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Advancing Sales Education & Research in Canadian Universities

Advancing Sales Education and Research in Canadian Universities hosted by the Ted Rogers Sales Leadership Program

  First conference of its kind on advancing and developing
sales education and research in Canadian universities.

Hosted at the Ted Rogers School of Management at Toronto Metropolitan University (Formerly Toronto Metropolitan University) in Ontario and funded by a Social Sciences and Humanities Research Council (external link)  (SSHRC) connection grant and generous donations from Microsoft, the CPSA and the sponsors of the Ted Rogers Sales Leadership Program. 

May 9-10, 2022 at the conference 

Dr. Karen Peesker and the Ted Rogers Sales Leadership Program are pleased to host the first Canadian University conference on Advancing Sales Education and Research in Canada in conjunction with Dr. Wendy Cukier from the Diversity Institute at Toronto Met, Dr. Maria Rouziou (external link, opens in new window)  and Jean-Luc Geha (external link, opens in new window)  from HEC Montréal and Eric Janssen (external link, opens in new window)  from Ivey Business School.

This conference will provide a platform for university sales educators to come together to advance and improve sales research at Canadian universities, set and actively monitor sales program standards, enhance sales curricula, and ultimately provide students with the best possible practices to succeed in a career in sales. The 2022 Conference will be the first of its kind on advancing and developing sales education in Canadian universities and will be hosted at the Ted Rogers School of Management at Toronto Metropolitan University in Toronto, Ontario.

Between May 9-10, 2022, top Canadian university sales educators and industry professionals will converge to create and share new knowledge regarding sales industry-driven challenges in the digital economy, while ultimately considering how the structural changes of the sales industry will impact educators, students and professionals. Along with keynote speakers, there will be eight engaging presentations by sales professors, two industry panels with leading sales executives, a breakout session with many opportunities for connection, as well as networking along the way. The conference will take a collaborative approach that works to engage students and professionals to go outside their comfort zone, bridge the gap between theory and practice and work together to create sales research that will be useful and relevant.

This conference will have professors and speakers from across Canada come together. We will also have industry leaders from the Canadian Professional Sales Association (CPSA) and top sales-driven organizations, including Microsoft, LinkedIn and DHL, who will provide industry insights and facilitate industry panels to actively engage with professors and sales educators to expedite new research projects.

The conference will contribute to a dynamic idea exchange between sales industry leaders, professors and students to further enhance the existing curriculum in Canadian universities through new research. It will also help to restructure future curriculums to be focused on working within the digital economy. In addition, the conference provides an invaluable networking opportunity for sales industry professionals and educators with the goal to provide meaningful and industry-specific research on education to better transition students from university to the job market.

The research that will be investigated regarding sales education programs will contribute to growth in the Canadian sales industry by examining the vital sales skills that need to be explored by students early on, so they are prepared to enter a field that is experiencing vast structural changes. This project will support and extend work both qualitatively and quantitatively on sales leadership skills for the 21st century and emerging economy.

Participating universities

  • HEC Montreal
  • Ivey Business School, Western University 
  • Queen's University
  • Memorial University
  • Guelph University
  • Cape Breton University
  • Wilfrid Laurier University
  • McMaster University
  • University of New Brunswick
  • Florida State University
  • Toronto Metropolitan University

Key objectives 

The key objective of this conference is to bring together academics and practitioners to explore sales in the digital economy. We will consider key research questions and discussions according to the following objectives:

  1. What are the key digital trends impacting sales?
  2. How are shifting demographics and other trends creating new challenges?
  3. How do leading organizations create high performing sales technology enabled sales teams in the new environment?
  4. How can we utilize data analytics to improve sales performance?
  5. Where are the knowledge gaps and the implications for teaching and learning, especially in a Canadian context?

The outcomes of the conference will lay the groundwork
for a collaborative research agenda, as well as establish new tools and training approaches to address sales in the digital economy in a Canadian context.

Industry panel

Diversity in the Digital Economy & Implications for Sales Industry Panel with Dr. Wendy Cukier.

Wendy Cukier

Dr. Wendy Cukier

Founder and Director, Diversity Institute, Ted Rogers School of Management

Lisa Patel

Lisa Patel

Team Leader & Sales Rep at The Lisa Patel Team, Royal LePage

Darian Kovacs

Darian Kovacs

Founder, Jelly Digital Marketing & PR

Krishan Mehta

Dr. Krishan Mehta

Assistant Vice-President Engagement, Toronto Metropolitan University

Andrew Hunter

Andrew Hunter

Managing Director and Founder, Bay Hill Financial

Sales executive industry panel

The Evolution Of Sales In The Digital Economy Industry Panel with Dr. Karen Peesker.

Karen Peesker

Dr. Karen Peesker

Director, Ted Rogers Sales Leadership Program

Jonathan Lister

Jonathan Lister

Former VP, Global Sales Solutions, LinkedIn

Andre Leidenheimer Ruiz Soler

Andre Leidenheimer Ruiz Soler

Americas Industry Solutions Strategy Lead, Microsoft

Tara Tokatly

Tara Tokatly

Vice President, Solution Engineering, Salesforce

Cindy Gordon

Cindy Gordon

CEO and Founder, SalesChoice

Ritu Khanna

Ritu Khanna

Managing Director, North America, Shopify

Future hopes 

This conference will act as a starting point for Canadian universities to work collaboratively to share ideas and insights to help develop the future sales leaders of our country. We hope to advance sales education and research in Canada and prepare students for sales careers. In addition, we want to increase the prestige and credibility of the sales profession in Canadian universities to support the Canadian industry's need to develop young sales talent.

 Hosted by

Sponsored by

Social Sciences and Humanities Research Council of Canada
C4 Canadian Channel Chiefs Council
Canadian Professional Sales Association

Ted Rogers Sales Leadership Program Sponsors

DHL logo
Royal Bank of Canada logo
Rogers Communications logo
Media Valet logo
Canadian Professional Sales Association
Fidelity Investment logo
Softchoice logo
Ui Path logo
LinkedIn logo