philips presented their sales development program rolled out in Russia, and highlighted local challenges they faced in implementing complex selling solutions.
  • Louis Jonckheere from Showpad illustrated the importance of providing customers with the best buyer experience, implying that the traditional salesperson needs to evolve in order to succeed today.

In addition to all the presentations, attendees also joined their strengths in a transformation management working session where they cooperated on finding concrete solutions to issues which are often faced during a sales transformation process. After the daytime program was over, the discussions continued at dinner where guests were able to network and share their stories and experiences in a more informal environment. In the end, it was clear that everyone is dealing with a lot of common issues and the ability to look at them from different viewpoints can often help in finding the right solutions.


Amandine Moutaud
Amandine Moutaud, European Marketing Coordinator

Amandine Moutaud is SPI's European Marketing Coordinator. Her mission is to generate demand and increase SPI's brand awareness by coordinating marketing projects in European markets.

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