Lucas Rodríguez

VP, Customer Service Operations, Americas Tetra Pak

Monday, April 26, 2027

2:35 PM Track C: Panel Discussion: Turning Organizational Alignment into Commercial Execution

Customers don't experience your organization as separate functions, they experience a single company. While alignment across sales, service, and marketing is improving, the real test is execution and how that alignment translates into consistent customer engagement, commercial accountability, and growth. As service becomes a more significant growth engine, organizations must move beyond structural alignment and focus on how commercial decisions are executed day-to-day. This includes how value is reinforced in every customer interaction, how sales and service collaborate in the field, and how lifecycle opportunities are captured without adding friction or confusion. Commercial and service leaders will explore how alignment is turning into execution, and where organizations are still struggling to make the model work in reality.

Find out how to:

Translate organizational alignment into consistent customer execution across sales, service, and field teams
Define clear roles in commercial growth without overburdening technicians or blurring accountability
Enable sales and service collaboration in the field to improve trust, visibility, and opportunity identification
Align incentives and behaviors so all customer-facing teams reinforce the same value proposition
Capture lifecycle revenue opportunities without creating friction between product sales and service delivery

Wednesday, April 28, 2027

11:45 AM Track B: Mastermind Topical Discussion: Leading Global Service Without Direct Control

Session Objectives:

Global service organizations are being asked to deliver consistent performance across regions they do not directly control, forcing leaders to rely on influence rather than authority to drive alignment and growth. This creates a core challenge: how to align global strategy, standards, and innovation while working through highly diverse regional structures, capabilities, and priorities.

These peer-led discussions will explore how global service leaders influence performance across regions through governance, standards, and enablement rather than authority. Participants will share approaches for assessing service maturity, scaling best practices, and balancing global consistency with local flexibility.

Key Discussion Areas:

How do you influence global service performance without direct authority over regional teams?
How do you assess and act on differing levels of service maturity across countries and regions?
What mechanisms help balance global standards with local execution needs?
How can best practices (e.g., preventive maintenance, outcome-based contracts) be scaled across diverse markets?
How do global service teams influence pricing, portfolio strategy, and margin decisions across regions?
How do you ensure consistent KPIs, offerings, and customer experience across daughter companies?
How do you identify and unlock underpenetrated markets and adjacent growth opportunities globally?

Check out the incredible speaker line-up to see who will be joining Lucas.

Download The Latest Agenda