CEO and founder of Sales Redefined, former IBM National Sales Manager — on sales and growth in the AI era.
Abbie White is the CEO and founder of Sales Redefined, a business built to transform sales, go-to-market and growth strategies for the digital AI era. She has more than 15 years of sales and sales management experience in the corporate IT sector, and before founding Sales Redefined in 2017 she was National Sales Manager at IBM, directing a $100 million AUD portfolio. She has facilitated more than $500 million in sales across global, market-leading organisations, and her clients have recorded returns of more than 2000 per cent on lead generation campaigns. She is a Forbes Australia contributor and a LinkedIn Top Voice, and her qualifications combine a business management degree with training in positive psychology and certification in emotional intelligence.
What sets White apart in a crowded sales speaking market is the seriousness with which she engages with AI's implications for the profession. Most sales speakers treat technology as a backdrop. White puts it at the centre — examining how AI is reshaping the buyer's journey, what it demands of sales professionals who want to remain relevant, and how sales leaders can build teams capable of executing in an environment that is changing faster than most training programs can track. Her ALIGN framework brings sales, marketing and go-to-market teams into a single revenue-driving plan, and her work on the sales execution gap deals with the distance between a stated growth strategy and what a team actually does each week.
Abbie suits sales leadership conferences, revenue team events, CEO and CFO forums, and business growth summits. She advises ASX 200 and Fortune 500 companies, and is a particularly strong fit for organisations undergoing significant commercial transformation — whether through AI adoption, market disruption, or the need to rebuild a performance culture. Audiences leave with both a clear diagnosis of what is holding their sales performance back and a practical approach to closing the gap.
Abbie White is a keynote speaker based in New South Wales who speaks on artificial intelligence, business strategy and innovation. Book through Executive Speakers Australia.
FOR PARTNER ECOSYSTEMS & FRANCHISES
Most organisations are chasing new growth while their most powerful lever is not maximised to its full potential: their own ecosystem.
Abbie has worked hands-on across franchise networks, technology vendors, distributors and channel partners for more than two decades.
She understands both sides of the relationship and designs sessions that build real capability, activate commercial momentum and drive growth across the whole channel ecosystem.
Whether your audience is a room of franchisees, or partner summit, this session is built to uncover potential, uplift capability and align your ecosystem for growth.
FOR LEADERSHIP
The pace of change is not just a business challenge; it's a leadership challenge.
In today's market, leaders who are successfully navigating the environment are making deliberate choices about where to focus. They can identify the signals vs the noise and are protecting their team's ability to execute at all.
In this keynote, Abbie brings real-world intelligence from honest conversations senior revenue leaders are having about what is actually working right now.
FOR REVENUE-GENERATING TEAMS, TAILORED TO YOUR INDUSTRY
Buyer behaviour, client expectations, AI adoption, and GTM models are all shifting at once, and most revenue strategies haven't kept pace.
The rules of selling, marketing and growth have been rewritten. A 2025 playbook won’t work in today’s market. The leaders who understand which ones have changed (and which ones haven't!) are the ones pulling ahead.
In this keynote, Abbie will unpack the megatrends and shifts reshaping buying behaviour, AI, and GTM, and where the real commercial opportunities sit right now.
FOR REVENUE-GENERATING TEAMS
AI and human advantage are both growth levers. Both can accelerate your revenue... and both can damage it. The difference is knowing which one to pull, and when.
Here is the paradox: If we don’t lean into AI, we risk falling behind competitors who are already going AI-native. However, using AI where we shouldn’t risks losing the human connection that drives loyalty and growth.
The organisations winning right now are the ones who know how to rethink, adapt and execute to seize growth opportunities when everything keeps changing at speed.
Abbie will help your organisation navigate the line between AI acceleration and human connection and gain a practical framework to continuously adapt your growth strategy to align with emerging opportunities.
FOR REVENUE-GENERATING TEAMS
In the AI era, knowing what to do has never been easier. Actually doing it has never been harder.
Most organisations have the strategy right. The gap is in execution, and this gap is wider and more costly than many teams appreciate.
Only 11% of GTM teams consistently operate against their own strategy.
The businesses who will succeed in today’s fast-paced market are those who can execute amongst the busyness and competing demands.
Backed by global research and proven client outcomes, this is hands-on and high-impact. Clients have achieved their biggest months on record off the back of this session.
Abbie delivered an insightful and engaging keynote. Her research to understand our market and audience was evident from the start, which ensured the content was relevant with many, many take aways for our group to action. Highly recommended.National Mortgage Brokers (NMB)
Abbie White is a powerhouse speaker and sales strategist. Abbie's ability to translate complex sales challenges into clear, actionable strategies is exceptional. She brings high energy, real-world insight, and practical frameworks that truly resonate with commercial leaders. I highly recommend Abbie for any organisation looking to future-proof its sales strategy, inspire and develop its team for commercial growth or anyone seeking a professional keynote speaker who is also a delight to work with.Australian Revenue Management Association (ARMA)
What stood out to us was the level of detail Abbie went into to really understand our business, the team and exactly the outcomes we desired for our conference. Abbie was phenomenal at getting our teams engaged, creating instant traction with live activities and ensuring everyone walked away with achievable and realistic goals while being fully motivated and entertained.Frontline Recruitment
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