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We Are Sales 2025
The Final Countdown is on! We Are Sales 2025 is here in...
↓ Lineup for WE ARE SALES 2025 ↓
A New Era in Sales: The AI-Powered Sales Organization
Panelists: Ann-Sophie Vlaminck (Operational Advisor @ Fortino Capital), Hanneke Vogels (Sales Tech Strategist), Charles Boutens (Founder & CEO @ Uman.ai) & Gianni Cooreman (Chief Inspiration Officer @ Salesforce)
About this session
AI is more than a buzzword. Like it or not, it's changing the way we approach sales—from strategy to execution.
In this panel, we’ll explore how AI is reshaping sales, sales management, and sales operations.
Together with leading experts in the field, we’ll unpack real-world use cases that show how AI is already helping teams close more deals, faster.
Here are the key questions we’ll tackle:
- What are the real, current applications of (generative) AI in sales? No fluffy visions—just practical examples you can implement today.
- How do we build an AI-powered culture within the sales team? Is it something we need to actively prepare for, or will it naturally blend into our existing tech stack?
- What changes can we expect in our day-to-day sales operations? And how do we bring the team along on this journey?
We are looking forward to welcoming them on stage!
What is GTM Engineering? Coined by Clay, but what you better should understand about engineering your GTM
Victor De Coster
Revops & Analytics Engineer
About this session
In this session, Victor De Coster will outline the essential data model needed to drive true marketing and sales alignment. This framework serves as the backbone for any successful GTM plays, ensuring both teams are equipped with the right insights to play their part and win together.
Signal- & Intent-based Selling: Reaching out at the right time with the right messaging
Jean-Philippe M.L. Schepens
Serial Entrepreneur & Founder Axonjay.ai
About this session
In today’s crowded B2B landscape, timing and relevance are everything.
Traditional outreach methods often fall flat, missing key buying signals or relying on overused tactics. In this interactive keynote, discover how to transform your sales approach through Signal-Based Selling – a method that empowers teams to detect and leverage real-time buyer intent signals.
Jean-Philippe will dive into:
- The types of signals sales professionals should track (and which are often overlooked).
- Using signals to identify potential champions in complex buying journeys.
- Crafting outreach that feels natural and timely
- Integrating signals across multi-stakeholder sales processes for maximum impact.
Expect practical insights, real-world examples, and interactive moments where you'll explore how to elevate your outreach game – contacting the right people, at the right time, with the right message.
"Eliminate!"
Success starts with cutting things out
Edward Boute
Author & Executive Coach
About this session
Edward Boute, former Head of Google Cloud, shares the philosophy behind his book Eliminate! — a powerful call to simplify our lives and businesses for greater success.
In this keynote, he reveals how eliminating what's unnecessary in your sales approach, meetings, and mindset creates space for focus, balance, and results.
Drawing from over a decade of personal experience, Edward offers practical principles that help sales professionals cut the noise, prioritize what truly matters, and unlock more meaningful growth.
Growing faster than the market: the secrets to doubling your pipeline conversion
Pascal Persyn
Commercial Excellence Expert, Lecturer @ Vlerick & Founding CEO @ Perpetos
About this session
In today’s market, customers no longer need salespeople to define their problems or pitch ready-made solutions — they need partners who understand how they buy.
This keynote unpacks why traditional Solution Selling is losing relevance and why Buyer-Aligned Selling is the essential mindset for modern commercial teams.
Attendees will discover how aligning with the buyer’s decision-making process — rather than a static sales process — leads to stronger engagement, higher win rates, and lower sales costs.
A central part of the session will introduce The Buying Clock®: a powerful framework to visualize where each stakeholder is in their buying journey and adapt sales actions accordingly.
Pascal Persyn will highlight:
- The key differences between Solution Selling and Buyer-Aligned Selling, and why the shift matters now more than ever
- How to use the Buying Clock® to recognize the mental readiness of each decision-maker and respond with relevance
- What it means to embed true customer-centricity into your sales strategy, measurement, and coaching
- How Buyer-Aligned Selling transforms cross-functional collaboration between sales and marketing
Whether you’re leading a team or rethinking your go-to-market, this session offers the clarity, structure, and practical insights needed to sell the way modern buyers actually buy.
The Secret to a Resilient, Crisis-Proof Sales Team
Andy Vlaeminck
Business Unit Manager @ salesUp
About this session
When the economy slows down or uncertainty hits the market, most sales teams take a hit. Customers procrastinate, margins shrink, and deals stall. But some teams keep closing. Some even grow. What’s their secret?
In this keynote, Andy Vlaeminck draws on 30+ years of international sales and leadership experience to show how sales teams can build the mindset, structure, and daily rhythm to stay effective — even in the toughest conditions. Whether it’s pressure on pricing, more aggressive competition, or internal fear of failure, Andy will challenge conventional thinking and give you the tools to break through the storm.
This session is perfect for sales leaders who want to make their teams shift to a higher gear, from reactive to pro-active. For sales leaders who want to discover how they make their teams more resilient and less sensitive to market fluctuations.
Partnerships are like college s*x
Frie Pétré
Founding CEO @ Qollabi
About this session
75% of global commerce runs on partnerships — but most are still managed by gut feel. This keynote shows how AI is transforming Partner Account Managers (PAMs) across telco, tech, and insurance.
You’ll discover:
The TACAM framework (Trust, Analysis, Commitment, Accountability, Measurement)
Real use cases: AI-driven insights, partner scorecards, and predictive analytics
What an AI-augmented PAM looks like in 2030
3–5 practical actions to apply AI next week
AI won’t replace you — but the partner leader who uses it will.
Forget Growth Marketing, it's time for "Growth Sales"
Hanne Hellemans
Founding CEO @ Silk
About this session
In today’s saturated B2B landscape, old-school prospecting tactics just don’t cut it anymore. Just as marketing evolved into Growth Marketing, it’s time for a mindset shift in sales: Growth Sales.
This session makes the case for why prospecting needs a reset. We’ll explore how to bring structure, focus, and continuous learning into outbound sales — so that every effort feels relevant, every tool has a purpose, and every decision is backed by impact, not intuition.
Because in today’s market, guesswork isn’t just inefficient — it’s expensive. “Growth Sales” isn’t a trend. It’s the way forward for agile, focused, and relevant sales in a fast-changing world.
Choose wisely, segment smartly, experiment intentionally, and keep learning.
That’s how you keep your pipeline strong and your sales future-proof.
Buyer-Proof Selling: How To Interact & Negotiate With Modern Procurement
Manu Matthyssens
Professor @ Antwerp Management School & "Buyer Proof Sales" Expert @ ISAM
About this session
Once you learn how buyers think, you’ll never sell the same way again.
Most salespeople still see procurement as a gatekeeper — or worse, the enemy. But what if your biggest blocker could become your strongest ally?
In this eye-opening session, Manu Matthyssens, invites you into the mindset of the modern buyer.
You'll discover:
- How procurement has evolved — and what today’s buyers actually care about
- The performance areas and KPIs that drive buyer decisions
- Why it’s not about your product or your personal relationship
- How to align with procurement’s value chain and sustainability goals
- What SRM means from the buyer’s side — and how it mirrors your CRM
- Best practices from real companies that cracked the code
Walk away with a sharper understanding of the buyer’s agenda, tools to have more impactful meetings, and strategies to build long-term relationships with organizations — not just individuals.
Gravity Sales: An Introduction to a New Sales Model
Michael Humblet
Founder @ School of Sales, Sales Author & Sales Strategist
About this session
As our selling conditions evolve, so should our sales models.
Outbound sales motions, once highly effective, are losing their edge day by day. Rejection rates are rising — not because buyers have changed, but because we’re approaching sales the wrong way. It’s time to move from the lake of rejection to a place of attraction.
Over the past 7 years, Sales Strategist & Author Michael Humblet has gone from writing Book 1: Nobody Knows You — about scaling yourself with content — to Book 2: Why Now — about accelerating deal closure. But one crucial piece was missing: the bridge between the two.
Enter Gravity Sales — a force prospects can’t escape. Yes, it’s built on reactive, organic content anchored in your expertise. But just as importantly, it includes proactive sales sprints where you deliberately push that expertise to the right prospects. It sounds simple, but this model took years to refine.
This will be Michael’s first time sharing Gravity Sales on stage.
Value-Based Pricing: Unlocking Customer Happiness & Driving Business Growth
Ann Vervecken
Global Head of Value Based Pricing @ DHL Supply Chain
About this session
In a world where customers expect more than just competitive rates, pricing must evolve.
In her keynote, Ann Vervecken will illustrate how Value-Based Pricing (VBP) helps organizations align pricing with the true value delivered — improving customer satisfaction, strengthening renewals, and fueling sustainable growth.
Drawing on over 25 years of experience in commercial leadership at DHL Supply Chain, Ann will share how VBP is being successfully implemented across complex, multi-regional customer landscapes. You'll hear real-world examples of how value has been quantified, communicated, and converted into stronger business cases, benefiting both customer and provider.
In this session, you'll learn:
- Why aligning pricing with customer-perceived value leads to happier, more loyal clients
- How VBP supports business case improvements beyond cost: from flexibility and speed to resilience and sustainability
- The role of collaboration, change management, and data in making VBP work across functions and regions
- How advanced analytics and GenAI are shaping the future of pricing strategy
It’s time we rethink pricing — not as a financial lever, but as a growth strategy rooted in value.
Turn Your CRM into a Revenue-Driving Machine
Martijn Plessers
Co-founder @ Bonana Belgium
About this session
In this session, Martijn Plessers reveals how to transform your CRM into a true sales performance engine using clear KPIs, essential dashboards, a simple CRM structure, and a meeting cadence that drives accountability and results.
Most sales teams still aren’t getting the full value out of their CRM.
Let’s explore what you should be getting out of your CRM — and how to use it not just as a system of record, but as a storytelling tool for your sales team and your board.
We’ll break down four essential building blocks to turn your CRM into a true sales performance engine:
- KPI Time Horizons
Weekly, monthly, quarterly — each timeframe calls for different KPIs. Martijn will share which metrics to track when, and how to align your team around what truly matters. - A Simple CRM Blueprint
No matter your platform — HubSpot, Salesforce, or Pipedrive — the core principles are the same. This blueprint clarifies how companies, contacts, leads, and deals interact so your CRM finally makes sense. - The 16 Essential Sales Reports
If Martijn stepped into a VP Sales role tomorrow, these are the dashboards he’d implement on day one. No fluff — just the essentials every sales leader needs. - The Sales Meeting Cadence
The rhythm that makes it all stick. Learn the meeting flow that drives accountability, keeps your CRM clean, and turns data into decisions.
The Art & Science of Champion Building in Enterprise Sales
Frederik Maris
CRO @ Atoss (ex-Head of EMEA @ Zoom)
About this session
In a complex deal cycle, there’s only so much you can do to move the needle yourself.
Meanwhile, your champion — the person who believes in your solution but still needs to rally the internal decision-making unit — is spending +100 hours discussing the problem, the options, the budget, and the risks... all without you in the room.
That’s why having a true champion isn’t optional — it’s essential.
In this keynote, Frederik Maris breaks down the art and science of building champion: the internal ally who sell on your behalf, shape the buying criteria in your favor, and push the deal forward when things stall.
Rooted in real enterprise sales experience and the MEDDIC methodology, this session presents a clear, repeatable framework built around four key stages:
- Identifying the right potential champions early
- Building trust, credibility, and alignment
- Testing their influence and commitment
- Working with them to navigate internal politics and win the deal
This session is for sales professionals who are ready to stop losing deals in rooms they’re not in — and start winning them with champions who are.
The Commercial Transformation of iO
Maarten De Schepper
Chief Commercial Officer @ iO
About this session
When Maarten De Schepper stepped in as CCO at iO, he found a talented team full of potential — but also a culture of chaos, gut-feeling decisions, and a tendency to chase every opportunity.
In his keynote, Maarten will share the 6 leadership moves that reshaped iO’s commercial engine from the inside out.
You’ll learn how iO moved from high effort to high impact by:
- Saying “no” early to unlock more wins later
- Shaping the deal — or walking away — instead of just playing along
- Training reps to go deeper than surface-level requests
- Introducing a fake currency (“BD time”) to invest in deals more intentionally
- Focusing on impact, not just logged activity
- Enforcing high standards — even when it meant making tough people decisions
This is a candid, real-world story of bringing enterprise-grade sales discipline to a fast-scaling, midmarket company — and what it took to truly reboot commercial performance.
Conference Partners
Join us for the VIP Dinner ✨
Don’t stop at 5 PM but conclude your journey with an exclusive VIP Leadership Dinner, featuring the event’s speakers. This dinner is brought to you by Pavilion, the global community for GTM leaders.
Team Experience
Join the We Are Sales conference as a team (min. 3 people) and unlock exclusive benefits:
Sales Olympics
Compete in a fun, team-exclusive challenge designed to test your sales skills and build team spirit, and get the chance to win big prices!
More Learning
With multiple sessions running in parallel, your team can split up, attend different tracks, and share insights for a 360° experience.
Team Celebration
Pop the bottle of champagne! 🍾 Get a bottle for each 4 people of your team, and celebrate in style at the afterparty!
Team Shoutout
Bringing your team speaks volumes about your culture! We’ll shoutout you online and on-site with a spot on the “Team Wall of Fame.”
Your Schedule for the Day
Get ready for a full day about sales through keynotes, deepdives & networking
Kick off the day with a warm welcome! Arrive early (doors open at 9 AM), grab your badge, and enjoy a coffee while meeting fellow attendees. It’s the perfect set up to set the tone for an inspiring day ahead.
Join us for the official opening of the conference, where we’ll outline the day’s events and share key information to enhance your experience.
PS. Try to be at the venue by 10.30 AM so you do not miss any content.
Edward Boute, former Head of Google Cloud, shares the philosophy behind his book Eliminate! — a powerful call to simplify our lives and businesses for greater success.
In this keynote, he reveals how eliminating what’s unnecessary in your sales approach, meetings, and mindset creates space for focus, balance, and results.
Drawing from over a decade of personal experience, Edward offers practical principles that help sales professionals cut the noise, prioritize what truly matters, and unlock more meaningful growth.
AI is reshaping sales organizations in profound ways—from how we prospect and qualify leads to how we close deals and forecast revenue. This engaging panel discussion brings together a diverse group of thought leaders to explore what it truly means to build and lead an AI-powered sales organization.
Enjoy a delicious meal while networking with peers. This break provides a chance to relax and discuss the morning sessions.
The afternoon brings a mix of inspiration and hands-on learning through the break-out sessions.
Grab a drink, loosen the tie, and keep the deals flowing over casual conversations and light bites.
For VIP attendees, conclude the day with an exclusive seated dinner. This intimate gathering is designed to deepen connections over exquisite cuisine.
Where is the venue?
FAQ
You can always contact us via email at info@wearesales.com. We will be happy to answer all your questions and get back to you as soon as possible.
We don’t refund ticket purchases. If you cannot make it, we recommend you to find someone who will substitute for you. If that is the case, please contact us 2 weeks upfront, sending an email to info@wearesales.com
The conference will take place at Groenendaallaan 394, 2030 Antwerp, Belgium; on Thursday May 16, 2024.
Coming from Amsterdam?
By Car: 2h
By Train: 1h28
Route:
You take the Eurostar 9316 toward Paris and get off at “Antwerpen Centraal”.
From here you take the IC2006 towards Essen and get off at “Antwerpen-Luchtbal”
Next, you walk 7 minutes towards Kinepolis Antwerpen & you’ll arrive at We Are Sales 2024
Coming from Paris?
By Train: 2h22
Route:
You take the Eurostar 9303 toward Amsterdam and get off at “Antwerpen Centraal”.
From here you take the IC2006 towards Essen and get off at “Antwerpen-Luchtbal”
Next, you walk 7 minutes towards Kinepolis Antwerpen & you’ll arrive at We Are Sales 2024
Coming from Antwerp-Central Train Station
By Train:0h12
Route:
You take the IC2006 towards Essen and get off at “Antwerpen-Luchtbal”
Next, you walk 7 minutes towards Kinepolis Antwerpen & you’ll arrive at We Are Sales 2024
Coming from Brussels airport?
By Car: 0h35
By Train:0h44
Route:
You take the IC9219 toward Amsterdam and get off at “Antwerpen-Berchem”.
From here you take the 2558 Roosendaal and get off at “Antwerpen-Luchtbal”
Next, you walk 7 minutes towards Kinepolis Antwerpen & you’ll arrive at We Are Sales 2024
Coming from Charleroi airport (Brussels South)?
By car: 1h25
Searching for the best deal in terms of accommodation? We’ve arranged a discount at the following hotels:
- Holiday Inn Express Antwerp – City Center (12 min by taxi or 17min by tram) : 12% reduction & breakfast included (via the hyperlink)
- Hotel Indigo Antwerp – City Centre (13min by taxi or 17min by tral): 12% reduction & breakfast included (via the hyperlink)
Important: Make sure you select the dates, before you search. The discount is only valid from 15/5 to 17/5
Yes, more than 2000 parking spots, at no extra cost. We should be good 😉
Don’t worry if you cannot attend all sessions. We’ll share (exclusively for the attendees) the recordings of the keynotes a few days after the conference.
When we are approaching April, we’ll email all the attendees about the event app. You’ll be able to confirm your profile, book meetings with other attendees and pre-register for sessions & roundtable discussions. More info we’ll be shared with you about this via email.
Catering will be provided during the entire happening. You don’t have to worry, we won’t make you starve 😉
For more information on We Are Sales, visit our home page.