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Gemma

Hurley

Senior Director, Global GTM & Enablement

The Access Group

Gemma leads a global organisation spanning Sales Enablement, Product Enablement, GTM Strategy, Programs, Tech & AI Enablement, and M&A Integration, supporting thousands of sellers and leaders across EMEA, APAC, and the Americas. She has played a key role in elevating enablement from a support function to a strategic revenue driver, partnering closely with regional MDs and the CRO to deliver data-driven growth strategies and revenue acceleration programmes. Her work also includes embedding AI-powered tools such as Clari, Consensus, Groove, ReachSuite, and LinkedIn Sales Navigator to improve forecasting, pipeline progression, and seller productivity. Alongside this, Gemma is focused on building a high-performing culture centred around clarity, collaboration, and continuous learning.

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09 October 2025 08:45 - 09:15

From checkbox to compass: can AI finally make your sales methodology work?

Most sales methodologies start as a genuine framework for qualifying deals and end up as a form reps fill in to keep their manager happy. The intent gets lost somewhere between the training deck and the CRM field. AI can pull methodology out of the paperwork and back into the conversation, automatically scoring calls against the framework and surfacing the gaps a rep or manager would otherwise miss. This session looks at what it actually takes to make a sales methodology a living practice instead of a compliance exercise. Key takeaways: - Why methodology adoption usually fails at the point of manual data entry - How automated scorecards change the manager's coaching conversation - What to watch for when introducing AI into an existing methodology