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 Heather Holst-Knudsen

Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. She is a seasoned executive with extensive experience in digital transformation, data, and revenue growth. She is a recognized leader and operator in media, marketplaces, events, and adjacent technologies. Heather has a proven track record of leading organizations to achieve customer-centric innovation, revenue growth, and enterprise value creation. As a thought leader, Heather shares her insights on multisided business models under The Revenue Room™. Connect with Heather on LinkedIn.

About Revenue Room™ CXO

Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders who are shaping the future of growth in the data and AI economy. Through curated peer discussions, benchmarking sessions, and strategy sprints, members tackle real-time challenges in revenue transformation, customer intelligence, and business model innovation. This is not another networking group — it’s a confidential forum for leaders ready to accelerate enterprise value in 2025 and beyond.

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