Joanna Edwards

Joanna Edwards is Group Sales Director at SIFT, home of AccountingWEB and the FAB Show, where she leads sales and client success. She's in the middle of a real-world sales transformation—moving her team away from revenue generation as an end in itself, towards a model where commercial success is a by-product of genuine value creation. Before joining SIFT, Joanna was CRO at Merit Data & Technology, serving information and intelligence businesses across marketing, product data and technology solutions. Her media career began in 2004 at Incisive Media, where she started as a conference producer and went on to hold a range of senior roles across the industry, before leading the global marketing solutions team at Infopro Digital.