At the Airbus Munich Campus, 50+ enterprise sales leaders spent a half-day on one question: what AI does to relationship-driven B2B sales. Co-hosted by Airbus and ARPEDIO, with keynotes from Airbus, Siemens, McKinsey, and DHL.
On 22 June, ARPEDIO and Airbus co-hosted a half-day, invitation-only summit at the Airbus Munich Campus. The room was curated on purpose: CROs, CCOs, and Strategic Account Management leaders from global enterprises, in a peer setting rather than a vendor briefing. The hard question on the table wasn't what AI does to outbound — it was what AI does to relationship-driven work, the multi-stakeholder, multi-year deals that decide whether a strategic account compounds or churns.
Ulrik Monberg, ARPEDIO's CEO, opened with the through-line that set up the day. For two decades, CRM has been a System of Record — the place you log what already happened. The next decade turns it into a System of Action — the place the next move gets decided, and increasingly drafted by AI agents working inside the data. The point he pressed: this is a journey, not a switch. Nobody flips from one to the other overnight.
Four keynotes stress-tested that idea from different angles — Airbus on managing strategic accounts at scale, Siemens on AI and stakeholder mapping, McKinsey on the CEO's AI agenda in B2B sales, and DHL on building AI into global revenue processes. Between them, two off-record round-table dilemmas put the room itself to work.
The through-line Ulrik Monberg (CEO, ARPEDIO) opened with: CRM's next decade turns it from a System of Record — where you log what already happened — into a System of Action, where the next move gets decided, and increasingly drafted by AI agents working inside the data.
Keynote themes and the framing that carried the day. The round tables stay off the record — that's why they work.
The frame that held the day together. CRM has spent twenty years capturing what already happened. The shift now underway is toward a system that helps decide — and take — the next move, with AI agents doing the work inside the data rather than beside it. Ulrik was direct that this is a journey enterprises are partway into, not a finished state.
DHL closed the day showing concrete agent tasks — small, legible jobs an agent runs inside the CRM. That was the image people left with: not AI as abstraction, but AI doing a specific, understandable piece of the work. Across the room, the concrete example did more than any grand claim about transformation.
McKinsey mapped where AI actually meets the enterprise seller's day — not the SDR's outbound, but the strategic-account work: preparing for the meeting, mapping the stakeholders, deciding the next best move. The value showing up is in guiding judgment, not replacing it. That distinction matters most exactly where the accounts are hardest.
The candid note to close on. The room agreed on direction — but hard, transferable ROI evidence for AI in relationship-driven sales is still early. That's not a reason to wait; it's the honest state of the field, and naming it is more useful than pretending the proof is finished. The next rooms are where that evidence gets built.
"CRM has been a System of Record for twenty years. The next decade makes it a System of Action — and that's a journey, not a switch."
Ulrik Monberg · CEO, ARPEDIO · Opening keynote, Intelligent Enterprise Munich 2026
The summit sits inside a broader practice — Account-Based Selling, Salesforce-native, with named deployments at Airbus, Perstorp, WBM, and others. The diagnostic behind the day's shared vocabulary is open to enterprise teams.