Reengineering a Sales Organization to Support New Corporate Strategies

Sales Leaders' Roundtable

October 16, 2012: 6:00 PM - 8:30 PM

As the sports marketing and media industry evolve, so must the corporate objectives and strategies of companies that compete in that industry. At Intersport, that evolution meant merging two sales forces and creating a management position to lead the unified sales team. At the same time Intersport aligned its sales objectives with corporate strategy, Intersport dealt with internal growing pains. Intersport needed to convert from an entrepreneurial sales organization to a professional one. That conversion, moving from opportunistic to strategic and focused, presented a separate but equal set of challenges. These necessary changes, all converging at once, presented a perfect storm for the sales organization. Join us for lessons learned from reengineering a sales team at an entrepreneurial sports marketing and media company, presented by Intersport Chief Revenue Officer Aaron Veldheer.


Gleacher Center
Room 100
450 N. Cityfront
Chicago, Illinois

Driving Directions:

There is validated parking for $5.00 at the NBC lot and $6.00 at the AMC garage. Please validate your ticket in the right machine at the front desk at Gleacher.


No Charge


Register Online

Deadline: 10/16/2012


6:00 PM-6:30 PM: Registration and networking

6:30 PM-8:00 PM: Presentation

Speaker Profiles

Aaron Veldheer (Speaker)
Chief Revenue Officer, Intersport

Aaron Veldheer is the Chief Revenue Officer at Intersport. As Chief Revenue Officer, he is charged with maximizing long term revenue by optimizing, growing and creating a world class sales organization. Prior to his current role, Aaron was Vice President of Strategic Partnerships and led sales efforts of sports sponsorship and television and digital media projects.

Prior to Intersport, Aaron worked in the Investment Management Division at Goldman Sachs and as a corporate attorney at Goldberg Kohn in Chicago and at Miller Johnson in Grand Rapids, Michigan. Aaron received a Masters in Business Administration from the University of Chicago and a Juris Doctor from Michigan State University.

For 25 years, Intersport has been an award-winning innovator and leader in the creation of sports and entertainment based marketing platforms. Intersport provides a profound understanding of how to harness the power of sports and entertainment to effectively produce results for clients.

Intersport combines its two award-winning divisions Sponsorship & Event Marketing and Programming & Production to provide turnkey solutions for global brands. When housed within one organization, these disciplines merge to offer a powerful, diverse and integrated marketing solution for the world's biggest brands.


Ken Nordine, Jr., '97 


Other Information

The mission of Chicago Booth Sales Leaders' Roundtable is to help both Chicago alumni and a broader community of sales professionals learn more, meet other colleagues and resolve sales issues. Our vision is to be the first choice for learning and sharing new sales leadership ideas. Visit this Chicago Booth alumni website for more information about the Sales Leaders' Roundtable, to view upcoming events and to subscribe to our email list.