In a dynamic corporate market characterized by challenging targets and highly informed buyers, high-performance sales professionals act as strategic consultants. To sustain the competitiveness of commercial operations, staying updated on complex sales methodologies, sales engagement tools, and pipeline governance is essential.
Below, we outline the definitive calendar of the main commercial events and trade shows confirmed for 2026 in Brazil, ranging from CRM and sales strategy conferences to large retail and franchising exhibitions.
Key Sales and CRM Events in Brazil
We present the list of key events designed for commercial leaders, operations managers, and sales executives.
| Event | Estimated / Confirmed Date | Location | Primary Focus |
|---|---|---|---|
| CMO Summit 2026 | March 25 and 26, 2026 | Expo Center Norte, São Paulo - SP | Marketing and Sales Alignment, Commercial Performance |
| APAS SHOW 2026 | May 2026 | Expo Center Norte, São Paulo - SP | Food Retail, Supermarkets, and Manufacturer-Retailer Negotiations |
| ABF Franchising Expo 2026 | June 24 to 27, 2026 | Expo Center Norte, São Paulo - SP | Franchising, Network Expansion, and B2B Sales |
| Fórum E-Commerce Brasil 2026 | July 28 to 30, 2026 | Distrito Anhembi, São Paulo - SP | E-commerce and Omnichannel Channel Integration |
| Startup Summit 2026 | August 26 to 28, 2026 | Florianópolis - SC | Entrepreneurship, Tech Sales Strategies, and Innovation |
| OmniVarejo 2026 | August 2026 | São Paulo - SP | Omnichannel, Channel Integration, and Customer Experience |
| Futurecom 2026 | October 6 to 8, 2026 | São Paulo Expo, São Paulo - SP | Technology, Connectivity, and Infrastructure B2B Sales |
| Sales & Marketing Executive Summit | To Be Confirmed (2026) | São Paulo - SP | Integrated Strategy for Commercial Leaders (Smarketing) |
| CRM Zummit 2026 | To Be Confirmed (2026) | Florianópolis - SC | CRM, Automation, Pipeline Governance, and Data |
What to Expect from Key Calendar Events
Sales & Marketing Executive Summit
This event serves as a strategic forum for aligning sales and marketing leadership (Smarketing). Discussions center on optimizing lead generation, establishing qualification criteria for operational lead handoffs, and implementing predictable revenue processes.
- Recommended for: VPs of Sales, Commercial Directors, CMOs, and Revenue Operations (RevOps) Managers.
CRM Zummit
Located in Florianópolis, one of Brazil's innovation hubs, this conference is entirely dedicated to CRM intelligence and automation. The event covers the customization of workflows within sales systems, customer data governance, and the practical application of AI models for opportunity scoring.
- Recommended for: CRM Managers, Sales Ops professionals, and commercial analysts seeking to optimize CRM technology.
ABF Franchising Expo
As the largest franchising fair in the world, it attracts tens of thousands of visitors and hundreds of exhibiting brands. It is the ideal environment to analyze accelerated expansion models, prospecting techniques, and complex B2B negotiations applied to sales networks and indirect channels.
- Recommended for: Expansion Directors, sales channel managers, and corporate investors.
Startup Summit
This event stands out in the innovation ecosystem, addressing agile sales methodologies (such as Predictable Revenue) and commercial processes designed for selling software and highly complex technical solutions.
- Recommended for: Account Executives (AEs), SaaS sales professionals, and business development leaders.
Strategic Process vs. Commercial Technology
All listed events emphasize the relevance of technological innovations in the commercial landscape. However, it is essential to highlight that technology acts strictly as an operational support. The best CRM or prospecting automation tool on the market will fail if it is not preceded by structured and clear commercial processes. Before allocating budgets to new software or operational training, sales leaders must conduct a thorough diagnosis of their sales processes, ensuring that configured tools reflect and optimize the actual behavior of their teams in daily operations.