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Annemarie van Gaal
Entrepreneur, columnist, non-executive director, member of the advisory board
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CTRL + SHIFT LIVE: The intelligent revenue engine – from siloed automation to coordinated growth
Over the past few years, many organisations have made significant investments in marketing, sales and technology. Processes have been refined, tooling has expanded, and data now plays an increasingly central role in decision-making. Yet gaining real control over growth remains a challenge. Not because too little is happening, but because it doesn’t always come together. Teams operate from different perspectives, systems don’t integrate seamlessly, and insights don’t automatically translate into stronger commercial decisions. That’s where the real challenge lies.
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Register now
During this event, we’ll show you how to move from fragmentation to alignment. How to connect marketing, sales, service and technology into a single intelligent revenue enging. Where data, processes and AI reinforce one another and drive predictable growth. With keynote speaker Annemarie van Gaal, you’ll also gain a clear and practical perspective on entrepreneurship and growth in a constantly evolving market.
From isolated improvements to a unified growth system
Moving from isolated improvements to sustainable growth requires more than better tools or additional dashboards. It calls for alignment across data, processes and decision-making. Throughout the afternoon, we’ll guide you through three essential building blocks:
Commercial leadership that delivers: How to ensure marketing and sales work from the same insights, and how to steer performance using metrics that genuinely reflect growth, such as pipeline velocity and reliable lead scoring.
AI as an accelerator, not an end in itself: What AI can actually mean for your commercial process. From predictive models to smart automation, without it becoming complex or isolated, and always linked to concrete business value.
Technology that evolves with your organisation: How to connect systems logically and make scalable choices, so that technology supports your growth rather than holding it back.
What will you gain from this event?
By the end of the afternoon, you’ll leave not just with inspiration, but with clear direction:
A better understanding of where the greatest opportunities lie within your commercial ecosystem
Insight into how to better align marketing, sales and service
Practical examples of AI applications that deliver immediate value
The ability to make more informed decisions around tooling and architecture
Concrete starting points to make growth more predictable
Register now and discover how to move from isolated improvements to an intelligent revenue engine.
Programme
11:30 – 12:25 - Registration & lunch
12:35 – 12:50 - Opening: Mick Roovers (Strategy Director, iO)
12:50 – 13:50 - Keynote: Annemarie van Gaal (Entrepreneur and investor)
14:00 – 14:45 - Breakout session 1:
One revenue team, one truth. Why pipeline velocity starts with your data foundation – Steven Van Duyse (Strategy Director Automation iO)
Topic to follow – Noud Faassen (iO) & Arjen Veerman (Budget Thuis)
HubSpot case study - Speaker to be announced
14:45 – 15:10 - Break
15:15 – 16:00 - Breakout session 2:
The anatomy of a lead scoring model that sales actually uses - Justin van Tol (Strategic Lead Automation iO) & Guido Bruin (ABM Lead & HubSpot Strategist iO)
Topic to follow - Raymond Muilwijk (Group AI Director iO)
Spotler case study - Speaker to be announced
16:15 – 18:00 - Networking drinks
Who is this event for?
Do you work in an organisation where commercial growth is a priority, but where connecting teams, data and systems isn’t yet second nature? Then this event will be highly relevant for you.
It’s designed for professionals who are responsible for growth, or who directly influence it. From leaders in marketing, sales, service and IT to senior specialists working daily with processes, tools and data. Particularly within larger organisations (200+ employees), where multiple teams, systems and processes intersect, there is a growing need for greater alignment. Not just another optimisation, but a way of working where everything fits together and contributes directly to growth.
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Our partners
HubSpot
HubSpot is a leading CRM and CMS platform that helps businesses centralise marketing, sales, customer service and content management. It offers an all-in-one solution with tools for customer relationship management (CRM), marketing automation, lead generation, sales pipelines, customer service and website management via CMS Hub. With features such as email marketing, workflows, reporting, landing pages, SEO tools, live chat and a drag-and-drop website builder, HubSpot enables organisations to attract, convert and retain customers. Its strength lies in the seamless integration between CRM and CMS, allowing data, content and customer interactions to be managed from a single platform.
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Spotler
Spotler is a Dutch CRM and marketing automation platform that enables organisations to manage customer data, marketing and communications centrally. Through the Spotler Marketing Cloud, it offers solutions for CRM, email marketing, lead management, customer data platforms, workflow automation and omnichannel campaigns via email, SMS, WhatsApp, chat and social media. With features such as lead scoring, lead nurturing, dashboards, reporting and personalised customer journeys, Spotler supports businesses in attracting, converting and retaining customers. Its strength lies in bringing together data, channels and automation within a single, user-friendly platform, focused on more effective marketing and stronger customer relationships.
Location
iO Campus Den Bosch (Magistratenlaan 4, 5223 MD ’s-Hertogenbosch) is easily accessible by public transport (just a 10-minute walk from the station) or by car via the A59/A2. Parking is available at the station or in the Het Paleiskwartier car park, a five-minute walk away.
Speakers at this event
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