KEYNOTE SPEAKER · AI IN SALES
I’m Tom Ridley, a former enterprise sales leader. I help sales teams and their leaders work out where their value lives now that every buyer has AI, and how to use it to multiply that value rather than hand it away.
More of you reaching the customer.
THE VALUE HAS MOVED
They arrive at the first meeting already knowing your product, your competitors and your pricing. The way sellers used to prove their worth, by knowing something the buyer didn’t, has quietly gone.
At the same time, sales teams are racing to automate the easy work. The research, the emails and the follow-ups get handed over wholesale, and everyone starts to sound the same. When AI does all the heavy lifting, you get exactly what it would have produced without you.
AI isn’t the threat. Generic is.
01 / THE IDEA
Where your value lives now
Knowledge is commoditised, so value has moved. I call it the ABC of value. You Acquire what anyone can find, you Blend it with the insight, experience and customer stories only you have, and you Connect, human to human, in the moments that win deals.
AI does the heavy lifting on the first, partners with you on the second, and supports you on the third.
How far below the waterline you go
Anyone can get the easy wins above the waterline. The value is in what you give AI below it: your context, your judgement, your way of working.
A simple test: if you handed your setup to a stranger, would they get the same output? If they would, you’re above the waterline.
More of you reaching the customer
Get both right and AI multiplies what makes you valuable, and frees the time to keep building it. Get either wrong and the multiplier drops below one, so AI makes you smaller.
It also compounds: every round gives you more to bring to the next.
02 / THE TALKS
Your sales motion, your buyers and the tools your team actually uses.
Where Sellers Win When Every Buyer Has AI
For sales kick-offs and whole sales functions
Let’s talk about your eventYour buyers now arrive with the same AI-powered research you have, and often more. Meanwhile, sellers are automating the very parts of the job that made them worth talking to. This talk shows where value has moved in the sales cycle and how the best sellers are putting themselves back at the centre of it.
Building AI Capability Before AI Infrastructure
For sales leaders, enablement teams and leadership offsites
Let’s talk about your eventMost sales organisations are pouring effort into AI infrastructure, while the people expected to use it are left wondering what it means for them. This talk makes the case for building capability first. It covers proving value with small pilots, using AI to fix the data problem instead of waiting for perfect data, and turning AI into a coach that embeds the behaviours and methodologies leaders have struggled to make stick.
04 / ABOUT TOM
I’ve spent my career in sales: leading and building sales teams, and working cross-global enterprise deals.
Today I work with sellers and sales leaders every week, through coaching and advisory work, on how they actually use AI day to day. That’s where my talks come from. They’re built on what I see working (and not working) in real sales teams, explained in plain English for people who sell, not people who build AI.
I care about AI models and releases only for what they mean for a seller or a sales leader.
When a talk sparks work that needs doing, my consultancy Amplify helps teams put it into practice.
Always. Before every event I’ll talk to you about your audience, your goals and the tools your team uses, so the examples land in their world.
Both. I’m based in the UK and travel for events, internationally too.
Ideally 6 to 8 weeks, especially for sales kick-offs in January and April. If you have something sooner, ask anyway.
No. It’s about how sellers and sales leaders think and work with AI, not about models or code. Everyone in a commercial team should be able to follow it, from SDRs to the CRO.