Event Recap  ·  Conga Connect 2026  ·  March 10, 2026  ·  Orlando

More Than a New Logo

Conga Redraws Its Promise to Customers at Conga Connect 2026

At Conga Connect 2026 in Orlando, CEO David Osborne surprised the audience midway through his keynote with a full brand unveiling. I was there with my colleague Maya Chambers from Info-Tech Research Group — and what we witnessed was one of the more thoughtfully executed brand moments I have seen at an enterprise software conference.

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David Osborne, Chief Executive Officer of Conga, took the stage this morning and delivered what looked, at first, like a straightforward CEO keynote. He spoke about the business, the Pros acquisition, the year ahead. Then, midway through his talk, he paused — and surprised the entire room.

What the audience had not seen coming was a full brand unveiling. The backdrop changed. The colour palette changed. And those paying close attention noticed that Osborne’s jacket had been chosen for exactly this moment — wearing the new brand’s colors. It was a quiet signal that the CEO was not just announcing a rebrand. He was participating in it.

For Maya and me, it was also a genuinely energising experience meeting the new Conga leadership team in person. The sense of direction coming from the executive team was unmistakable. This is a company that knows where it is going.

What followed the reveal was not a routine visual refresh. It was a statement of strategic intent, carried by a simple and testable promise: Conga is where commerce lines up. And the conference itself — with the entire stage, signage, and visual identity overhauled in real time during the keynote — was the first proof point.

A Rebrand That Happened Live on Stage

Special credit is due to Celia Fleischaker, Chief Marketing Officer, and her team for pulling off something genuinely unusual in enterprise software: a live rebrand. As Osborne delivered the keynote, the production team was still completing the visual transition across the conference venue. Fleischaker acknowledged in the brand strategy session that the team had quietly hoped the keynote would run long, to buy a few extra minutes.

That it came together seamlessly — in front of a full room of customers, partners, and employees, many of whom were seeing the new brand for the very first time — is a testament to both the quality of the preparation and the clarity of the idea driving it. The rebrand had been kept tightly confidential. For many employees in the room, the reveal was as fresh as it was for the customers sitting next to them.

“This is just not about changing colours, or the logo, or the font we use. It is an envision. It is a clear direction and a new way of working. It is the start of something that we think is extraordinary. And we want to build it together with you.”

— David Osborne, CEO, Conga  ·  Conga Connect 2026

The Brand Promise: Commerce Lines Up

The new Conga brand is organised around a single idea: the commerce chain. The full sequence of activity that happens when a business prices a product, generates a quote, secures an approval, executes a contract, and delivers — that is commerce, and it should move as one continuous motion rather than as a series of handoffs between systems that do not communicate.

The conga line metaphor, which Conga had previously been advised to avoid, is now central to the identity. The image is useful precisely because it describes a behaviour, not just a category. Someone has to start the line. The direction has to be clear. No one should be standing on the sidelines waiting for someone else to move. Those are operational descriptions of what fragmented commercial systems produce — and what a connected platform is designed to prevent.

The tagline is direct: Conga, where commerce lines up. It is a promise, not a metaphor — and one Conga has now committed to publicly in front of its entire customer community.

The Research: 93 Per Cent of Companies Are Struggling

Conga did not arrive at Conga Connect 2026 with a new look and a vague ambition. Released this morning alongside the rebrand, new research drawn from more than 1,200 commerce and contracting decision-makers across manufacturing, financial services, life sciences, retail, technology, and telecommunications provides the factual grounding for the brand’s central claim.

The headline finding: 93 per cent of companies say deals frequently struggle to move through sales, legal, finance, pricing, and IT.

That last figure — only 8 per cent — is the sharpest finding in the report. It points to a fundamental gap not just in tooling but in commercial visibility. Conga’s case is that a connected commerce chain, with AI embedded across pricing, quoting, and contracting, can close that gap and make the impact of every commercial decision traceable.

“Despite advances in AI and automation, it is clear that commercial operations are often disconnected and difficult to scale. There is a need throughout the industry to line up every part of the commerce chain, from pricing and quoting through revenue recognition and renewal, into a unified view so teams stay in sync and buyers keep moving forward.”

— Celia Fleischaker, CMO, Conga

The full report is available at conga.com/resources/state-of-commercial-operations-research.

AiMe: AI That Understands Your Business

One of the more striking moments in the keynote was the unveiling of AiMe — Conga’s named AI (artificial intelligence) persona, displayed prominently on the stage backdrop alongside the tagline: AI that understands your business.

The name carries the positioning embedded in it. This is not a generic large language model (LLM) assistant applied to an enterprise workflow. It is AI designed to understand your business from day one — pre-trained on commerce workflows, capable of evaluating contract risk, assessing pricing strategy, guiding sales teams on the right products at the right price, and helping draft contract amendments.

Three design principles define AiMe:

• Domain specificity — AiMe arrives with the knowledge of the field already embedded. A commercial counsel or pricing analyst should not need to engineer prompts to get reliable output from an assistant working in their domain.
• Conversational intent recognition — AiMe is designed to understand not just the words in an instruction but the goal behind them, connecting tasks that span pricing, quoting, and contracting rather than treating them as isolated queries.
• Measurable outcomes — AI is only an advantage if it can be embedded quickly and if its impact can be tracked. AiMe is intended to grow into a family of agentic tools capable of reporting the return on investment (ROI) of every pricing and commercial decision they support.

The name AiMe also does something quietly distinctive: it places the user at the centre of the AI relationship. This is AI that works for me, learns my business, and serves my goals — a deliberate contrast to the perception of AI as a system that operates independently of human intent.

What This Signals for Commercial Operations Leaders

The Pros B2B acquisition, completed earlier this year, is the structural event that makes this brand coherent. Conga can now claim something specific: it is the only vendor in the market that spans price optimisation, configure-price-quote (CPQ), contract lifecycle management (CLM), and document automation on a single connected platform.

For technology and business leaders evaluating commercial operations stacks, the questions raised by this morning’s announcements are practical:

• How many point solutions are managing the gap between your ERP (enterprise resource planning) and CRM (customer relationship management) systems — and what data is being delayed or lost in transit?
• Where in your quote-to-cash cycle are deals most likely to stall, and is that friction systemic or addressable?
• Is your organisation among the 8 per cent that can currently measure the business impact of its pricing decisions — and if not, what is that visibility gap costing you?

Conga now serves more than 10,000 customers worldwide, including over half of the Fortune 100. The rebrand launched at Conga Connect 2026 is Conga declaring, in front of its largest customers and its full partner community, that it is ready to compete for the centre of the enterprise commerce stack.

Research referenced: The State of Commercial Operations: Fragmentation in the Age of AI. Conga, March 2026. conga.com/resources/state-of-commercial-operations-research