Every pass includes the AI for Sales Enablement Festival and the four co-located tracks, plus networking, the exhibition floor, refreshments, lunch, and a happy hour. Group buyers save at least $600 in total, and the organizers offer additional rates for larger teams.
What's on the agenda at the AI for Sales Enablement Festival 2027?
The 2027 agenda mixes talks, a roundtable, hands-on workshops, and a panel:
| Time |
Session |
| 9:15 AM |
When the pendulum swings: culture as your last competitive advantage in an AI world, with Sara Kwan (Intuit) |
| 9:45 AM |
Enablement's next job: becoming the AI team member, with Leah Conner (OpenAI) |
| 10:15 AM |
The AI skills gap nobody's talking about, with Corine Hernandez Varga (Uber for Business) |
| 11:15 AM |
Roundtable: pitching AI to the C-suite |
| 12:00 PM |
The forgotten role: what AI means for sales managers, not just reps, with Tracy Chaparo (UpGuard) and Salam Alnakeeb (Rippling) |
| 1:30 PM |
Workshop: the prompt teardown, with Kelly Lewis (The Revenue Insiders), Sam Amankwah (Palo Alto Networks), and Ashley Mohan (formerly Google Cloud) |
| 1:30 PM |
Workshop: live build your first AI coaching bot |
| 2:30 PM |
Panel: the enablement leader of 2030, with Daryl Spreiter (Planet), Tracy Chaparo (UpGuard), and Dawn O'Rourke (Boomi) |
Check the official agenda for the full afternoon schedule.
Who's speaking at the AI for Sales Enablement Festival 2027?
Speakers include enablement leaders from AI, cloud, and security companies:
- Leah Conner, Leading GTM Enablement for North America, OpenAI
- Sanjay Soni, Director, Global Cloud and AI Platform GTM Technical Sales Enablement, Microsoft
- Corine Hernandez Varga, Global Head of Revenue Enablement, Uber for Business
- Dawn O'Rourke, VP, Revenue and Partner Enablement, Boomi
- Tracy Chaparo, VP, Revenue Enablement, UpGuard
- Sara Kwan, Director, Global Sales Enablement, Intuit
- Daryl Spreiter, Head of Global Sales Enablement, Planet
- Lisa Moretti, Head of Revenue and GTM Enablement, Otter
- Sam Amankwah, Strategy and Transformation, Palo Alto Networks
- Ashley Mohan, former Head of Sales Excellence, Strategy and Operations, Google Cloud
- Salam Alnakeeb, Head of GTM Enablement Operations, Rippling
- Kerri Jacobs, Senior Director, Global Sales and CSG Enablement, Confluent
What are the co-located festivals?
Your pass covers five tracks on the same day and in the same venue:
- AI for Sales Enablement
- AI for Product Marketing
- AI for Customer Success
- AI for GTM
- AI for Revenue Operations
That makes it easy for enablement, PMM, RevOps, and CS to attend together and leave aligned on how AI fits into the whole revenue motion.
Who should attend the AI for Sales Enablement Festival?
The festival is built for:
- Sales enablement and revenue enablement leaders
- Sales readiness, onboarding, and coaching managers
- GTM enablement operations teams
- Partner and channel enablement leaders
- Sales leaders who own rep productivity and performance
The Sales Enablement Collective reports that attendees at its 2026 events rated their experience 8 out of 10 on average, and 80% said they were likely to attend another event.
Is the AI for Sales Enablement Festival worth it?
The AI for Sales Enablement Festival is worth it if you lead enablement and need practical, tested ways to use AI in coaching, onboarding, and content, plus a way to prove the impact to leadership. It's affordable for a one-day event and includes four other tracks. It's less useful if you want a large multi-day conference or deep technical AI training.
It's worth it if:
- You're under pressure to show AI results in enablement this year
- You want hands-on workshops like the prompt teardown and the coaching bot build
- You need to make the case for AI investment to your executives
- You can bring PMM, RevOps, or CS colleagues on the same day
It's probably not worth it if:
- You want a multi-day conference with a large expo
- You're not in an enablement, sales, or revenue role
- You already run mature AI coaching and readiness programs
How does enablement prepare reps for AI-native buyers?
Enablement prepares reps for AI-native buyers by giving them the buyer's context before the first call, training them to answer specific late-stage questions fast, and making sure every conversation continues where the buyer left off. One of the festival's themes says it plainly: modern buyers use AI to research and decide before sellers get involved.
That changes what a rep needs. The buyer who books a meeting has often already compared vendors, read your pricing, and asked an AI assistant for a summary. If the rep opens with generic discovery, they're starting behind.
Give reps what the buyer already said
The best enablement content is what buyers volunteer in conversations. In The Anonymous Buyer, our 12-month study of 90+ B2B software websites, 28% of buying conversations included two or more qualifying details the buyer shared on their own, and at 39 of 43 companies, more than 40% of conversations revealed something useful about the buyer.
When that context reaches the rep before the meeting, they can skip the basics. Knock Chat captures buyer conversations across your website, LinkedIn, Slack, and WhatsApp, and real-time enrichment adds role and company details. Our guide on how an AI SDR helps reps skip discovery calls shows what that looks like in practice.
Coach reps on conversations, not just page views
Some of the best deals barely touch your website. In our data, 21% of new deals came from buyers who chatted but had one or no tracked page views. A scoring model built only on page views would have missed them. Coaching should focus on what buyers say, how reps respond, and how fast.
Train for speed, because it decides deals
Response time is a coachable skill and a process problem. In our data, among buyers who chatted during US working hours, those who got a reply within five minutes became deals 18.5% of the time, compared with 11.0% for buyers who waited more than an hour. Fast replies won on deal rate at 18 of 23 companies and on keeping the conversation going at 22 of 23.
The Knock AI Agent can answer instantly and hand off to a rep when the conversation needs a human, and Knock Routing sends each conversation to the right seller. We explain why timing matters in act when intent peaks.
Teach reps to offer the right next step
The words reps and websites use to invite the next step matter. In our data, same-session conversion after clicking was 37.4% for "Chat" or "Ask a question," 17.0% for "Book a demo," 11.8% for "Watch" or "Tour," 11.0% for "Pricing" or "Quote," 7.0% for "Get started" or "Try," and 6.7% for "Talk to sales." Low-commitment conversation beats sales-sounding asks, so coach reps to open with an offer to answer a question, not to schedule a pitch.
Keep the relationship in one thread
When a buyer moves from an AI agent to an SDR to an AE, they shouldn't have to repeat themselves. Knock keeps every conversation, meeting, and website visit in one relationship history, so each rep picks up where the last one left off. That's the idea behind relationship infrastructure. And Knock AI's Private Relationship Graph shows reps who on their team already knows someone at the account, so they can open with a warm path instead of a cold one.
For more on where AI fits alongside sellers, read how to actually make an AI SDR work and are you using the right metrics to measure your SDR team?.
Best ways to prepare reps for AI-native buyers: the shortlist
- Knock AI: Best for giving reps full buyer context from every conversation, with instant AI answers and routing to the right seller across your website, LinkedIn, Slack, and WhatsApp
- Conversation-based coaching: Best for improving how reps respond to real buyer questions
- AI roleplay and coaching bots: Best for practicing late-stage objections at scale
- Response-time SLAs: Best for making speed a managed metric, not an accident
Heading to San Francisco? Set up your festival card and chat links with Knock AI before January 20, or grab a free Knock Personal Card to share your details in one QR code.
FAQs
When is the AI for Sales Enablement Festival 2027?
The AI for Sales Enablement Festival 2027 takes place on Wednesday, January 20, 2027.
Where is the AI for Sales Enablement Festival held?
The festival is held at the Marriott Marquis, 780 Mission Street, San Francisco.
How much does the AI for Sales Enablement Festival cost?
An individual early bird pass costs $495, rising to $595. Teams of three or more pay $395 per person on early bird pricing, and Sales Enablement Collective members can get a pass for $350.
Who organizes the AI for Sales Enablement Festival?
The festival is organized by the Sales Enablement Collective, which also runs the Sales Enablement Summit series and Catalyst.
What's included in the ticket?
Every ticket includes the AI for Sales Enablement Festival and the four co-located tracks, networking, the exhibition floor, refreshments, lunch, and a happy hour.
What are the co-located events?
The festival runs alongside AI for Product Marketing, AI for Customer Success, AI for GTM, and AI for Revenue Operations, all at the Marriott Marquis on the same day.
Is the AI for Sales Enablement Festival the same as Catalyst?
No. Catalyst, powered by the Sales Enablement Collective, is part of a separate group of summits on January 21, 2027, at the South San Francisco Conference Center, alongside Momentum by GTM Alliance. The AI for Sales Enablement Festival runs on January 20 at the Marriott Marquis.
What workshops are at the AI for Sales Enablement Festival?
The 2027 workshops include a prompt teardown with enablement leaders from Palo Alto Networks, Google Cloud, and The Revenue Insiders, and a live build session where attendees create their first AI coaching bot.
How should enablement teams prepare reps for AI-native buyers?
Enablement teams should give reps the buyer's context before the first call, coach them on real conversations, train them to respond fast, and teach low-commitment next steps like offering to answer a question. Knock AI captures buyer conversations and routes them to the right rep with full context.
One thing to remember
Your buyers already asked AI about you.
Make sure your reps know what they asked.
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