The Revenue Room™ with Denise Medved, CCO, Informa Markets

Heather talks with Denise Medved, Chief Commercial Officer, Informa Markets North America. This episode explores Medved's extensive career in the B2B and B2C events industry, her current role at Informa, and the challenges and opportunities in leveraging data for revenue growth and business transformation in the events sector.

Denise is an executive advisory board member of H2K Labs' new C-suite network, Revenue Room™ Connect. Revenue Room™ Connect helps leaders in media, events, data/information and marketplace businesses fuel enterprise value by leveraging data, digital and AI.

Key points from the discussion:

• Medved's diverse career path led her to her current role at Informa, where she focuses on creating consistency across multiple business units.

• Informa Markets was created through several acquisitions, resulting in complex data environments and multiple instances of Salesforce CRM.

• Medved's primary mission is to focus on sales excellence and enablement, maximizing efficiencies and optimizing revenue growth through data and technology.

• The company standardized opportunity records in Salesforce across all business units, creating consistency in forecasting and reporting.

• Informa is using talent assessment tools combined with performance data to ensure the right people are in the right sales roles.

• The importance of understanding different data sources, definitions, and appetite for change when implementing new data-driven processes.

• Medved emphasizes patience, empathy, and clear communication when driving organizational change and adopting new technologies.

• The growing importance of data in driving business decisions and the excitement around CEOs embracing data-driven approaches.

The discussion highlights the critical role of data in transforming B2B media and events businesses and demonstrates the challenges and opportunities of standardizing data practices across a large, complex organization. It underscores the importance of strategic data management, sales enablement, and change management in driving revenue growth and business value in the modern events industry.

About RevvedUP 2026
RevvedUP 2026 is where CEOs and revenue-critical C-Suite leaders reset their growth playbook for the AI-first economy. Taking place March 23–24, 2026 at The Vinoy Resort in St. Petersburg, FL, this two-day strategy lab helps leaders pressure-test how AI moves from cost center to growth driver and turn data and disruption into competitive advantage.

About Heather Holst-Knudsen
Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. A seasoned executive and operator across media, marketplaces, events, and technology, she specializes in digital transformation, data-driven growth, and customer-centric value creation. Heather shares her insights on multisided business models through The Revenue Room™.

About Revenue Room™ CXO
Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders navigating growth in the data and AI economy. Through curated peer discussions and strategy sprints, members tackle real-world challenges in revenue transformation, customer intelligence, and business model innovation.

Learn more or apply for membership at info.h2klabs.com/apply-cxo.