Welcome to Ode to Sales Business Seminar!

⏰ Time: Thursday 26.11.2026 at 9.00–16.00
📍 Place: ICT-City, Gamma ICT_B1026 ja Lambda ICT_C1027, Joukahaisenkatu 3, 20520 Turku. Arrival instructions

The 2026 event consists of two parts. The international morning seminar, Ode to Sales, is held in English and explores the future of B2B sales, sales competence and international collaboration. The programme will also address how skills and experience developed in sport can be translated into commercial careers.

The afternoon Oodi myynnille! seminar is held in Finnish under the theme AI in Sales – What Changes, What Matters? The programme moves beyond the AI hype and focuses on practice: how AI is already changing sales work and sales organisations, and what role people, data, technology and leadership will play in the future of B2B sales.

Join us for fresh perspectives, discussion and networking!

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Programme

Changes to the programme are possible.

Ode to Sales 2026 -What Changes, What Matters?
English Seminar from 9.00 to 12.00
Place: Gamma, ICT_B1026

9.00 – 9.10	Welcome & Opening Dr. Timo Holopainen Principal Lecturer & Research Group Leader Turku University of Applied Sciences
9.10 – 10.15	ATTACH-U: Supporting Athletes in the Transition Beyond Sport ATTACH-U – Athletes’ Transition Tools for Achieving Horizons is an Erasmus+ Sport project supporting athletes in their transition from elite sport to post-sport careers through mentoring, learning and practical career pathways. Learn more about ATTACH-U
9.10 – 9.35	ATTACH-U Keynote I: From Sports to Sales – Why Athletic Capital Does Not Sell Itself Translating elite sport experience into commercial careers Dr. Arto Kuuluvainen Senior Lecturer & Research Group Leader Turku University of Applied Sciences, Finland
9.35 – 9.55	ATTACH-U Keynote II: From Elite Sport to Entrepreneurship: Why Sport-Specific Soft Skills Are Not Sufficient – Insights from High-Performance Athletes’ Career Transition Experiences Dr. Sebastian Brückner Lecturer, Sport Psychology University of Münster, Germany Prof. Dr. Maike Tietjens Professor, Sport Science University of Münster, Germany
9.55 – 10.15	ATTACH-U Keynote III: More Than Medals: Jobs, Mentoring and More – Connecting Elite Athletes with Employers Across Their Careers Carol Keenan Performance Life Skills Consultant Sport Ireland Institute, Ireland
10.15 – 10.30	Coffee Break & Networking
10.30 – 10.55	Key Competencies for Technical Sales Roles Prof. Dr. Thomas B. Berger Professor & Program Director, Mechatronics Trinational DHBW Lörrach, Germany
10.55 – 11.20	Present and Future Requirements in Field Sales Prof. Dr. Stefan Wengler Professor of Marketing & Sales Hof University of Applied Sciences, Germany President, Global Sales Science Institute (GSSI)
11.20 – 11.50	Building the Future of B2B Sales – Education, Research and International Collaboration at Turku UAS Dr. Timo Holopainen Principal Lecturer & Research Group Leader Turku University of Applied Sciences, Finland Including LISS24 and other international B2B sales collaboration
11.50 – 12.00	Closing Remarks & Takeaways
12.00 – 13.30	Lunch / Break

The event continues in the afternoon with a Finnish speaking seminar:

Oodi myynnille! 2026
AI myynnissä – mikä muuttuu, mikä ratkaisee?
Time: 13.30 – 16.00
Place: Lambda, ICT_C1027

More information and a detailed programme of the afternoon seminar can be found here.

The day ends with an Afterwork event from 16.15 – 18.15 at Brewery Restaurant Koulu, Historianluokka (Eerikinkatu 18, 20100 Turku)

Registrations