As revenue pressures intensify and data becomes a frontline asset, organizations are evolving GBS beyond traditional support functions. Get a behind-the-scenes look at how one enterprise successfully integrated sales enablement and commercial operations into its GBS model—creating new value streams, accelerating go-to-market efforts, and reshaping its perception as a growth engine.

• Unpack how to make the case for commercial services in GBS including how to position and structure revenue-adjacent functions like sales ops, lead generation, ad operations, and channel analytics
• Learn how unified data, shared service layers, and AI-driven insights enabled faster, more consistent sales support across regions
• Explore how commercial teams benefited from automation, streamlined onboarding, lead-to-cash alignment, and more effective reporting
• Hear lessons learned around stakeholder alignment, change resistance, and creating a customer-service mindset in sales-facing teams