MarTech & Growth Stage Duo / Fireside Chat
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How agentic AI in the workflow helps event businesses close more deals, faster
Event sales teams are under more pressure than ever. Longer buying cycles, more stakeholders, more scrutiny on spend. AI was supposed to help. For most teams, it has added activity without adding revenue.
The difference is not the tool. It is where you put it, what you build into it and whether it moves deals forward or just reports on them after the fact.
In this session, Raoul Monks, CEO of Flume, shares how embedding agentic AI into the workflow, with the right sales methodology built in, builds buyer confidence at every stage of the deal. That is what shortens cycles, improves win rates and makes revenue predictable.
Raoul will be joined by Jo Edwards, Group Sales Director at Sift, who will bring the commercial perspective to the conversation, sharing what they changed, what it delivered and what they would do differently.
Together, they’ll explore what it takes to move beyond AI experimentation and make it genuinely useful in the sales workflow.
You will leave with:
- What separates revenue-driving AI from AI that just creates noise
- Why the workflow, not the tool, decides whether it works
- Why the methodology inside the AI matters as much as where it sits
- How buyer confidence converts AI activity into profitable, predictable growth
- What this is delivering for event businesses right now
Who should attend: CEOs, CROs and senior commercial leaders in events and media who want faster closes, stronger win rates and a forecast they can trust.
Speakers
Joanna Edwards is Group Sales Director at SIFT, home of AccountingWEB and the FAB Show, where she leads sales and client success. She's in the middle of a real-world sales transformation—moving her team away from revenue generation as an end in itself, towards a model where commercial success is a by-product of genuine
value creation.
Before joining SIFT, Joanna was CRO at Merit Data & Technology, serving information and intelligence businesses across marketing, product data and technology solutions. Her media career began in 2004 at Incisive Media, where she
started as a conference producer and went on to hold a range of senior roles across the industry, before leading the global marketing solutions team at Infopro Digital.
Raoul’s career has been defined by one question: why do good salespeople lose deals they should win? The answer is rarely price, product or brand. It is buyer confidence.
At Flume, he has built this insight into a continuous sales performance system that helps revenue teams sell like their best people on every deal, with AI coaching in the flow of the work.
He is a self-confessed geek about three things: how buyers make decisions; how behaviour really changes; and how to embed agentic AI into the workflow so good habits scale, not bad ones.
Out of the office he runs, usually further than is sensible, which is roughly his approach to everything.