1. www.salesinstitute.ie
Venue: O’Reilly Hall, UCD
The National
Sales Leadership
Conference
27th May 2015
7.30am – 2.30pm
Proud Partner
Delivering Growth Through People and Innovation

2. The National
Sales Leadership
Conference
Conference Schedule
Session 1 8.00am - 9.30am
If you are a Sales Leader you need to attend the Sales
Leadership National Conference, proudly sponsored by
Topaz Energy. This year’s event is geared to help you
and your company maximise growth through customer
centred innovation and leveraging the talent of your
people.
The conference attracts progressive sales leaders and
key decision makers from across the Irish business
community. Delegates will have extensive scope to
network and hear valuable insight from industry leaders
on all the emerging trends in the sales arena. Amongst
the key issues that will be discussed are:
• Changing digital patterns of consumers
• Maximising customer engagement through
channel alignment
• The sales leadership qualities needed to be
effective in the new economy
• How to use segmentation and analytics to increase
the retention and acquisition of customers
• How the best employers attract and retain top
sales talent
• Leveraging technology to enhance customer
responsiveness
• Emerging go to market models
Ken is Europe's leading Shopper & Consumer Behaviouralist and a
renowned thought-leader on shopper marketing, retail futurology
and digital strategy. He is a board member and strategic advisor to
many multinational consumer goods companies, both supplier
and retail, and a much sought after speaker on the international
conference circuit. He is one of the most respected voices on
shopper and consumer within the industry, bringing a unique
blend of psychology, cultural anthropology, sociology and
behavioural economics to bear on the shopper enigma.
Ken's talk will focus on the cultural and social norm shifts that are
emerging with the Digital Native. We are set to witness one of the
biggest shifts in consumer behaviour as the first of the true Digital
Natives turn 30 this year. What do this generation expect from life,
relationships, brands and stores? What will they demand from a
consumption and purchasing experience? If your shopper DNA is
changing, don't you think it makes sense to examine this new
blueprint to truly understand the implications for your business?
Bobby is the Chairman of Insomnia coffee, a presenter on
“Down to Business” the popular Newstalk radio show on
Saturday at 11am and was one of the original Dragons on
Dragon’s Den for the first 4 years of the series. Although he has
left the series to look at other broadcasting opportunities he
continues to be actively involved with the 9 investments he
made during the series. Bobby is a popular business,
entrepreneurial and motivational speaker.
Catherine is currently Regional Director for AIB in Dublin, a
Non-Executive Director of Aviva Health, Council Member of Dublin
Chamber of Commerce and a Fellow of the Institute of Bankers.
She has previously held senior leadership posts in Corporate
Banking, Business (SME) & Personal Banking, Product
Development, Segmentation & Analytics.
Catherine will discuss how to optimise customer connectivity and
responsiveness within an omni channel environment. She will
explore how AIB’s digital strategy is improving the experience for
the customer and how to maintain customer intimacy by
leveraging data insights and both digital and human channels.
Bobby Kerr
Chairman of Insomnia Coffee, Newstalk
Radio Presenter, Entrepreneur and
Dragon's Den Investor
Ken Hughes
CEO, Glacier Consulting
The Emerging Consumer
- the Digital Native Advance
Catherine Moroney
Regional Director Dublin, AIB
Multichannel - Optimizing the Digital/People
Interface for your Customer
7:30 – 7:55 Registration, Tea, Coffee & Networking
7:55 - 8.00 Introduction from The Sales Institute’s
Chairman – Conor Morris
9:30 – 10.00 Tea & Coffee Networking Break
Conference Chairman

3. Session 2 10.00am - 11.30am Session 3 12.00noon - 1.30pm
John Paul is the Commercial Director of Tesco Ireland having been
appointed to the role in 2012. From South Dublin, he started
working in Tesco in 1997. In 2007 John Paul was appointed as the
Store Director for the Express and Metro format in Tesco Ireland.
He subsequently became Category Director for Packaged Goods,
General Merchandise and Clothing in 2008, before moving to his
current role as Commercial Director.
John Paul will discuss some recent examples of local innovation
including the Tesco supplier development programme with Bord
Bia, and how Tesco has successfully grown the grocery home
shopping service.
Kevin is responsible for leading the Inside Sales teams in the
Commercial & Enterprise segments for Intel Security in EMEA and
also the Demand Generation activities of the LDR team. Prior to
joining McAfee he held senior Sales Leadership positions in EMC
and Seagate Techology.
Kevin will talk about how to establish a Sales talent development
framework. The importance of communicating your talent plan.
How to plan for talent that has outgrown your organisation.
Keith Stanton is a renowned peak performance coach and
conference speaker. Over the last 18 years he has worked with
many high performing sports and corporate teams. Currently
instrumental in driving a major culture change within the global
business of Jaguar Land Rover, his “Effective Followership”
thinking will inspire any Sales Leader to rethink their current
performance strategy.
Keith will discuss the need to look beyond the number when
seeking sales improvement.
He will explore the new paradigms of leadership and how to help
sales people break through the fear barrier.
Born in Leicester England, David joined Guinness as a Marketing
Graduate in 1990 before moving to Cadbury Ltd in 2004 and then
back to Diageo in 2000 as the Marketing Director of Guinness in
Great Britain. He has been Country Director & Chairman of Diageo
Ireland for the past 3 years and lives in Dublin with his wife Karen
and two sons.
Diageo has a strong reputation for growing great talent.
David will share the role of culture in creating great leaders of the
future and the role of process in sustaining and underpinning the
talent agenda. In addition, David will share his learning and
philosophy on people development and growing leaders.
Michael Cunningham joined CarTrawler in 2012. As Chief
Commercial Officer, Michael oversees all aspects of CarTrawler
business development worldwide including sales, marketing and
partner management.
Michael will discuss how to create a sales culture where innovation
is encouraged, failure is learnt from and success is celebrated.
This is within the context of massive revenue growth and people
growth. He will discuss how Cartrawler has created a high
performing sales culture within a diverse workforce that has
different nationalities and diverse skill sets, from creative web
artists to inquisitive data scientists and everything in between.
Nicola De Beer is COO, Chief Operating Officer at FMI, Ireland’s
leading field management company. Nicola was appointed to the
Board of Directors in 2012 and she has been key in driving the
strategic direction of the company.
As businesses focus more on ROI and making that ever changing
and stretched bottom line- what role do our leaders play?
Generating and moulding belief in people is a vital leadership
element to that success.
Nicola will discuss belief and motivation and how practical they
are in the day to day operation of any business
John Paul O’ Reilly
Commercial Director, Tesco Ireland
Customer Focused Innovation
Nicola De Beer
COO FMI
Belief is Half the Battle
Michael Cunningham
Chief Commercial Officer, Cartrawler
Delivering Rapid Growth through
People and innovation
Kevin O’Dwyer
VP, EMEA, Inside Sales, McAfee
Effective Talent Management in
a High Performing Sales Environment
David Smith
Country Director, Diageo Ireland
Growing Leaders
Keith Stanton
Managing Partner, Votive Leadership
Effective Followership, The Key to Leading
a Peak Performing Sales Team
11:30 – 12.00 Tea & Coffee Networking Break
1:30 – 2.30 Networking Lunch

4. Delivering Growth Through People and Innovation
Proud Partner
Members Online Registration:
First 50 Tickets € 195
Early Bird (expires 30th April) € 225
Standard Ticket € 275
Non Members Online Registration:
Tickets € 395
To book you place go to www.salesinstitute.ie
For exhibitor information, contact the Sales Institute on
+353 1 662 6904 or e-mail info@salesinstitute.ie
The National Sales Leadership Conference 27th May 2015
www.salesinstitute.ie