The New Era of Sales

In this inspiring opening keynote, sales veteran Matt Tummon will share his life-long lessons in B2B sales, sharing:

• 3 things to do right now to improve sales performance
• Practical advice for delivering a global strategy within local market realities
• The elephant in the room - where AI sits in all of this?

In a market overshadowed by rapid technological innovation, changing customer needs and increased complexity, commercial strategy is harder than ever. In this session to set the day’s scene, life science leaders will share their commercial bets for 2027, and what they are quietly walking away from.

• Learn how AI and real-world data help better identify patient opportunity, prioritise HCPs, and improve targeting decisions
• How unlocking patient, prescribing, and treatment insights support more relevant, timely, and personalised HCP engagement in the field
• And, how influence networks, referral patterns, and account relationships are shaping territory strategy, customer prioritisation, and sales force deployment decisions

Canada represents a collection of distinct communities, patient populations, access realities, and provider behaviours. For life sciences sales leaders, that makes territory planning complex.

This session explores how available geodemographic and behavioural insights can help commercial teams move from broad coverage models to sharper, more targeted HCP engagement.

By using local data to drive next best actions, teams can reduce wasted effort, focus resources where they matter most, and build engagement strategies that reflect the realities of each market.

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• See how Sanofi is building patient-centric territory plans that reflect real-world healthcare dynamics: Moving beyond traditional call targets to incorporate entire stakeholder account, omnichannel preferences, cross functional account ownership, and health system complexities
• Create integrated sales ecosystems by connecting targeting, territory design, CRM insights, and omnichannel engagement into unified customer experience plans that drive meaningful HCP and patient outcomes
• Leverage AI and automation strategically to eliminate administrative burden and enhance decision-making, while preserving the human insights and local market knowledge that drive authentic healthcare partnerships

• Move beyond basic automation with AI that understands HCP context, relationships and influence.
• Discover how combining AI with deep healthcare intelligence, including referral networks, span of influence, and advanced HCP and KOL profiling can elevate field engagement from efficient to truly effective.
• Learn how enriching AI agents with HCP data creates more relevant recommendations, stronger customer conversations, and better engagement outcomes.

• Understand where activity-based, market share, potential-based, and outcome-driven incentive models actually work - and where they can unintentionally drive the wrong behaviour
• Learn how to adapt IC plans for specialty products, uneven market access, smaller sales teams, and portfolios where reps only influence part of the customer journey
• Explore how to reward customer impact, collaboration, account management, and long-term growth - not just sales activity and reach/frequency metrics

In this 80-minute hands-on workshop, attendees will be guided through a 3 stage rapid prototyping and training on agent creation. 

By the end of the session, all modelled agents will be shared with some being built in real time for review.

• Map: Define where agentic workflows add the most value for the sales force. 
• Model: Where to build first: territory planning, incentive schemes or insight gathering.
• Deploy: Guardrails that make it safe at scale: build on escalation control, with the correct humans remaining in the loop.

• Hear directly from HCPs on how their expectations of pharma sales interactions are changing in an increasingly digital and AI-driven environment
• Explore HCP perspectives on AI-generated content, omnichannel engagement, virtual interactions, and the role reps should continue to play in customer relationships
• Learn what makes conversations memorable, relevant, and worth a follow-up from the HCP perspective

Sales coaching has been around since sales began, but what actually works? In this candid session, Bryan Saraka will shine a light on the good, bad and ugly approaches to coaching. Covering:

• What effective sales coaching actually looks like in the age of AI - beyond ride-alongs, call reviews, and activity management.
• Practical examples of how managers are using CRM insight, customer data, and AI-supported feedback to guide reps.
• The critical importance of culture to improve rep confidence, strengthen customer relationships, and drive sales performance.

Storytelling is the difference between reps delivering information, and creating a conversation that HCPs remember.

Sales leader Pavel Goldvasser, will provide practical techniques for building trust with HCPs through clearer, more relevant, and human conversations.

With unique insights on ways to tailor conversations, stories, and communication styles to different HCP personalities, priorities, and levels of engagement.

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