What’s powering revenue now?
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Is trust the new currency in sales? That was the question driving one of the sessions, sponsored by Collingwood at the AEO Conference on 4th September 2025. Chaired by Piers Bearne of Collingwood, the panel brought together Matthew Butler of CloserStill Media, Sharon Roessen of Terrapinn, Pete Kumposcht of RX Global and Louise White of Sift. Together they unpacked how technology, human connection and shifting customer expectations are reshaping the way revenue is built today.
Why face-to-face is making a comeback
Despite years of digital acceleration, the conversation quickly turned to the enduring power of in-person connection. Hospitality, events and one-to-one meetings are not just back, they are growing in importance. One speaker noted the rise in invitations to hosted events, a signal that trust is often sealed across a table rather than a screen. Yet, it is not nostalgia driving this return. Instead, it is a recognition that data may inform decisions, but relationships close deals.
AI: partner or threat?
Artificial intelligence was described not as a replacement for salespeople, but as a partner that can take on the repetitive and time-consuming tasks that drain energy from real engagement. Delegates heard predictions of AI reshaping roles, with some suggesting it could increase revenue capacity while reducing headcount. Others countered with warnings: without trust and empathy, efficiency alone will not secure customer loyalty. This tension between automation and authenticity framed much of the debate.
Lessons from subscriptions and hybrid models
The panel drew parallels with subscription businesses, where retention is the engine of growth. Event organisers, it was argued, can learn from these models by focusing on ongoing value rather than one-off transactions. Hybrid trade shows and structured meetings were highlighted as formats that bring the best of digital reach and personal connection. Here too, AI has a role, offering the ability to measure, predict and optimise outcomes in ways that were once impossible.
The challenge of adoption
If AI offers so much promise, why is adoption uneven? Some sales teams still resist new tools, preferring familiar methods. The discussion revealed a clear divide: companies investing heavily in technology are already seeing results, while others risk being left behind. Integrating acquisitions, introducing new platforms and upskilling staff all take time and commitment. The message was that success depends not only on the technology itself but on how well people are supported to use it.
Customers are raising the bar
Customer expectations are shifting fast. Sophisticated marketing leaders want hard proof of return on investment, not vague promises. They expect data-driven strategies that show tangible results. Yet, customers are not uniform. Some prioritise efficiency, others value personal attention, and sales teams must adapt accordingly. Meeting this variety of needs requires a balance of technology and human touch.
The real question
Revenue today is being powered by a blend of human connection and smart technology. Trust is as vital as ever, but so is the ability to adapt and prove value in measurable terms. The tools are here, and the opportunities are clear. The real question is: will your team adapt fast enough to stay ahead?
