Tactic Swap: Building High-Performing Sales Teams with Trust-Based Leadership & the Belt Accountability Matrix‍

Why It Matters: Sales leaders often fall into micromanagement or handholding, approaches that limit growth. Trust-based leadership and structured accountability unlock ownership, performance, and independence. This session gives you proven frameworks to build teams that scale.

‍Format: An online session for sales leaders:

• Two experienced sales directors
• 25 minutes each + 15-minute discussion
• Total: 90 minutes

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Speakers & Sessions

Session 1: Trust-Based Leadership vs Micromanagement‍

‍Speaker: Ashling Reid, Sales Director Europe, Cleverbridge

‍Description: Ashling shares how she built accountability by leading with trust instead of control. Learn how clear expectations, open communication, and tailored coaching help reps take ownership, perform better, and grow.

‍Bio: With leadership roles at Cleverbridge, Tipalti, and sales experience at ServiceNow, and Splunk, Ashling has built and scaled high-performing sales teams across Europe.

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Session 2: From Handholding to High-Performance‍

‍Speaker: Michel van den Berg, Former Head of EMEA Sales at Jamf, Xactly & BetterCloud

‍Description: Michel introduces the B = P × E framework and Rep Independence Matrix—showing how to create conditions where reps thrive. Replace micromanagement with coaching and turn your team into independent revenue generators.

‍Bio: With 25+ years in IT, Michel has led and scaled EMEA sales teams at Jamf, Xactly, and BetterCloud, driving growth across SaaS businesses.

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👉 Reserve your spot and learn how to build sales teams that trust, perform, and scale.