Sales teams face mounting pressure to improve forecasting accuracy, prioritize opportunities, and deepen customer insight. AI can accelerate performance — but only when supported by strong data and adoption practices.

Technology executives demonstrate how AI enhances account planning, opportunity qualification, quoting, and margin management. We outline what’s required to operationalize AI in sales workflows.

Key Takeaways

• AI applications improving sales productivity
• Data structures enabling predictive insights
• How AI strengthens forecasting and prioritization
• Adoption challenges and proven solutions
• KPIs to measure AI-driven sales impact

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About our sponsor:

About our panelists:

Kristen Thom

Senior VP of Customer Experience, White Cup

Kristen Thom is the Senior VP of Customer Experience at White Cup. She joined White Cup, formerly Compass Sales Solutions, in 2013. With a customer-first commitment, Kristen has held roles across implementation, support, development, product management, and customer success. She has almost 10 years of experience in the office technology space and almost 5 years of experience in the distribution industry.  

John Murcott

EVP Product & Strategy, HawkSearch by Bridgeline

John Murcott is an entrepreneurial leader with nearly 20 years of experience in sales engineering, product management, and professional services, specializing in automation, integration, and enterprise SaaS. As EVP of Products and Strategy at Bridgeline, he drives strategic growth by helping customers increase revenue through intelligent search, personalization, and SEO optimization, while supporting sales with clear product vision and results-driven execution.

Steve Levy

Vice President of Enterprise Architecture, Infor

Steve Levy is Infor’s Vice President of Enterprise Architecture for the distribution industry. In this role, he is responsible for ensuring Infor’s customers establish the best possible architecture for their enterprise ecosystems. Steve and his team have successfully helped some of the world’s largest and most complex distributors digitally transform their operations. Prior to his arrival at Infor, Steve was the executive vice president at a wholesale paper distributor.

About our host:

Brian Hopkins

Chief Operations Officer, Distribution Strategy Group

Brian Hopkins is recognized for his expertise in customer service and operational efficiency within the industrial distribution sector. His career trajectory showcases a series of impactful leadership roles, marked by innovation and strategic growth.