Sales Lab 2026: sharing what works, raising the bar together
This week, we brought together 50+ commercial colleagues from across our 25+ companies for Sales Lab 2026 - a full day of shared learning at the group's Gothenburg HQ.
Sales Lab exists to make the whole stronger than its parts. Across our companies sits an enormous amount of hard-won sales knowledge, and the day was built to move it around: sellers sharing the plays that land, the mistakes worth avoiding, and the approaches that others can pick up and run with tomorrow. Great ideas rarely stay inside one company for long here - that's the point.
It's also, by design, a little competitive. Seeing what a colleague in another company has pulled off is one of the best forms of inspiration there is, and a bit of friendly rivalry across the group pushes everyone to be sharper. That same instinct feeds one of our biggest opportunities, cross-selling, where knowing each other's products turns a single customer relationship into value across the group. But cross-selling is one outcome, not the whole ambition: the deeper goal is a shared sales culture where everyone gets better, faster, by learning from the best.
Driven by Group CSO Rickard Ahlbom and Verendus Head of Sales Oscar Björsell, the day paired practical case-sharing with an outside perspective from sales coach Joakim Turesson on customer value and the psychology of selling, and closed with awards for Rookie Salesperson of the Year - Anton Bard (Bilvision) and Cross Seller of the Year - Alexander Enberg (Empori), and Salesperson of the Year - Lukas Seiborg (Verendus). Massive achievements.
"When 25+ companies put their best sales thinking on the table, everyone leaves smarter than they arrived. Cross-selling is part of it and a great driver, but the real prize is a group that keeps raising its own standard." — Rickard Ahlbom, Group CSO
"Nothing sharpens you like seeing what a colleague in another company has achieved. We share openly, we compete a little, and we all sell better for it - and that's exactly where the group's strength comes from." — Oscar Björsell, Head of Sales, Verendus
Thank you to everyone who took part and brought the energy. Here's to carrying it into 2027.