The Tuesday Club - Why Your Sales Training Isn't Showing Up in Your Numbers

The Tuesday Club: Why Your Sales Training Isn't Showing Up in Your Numbers 

Turning sales training into revenue through disciplined customer call execution, stronger managers and field coaching

Many organisations invest heavily in sales training, yet struggle to see a meaningful impact on customer conversations, forecast accuracy, and revenue growth. 

What separates organisations that achieve lasting sales performance improvements from those that do not? 

In this fireside discussion, Shawn D'Cotta and Ziya Muhamedcani explore the role of frontline managers, field coaching and sales leadership in closing the gap between training investment and commercial performance. Participants will leave with practical insights and actionable ideas that can be applied within their organisations.

Date: Tuesday, 3 November 2026
Time:  10.30 am - 12 pm
Venue: MGCC Boardroom, Level 20, Menara Hap Seng 2, Kuala Lumpur

Join us for an exclusive MGCC Tuesday Club session featuring a fireside conversation between Shawn D'Cotta, Head of APAC at Cegos Asia Pacific, and Ziya Muhamedcani, Strategic Partner of Cegos Asia Pacific. Together, they will unpack a question many 1 business leaders face: why do sales training initiatives often fail to translate into better customer conversations, more accurate forecasts, and stronger business results?

What You'll Gain: 

Participants will gain practical insights on how to strengthen sales execution and improve the return on capability development investments:

• Where sales training investments leak between the classroom and the customer, and how organisations can close the gaps
• Why promoting top sales performers into management roles often creates new challenges, and how managers can become effective performance coaches
• The impact of coaching before and after live customer engagements, supported by practical field experience
• One actionable change leaders can implement within the next 90 days to strengthen sales performance

Who Should Attend?

This session is designed for leaders responsible for driving revenue growth, strengthening sales teams, and improving commercial performance.

• CEOs, Managing Directors and Country Heads
• Business Leaders and Commercial Leaders
• Sales Directors and Heads of Sales
• HR and Learning & Development leaders responsible for sales capability development

Whether you lead a sales organisation or oversee commercial performance, this session will provide practical ideas to help close the gap between training investment and business results, while strengthening the effectiveness of managers and frontline teams.

About the speakers

Ziya Muhamedcani, Strategic Partner, Cegos Asia Pacific, has spent over 30 years improving sales force effectiveness at Fortune 500 companies and SMEs across Asia, the US and Europe. He has trained more than 7,500 sales professionals and accompanied sales teams on over 2,000 joint customer calls, and from this field experience developed the EPIC Sales Transformation Programme. He previously held senior sales and marketing positions at Johnson & Johnson across Asia and the US. Born and raised in Japan, he is fluent in Japanese and English. 

Shawn D'Cotta, Head of APAC, Cegos Asia Pacific, partners with organisations across the region to develop leadership, sales and workforce capabilities that drive sustainable business performance. A sales leader himself, he brings a practitioner's view to the conversation.