From Sales Floor to AI-Driven Change

• • AI at the core of selling: AI is fully integrated into the sales process, helping teams make smarter decisions, personalize interactions and create value at every step.
  • Practical transformation for sellers: Change works only when it’s actionable. Med ensures tools and strategies fit seamlessly into daily sales workflows.
  • Agentic AI for better decisions: AI is a tool to support human expertise. Med focuses on AI that empowers sellers to make informed, confident choices.
  • Tailored solutions for every role: Sales roles are unique. Med designs tools and resources to meet the specific needs of each role, driving better results.

A career built on curiosity

Med Eddarif leads UK Business Transformation within Revenue Operations at Dell Technologies, a role he’s grown into over more than 13 years that began on the sales floor. Today, his focus is on making transformation practical, not theoretical. That means turning global programs into tools and processes that sellers and sales leaders can actually use, with a goal of improving day-to-day productivity and simplifying how work gets done.

What drew him to this path wasn’t a grand plan. It was curiosity. “I’ve always been curious about how work gets done and why some processes help people while others hold them back,” Med says. “I’ve worked across sales, operations, and transformation roles, and that mix taught me to always look at things from the seller’s perspective. If a process is hard to use, I believe the process needs to change.”

The turning point

There wasn’t a single dramatic moment that redirected Med’s career, but there was a clear shift. When he moved into operations and global project work, he started seeing the full picture behind the seller experience, not just the friction felt at the front line, but where that friction originates and what it takes to remove it.

That sales background became an asset rather than something to leave behind. “I always start with the business impact,” Med explains. “I think about what a change means for a seller’s day, how much time it saves and whether it helps them serve customers better. That perspective keeps transformation grounded in real value rather than process for its own sake.”

AI as a tool for real work

No two days look the same in Med’s role. Most start with data and adoption trends, then move into conversations with sellers, leaders and program teams. Some days are about understanding why a metric doesn’t look right. Others are about helping people see the benefit of a new process or tool. Consistently, the challenges that come to him center on three things: trust, adoption and clarity.

AI sits at the heart of much of what Med works on. In his view, it has the potential to reduce friction from the work that surrounds real work. “AI can help with preparation, summarization, search, follow-up and other tasks that have traditionally taken time away from judgment and customer interaction,” he says. “The goal is to free people to focus on higher-value work.”

For Med, AI-native go-to-market modernization means AI is embedded in the selling motion rather than bolted on top of it. It shows up in how teams prepare for conversations, how they follow up and how they manage their time. Critically, it’s role-specific. “A seller in one segment doesn’t work the same way as a seller in another, so the support should reflect that,” he notes. The aim is to reduce administrative burden on sales teams and create the conditions for better customer conversations, with sellers spending more time on the right priorities.

When it comes to agentic AI and newer tools, Med applies a clear filter before recommending adoption. He starts with one question: whose problem does this solve? If the answer isn’t specific, the tool isn’t ready to scale. He also tests things himself. “Credibility matters,” he says. “Confidence comes from clear guardrails, practical examples and small early wins.”

The human side of transformation

Transformation at scale rarely succeeds through authority alone. Med has learned that influence is earned by making work easier for people. Across global, matrixed teams, the approach that works is starting with someone’s business need rather than a program requirement and bringing people into the solution rather than presenting it to them. “When people help shape the answer, they’re much more likely to support it,” he says.

His multilingual background, spanning Arabic, French and English, and his multicultural roots growing up in Morocco have shaped how he communicates and collaborates. He learned early that translation isn’t enough. “You need to understand what each audience cares about and how to make the message land,” Med explains. That attentiveness, to what people say and what they mean, has proved especially valuable in transformation work, where alignment is often more fragile than it first appears.

The values that guide him are practical ones: usefulness, honesty, collaboration and curiosity. What excites him most about his work is simple. “Seeing something becomes easier for someone else,” he says. “If a process saves time, if a seller gets a better outcome or if a new tool genuinely helps people do their jobs better, that’s the reward.”

Ever forward

Med sees the next phase of AI as a potential shift from occasional tool to embedded capability. In his view, agents may increasingly support whole workflows, and the real value people bring will likely shift further toward judgment, context and trust.

For Med, “Ever Forward” is more than a phrase. It’s a mindset. “Stay curious, keep learning and don’t let yesterday’s expertise become today’s limit,” he says. “For others, I’d say: don’t wait until you feel fully ready. Build, test, learn, improve and keep moving. That’s how real transformation happens.”

Med Eddarif is a Business Transformation Program Manager within Revenue Operations at Dell Technologies, based in Morocco.

Frequently Asked Questions

What Does Med Do at Dell Technologies?

Med leads business transformation within Revenue Operations for Morocco. He turns global initiatives into practical tools that sellers can easily use, ensuring they deliver real value.

What Is AI-Native Go-to-Market?

It means embedding AI directly into the sales process to enhance every stage, from prospecting to closing deals.

How Does Med Decide Which New AI Tools to Adopt?

Med evaluates tools based on the problems they solve, tests them personally, and looks for small wins before scaling.

How Does Med’s Background Shape His Work?

His sales expertise and multicultural background help him understand diverse needs and craft people-centered solutions.

What Does “Ever Forward” Mean to Med?

It’s about continuous growth, learning, and embracing challenges to keep improving and moving forward.